For the Common Good
Strategic Plan 2024–2034 for University of Massachusetts Amherst
Mission
Our work is foundational to the success of UMass Amherst: We elevate the university by stewarding its reputation and telling the story of its significant contributions in advancing the boundaries of knowledge for the common good.
Vision
Guided by a collaborative mindset and a deep commitment to excellence in all that we do, we ensure the continued prominence of UMass Amherst as a globally recognized research university leading the way toward a just and sustainable future for all.
Values
Excellence
We believe every member of University Relations contributes to our ongoing success by striving for the highest level of excellence.
Belonging
We foster the health and well-being of our members through a diverse, equitable, and inclusive work environment, where everyone feels connected and valued—and thrives.
Collaboration
With mutual respect for our differing perspectives and skills, we work as a team to build trust and successfully accomplish our shared goals.
Authenticity
Unbound by convention, we are bold, creative, and, above all, authentic.
Integrity
We strive to ensure our work is intentional and ethical, and university resources are used responsibly.
Goal 1
Share Value
Tell the compelling story of UMass Amherst and proactively steward its reputation, ensuring all stakeholders and constituencies understand the immeasurable value of the university and its demonstrated ROI for the commonwealth and beyond.
Next goal: Advance PrioritiesRationale
UMass Amherst, like other universities across the country, faces a unique challenge in telling its story and stewarding its reputation. While most organizations and companies are messaging simultaneously to a few somewhat similar audiences, such as employees and shareholders, UMass Amherst is messaging to a multitude of stakeholders and constituencies, each of whom have very different interests and perspectives related to the university: current students, faculty, and staff; university trustees; alumni and donors; state and federal elected officials and agencies; private industry partners; prospective students and their families; the media; our neighboring communities; Massachusetts taxpayers; and peer and aspirational institutions.
By leveraging its expertise to message consistently, accurately, and effectively across this wide array of audiences, University Relations (UR) continues advancing and elevating the university. Stewarding the reputation of the university and sharing its compelling stories of success among its many stakeholders, UR contributes to strong student recruitment; ongoing state support; growth in alumni engagement; increased donor participation; expanded opportunities for research funding; positive media coverage; harmonious community relations; and rising reputational consideration among our aspirational institutions. 1
1 Concept for these paragraphs informed by Building Higher Ed Crisis Management and Communication Muscle
Goal 2
Advance Priorities
Use innovative, data-driven marketing and communication strategies to support and advance university-wide priorities for student recruitment, retention, graduation, and lifelong alumni engagement.
Next goal: Expand EngagementRationale
Changing demographics, the rising cost of attending college, and the easing of bachelor’s degree requirements for some jobs have contributed to undergraduate recruitment challenges across the country. In this increasingly competitive environment, it is critical that we implement marketing strategies that distinguish us from our competition, effectively communicate our value proposition, and make an authentic, compelling case for choosing UMass Amherst. Today’s prospective students are digitally savvy, demanding of transparency, and resistant to a one-size-fits-all approach. To successfully compete, UMass Amherst must meet them where they are with relevant, personalized, and authentic engagements that address their unique needs, goals, and college selection journey.
To ensure UMass Amherst remains competitive in the higher education market, the Marketing Communications Team will continue to innovate and enhance the university’s state-of-the-art communications infrastructure:
- Extend our successful Web Ecosystem initiative, with its cohesive web design and content strategy, to academic departments’ sites by utilizing the UMass Framework development platform and partner with Information Technology on the overall website strategy for the UMass Amherst campus.
- Support university-wide goals for recruitment by executing a reinvigorated and expanded “Be Revolutionary” branding campaign in alignment with the university’s 10-year strategic plan.
- Advance campuswide goals for yield, retention, and graduation through “Journey UMass,” a data-driven, state-of-the art student support technology providing holistic, customized services and support based on individual interests and needs. Social media will be utilized to connect with prospective students by creating targeted and engaging content tailored to their unique interests. Platforms like Instagram Reels and Stories, TikTok, and YouTube Shorts enable authentic storytelling through videos and interactive posts that showcase campus culture and academic opportunities.
Related KPIs
- SEO and CRO performance of Admissions pages; traffic to site pages, site links, time on site, number of pages viewed, conversion of micro (brochure requests, tour signup) and macro conversions (click to enroll, deposit payment)
- Organic media results for HR-based social posts
Goal 3
Expand Engagement
Expand the reach and influence of UMass Amherst by developing partnerships to leverage university strengths with state and federal priorities, private sector areas of growth, and opportunities for community-based engagement.
Next goal: Climate and CultureRationale
“For the Common Good,” the UMass Amherst 10-year strategic plan, emphasizes our critical role as a land-grant university and Carnegie Community Engaged Institution. The plan includes calls for increased engagement activity, with a focus on “More UMass in the community and more community at UMass.”
Currently, our Office of Government Relations works with the chancellor’s leadership team to ensure federal- and state-elected officials and government agencies understand the depth and breadth of our contributions as we fulfill our promise to the commonwealth through education, innovation, and engagement for the common good.
In support of “For the Common Good,” we will build on our efforts by expanding current areas of intersection between university strengths and state and federal government priorities while also cultivating emerging areas of interest. We will also work to ascertain opportunities for private sector and industry partnerships regionally, throughout the commonwealth, and nationally to support the campus’s economic development strategy.
Additionally, in support of the campus’s focus on regional gateway cities, UR has developed a separate strategic plan for the Henry M. Thomas III Center at Springfield, to expand our land-grant mission and advance the common good in the City of Springfield and its neighboring communities.
Goal 4
Climate and Culture
Foster a collaborative, inclusive UR work culture, where every voice is valued, and our varying perspectives and experiences inform and advance our campuswide commitment to building a community of dignity and respect for all.
Next goal: Share ValueRationale
To advance the mission of UMass Amherst and better meet the needs of the broader society we serve, we must cultivate a university community with varying backgrounds and different perspectives—one that promotes innovation, fosters critical thinking, and strengthens adaptability in all members of our campus community.
The role UR plays in telling the story of UMass Amherst’s inclusive excellence begins “at home”—within UR itself. This is why we believe it is imperative that we foster a collaborate, inclusive work culture where every member contributes toward—and experiences—our lived values for collaboration and mutual respect. This shared awareness and participation collectively informs our ability to authentically, and therefore successfully, tell the story of inclusive excellence at UMass Amherst.
By using the opportunities of our wide-ranging UR portfolio to consistently celebrate our diverse and exceptional community, we foundationally contribute to ensuring UMass Amherst is recognized as a university that welcomes and encourages people of varying backgrounds, experiences, and perspectives.
Presenting the inclusive excellence of UMass Amherst is the bellwether of our work: It determines whether UR will successfully realize our vision and ensure the continued prominence of the university as a leading global research university dedicated to the common good.