Goal 7. Tradition and Pride
Develop a national image based on Tech traditions and pride in Tech achievements.
Critical Success Factors (measures of the degree of success over the next 5 years):
- An integrated marketing plan.
- Activities, programs, and events that build and sustain Tech pride and tradition.
- 25% of entering freshmen attending Red Raider Camp.
- 10% of faculty and staff appointments in leadership roles in national organizations.
- 5 academic championships for student competitions.
- Consistent top 25 national rankings for 25% of the Intercollegiate Athletic teams.
- 35% of alumni giving.
Objectives:
Objective 7.1: Strengthen the pride and prestige associated with all Texas Tech programs and activities.
Strategies:
- Increase student involvement in the selection, planning, and implementation of university events.
- Ensure that Tech traditions are referred to in campus tours and new student orientations.
- Increase attendance at Red Raider Camp.
- Develop strong partnerships with the Ex-Students Association and the Texas Tech Association of Parents.
- Highlight Tech traditions at new employee orientation.
- Identify and publish long-standing Tech traditions.
- Involve faculty and staff in campus events.
- Market successful programs and activities.
Assessments:
- Red Raider Camp attendance.
- Participation at events.
- Number of members in booster organizations.
Objective 7.2: Strengthen Texas Tech's position in the Big XII Athletic Conference and NCAA.
Strategies:
- Maintain successful sports teams.
- Increase attendance at all sports events.
- Effectively market the sport programs, personnel, and events.
- Improve graduation rates and academic performance for student athletes.
- Improve the financial stability of athletic programs.
- Maintain compliance with NCAA regulations.
Assessments:
- Attendance statistics by sport.
- Compliance with NCAA.
- Income generated.
- Ranking in each sport.
- Graduation rates of student-athletes.
- Championships and post-season participation.
Objective 7.3: Implement an integrated marketing program that enhances Tech's national image and builds on successes.
Strategies:
- Create an integrated marketing plan.
- Identify and promote Texas Tech's brand and image.
- Establish policies and procedures defining the use of Texas Tech's brand and image.
- Evaluate all marketing materials for consistency with Texas Tech's brand and image guidelines.
- Use advertising/promotional campaigns to highlight university achievements and outstanding people.
Assessments:
- Consistent marketing materials.
- Documentation of the integrated marketing plan.
- Survey of name and image recognition.