TheWesternMichiganUniversity

StrategicPlan201520

TheWesternMichiganUniversityCommitment

Withadoptionofitsfirststrategicplanin2012,theUniversityembracedthreebasictenetsdevelopedtodescribeits
identityandprovideguidepostsforthefuture.In2016,astheUniversitylaunchesTheGoldStandard2020,arefinedand
expandedfiveyearversionofitsstrategicplan,thosethreetenetsremainattheverycoreofallthatWMUisandaspiresto
be.TheUniversityislearnercentered,discoverydriven,andgloballyengaged.Everygoalthatitsetsandeverychallengeit
tacklesisintendedtomaintainandenhancethosethreetenets.TheGoldStandard2020isaplanningtoolforthefuture
thatispremisedonthatbasicunderstanding.

Asapremier,comprehensive,publicresearchUniversity,WMUwillusethisplantorecruitandnurturetalentedminds
wherevertheywillbefound.TheUniversitystrivestoaddvaluetothelivesofitslearnersandcontinuouslyimprovethe
qualityofitsprogrammingtomeettheneedsandexpectationsofthecommunitiesitserves.Thestrategicplanreflectsa
campuswidecommitmenttoacademicrigor,service,inclusivity,collaboration,economicdevelopment,sustainabilityand
goodstewardshipofinstitutionalresources.

AsanextensionoftheoriginalGoldStandard,theGoldStandard2020isanaffirmationoftheUniversitycommunity's
commitmenttothevaluesofsharedgovernance,transparentandtimelycommunication,andaccountableandresponsible
behaviorwithinanethical,compassionate,diverseandrespectfulenvironment.

WesternMichiganUniversityhasembracedthechallengeofstrategicplanningtoensurethatitwillbeapremier
educationalenvironmentthatprovidesopportunityforadiverseandgloballyrepresentativecommunityoflearners.Those
learnerswillbepartofasettinginwhichdiscoveryandinnovationareusedtoenhancetheeconomicvitalityofthe
communitiesservedandmaketheworldabetterandmorehospitableplace.

Mission
WesternMichiganUniversityisalearnercentered,researchuniversity,buildingintellectualinquiryanddiscoveryinto
undergraduate,graduate,andprofessionalprogramsinawaythatfostersknowledgeandinnovation,andtransforms
wisdomintoaction.Asapublicuniversity,WMUprovidesleadershipinteaching,research,learning,andservice,andis
committedtoenhancingthefutureofourglobalcitizenry.

Vision
Nationallyandinternationallyrecognized,theUniversityaspirestodistinguishitselfaslearnercentered,discoverydriven,
andgloballyengaged.

Learnercentered.
WesternMichiganUniversityisauniversitywhereeverymemberofourcommunityisresponsivetoandresponsibleforthe
educationofourstudents.Wechallengeandengageallmembersofourcommunitywithauniversityexperiencethat
createsskilled,lifelonglearners.

Discoverydriven.
WesternMichiganUniversityoffersexperiencesthatenablediscovery,andpromotecreativityandresearch.Weare
committedtopursuinginquiry,disseminatingknowledge,andfosteringcriticalthinkingthatencourageslifelonglearning.
Ourscholarshipcreatesnewknowledge,formsabasisforinnovativesolutions,leadstoeconomicdevelopment,andmakes
substantialcontributionstosociety.

Globallyengaged.
WesternMichiganUniversityimpactstheglobepositively.Weareacommunityoflearnerscommittedtohumandignity,
sustainability,socialresponsibility,andjustice.Ourcampusembracesadiversepopulationofstudents,facultyandstaff
whodeveloplearnersandleaderswhoarelocallyorientedandgloballycompetent,culturallyawareandreadyto
contributetoworldknowledgeanddiscovery.

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TheGoldStandard2020EmbracesFiveStrategicGoals

TheUniversityStrategicPlanguidesthewayforthenextfiveyearsandallowstimeformeaningfulinstitutionalgoalstobe
achieved.Developingthegoals,objectivesandstrategiesthatwillservetheUniversitycommunitybothnowandinthe
future,demandsthattheUniversityundertakehonest,thoroughandongoingexaminationsofthechallengesandrisksthe
institutionfaces.Thisstrategicplanacknowledgesthatbothriskandopportunitymustbebalanced,assessedand
reassessedandincludesthemechanismstomeetthosedemands.Bothrisksandopportunitiesmustbeprioritizedastime
passes,andresourcesmustbeallocatedaccordingtothatprioritization.

Objectivesandstrategieshaveannualbenchmarkstomeasureprogressandallowforresponsivenesstointernaland
externalchangesimpactingWMU.InstitutionalEffectivenessMeasureswillbeusedtomonitorcriticalUniversityfunctions,
aswellasprovideevaluationforcontinuousqualityimprovementthroughouttheStrategicPlansimplementationand
resourceallocationprocesses.

UponformaladoptionofthestrategicplanbytheUniversity'sBoardofTrustees,thedocumentwillbecomeWestern
MichiganUniversity'sroadmapintothefuture.Annualmonitoringtoensurebenchmarksaremetwilltakeplace.Eachunit
andvicepresidentialareaareexpectedtointegratethegoalsandobjectivesofthestrategicplanintodailywork.

LearnerSuccess
Goal#1:Ensureadistinctiveandsupportivelearningexperiencethatfosterssuccess.

WMUfosterslearnerswhoarecriticalthinkers,knowledgeexpanders,andsolutionproviders.WMUstudentsareprovided
abroadrangeoflearningopportunitiesinarespectful,healthyandsafelivinglearningenvironmentfocusedonstudent
success.Curricularandcocurricularopportunitiesencourageengagement,preparelearnersfortheglobalizedworld,and
enhancestudentretentionanddegreecompletion.EachlearnerisencouragedtosynthesizeandtranslateWMU
experiencesintoauniqueSignaturedefiningwhotheyareaslearners,professionals,leadersandgloballyengagedcitizens.

Objective1.1:Alearnercenteredculturemaximizesstudentretentionanddegreecompletion.
Objective1.2:Thelearningexperienceprioritizescriticalthinking,application,andexperientiallearning.
Objective1.3:Learningexperiencesareheightenedthroughinnovativeandresponsivecocurricularlearning
opportunities.
Objective1.4:Internationallearningexperiencespreparealllearnersfortheglobalizedworld.
Objective1.5:Universitycommunityadvancesandsustainsarespectful,healthy,andsafecampus.
Objective1.6:Thestudentlivinglearningenvironmentenhanceslearning,personaldevelopment,andengagementin
campuscommunities.

AcademicExcellence
Goal#2:Promoteinnovativelearning,discovery,andservice.

WMUpursuesacademicexcellencethroughinnovativeapproachestolearning,discovery,andservice.WMUembraces
collaborationandleveragesresourcestoofferacademicprogramsthatareresponsivetotheneedsofallstudentsand
society.Adistinguishedfacultyandsupportstaffofferhighqualitycurriculaingraduateandundergraduateeducation.
Instructionisdeliveredthroughhighimpactpracticesinlearningplatformsthatmeettheneedsofcontemporarylearners.

Objective2.1:WMUsacademicprogramsrespondtostudentandglobalneedsthroughinnovative,highquality
curricula.
Objective2.2:Thestrategichiringandretentionofadistinguishedfacultyandstaffensuresacademicexcellence,
enhancesinnovationindiscoveryandpedagogy,andelevatestheUniversitysstature.
Objective2.3:Academicexcellencewillbemaintainedthroughtheexecutionofbestpractices.
Objective2.4WMUwillbepositionedasleaderinqualitygraduateeducation.
Objective2.5:Thedeliveryoflearningplatformsandlocationsreflectthebreadthanddiversityofenrollmentthatis
supportiveoftheUniversitysmissionandstrategicgoals.
Objective2.6:Facultyresearch,scholarship,andcreativeactivitiesenhanceinnovativeteachinganddiscovery.

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DiscoveryandCollaboration
Goal#3:ProgressasaCarnegieclassifiedhigherresearchdoctoraluniversitythatadvancesnew
knowledgeandvalueaddeddiscovery.

WMUisflexibleandresponsivetotheeverchangingdemandsoftheworld.Tomeettheneedsofsociety,WMU
investigates,develops,andproducesnewknowledge;contributestotechnologicalandeconomicadvancement;and
elevatesthehumanconditionthroughcommunityoutreachandengagedscholarship.

Objective3.1:WMUstrengthensitspositionasaDoctoralUniversity:HigherResearchActivityinaccordancewith
CarnegieClassificationcriteria.
Objective3.2:WMUsstrengthsinresearchandengagedscholarshipcreatemutuallybeneficialpartnershipsthat
impactsignificantscientific,economic,andsocialproblems.
Objective3.3:WMUsoutreachisattentivetolocalandworldneeds.

InclusiveExcellenceandEquity
Goal#4:Promoteadiverse,equitable,andinclusiveUniversityculturetoensuresocialsustainability
andaccessibility.

WMUcultivatesadiverseandinclusivecommunitythatrecognizesthevalueofeachindividualandhelpsensurecivilityand
respectforallpeople.Indoingso,WMUembracesdiversityasacommunityvalueinwhichallstakeholdersarepreparedto
understandthecomplexityofissuesandperspectivesneededtooffersolutionstoworldchallenges.Asystemof
accountabilityandpurposefulinstitutionalreflectionwillpromoteahighlevelofsocialsustainability.

Objective4.1:Asystemofcontinuousaccountabilityandevaluationcontributestoacultureofinclusiveexcellence.
Objective4.2:Adiversestudent,faculty,andstaffpopulationenrichesthelearningandworkingenvironment.
Objective4.3:WMUmodelsawelcoming,accessible,andsupportiveuniversityculture.
Objective4.4:WMUadvancesasaviablesettingforsocialsustainability.

SustainableStewardship
Goal#5:Advanceeconomicandenvironmentalsustainabilitypracticesandpolicies.

WMUsupportsacultureofsustainabilitybymodelingpracticesandpoliciesthatresultinincreasedflexibilitytorespondto
economicandenvironmentalchallenges.Allocationofresourceswillbetransparentandinaccordancewithstrategic
planningprioritiescreatingstabilityacrossfundingcycles,respectingtheindividualneedsofallstudentsandemployees,
reducingourenvironmentalfootprint,andrelyingonevaluationandaccountabilitytoensurecontinuousimprovement.A
robustcommunicationsystemwilleffectivelypromotetheUniversitydistinctivemissiontoenhancemarketing,advocacy
andinvestmentinWMU.

Objective5.1:WMUcontinuestobealeaderinresponsibleutilizationoffinancialandhumanresourcemanagement,
process,anddeployment.
Objective5.2:WMUutilizesavailablefinancialstrategiestooptimizeenrollmentmanagement.
Objective5.3:WMUisanationalleaderinachievingenvironmentalsustainability.
Objective5.4:EffectivemarketingandcommunicationpromotestheUniversitysdistinctivemission.
Objective5.5:Communitysupport,advocacy,andphilanthropicgivingadvanceWMU

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LearnerSuccess
Goal#1:Ensureadistinctiveandsupportivelearningexperiencethatfosterssuccess.

Objective1.1:Alearnercenteredculturemaximizesstudentretentionanddegreecompletion.

Strategies
a.
b.
c.
d.
e.

Operationalizeandintegrateevidencebasedretentionpracticestoincreasefirstyearstudentretention.
Developadvisingandretentioneffortsappropriatetotheneedsofsophomore,junior,andtransferstudents.
Improvesupportprogrammingtohelpstudentswithvaryinglevelsofacademicpreparation.
EnhancetrainingtohelpWMUemployeesrecognizehowtheirrolescan/dosupportstudentsuccess.
Developandoperationalizebestpracticesthatpromotepersistenceanddegreecompletionofgraduatestudents.

Objective1.2:Thelearningexperienceprioritizescriticalthinking,application,andexperientiallearning.

Strategies
a.
b.
c.
d.

Coordinateandpromoteoffcampus,nonclassroom,internship,andservicelearningopportunitiesforall
students.
Enhancecareerpreparationservicesandprovidemoreopportunitiesforprofessionaldevelopmenttoboostpost
graduationstudentsuccess.
Usethedevelopmentandarticulationoflearningoutcomesintrainingandmentoringstudentemployeesto
furthertheirworkforcereadiness.
Promotegreaterinvolvementofundergraduateandgraduatestudentsinresearchandcreativeactivities.

Objective1.3:Learningexperiencesareheightenedthroughinnovativeandresponsivecocurricularlearning
opportunities.

Strategies
a.
b.
c.

DevelopandimplementtheSignatureDesignationtosupportstudentengagementanddistinction.
Continueimplementationanddevelopmentofprogrammingtoincreasestudentfinancialliteracy.
Facilitateparticipationinbenefitsupportedlearningopportunitiesforallemployees.

Objective1.4:Internationallearningexperiencespreparealllearnersfortheglobalizedworld.

Strategies
a.
b.
c.
d.
e.

Increasefeasibilityofbroadbasedparticipationinstudyabroadprogramsandothergloballyfocusedlearning
opportunities.
Implementthefacultyadoptedinternationalizeeducationinitiative.
ProvideenhancedlivinglearningsupportforthegrowingnumberofinternationalstudentsatWMU.
IncreaserecruitmentofUniversityemployeeswithinternationalexperienceandexpertise.
Facilitateinterculturalunderstandingthroughgreaterinteractionbetweendomesticandinternationalstudents.

Objective1.5:Universitycommunityadvancesandsustainsarespectful,healthy,andsafecampus.

Strategies
a.
b.
c.
d.

Implementproactiveoutreachandinterventionprogramstoenhancementalhealthandphysicalwellbeingofall
students,faculty,andstaff.
Promotecollegialitythroughgreaterinterandintradepartmentalcollaboration.
ImplementrecommendationsfromtheTitleIXSexualMisconductandSafetySurveytoensureasafeand
supportiveenvironmentforallstakeholders.
ReinforcecampussafetythroughinformedmodificationinUniversitypoliciesandphysicalenvironment.

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Objective1.6:Thestudentlivinglearningenvironmentenhanceslearning,personaldevelopment,andengagement
incampuscommunities.

Strategies
a.
b.
c.
d.

RevitalizeUniversityfacilitiestoenhanceinformalspaceforstudentlearning,personaldevelopment,and
interactionwithothers.
Planforaselfsustaining,awardwinningstudentcenterknownforitsvibrancy,responsiveness,andaesthetic
appeal.
RenovateagingfacilitiestocreateneighborhoodenvironmentsthataddvaluetotheUniversityexperience.
Supportanddevelopachampionshipathleticculturethatpromotesinstitutionalprideandcommunity
connectedness,andalsoenhancestheUniversityexperienceforallstakeholders.

AcademicExcellence
Goal#2:Promoteinnovativelearning,discovery,andservice.

Objective2.1:WMUsacademicprogramsrespondtostudentandglobalneedsthroughinnovative,highquality
curricula.

Strategies
a.
b.
c.
d.
e.

Increaseflexibilitywithinthecurriculumdevelopmentprocesstobetterrespondtoarapidlychangingworld.
Revisegeneraleducationcurriculatorespondtotheneedsofthe21stcenturystudent.
DevelopandutilizeUniversitywidestudentlearningoutcomesforUniversityplanningandassessment.
Developstrongerconnectionsacrosscollegesandamongexternalconstituentstofacilitateinterdisciplinary
opportunities.
Identifyandsupportgrowthinthenumberofprogramsthatachievenationalorinternationaldistinction.

Objective2.2:Thestrategichiringandretentionofadistinguishedfacultyandstaffensuresacademicexcellence,
enhancesinnovationindiscoveryandpedagogy,andelevatestheUniversitysstature.

Strategies
a.
b.
c.
d.

Promoteacademicexcellenceandinnovativediscoverythroughstrategicinvestmentinpersonnel.
Structureandaligntechnologyandoperationstoadvanceinformationresourcesandpedagogicalinnovations.
Supportandrecognizefacultyandstaffengagementintheirprofessionaldisciplines.
Developanoperationalsuccessionplanforfaculty,staff,andadministrators.

Objective2.3:Academicexcellencewillbemaintainedthroughtheexecutionofbestpractices.

Strategies
a.
b.
c.
d.
e.

Increasesystematicassessmentofstudentlearningforcontinuousimprovementofcurricula.
Createandsustainaculturethatsupportstheuseofhighimpactpracticesforinstructioninallacademicunits.
Enhanceopportunitiesforinstructionalstafftoengageinlearningcommunities.
Incorporateearlyalerttechnologyandholisticadvisingtosupportstudentsuccess.
Advocateforproposedcapitaloutlayprojects,suchastheCollegeofAviationexpansion.

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Objective2.4WMUwillbepositionedasleaderinqualitygraduateeducation.

Strategies
a.
b.
c.
d.
e.

Developappropriatefinancialsupportstrategiestoassistgraduatestudents.
Improvedatasystemstomonitor,review,andassessgraduatestudentsuccess.
Strengthenthecapacityofgraduateprogramstoeducateandgraduateadiversepopulationofcontemporary
learnersinatimelymanner.
Promotecrossdisciplinelearningandresearchopportunitiestoenhancetheeducationalexperiencesofgraduate
students.
Providerelevantengagementopportunitiesandstudentsupportresourcestomeettheuniqueneedsofgraduate
students.

Objective2.5:Thedeliveryoflearningplatformsandlocationsreflectthebreadthanddiversityofenrollmentthat
issupportiveoftheUniversitysmissionandstrategicgoals.

Strategies
a.
b.
c.
d.

ExpandandoptimizeWMUsrecruitmentanddeliveryofeducationalopportunitiestonew,targeted
demographicsandstrategicgeographicregions.
Implementacomprehensiveenrollmentmanagementplantomaximizeprogramcapacityandachieveacademic
programgoals.
Maximizeuseoftechnologytoincreaseconvenienceandexpandboundariesfordeliveryofdegreeprograms.
Engageinnew,nontraditionalpathwaystodegreecompletion.

Objective2.6:Facultyresearch,scholarship,andcreativeactivitiesenhanceinnovativeteachinganddiscovery.

Strategies
a.
b.
c.
d.

Developefficientmechanismstogatheranddistributefaculty,staff,andstudentscholarshipanddiscoverydata.
Establishclearexpectationsforfacultyengagementandsupportofstudentresearchandcreativeactivities.
Strategicallyalignstaffandfacultyexpertiseandstrengthswithavailableresourcesattheunitleveltopromote
learninganddiscovery.
Alignsupportresourcestoincreasediscoveryactivityforallfacultyinalldisciplines.

DiscoveryandCollaboration
Goal#3:ProgressasaCarnegieclassifiedhigherresearchdoctoraluniversitythatadvances
newknowledgeandvalueaddeddiscovery.

Objective3.1:WMUstrengthensitspositionasaDoctoralUniversity:HigherResearchActivityinaccordancewith
CarnegieClassificationcriteria.

Strategies
a.
b.
c.
d.
e.

ExpectUniversitycentersandinstitutestostimulateexternallyfundedresearchandcreativeactivitiesthrough
interdisciplinarydiscovery,encouraginginnovation,andwidespreaddisseminationofscholarship.
Supportimplementationandaccountabilityofdiscoverycommunitiestoincreaseboththeaggregateandper
capitalevelofresearchactivitysupportiveofaCarnegieclassifiedDoctoralUniversity:HigherResearchActivity.
Fosteracultureofcollaborationbydevelopingeffectiveinfrastructureforfacultyandstafftosharetheirexpertise
andresearchacrossdisciplinesandregionalresearchentities.
Enhancethedeliveryofdoctoralprogramstoincreasethenumberofdoctoraldegreesawarded.
Enhanceinformationtechnologyanddatamanagementinfrastructuretosupportresearch.

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Objective3.2:WMUsstrengthsinresearchandengagedscholarshipcreatemutuallybeneficialpartnershipsthat
impactsignificantscientific,economic,andsocialproblems.

Strategies
a.
b.
c.
d.
e.
f.

Fosterinvestmentinstudent,staffandfacultyinnovation,infrastructureandentrepreneurism.
ActivelysupporttechnologyandknowledgetransferinpartnershipwithWMUspinoffcompanies,industry,and
community.
Developcurricularprogramsthatwillcontributetoincumbentandfutureworkforceneeds.
Establishengagedscholarshipsystemstosupportresearchlikelytoimpactpublicpolicyandcommunitybased
endeavors.
Expandmechanismsforthedisseminationofresearchandscholarshiptostakeholdersandthecommunityatlarge.
ContinuetoleverageresourcesthrougheffectiverelationshipswithWMedandWMUCooley,localaffiliates,and
globalpartnerships.

Objective3.3:WMUsoutreachisattentivetolocalandworldneeds.

Strategies
a.
b.
c.
d.
e.
f.

DevelopandimplementarenewedCampusCompactActionPlan,dedicatingtheUniversitytoworkwithother
institutionstoadvancethepublicpurposesofhighereducation.
ReviewandimproveoutreachpracticesandpoliciestoachievetheCarnegieCommunityEngagement
Reclassificationby2020.
OperationalizeaunifiedvisiontosupporttheUniversityspublicengagementmission.
Developrigorous,systematicevaluationsofalloutreachandcommunityengagementprogramstoincreaseimpact
inconjunctionwithcommunityagenciesplanninginitiatives.
Know,measure,tell,andincreaseWMUseconomicimpactandsocialvalue.
Assistallstudentswithdevelopingmeaningfulconnectionsintheirlocalandglobalcommunities.

InclusiveExcellenceandEquity
Goal#4:Promoteadiverse,equitable,andinclusiveUniversityculturetoensuresocial
sustainabilityandaccessibility.

Objective4.1:Asystemofcontinuousaccountabilityandevaluationcontributestoacultureofinclusiveexcellence.

Strategies
a.
b.
c.

FosterasharedunderstandingofUniversitywidedefinitionspertainingtodiversity,equity,andinclusion.
Improveaccountabilitytoinformandadvanceequity,inclusivity,andaccessibility,ateveryleveloftheUniversity.
Ensureviable,safeavenuestoreportinstancesofinequitablebehavior.

Objective4.2:Adiversestudent,faculty,andstaffpopulationenrichesthelearningandworkingenvironment.

Strategies
a.
b.
c.

Understandandworktoremovesystemicinstitutionalbarriersforrecruitment,retention,anddegreecompletion
ofstudentsfromhistoricallyunderrepresentedgroupsinhighereducation.
Employinstitutionalstrategiessothathiringandretentionpracticesencouragediversityinallitsforms.
Continuetocreateopportunitiesforaffinitygroupstogatheranddevelopasenseofcommunity.

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Objective4.3:WMUmodelsawelcoming,accessible,andsupportiveuniversityculture.

Strategies
a.
b.
c.
d.

Expandeducationalandculturalprogrammingtoincreaseequitymindednessofallstakeholders.
Supportprofessionaldevelopmentopportunitiesforallstakeholdersthatpromoteglobalunderstandingand
culturalhumility.
PromotehumanresourcepracticesandprogrammingthatmeettheneedsofWMUemployeestoenhance
workplaceengagement.
Implementchangesinstudentservicefacilitiesthatcreateabarrierfree,welcomingenvironmentforadiverse
population.

Objective4.4:WMUadvancesasaviablesettingforsocialsustainability.

Strategies
a.
b.
c.
d.
e.

Provideservicesandsupportnetworksthatfunctiontocreateasenseofplacethatprovidesaviablesettingfor
humaninteraction,communication,andculturaldevelopment.
Identifyandappropriatelyresourcestaffinglevelsincriticalareastosupportqualitylearnercenteredservice.
Offerandencourageparticipationinprofessionalskillstrainingtoincreaseemployeeretention,advancement,and
workplacesatisfaction.
Developandmaintainamotivatedworkforcethroughleadershipbyexampleandrecognitionforcontributions
thatexceedexpectations.
Supportstrategiestofosterfaculty,staff,andstudentresponsibilityasactiveparticipantsinUniversitygovernance.

SustainableStewardship
Goal#5:Advanceeconomicandenvironmentalsustainabilitypracticesandpolicies.

Objective5.1:WMUcontinuestobealeaderinresponsibleutilizationoffinancialandhumanresource
management,process,anddeployment.

Strategies
a.
b.
c.
d.
e.
f.

Expanduseofaresourceeffectiveintegrativereviewprocessesforallprogramsandservices.
LeveragemultiplerevenuestreamstosupportclearlydefinedUniversitygoalsandresponsiblebudgetforecasts.
Expandandimproveintegrateddatadriveninformationsystemsfordecisionmaking.
PromotetransparencyandUniversityaccountabilityinallinstitutionalsystems.
Prioritizethemaximumutilizationoffacilitiesandfixedresourcesincampusplanningandscheduling.
Developproactivepracticestomeetthepaceofchangeinemergingtechnology.

Objective5.2:WMUutilizesavailablefinancialstrategiestooptimizeenrollmentmanagement.

Strategies
a.
b.
c.
d.

Developregionallycompetitivetuitionmodelsforacademicallyqualifiedstudents.
Utilizeinnovativeandcompetitivefinancialaidstrategiestomaintainthefundamentalprincipleofproviding
accesstoanaffordable,qualityeducationforalladmittedstudents.
Implementnewstrategiesattheprogramlevelthatenhanceyieldofadmittedstudents.
Incorporateeffectiveforecastingmodelsthatanticipateandrespondtochangesinregional,national,andglobal
factorsinmanagingenrollment.

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Objective5.3:WMUisanationalleaderinachievingenvironmentalsustainability.

Strategies
a.
b.
c.
d.
e.

Maintainaleadershippositioninconservationeffortstoreduceenergyconsumptionandcosts.
Workwithcommunitypartnerstorecycle,reuse,andreducewaste.
IncreasethenumberandscopeofgreenprogramsthatmaximizereturnonUniversityinvestment.
Increaseopportunitiesforsustainabilityeducation.
Promoteresponsibleacquisitionanduseofnaturalresources,increasinggreenspaceoncampus.

Objective5.4:EffectivemarketingandcommunicationpromotestheUniversitysdistinctivemission.

Strategies
a.
b.
c.
d.

Developandexecuteanexternalandinternalcommunicationplanthateffectivelyengagesallstakeholdersand
reflectsthesharednarrativeoftheUniversity.
Defineanddisseminateacoherentandconsistentbrandidentitytolocal,national,andglobalmarkets.
Engageinnewdigitalstrategiesthatincreaseaccesstoallstakeholdersandadvancetherecruitmentof
prospectivestudentsandfamilies.
ImplementatransformationalwayfindingplantoimprovenavigationtoandwithinWMUcampuses.

Objective5.5:Communitysupport,advocacy,andphilanthropicgivingadvanceWMU.

Strategies
a.
b.
c.
d.

ProvideservicesthateffectivelyconnectandengageWMUsglobalnetworkofalumniandfriendsasadvocatesfor
theUniversity.
Raiseexternalsupportforstudentscholarships,namedprofessorships,innovationinfrastructure,capitalprojects,
andotherUniversityidentifiedpriorities.
UtilizeWMU'sstrategicplanandUniversitywideaccomplishmentstoarticulateWMU'snarrativeandvalueto
potentialdonors.
Engageindevelopmentandpromotioncommunicationtoincreasedonorretentionandemployeeannualgiving.

EnterpriseRiskManagementandStrategicPlanning
Builtintothe2020UniversityStrategicPlanareanumberofspecificstrategiesthatdirectlyaddresschallengesidentifiedin
theplanningprocess.SincethesechallengesaffectallaspectsofWesternMichiganUniversitysmissionandoperations,
theyshouldbeacriticaltoolintheimplementationandoversightoftheplan.Thisapproachintegratesriskmanagement
intothestrategicdeliberationsofseniorleadersandboardmembers,positioningtheUniversitytoaccomplish
itslongtermgoalsandobjectives.TheGoldStandard2020willbegintheimplementationprocessbyfocusingonhowthe
challengesmayimpactachievementoftheUniversitystrategicgoals.

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