Advancement and Relationship Development Plan
The Advancement Key Operational Plan improves the University of Wisconsin Oshkosh’s financial stability and external reputation via a series of initiatives, including the cultivation and enhancement of strategic relationships and management of the institution’s messaging and brand. These efforts will continue to significantly improve the fiscal stability of the University and redefine communication efforts to impact stakeholder and constituent perceptions.
The division’s developmental plan reflects an unwavering commitment to implement aggressive and future-oriented action that will serve and advance the interests of the University. The planning process is built upon the success and effectiveness of interpersonal communications and relationships and strives to align efforts of staff for this broad purpose.
This plan is presented as a working document that provides an overview of current operations within the Advancement Division. As a working document, this plan is under continuous review and revision.
2009-2010 Updates and Accomplishments
This plan promotes a number of highly integrated strategies, including hiring and maintaining quality of staff. The following position was created to support the integrated marketing plan, which seeks to bridge the gulf between brand identity and brand image:
- Web and New Media Programmer. This technologist enhances the University’s online brand and Web-based communications plan by developing new media in support of the University’s
integrated marketing and communications strategy.
Supporting community interests
The Foundation has aggressively pursued completion of a new community athletics facility, the Oshkosh Sports Complex. In 2010, the final piece of the outdoor facility was addressed with the construction and completion of the women's softball stadium renovation to be known as YP.com Softball Park. The park includes the addition of restrooms, a concession stand, ticket book and a raised grandstand behind home plate with 100 seats for spectators.
Capital Campaign and Development Programs
Raised more than $5 million to supplement state support for the new academic building, which was named Sage Hall.
Secured more than $2 million for UWO scholarships.
Welcomed 1,110 new donors, including alumni, parents, patrons and corporations.
Continued and expanded the automated Phonathon to include calling four nights per week and Sundays, which resulted in raising nearly $163,500.
Expanded the Foundation’s Web site with planned giving content.
Ten new scholarships were created; regular contact maintained with more than 187 scholarship donors.
Welcomed six new members to the Rose Legacy Society.
Alumni Relations continues to build relationships with nearly 80,000 alumni to encourage an engaged constituency and commitment of support while improving post-degree value.
- Educated faculty/staff on role of Alumni Relations and benefits of engaging alumni via a campuswide Alumni Relations workshop.
- Enhanced alumni communications and messaging, including expanded use of social media via Facebook, LinkedIn, Twitter and YouTube. Research project resulted in nearly 8,000 new alumni e-mail addresses enabling us to communicate with nearly 40,000 alumni electronically.
- Conducted an online alumni survey aimed at gauging alumni awareness and involvement. Utilizing results to develop new alumni programs and benefits.
- Hosted event for alumni employees (over 400, or nearly 25 percent of UWO workforce is comprised of alumni); and Implemented Almost Alumni Lunches to educate new grads on benefits of maintaining a lifelong connection with their alma mater.
- Strengthened and diversified Alumni Association Board of Directors with addition of six new members and hosted successful half-day orientation.
Integrated Marketing and Communications
- Launched the University's new brand initiative across campus with Brand Champion volunteers supporting the effort in departments and other units as resources for development of brand-friendly practices and image-enhancement efforts.
- Expanded "key" institutional online and printed cornerstone publications, including the University's Engage magazine and admissions viewbook.
- In 2009, the team earned peer recognition for the following awards: Pride of CASE® V Gold Award for Teresa du Bois Exline Award for Best Practices in Communications and Marketing Pride of CASE® V Silver Award; Most Improved Alumni Magazine, Engage, Twenty-Fourth Annual National Admissions Advertising Merit Award; and MyPlace Admissions Marketing Materials.