Strategic Priority 3
Leverage the Brand
Strategic Priority Three, Leverage the Brand, focuses on revolutionizing the customer service experience through coaching, measurement, and a culture of accountability. This priority also includes enhancing branding and messaging to strengthen advocacy and support for academic outcomes.
Measures of Success for Leveraging the Brand represent peer perception ratings and customer service satisfaction.
Goal 3.1
Foster a university-wide customer-centric culture to support academic and operational excellence.
- Action 3.1.1.1 Develop customer service standards and performance targets for each unit.
- Action 3.1.1.2 Develop assessment tools for all training/ professional development programs.
- Action 3.1.1.3 Regularly solicit and assess stakeholder customer service needs, experiences, and concerns.
- Action 3.1.1.4 Generate and disseminate annual reports highlighting customer service initiatives and status across the institution.
- Action 3.1.2.1 Enhance the campus infrastructure and capacity for coordinating customer service training activities.
- Action 3.1.2.2 Create and utilize an employee Customer Service Training Guide.
- Action 3.1.2.3 Implement a comprehensive onboarding process for new employees that includes customer service expectations.
- Action 3.1.3.1 Incorporate expectations into job descriptions and the annual performance evaluation process.
- Action 3.1.3.2 Incorporate customer service metrics into annual assessment plans for administrative and academic units.
- Action 3.1.3.3 Implement an annual Customer Service Campaign to highlight initiatives, best practices, and top performers.
- Action 3.1.3.4 Standardize institutional policies and procedures and disseminate via a centralized, accessible location.
Goal 3.2
Increase international recognition as a leading academic, research and cultural institution.
- Action 3.2.1.1 Develop and execute an Integrated Marketing Communications Plan.
- Action 3.2.1.2 Utilize University digital platforms and immersive media technology to engage diverse audiences.
- Action 3.2.1.3 Build and enhance external partnerships to increase brand awareness and reach.
- Action 3.2.1.4 Focus and develop strategic campaigns that capture prospective students early in their decision-making process.
- Action 3.2.1.5 Create and reinforce opportunities that feature the University as an intellectual powerhouse.
- Action 3.2.1.6 Systematically promote FAMU’s outstanding contributions and its role as a critical resource and valuable education and economic partner.
- Action 3.2.2.1 Establish and maintain a database of university experts.
- Action 3.2.2.2 Utilize appropriate platforms to promote university experts based on field of expertise.
- Action 3.2.2.3 Leverage opportunities to physically showcase university experts to key influencers.
- Action 3.2.2.4 Develop communications materials that highlight university experts and disseminate to national organizations and peer institutions.
Goal 3.3
Cultivate and diversify the network of advocates and supporters to advance the university’s mission and strategic priorities.
- Action 3.3.1.1 Establish and maintain a centralized database of target audiences.
- Action 3.3.1.2 Deploy campaigns and promotions with stakeholder-specific messaging, goals, and intended outcomes.
- Action 3.3.1.3 Increase collaborations with national education associations on broad policy issues impacting K-20 University priorities.
- Action 3.3.2.1 Align staffing levels and resource allocations dedicated to lobbying and outreach efforts with state and national peers.
- Action 3.3.2.2 Maintain external consultants at state and federal levels to enhance relationships and assist with coordination of legislative programs.
- Action 3.3.2.3 Expand digital tools to further outreach on pertinent national policy goals and objectives.
