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LEAD Strategic Plan

LEAD Strategic Plan. Live Oak Communications Agency. Research. Capstone COM 452 Spring 2011 Survey Findings Most students had not heard of the Center for Leadership prior to the Organization Fair

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LEAD Strategic Plan

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  1. LEAD Strategic Plan Live Oak Communications Agency

  2. Research Capstone COM 452 Spring 2011 Survey Findings • Most students had not heard of the Center for Leadership prior to the Organization Fair • Programs such as Greek Life, Study Abroad and Intramural Sports were recognizable to students prior to the Organization Fair • Most students have heard of the Center for Leadership but chose not to get involved • Out of the Center for Leadership sponsored events, the most attended events were ICLP/LEAD workshops

  3. Research 10/16/13 Live Oak Non-LEAD participant Focus Group Findings • Overwhelmed by the tiers and email reminders of the program • Unclear whether they can start past freshman year • Feeling worried about the time commitment and assignments • Unaware that leadership fulfills an ELR

  4. Research 10/16/13 Live Oak Non-LEAD participant Focus Group Findings • Elon puts an emphasis on involvement rather than leadership • Unsure of how the LEAD program applies to growth in other leadership positions • Confusion and lack of identification with the current LEAD name and logo

  5. Brand Positioning • Students did not see the benefits of LEAD • Distracted by tiers, overwhelmed by work • Unclear on how and why leadership affects them

  6. Take the LEAD • We want to build the meaning behind leadership to students • Communicating: need for authentic leaders, inspire students to act

  7. Positioning Statement The Elon University Center for Leadership’s LEAD Program is the only campus program that provides students with real world leadership education and experience to enable them to become successful leaders in all aspects of their life during their time at Elon and beyond.

  8. Program Goals • Recruit more students with varying leadership experiences • Build awareness of the LEAD program to the Elon community and beyond • Increase the retention rate for students to stay invested and complete LEAD

  9. Target Audience 1. First year students 2. Business students 3. Students across multiple disclipines

  10. Strategies • Create the need • Make LEAD’s message inspirational • Utilize evangelists (faculty, coaches, partnerships) • Show success (LEAD alumni) • Make it simple to get involved • Show students how to market their skills

  11. Strategy Map Who is most likely to join LEAD? • First year female students • Leadership Fellows (required) • RAs (only committed for length of employment) • Those who have held a leadership role in high school • Very active members of the community • Those with a variety of interests and activities • Those involved in other extracurricular at Elon

  12. Strategy Map Why are people joining LEAD? • To develop leadership experience • To build their resume • To develop leadership skills • To prepare for their future • To gain more leadership roles on campus • To aid in securing a job after college

  13. Communication Goals • Debunking the myth of leadership being a title • Reducing the intimidation factor that accompanies joining LEAD after freshman year • Communicate the transferrable career skills resulting from the completion of LEAD

  14. Negative LEAD is too much of a time commitment & extra work I don’t receive course credit for participation Entering after my freshman year is intimidating I don’t know how to get started The emails are too stressful The tier system is confusing and intimidating It’s too late for me to get started I’m not a natural born leader Current Views of LEAD Positive • LEAD will make me more hirable • I will have an easier time securing leadership roles on campus • LEAD will look good on a resume • It will increase my personal presence on campus • I will develop leadership development skills • I’ll have networking opportunities

  15. Future Views of LEAD Future • I don’t have to be a natural leader to join LEAD • I can join LEAD at any point in my Elon career • Leadership isn’t a position or a title but a set of skills • LEAD provides me with transferrable skills that are beneficial to my career • I feel LEAD is a respected program because its supported by faculty, staff and community leaders • The LEAD program is manageable enough to complete within my time at Elon

  16. Tactics and Media Plan • Advertising Campaign • Video • Social Media • Create partnerships • Develop LEAD apparel • Create LEAD mini-workshops • Rename the tier system

  17. Advertising Campaign Posters (Digital and Physical) • Inspire students to transcend beyond typical commitment • Illustrate leaders in different situations • Leadership = the route to creating the positive change you wish to see

  18. Advertising Campaign Student Media Ads (WSOE, The Pendulum, Elon Local News • Simple, effective messages • Explain purpose and instil benefit of LEAD • Hopefully contribute to word of mouth amongst students

  19. Video • Powerful music • Reputable speakers on need for strong leaders in future • Former ICLP alums speaking on benefits

  20. Website • sleek and efficient portal of information and innovation • interactive aspect (to target freshmen) • outline of responsibilities of each tier of LEAD

  21. Social Media Facebook • Separate LEAD Facebook page from Center for Leadership • Post interactive material (i.e. quotes, videos, quizzes) • Information on upcoming events • Create LEAD group for students to communicate

  22. Social Media LinkedIn • Build page for LEAD/ ICLP • Way for alumni and current students to connect • Provides networking opportunities

  23. Partnerships Elon Organizations • Student Professional Development Center • Co-host Career Fair • Host speakers (i.e. convocation)

  24. Partnerships External Leadership Organizations • Center for Creative Leadership • Bring students to office, workshops, speakers • Certification from CCL upon completion of LEAD

  25. Rename Tier System • Tier I → DISCOVER • Tier II → COLLABORATE • Tier III → IMPACT

  26. Rename Tier Systems WHY? • Simplify package • Makes each tier memorable • Explains objectives of tier • Builds community feel of LEAD

  27. LEAD Mini-Workshops • “LEAD Lite” • Provide taste of what LEAD is about before committing to program • Inspire students through speakers and lesson • Target underclassmen students

  28. LEAD Apparel • Create T- shirts • “Take the LEAD” • Participants receive shirt after completing each tier

  29. Project Measurements • Increase “likes” on LEAD Facebook page To show a larger level of campus awareness and support of the LEAD program • Increase number of participants of the LEAD program • Increase variety of LEAD participants’ majors To grow variety in the experiences and backgrounds of participants • Increase retention rate of LEAD participants over four years To demonstrate LEAD’s effectiveness at having a lasting place at Elon as well as a manageable curriculum

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