LEAD Strategic Plan

LEAD Strategic PlanLive Oak Communications Agency

ResearchCapstone COM 452 Spring 2011 Survey FindingsMost 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

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

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

Brand PositioningStudents did not see the benefits of LEAD

Distracted by tiers, overwhelmed by work

Unclear on how and why leadership affects themTake the LEADWe want to build the meaning behind leadership to students

Communicating: need for authentic leaders, inspire students to act Positioning Statement The Elon University Center for Leaderships 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.

Program GoalsRecruit 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

Target Audience1. First year students

2. Business students

3. Students across multiple disclipines

First Year: 17-18 year old studentsheld leadership positions in high school seeking out opportunities to get involved on campusmost likely to complete the three tiers of the LEAD program within their time at Elonaim to recruit early (prior to Greek Life recruitment)Business: Love School of Business studentsLacking in #Elon:range of studentsvariety of majors

StrategiesCreate the needMake LEADs message inspirationalUtilize evangelists (faculty, coaches, partnerships)Show success (LEAD alumni)Make it simple to get involvedShow students how to market their skills

Strategy MapWho is most likely to join LEAD?First year female studentsLeadership Fellows (required)RAs (only committed for length of employment)Those who have held a leadership role in high schoolVery active members of the communityThose with a variety of interests and activitiesThose involved in other extracurricular at Elon

Strategy MapWhy are people joining LEAD?To develop leadership experienceTo build their resumeTo develop leadership skillsTo prepare for their futureTo gain more leadership roles on campusTo aid in securing a job after college

Communication GoalsDebunking 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

Current Views of LEAD

PositiveLEAD will make me more hirableI will have an easier time securing leadership roles on campusLEAD will look good on a resume It will increase my personal presence on campusI will develop leadership development skills Ill have networking opportunities

NegativeLEAD is too much of a time commitment & extra workI dont receive course credit for participation Entering after my freshman year is intimidatingI dont know how to get startedThe emails are too stressfulThe tier system is confusing and intimidatingIts too late for me to get startedIm not a natural born leader

Future Views of LEADFuture I dont have to be a natural leader to join LEADI can join LEAD at any point in my Elon careerLeadership isnt a position or a title but a set of skillsLEAD provides me with transferrable skills that are beneficial to my careerI feel LEAD is a respected program because its supported by faculty, staff and community leadersThe LEAD program is manageable enough to complete within my time at Elon

Tactics and Media PlanAdvertising CampaignVideoSocial MediaCreate partnershipsDevelop LEAD apparel Create LEAD mini-workshopsRename the tier system

Advertising CampaignPosters (Digital and Physical)Inspire students to transcend beyond typical commitment Illustrate leaders in different situationsLeadership = the route to creating the positive change you wish to seeAdvertising CampaignStudent Media Ads (WSOE, The Pendulum, Elon Local NewsSimple, effective messagesExplain purpose and instil benefit of LEADHopefully contribute to word of mouth amongst students

VideoPowerful music

Reputable speakers on need for strong leaders in future

Former ICLP alums speaking on benefits

Websitesleek and efficient portal of information and innovation

interactive aspect (to target freshmen)

outline of responsibilities of each tier of LEAD

Social MediaFacebookSeparate LEAD Facebook page from Center for LeadershipPost interactive material (i.e. quotes, videos, quizzes)Information on upcoming eventsCreate LEAD group for students to communicate

Social MediaLinkedInBuild page for LEAD/ ICLPWay for alumni and current students to connectProvides networking opportunities

Partnerships Elon OrganizationsStudent Professional Development Center

Co-host Career Fair

Host speakers (i.e. convocation)

External Leadership OrganizationsCenter for Creative Leadership

Bring students to office, workshops, speakers

Certification from CCL upon completion of LEAD

Partnerships

Rename Tier SystemTier I DISCOVER

Tier II COLLABORATE

Tier III IMPACTRename Tier SystemsWHY?Simplify packageMakes each tier memorableExplains objectives of tierBuilds community feel of LEADLEAD Mini-WorkshopsLEAD Lite

Provide taste of what LEAD is about before committing to program

Inspire students through speakers and lesson

Target underclassmen studentsLEAD Apparel Create T- shirts

Take the LEAD

Participants receive shirt after completing each tier

Project MeasurementsIncrease likes on LEAD Facebook pageTo 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 majorsTo grow variety in the experiences and backgrounds of participants

Increase retention rate of LEAD participants over four yearsTo demonstrate LEADs effectiveness at having a lasting place at Elon as well as a manageable curriculum