Strategic Positioning and Planning

Ninety-eight (98) percent of higher ed institutions look alike to students and employers, and in today’s environment in which enrollments are decreasing, discounting is increasing, and financial trending is negative, that isn’t good.

The issue isn’t planning – some (but not many) universities do a decent job of this, but in most cases they fail to get buy-in from key stakeholders and faculty on the final plan which leads to resistance to change, and/or they fail to differentiate/position, measure, and execute on the plan:

  • Differentiation – You have the same programs, courses, etc., your competitors have.
  • Measurement – You measure the wrong things and thus focus people on the wrong things (you get what you measure).
  • Execution – You create resistance to your change, because you forgot that people support what they help create and/or you failed to put in the necessary change management structures that keep the change on track.  

TCL can help. Our experts will help you:

  • understand how you are currently perceived in the marketplace and do the deep market research you need to set you on the right path,
  • help you build a plan that has strong stakeholder support and reduces (or eliminates) resistance to change, and
  • put the structures in place to ensure plan implementation.

Enrollment and financial sustainability start with market research and differentiation, followed by planning that includes stakeholder input, and then good execution.  Because, as Lewis Carroll (Alice in Wonderland) said, “if you don’t know where you’re going, any road will take you there.”

Want to find out where you stand? Please fill out your email address here for a free 30-minute consultation with The Change Leader.


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