UCM 2020 Plan

Students cheer on the Redhawks during a sporting event at Miami University.

UCM Contributions to Miami's 2020 Plan

UCM Preface/Summary

The strategic imperative of University Communications and Marketing (UCM) is to provide expertise and resources to advance the university's brand, reputation, and goals. As a support unit, UCM contributes indirectly to the successes and achievements of the Miami community as a whole, thus our 2020 strategies and metrics are shaped somewhat differently from those at the university level.   

Four of our six objectives tie to the University’s Unifying goal and three Foundational goals; two additional objectives do not fit “neatly” beneath those goals, but are foundational to all university goals. There are dozens of strategies and actions in our plan; this summary contains only highlights. Overall, we have accomplished roughly one-third of our planned actions in the first year of implementation and are enthused about our progress and next steps. 

Although the university-level metrics are not directly relatable to UCM, in the spirit of the 2020 plan, we pioneered an online marketing and communications dashboard that is among the few we’ve seen for universities. Consequently, we’ve been asked to present it at a national conference, and our peers have sought our counsel in establishing their own. We continue to update it, and it can be found at: http://www.miamioh.edu/ucm/about-us/dashboard/index.html  UCM’s primary measures will be in 2018 to compare the brand research benchmarks established in the 2013 research.

Likewise, the comprehensive UCM 2020 plan, a portfolio, and detailed metrics can be found at http://www.miamioh.edu/ucm/about-us/2020plan/index.html

UCM Preface/Metrics

Since UCM's mission is to support and advance other university areas, the university level metrics are not specifically relatable to our strategic imperatives. For example, a direct mail piece about Miami's commitment to undergraduate education may appeal strongly to prospects, but determining the number of prospects specifically influenced by it is not possible.

However, we must measure our efforts effectively to plan more strategically. Therefore, in 2014 UCM will establish a comprehensive, online communications and marketing dashboard, with the goal of exceeding the best practices for university marketing and communications organizations. With a new website under way, new diagnostic tools and capabilities, and extensive marketing and branding research that will also be completed during the year, UCM will be able to set benchmarks from which we can accurately assess our activities and improve upon them annually.

The dashboard will contain qualitative and quantitative measures for each of our areas and will be updated regularly.

Unifying Goal
Promote a vibrant learning and discovery environment that produces extraordinary student and scholarly outcomes.
Foundational Goal 1
Ensure vitality and sustainability by building a forward-looking, efficient, and caring culture that stimulates, recognizes, and rewards creativity, entrepreneurial thinking, and exemplary performance.
Foundational Goal 2
Promote a diverse culture of inclusion, integrity, and collaboration that deepens understanding and embraces intercultural and global experiences.
Foundational Goal 3
Cultivate mutually beneficial partnerships and applied and service-oriented projects that strengthen our local, state, national, and world communities.
Additional UCM Objectives
UCM includes two additional objectives that do not readily apply to the goals listed above. Nevertheless, the two objectives defined here help to tell the stories of progress in achieving the university-level goals and objectives.