NSC ALUMNI RELATIONS IN CONTEXT UCF MISSION ALUMNI RELATIONS STRATEGIC PLAN 2010 2020 Partnership in Pursuit of Excellence The University of Central Florida is a research intensive, public, multi campus, metropolitan research university, dedicated to serving its surrounding communities with their diverse and expanding populations, technological corridors, and international partners. The mission of the university is to offer high quality undergraduate and graduate education, student development, and continuing education; to conduct research and creative activities; and to provide services that enhance the intellectual, cultural, environmental, and economic development of the metropolitan region, address national and international issues in key areas, establish UCF as a major presence, and contribute to the global community. NSC MISSION In support of the University's mission of providing intellectual leadership through quality programs, the School of Communication 1) offers academically challenging undergraduate and graduate programs that prepare students for professional careers and for further graduate study in a number of communication fields, 2) integrates the study of the several communication disciplines on both the domestic and international levels, and 3) contributes a significant level of service and partnership to the University community, professional organizations and a culturally diverse society. NSC ALUMNI CHAPTER MISSION The mission of the UCF NSC Alumni chapter is to enhance the lives of alumni, parents, students and friends by fostering a mutually beneficial relationship with the Nicholson School of Communication. The chapter s purpose is to support programs that aid NSC alumni involvement which would include student enrichment like internships, guest speaking engagements, mentorship as well as professional and social networking. 1
ALUMNI RELATIONS: SITUATION ANALYSIS 2010 Background The University of Central Florida (UCF) is a research intensive comprehensive public university which is now the third largest university in the United States. The Nicholson School of Communication (NSC) aspires to be a nationally prominent research institution with top rated academic programs, internationally recognized scholarship, superior student learning opportunities, extraordinary partnerships with the professional community, and unsurpassed service to all of our constituents. We are committed to developing exceptional researchers, teachers, and academic servants and offering extraordinary opportunities for our students. The NSC Alumni Association chapter is logical and strategic partner for the NSC in achieving our aspirations. Effective Alumni Relations can help shape the quality of the programs and activities of the Nicholson School of Communication. We certainly appreciate of the contributions from our alumni in support of the mission of NSC. The Nicholson School of Communication has a vision for the future of the school that includes enhancing its scholarly and academic reputation, expanded opportunities for undergraduate student learning, offering expanded and new graduate programs (including, new Certification programs, new Master s degrees, and a Ph.D. in Communication) and envisions a future where the school eventually realizes college status at UCF. To move toward this vision, the NSC must engage in self assessment, priority setting, strategic planning and consistent focus on its core mission, foundational programs and set & revise realistic goals and objectives that dovetail with the university s mission. This Strategic Plan 2010 2015 is a working document intended to provide a planning guide and a road map to eventually see a vision manifested. If UCF stands for opportunity, now is the time for the Nicholson School to seize it and take these ideas and make them a reality. One of the short term goals for the near future is to improve alumni relations as well as our partnership with the Alumni Association NSC chapter. The NSC boasts more than 7,000 alumni and the network is influential and vast. The NSC is engaged in on going assessment of the partnership with our alumni and is committed to a continuous improvement processes to more thoroughly integrate and effectively partner the school with our alumni. NSC is committed to ensuring a sustainable and mutually beneficial partnership with the school alumni and a productive working relationship. The task is complex involving periodic assessment research (to understand the opportunity for success and the potential setbacks), regular dialogue, thorough planning, well defined implementation tactics as well as evaluation procedure to determine both our achievements as well as redefining future goals and objectives. Assessment Research on NSC Alumni Relations The NSC is committed to on going analysis of alumni perceptions feedback on their experiences with the school, quality and relevancy of their instruction, as well as tracking 2
them at each phase of their career trajectories: who they are, where they live, what they do, how they prefer to receive information and what they are seeking from their alma mater. Most recently (spring 2010), the school, in partnership with the UCF alumni association, conducted a web based survey of alumni as part of our assessment efforts. The results of that survey suggest several possible conclusions, including that alumni are interested in staying connected (or reconnecting) with the school and they want to participate in social, professional and service activities related to the NSC mission and programs. In addition during spring 2010, NSC Instructor Ms Ryan Sheehy performed some informal qualitative research to assess NSC constituents opinions and behaviors faculty, colleagues and soonto be graduates provided insight about their perspective of alumni relations and ideas for the future. Summative conclusions of these research efforts have been incorporated into the 2010 2015 Strategic Plan where appropriate. Findings: Planning and Programming Throughout the years, the NSC and its alumni chapter have developed a variety of programs, events and activities to engage and stay connected with its primary alumni contacts. Social programs range from UCF Sports Knight, The Winter Park Wine Stroll, The Swingin 70s Retirement Celebration to professional networking opportunity like the Professional Speaker Series, the Hall of Fame, Director s Welcome Reception, Intern Pursuit, J Day, mentor programs and much more. These remain significant positive accomplishments and there appears to be a strong mutual desire for such programming to continue in the coming years. However, feedback suggests that there is a desire for a unifying theme and more purposeful integration of these events into the NSC priorities. In addition, there is a need for more direction and support from the NSC for alumni volunteers in planning these events that fit with larger objectives and goals for the school. The most recent alumni survey suggests that social and service activities have appealed to a more diverse, school wide alumni pool and created a great sense of pride in the program. Assessment research suggests, NSC alumni are looking for variety and meaningfulness in these events that are planned. As we look to appeal to the larger audience of NSC constituents, we must continue to rely on pre existing programs that currently provided by the alumni association as well as looking towards new opportunities for collaboration. This feedback suggests that the NSC must continue to partner with other colleges and departments to maximize its reach. Social programs positively rated include Alum Knight Outs and Knight on Park activities that provide a casual and fun evening to gather with fellow alumni friends. However, the survey also suggests that personnel, time, and financial resource limitations impact the means and opportunity for some of these events. It seems that the NSC Alumni Chapter s mission must include some types of activities that help cultivate a spirit of camaraderie among the chapter, the various professions represented among the alumni, as well as facilitate the connection with the NSC. The alumni research findings suggest that the NSC and alumni chapter would benefit from expanded (formal) programs that attract regular participation of the alumni; connect alumni with current students; provide alumni with tangible opportunities to return service 3
to the school; and provide alumni with a source of continuing engagement (continuing education opportunities) of the crossroads where scholarly research intersects with professional practices. Feedback suggests that there is an opportunity for signature event(s) that can achieve such objectives and which can be NSC branded as alumni and constituent professions focused. Findings: Communication In today s digital world, NSC stakeholders are bombarded with messages and are connected to a wide variety of channels. Some of mediums become so saturated that information is perceived as spam. As a result it makes newsworthy content all the more valuable and essential to breaking through and reaching its intended recipient. But before a message can be delivered appropriately, organizations must develop an identity one that distinguishing itself among its competitors and then creatively connect with its target audience. The NSC offerings both on the academic and professional front are impressive. Alumni satisfaction with the monthly NSC newsletter remained strong and a number of personal connections were confirmed to be effective networking links between NSC and alums. In general alumni were less satisfied with information about the NSC that was contained in the more broad UCF Alumni communication. However, the alumni feedback in spring of 2010 suggested that there is a desire for an additional targeted communication medium which can provide a consistent messages and content direct from the NSC to the alumni. The alumni desire a communication medium that focuses on information, events, and connection opportunities unique to the alumni and to receive such communication in addition to the information which they receive from the alumni chapter. While there was no clear universally agreed upon format (e.g. social networking, new targeted web page, etc.) there was expressed interest in a regular and reliable means of direct communication between the school and its alumni. One advantage to this conclusion is that alumni, soon to be graduates and even faculty, have expressed specific needs from the school and its alumni chapter which provide a very useful information agenda of sought informational content. Once the new communication channel has been appropriately defined and created for the alumni target audience, it s essential that the school and alumni association promote it often and utilize it in an appropriate manner. Additionally, the channel of communication is important to decipher. Some prefer email; others prefer mailings, while some rely on social media status updates. There is an obvious variety and need use the best mediums. Through proper research, it s rather simple to identify the communication needs of alumni, follow their direction, and ultimately, build a greater awareness. Finally, it has been determined that the NSC is lacking is providing a historical overview one that not only tells a story of its school s growth, but the individuals who gave it a name. It is evident that the NSC and alumni group must do a better job of tracking and telling the alumni story. This breeds a wonderful public relations opportunity to define programming 4
that makes an impact and attracts both students and alumni to stay connected with the school. Findings: Evaluation and Alumni Input The NSC is committed to on going assessment and evaluation of the relationship with our alumni partners. This is particularly important for the 2010 2020 decade for a number of reasons. First, the NSC (mass communication programs) is undergoing ACEJMC accreditation review during the 2010 2012 academic years (with the initial self study occurring during 2010 2011 and accreditation site visit scheduled for the 2011 2012 academic year). NSC alumni can provide an important perspective for the program review process; serve as data points for assessment and evaluation of our programs; and sources of measured feedback. It is essential that we capture and document relevant information for this review process. Another aspect of that accreditation review to effectively document the history of alumni relations, evaluate the successes and challenges, and update the road map for the future goals and objectives. Second, the NSC (all programs) are scheduled for State of Florida mandated Program Review during the 2011 2012 academic year. Our alumni can provide an important perspective for the program review process; serve as data points for assessment and evaluation of our programs; and sources of measured feedback. It is essential that we capture and document relevant information for this review process. It is clear that NSC must sustain its commitment to soliciting and utilizing alumni feedback and input as it evaluates programs in these formal review processes. Based on the conclusions of the spring 2010 alumni survey, there appear to be several additional opportunities for NSC to connect with alumni and seek their input regularly and we should take advantage of these for our program review processes. Findings: SWOT Analysis (Spring 2010) A SWOT analysis was conducted during spring 2010, with key constituents of NSC and its alumni regarding the NSC Alumni partnership. This feedback was provided by alumni, faculty, students, administration, staff and professional partners. The following is a summary of that SWOT analysis: 1. Strengths a. Powerful alumni network based in central Florida working in a variety of communication disciplines. b. A well branded alumni association. c. An NSC administrative team who values alumni involvement. d. A core group of NSC faculty who are UCF alumni and respected in the professional field. 5
e. A small team of loyal NSC alumni volunteers who have dedicated years of service. f. A significant amount of alumni who have expressed pride in the program and a willingness to lend their support. g. A strong base of student leaders who have the potential to become active alumni. 2. Weaknesses a. No well defined, written plan for the NSC Alumni Association Chapter. b. No established brand identity, unifying theme and/or strategy. c. A lack of financial resources both within the NSC and alumni association. d. Too much talk about grandiose ideas and minimal follow through. e. A lack of regular communication with key constituents. f. A need for stronger alumni chapter leadership and the ability to maintain an established volunteer executive committee. g. Not having an employee within the NSC who is tasked with communication management exclusively for alumni h. Losing volunteer leaders to other service and/or professional associations. i. Having a large network of alumni who are outside the Metro Orlando area, and feel disconnected from the school and/or program due to geographical distance. j. UCF employees (admin, faculty and staff) who have a full workload and don t have the time to consistently focus on alumni relations. k. A lack of awareness among alumni of the benefits of membership with the UCF Alumni Association and specifically the NSC Alumni Association Chapter. 3. Opportunities a. New generation of alumni volunteer leaders who have a willingness to take on new assignments. b. New volunteers who are willing to develop a brand and communication strategy. c. New alumni and donor relations staff employee assigned to Nicholson School of Communication Alumni Relations. d. Partnerships with other professional associations, e.g. Florida Public Relations Association. e. New media applications that cost little to nothing the use and therefore improve communication. f. NSC alumni who can serve as brand ambassadors and improve the school s overall image and alumni connection. g. Piggy backing on success stories of alumni to add the UCF NSC connection. h. Recruiting young alumni at graduation three times per year. i. The location of the school in a metropolitan marketplace. j. Orlando as a hot bed of business and leisure opportunities with potential exclusive partnerships that could increase the visibility and uniqueness of the School. 4. Threats a. Lack of funding sources available from potential sponsors. b. Completion in the marketplace, e.g. The Gator Nation. 6
c. Alumni who may express an interest, but can t fully commit because of other obligations. d. A perception that the UCF NSC is seeking donations exclusively. e. A perception that NSC graduates must be a member of the alumni association to get involved in school activities. Summary As the 2010 2020 decade begins, there are some identifiable goals and objectives for the NSC and the Alumni Chapter to mutually focus. There is great opportunity to further partner to advance the mission of the NSC and the alumni of the programs within it. NSC NSC ALUMNI PARTNERSHIP The following outline provides both the School and the Association with a mutual understanding of its working relationship. The NSC wishes to help facilitate a thriving and active alumni chapter; alumni chapter executive committee; and high levels of NSC alumni participation in the chapter. In order for the NSC to have a vibrant and engaged alumni base, it is essential to have mutually beneficial strategic goals and objectives. Our purpose for successful NSC alumni relations includes: 1. Identification of mutually beneficial partnerships between the School and with alumni, professions and community. 2. Create collaborative initiatives, programs, events, and processes which lead to heightened engagement and involvement of faculty, students, alumni and professional partners to benefit NSC. 3. Identify opportunities for service to the NSC Alumni Community, including scholarly, professional, and industry development trends. 4. Provide financial assistance to student to enhance opportunities for high quality education. Continue with previous commitment to fully endow the William K. Grasty Memorial Communication Scholarship. Seek additional opportunities to fund scholarships for NSC students. 5. Develop integrated two way communication strategies to improve the visibility of the various offerings available to students, alumni and professional partners and to sustain regular feedback and input from alumni to NSC. 6. Ensure alumni input for academic programs in order to maximize their effectiveness. 7
7. Ensure alumni input essential to providing data for assessment and continuous improvement efforts, including reaching UCF and NSC goals and specifically State Mandated Program Review and ACEJMC accreditation. MUTUAL GOALS The Nicholson School of Communication shall strive to: Provide input for the strategic vision for the Nicholson School of Communication Alumni Chapter. Enhance communication of School s goals, objectives and programming. Encourage faculty engagement: Promote attendance at activities and events; Recruitment of alumni for in class lectures, team projects and/or involvement in curriculum improvements. Provide insight on graduating students and/or outstanding alumni to recruit as new or potential NSC chapter leaders. Promote NSC Alumni programming and/or opportunities, e.g. occasional in class announcements such as the annual Senior Solute event and/or professional development opportunities for students. Share alumni work and contact information with the UCF Alumni Association. The UCF Alumni Association through the NSC Alumni Chapter should strive to: Develop and implement NSC Alumni Chapter programs, activities and events that will aid in offering professional opportunities for students, e.g. mentorship, internships and guest speakers. Support the development of an advisory council that provides feedback of student performance and/or curriculum needs, e.g. assessment of student intern performance. Create and promote fundraising events to support the William K. Grasty Memorial Communication Scholarship endowment. Offer insight and/or assistance with the accreditation self study report. Provide public relations assistance for targeted alumni programs. Offer marketing expertise in the development of alumni e newsletter/web posts. 8
Supply contact information of both active members and all NSC graduates. Record alumni information (given faculty provides professional contact information to the association as the NSC has it). Before any of the above programs are initiated each organization will provide ample notice, time and clarity on the purpose and priorities of each project. Strategic Objectives 2010 2011 Communication Connection (NSC NSC Alumni Association Annual signature event). Objective: To provide professional and personal development and net working opportunities to alumni, and students through professional speakers series and partnerships with seasoned professionals. NSC Role: Assist alumni chapter with program suggestions. To recommend as needed professionals, assist in publicizing event, and solicit faculty participation. Alumni Association Role: To plan and execute event with assistance of alumni volunteers, publicize event to all alumni and through social networks, collect feedback on event. NSC Board of Visitors (BoV) Objective: The NSC BoV is intended to provide input, advice, recommendations, financial support, and networking opportunities for the NSC, NSC faculty, and NSC students. We believe that there is a significant role for prominent NSC alumni to play on the BoV. In this sense, the objective for the alumni association is to provide leadership, and visibility of NSC alumni within the communication field and community. Provide input on industry trends and assist with assessment. NSC Role: Select and approve Board of Visitors. Support and communicate alumni chapter mission and events to students, faculty, Board of Visitors and the community. Manage and oversee the Board of Visitors for the NSC. Alumni Association Role: Promote and encourage participation of recommendations for Board of Visitors membership. Integrate wall of the Alumni Association with Board of Visitors. NSC Alumni Chapter Leadership Development and Succession Plan Objective: Establish a strong leadership foundation and develop a process to recruit executive leaders, volunteers and successors. 9
NSC Role: NSC faculty liaison will solicit input in identifying student leaders and volunteers and recommend potential prospects. NSC will assist with orientation for developing future leaders. Alumni Association Role: Cultivate at least 10 regular volunteer leaders and build a motivational and sustainable executive committee by spring 2011with a 3 5 year commitment, leadership development and succession plan. Establish NSC Faculty Liaison Objective: The liaison will act as a bridge between the NSC, the faculty, students and the alumni chapter. NSC Role: NSC shall designate an NSC alumni Association faculty liaison. Improve communication between NSC and alumni chapter by appointing a faculty liaison and administrative support to provide clear channels of communication. Alumni Association Role: Involve, commune and interact with liaison. Alumni Feedback Channel on NSC Programs Objective: Establish methods of providing feedback from alumni and professionals for assessment purposes on NSC curriculum, quality and relevance of instruction, and career placement. NSC Role: NSC will regularly utilize alumni feedback for assessment and evaluation purposes and for accreditation, program review and program improvement. NSC shall establish a survey mechanism for feedback, analyze results, and make recommendations based on the feedback. Alumni Association Role: To actively participate and encourage alumni to provide feedback through on line communication channels, surveys, events, mailings, internship evaluations, conferences and professional partners. Response to specific requests for input related to accreditation and program review needs. Provide data in support of program assessment and accomplishing the goals of the NSC and alumni chapter. Assist with analysis of findings and recommendations. Sustain and Keep current NSC Alumni Hall of Fame Selection Process Objective: Establish a process to identify nominees and a selection process to allow greater participation from alumni representing the field of communication. NSC Role: Faculty liaison will facilitate communication and solicit input from faculty, alumni and alumni chapter leaders. Alumni Association Role: Assist alumni chapter with suggestions and ideas in the development of the process (including call for nominees Feb. 2011 through final selection of Hall of Fame inductee). 10
Hall of Fame/ C Day Event Objective: A school wide event established to acknowledge outstanding students and alumni professionals as well as provide an opportunity for networking and professional development. NSC Role: Publicize event and insure faculty and administrative participation assist with logistics. Alumni Association Role: Support alumni chapter fundraising, plan and execute program and event. o Proposed tentative description idea for school wide event: C Day A Communication Event Conference style event to be held in the Student Union. Morning break out sessions with 3 scholars/3 professionals. Key note speaker and luncheon. Afternoon break out sessions for students. Mentor meet n greet, which will be an exclusive alumni drive program. Alumni Association Hosted Graduation Reception Objective: Recognize graduating seniors and recruit new alumni chapter members. NSC Role: Publicize event and insure faculty and administrative participation. Alumni Association Role: Plan, execute event, and recruit new alumni association members. Strategic Objectives 2011 2012 NSC Staff responsible for Communication, Development and Alumni Relations Objective: Increase communication, involvement and support between NSC, COS development and alumni relations, the alumni chapter and alumni. NSC Role: Assignment of staff member tasked with communication management of alumni events and needs. Alumni Association Role: Keep staff member involved in alumni chapter and alumni association needs and events. Work with designated staff and faculty liaison. Establish Annual Academic & Professional Symposium Objective: Establish opportunities for professional development for students, alumni, faculty and partners. Serve needs of alumni and the professional community as part of the service function of NSC. NSC Role: Encourage student participation, and faculty attendance and assist as needed in providing communication experts as speakers, panelists and facilitators. 11
Alumni Association Role: Plan and implement. Support alumni chapter in program development and execution of event. Provide public relations assistance through alumni distribution and social network channels. Seek professional practitioners participation and involvement. Communication Initiative Objective: Identify multiple channels of communication to meet the preferences of the diverse alumni population. NSC Role: NSC shall develop content and new communication channels. Improve communication of alumni news and events through more communication channels such as the newsletter, e mail, Web site, and on line. Alumni Association Role: Alumni Association will manage communication tools, technology, and provide feedback to NSC. Assist with development of new communication channels. Identify volunteers to help manage technology and communication channels. Enhance communication through more On line and social media interaction. New Alumni Feedback Portal (on line) Established Objective: Expand and extend partnership with the Alumni Association a web based survey to provide some demographics on our alumni and feedback on what types of programming and events they would like to chapter to provide. NSC Role: NSC creates and periodically administers an on line/survey in cooperation with the Alumni Association, analyzed results to be incorporated in the strategic plan and future programs and events. Alumni Association Role: Assisted with development and execution of survey; encouraged alumni participation and tallied results. Reviewed the results with alumni and used data to plan future programming and events. Alumni association will provide specific feedback for NSC accreditation and program review needs; for continuous improvement efforts; and other requested responses made by NSC. Program Advisory Groups (Admission, Internships, Assessment, etc.) Objective: Establish advisory groups for involvement and feedback in key areas of NSC program needs. NSC Role: Identify key areas of NSC to focus on for improvement. Alumni Association Role: Assist in identifying interested volunteers to serve on advisory group, data collection and recommendations. Mentorship Program 12
Objective: Establish a permanent program of formal mentoring of NSC Students by NSC alumni volunteers. NSC Role: Promote, support, encourage student participation, advise on selection of students, and administer appropriate academic processes necessary for the mentoring program. Alumni Association Role: Organize and coordinate a program of volunteer mentors for NSC Students. Encourage students and recruit mentors, coordinate the selection process and matching of mentors/mentees in collaboration with NSC, and provide feedback to NSC about the program. Regular Executive Committee & NSC Leadership Meetings Objective: To communicate and support the mission and goals of NSC s and the alumni chapter NSC Role: Set schedule for regular periodic meetings of the Alumni Association executive committee, NSC Director, designated NSC staff, and faculty liaison. Alumni Association Role: Attend, participate, and promote these meetings. Alumni Career Advisory Program Objective: Create new sustainable program of NSC student career advising by alumni. NSC Role: facilitate, promote, support, and encourage student participation. Alumni Association Role: Create, coordinate, manage a formal system of career advisory support for NSC students. Expand Size and (major program) Diversity of NSC Alumni Association Objective: To expand size and range of active alumni in the NSC Alumni Association NSC Role: Make recommendations, promote, encourage, and facilitate. Alumni Association Role: Generate specific initiative at aimed at expanding size, scope, range of majors, and demographic representation of different years of graduation. Strategic Objectives 2012 2015 Alumni Association Development Initiative (Major Fund raising project) Objective: to position the AA as a major source o financial support for NSC. NSC Role: collaborate, strategic planning partner, recommendations, promotion, and encourage. 13
Alumni Association Role: develop specific initiatives aimed at creating sustainable significant financial support for NSC programs. Collaborate with NSC leadership in setting goals and targets. Strategic Objectives 2015 2020 Review Strategic Plan Mid Decade Assessment Reset and adjust Objectives 14