From theory to action: the story of one strategy 277
Mission
Values
Vision
Excellence in leadership, teamwork, community, with integrity
Become the most innovative, intensive and individualized consulting program
Prepare students
POSITION:
Promote students
• Develop outstanding curriculum offerings in all programs • Create unique experiential learning programs • Grow internal/external relationships and financial support
PRIORITIES:
• Strategic initiatives and budget (base programs and new programs) • Faculty and staff assignments • Financial and non-financial incentives
PAYMENTS:
• Satisfaction (goal of 4.5/5.0 on course evaluations and satisfaction surveys) • Placements (goal of 30 MBAs and 30 BSBAs per year by 2011) • Fund raising ($50,000 annual budget by 2011)
PERFORMANCE:
Figure 12.7 UNC KFBS consulting program strategy
of the consulting program. The results are shown in our strategy ‘one pager’ organized around the aforementioned 4 Ps (Figure 12.7). Note that the mission is particularly concise and the vision is meant to be a bit dif- ferentiating. The priorities and payments help explain how we will achieve the desired positioning and the performance is how we will measure success (with stated goals in each area). The strategic communication was the next critical step as we needed to make others aware of the new strategy. In addition to many in-person meetings and presentations with staff and students, we put significant effort into documenting the strategy as clearly and concisely as possible. We put together flashy brochures, updated the website, and used the mission and vision as much as possible as talking points whenever the con- sulting program was mentioned. Another key tool for getting the word out was an alumni magazine article written about the new consulting program that included a discussion of the new strategy. In essence, we viewed this effort just as we would an advertising campaign for a new product. Feedback from students and other key constituents has been very positive and we are making progress in our performance measures as the first year of roll-out concludes.
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