Strategic planning is not exclusive to the Fortune 500 or high-powered CEOs in glass offices. In the complex world of higher education today, colleges and universities are discovering that thoughtful, strategic planning is essential not only to survive but also to thrive.
Why Strategic Planning Matters Now More Than Ever
Imagine: a mid-sized liberal arts college that was once bustling with students and community activity begins to experience a lengthy, gradual decline in registrations. Budgets get tighter. Departments scurry around trying to cobble together resources out of thin air, yet there is not enough of anything for anyone. Faculty spirit flags. Surely it is not because they lack intelligence or a sense of purpose; it is a lack of purpose.
Strategic planning. It is the map that helps higher education institutions navigate uncertain times, connect stakeholders, and stay mission-driven while adjusting to change.
But let’s be honest here. Strategic planning is daunting. Long reports. Buzzwords. Endless meetings. The good news? It doesn’t have to be that way.
In this practical guide, we will break down what really happens when strategic planning is done in higher-education settings. As it turns out, considerable theorizing has already been done about this. The question is: How do you make strategic planning work for your institution? Why is it so important to use it as part of shaping the future, when our universities and colleges, every last one of them across this land, are faced with changes in both fiscal and operational circumstances?
What Is Strategic Planning in Higher Education?
At its core, strategic planning is a process that enables an institution to determine its direction and the outcomes it aims to achieve. There are key questions such as:
- Who are we?
- Where are we going?
- How will we reach the destination in question?
- How will we know when we have gotten there?
In higher education, strategic planning involves the institutional mission, setting specific goals that can be measured to determine whether they have been achieved. It offers an integration of scholarly priorities into fiscal imperatives, blending a vision seen from a distance with attention to the immediate needs of today, as well as those of tomorrow.
Strategic planning is not the same as annual-objective budgeting or taking data summaries and conclusions for what a school says about itself as accurate. Instead, it encompasses an approach that is systemic, comprehensive of all areas and oriented towards tomorrow.
Key Components of a Strategic Plan
Mission, Vision, and Values
Remember, all future strategy plans initiate from right here. A clearly defined mission articulates an institution’s mission. A lofty vision describes the future in terms that people can embrace. By placing the choosing of her students almost as an afterthought… In this way, Murray believes, the university continues looking ahead with honesty and openness.
Example: The University of Vermont’s strategic vision emphasizes both “student success” and “inclusive excellence.” This commitment has concrete meaning for everyone at the university, serving as a guiding force for policy and investment decisions.
Environmental Analysis (SWOT and PEST)
To chart a course, first you need to understand your surroundings:
This encompasses:
- SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
- PEST Analysis (Political, Economic, Social, Technological trends)
These tools help find internal strengths and external conditions that affect strategy.
For instance, shifts in college aid policy or changes in the demographics of high school graduates can have a significant impact on where students choose to pursue their education (U.S. Department of Education).
Stakeholder Involvement
Unless they are shared with faculty, students, alumni, and community partners, strategic plans quickly become forgotten.
Story: One Oregon community college also hosted “strategy cafes” where students, over pizza, tapped out suggestions for the future on little colored sticky notes. The results? Surprising insights into mental health needs and attitudes towards online learning.
Strategy Targets and Objectives
Objectives should be SMART: Specific, Measurable, Achievable, Relevant, Time-bound.
Example: “Increase first-year retention 5% in three years” is better than “Improve retention.”
Best Practices for Successful Strategic Planning
Start with Leadership but Build with Community
Yes, leadership sets the stage. Yet, successful strategic planning is a joint process. Establish committees, task forces, and open forums to welcome genuine suggestions.
Tip: Be transparent about how decisions are reached. When people see that their opinions have indeed shaped the final plan, they are more likely to get behind (and make a success of) that same plan.
So bear in mind: easy to read and orderly. Plain language. Make room for pictures. Take it one step at a time.
Build in Flexibility
The world is unpredictable—just ask any institution that scrambled during COVID-19. Create room to revisit goals annually and pivot when needed.
Example: A university in California revised its plan mid-cycle to expand hybrid learning and mental health resources due to rising student needs.
For Example, The Strategic Planning at Arizona State University
Arizona State University (ASU) is often held up as a pioneer in strategic planning and the modernization of higher education. Under the guidance of President Michael Crow, ASU was able to reconstruct its independent goal-setting, ways of thinking partnerships.
Their strategic plan focuses on accessibility, innovation, and social impact, and has led to significant moves, such as the creation of an ASU Online platform and the establishment of partnerships with global organizations like Starbucks.
The result? ASU saw increased enrollment, improved graduation rates, and became widely known as one of America’s most forward-thinking colleges.
Why Strategic Planning Fails (and How to Avoid It)
Strategic planning isn’t perfect. Here are some common traps—and ways to avoid them:
- Lack of follow-through: Fantastic thoughts without any deeds to back them up. Assign owners and deadlines.
- Too many targets: Focus on what truly counts. Less is more.
- Disregarding the data: Base strategy on real metrics, not hunch.
- All from on high: Invite involvement on a broad basis to win buy-in and relevance for the plan.
What You Get in the End: It’s Worth The Effort
When you make strategic planning work, things begin to go haywire. Departments combine supporters, invention is rife, and whatever goes down, they bring Louisville Sluggers to knock off left and right. And most importantly, you ensure that your resources are aligned with what matters most.
It makes the approach to crisis management proactive and turns it into change leadership. Going forward, the systems of learning: Now, not only can we plan for the future, but also influence it.
The Future Starts Here
Higher education is changing rapidly. Shifting demographics and rising costs both influence the change, as do AI-imbued classrooms and global alliances.
Strategic planning serves as a magnetic pole for your college. It is the best way to sail through and flourish amidst uncertainties.
Whether you are the president of a university, a Network Rail controller, or senior staff at any institution, your view has a say in the shaping of tomorrow’s education.
Ready, Set, Go
Want to check out more resources or start your strategic planning process? Or, maybe you might like these helpful links:
And if you need templates, prompt books, or someone to help design one of those weekend strategic planning seminars, leave a message below! (Figuring out the optimal modes for working together)
Let’s work together to create more modern and efficient institutions.
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