Athletic Department Strategic Planning: The Power of Defining Objectives, Not Just Tactics
At Winthrop, we had never undertaken true, multi-year athletic department strategic planning. Here’s what we learned when we transitioned from annual work plans to defining annual objectives. by Ken Halpin and L. Jeffrey Perez, Winthrop University Those of us in higher education are sick and tired of hearing we face an unprecedented set of challenges: fiscal restraints, demography, technology, and heightened competition, to name a few. Constantly confronted by these daunting circumstances we may be tempted to just get by – to manage for the next department review or board meeting. But institutions that don’t plan strategically over a number of years and instead adopt a hand-to-mouth approach to planning will face failure in its harshest terms. This is true not only for institutions as a whole but for divisions within the college or university — not the least of which are athletics departments, which face the same set of imperatives as the instiution itself. Athletic departments must maintain academic standards and provide life preparation to the student athletes, who are recruited as aggressively as any other prospects. They must provide for efficient and cost-effective operations, which are often dependent on fundraising and other sources of revenue. Athletic departments must maintain […]

