STRATEGIC PLAN D E PA R T M E N T O F I N T E R C O L L E G I AT E AT H L E T I C S
UNIVERSITY OF SOUTH FLORIDA SYSTEM
USF INTERCOLLEGIATE ATHLETICS
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USF ATHLETICS YESTERDAY AND TODAY | 4 Mission 6
Athletics Core Values 6 Focus Area 1: Student-Athlete Academic Excellence and Success 10 Focus Area 2: Competitive Greatness 12 Focus Area 3: Marketing, Branding & Communication 14 Focus Area 4: Expanded and Diversified Revenue & Resources 16 Focus Area 5: Facilities – Renovation & Construction 18
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Vision 6
USF INTERCOLLEGIATE ATHLETICS
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USF ATHLETICS YESTERDAY AND TODAY When the University of South Florida began its Intercollegiate Athletics program in 1965, few realized the impact it would have on the institution and its people. In that relatively short span of time, winning teams, memorable performances, scholastic achievements, and celebrations of countless individuals’ victories in the classroom and on their respective teams have built a rich, if relatively short, history of success. USF Athletics benefits the USF System in a variety of ways, including serving as a marketing arm by generating widespread national, regional, and local exposure. A strengthened brand and increased recognition of USF benefits student enrollment, alumni relations, campus-wide fundraising efforts, school spirit for students, faculty and staff, and helps build a connection with the local and regional communities. Today, USF Athletics supports nearly 500 student-athletes competing on 19 varsity teams (10 women’s and 9 men’s) in the American Athletic Conference (American) at the National Collegiate Athletic Association (NCAA) Division I FBS level. The accomplishments of USF Athletics are attributed to student-athletes, coaches, staff, University leadership, and fans and supporters. To best position USF Athletics for further success, several areas of focus have been identified to harness the community’s enthusiasm for maximum impact. Each of USF’s three (3) USF System institutions has distinctive missions and goals as part of their own detailed strategic plans. As a System-wide Athletics Department, we sought to align our strategic plan for 2016-2021 first to the System Strategic Plan, as well as to the shared elements of the member institutions’ strategic plans, keeping the System’s Guiding Principles at the forefront: Bold, United, Leaders, Loyal, Impactful, Student-Centric, High-Quality.
Student-Athlete Academic Excellence and Success Competitive Greatness Marketing, Branding & Communication Expanded and Diversified Revenue & Resources Facilities – Renovation & Construction The Athletic Department strategic planning process benefited from input from staff, donors, coaches, student-athletes (through their SAAC representatives), USF System administration, and other members of the university community. This strategic plan is not a static document. As goals are accomplished, they will likely be replaced with greater aspirations. As new, unforeseen opportunities are realized, they will be added where appropriate. This document serves as a guide to achieving athletic and academic success during the next five years and beyond at the University of South Florida System. The opportunity to reach these milestones will require commitment of all coaches, student-athletes, athletics staff, university administrators, alumni, and fans. The plan provides the framework to support the mission of the Athletic Department and the USF System as well as the department’s core values. It embraces the department’s commitment to being “student-athlete centered,” and maintains the longstanding determination to compete for championships, achieve academic success, and develop students who are active contributors to the greater university and Tampa Bay communities.
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Through this lens, we identified five key areas of focus for the next five years:
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USF ATHLETICS MISSION & VISION MISSION The University of South Florida System Athletic Department is committed to providing all student-athletes with opportunities to receive a world-class education, win championships, and develop into the leaders of tomorrow while embracing our partnerships within the Tampa Bay community.
VISION WIN: Classroom, Community, Competition
ATHLETICS CORE VALUES • Commitment: Conducting ourselves every day with unwavering dedication, devotion, and loyalty to the
student-athletes, the University, and each other through leadership and a resolve to do the right thing always. • Community: Enhancing and inspiring the lives of our diverse constituents while building relationships through
engaged, collaborative, and inclusive service; all intended to create a sense of pride and to serve the people of the University, the Tampa Bay area, the State of Florida, and the world. • Excellence: Relentlessly pursuing success in every endeavor, and providing the highest quality results in all
areas, including competition, academics, compliance, business operations, and external affairs, utilizing best practices in a continuing and effective manner. • Innovation: Engaging proactive and progressive creativity in all affairs, challenging ourselves to be forward-
thinking yet thoughtful risk-takers who challenge the status quo and who bring new and different cutting-edge ideas and methods which add value to our enterprise. • Integrity: Conducting ourselves ethically, honestly, and respectfully, following the highest standards of
conduct with high moral character, honor, respect and accountability, in a fair, consistent, and transparent way in all that we do.
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STRENGTHS, WEAKNESSES, OPPORTUNITIES & THREATS USF Athletics identified the following overarching themes as our strengths, weaknesses, opportunities, and threats:
Strengths
Weaknesses
• Academic and athletic success of
• Market share presence in the crowded
student-athletes
Tampa Bay region
• Strong university and Tampa Bay partnerships
• Adapting to conference realignment
• Modern, competitive facilities
• Donor investment
Opportunities
Threats
• Highly qualified coaches
• Declining conference revenue
• Community engagement
• Ongoing NCAA litigation
• Florida recruiting landscape with a focus
• Stagnant budget growth
on Tampa Bay
USF identified the public institutions within the American Athletic Conference: • University of Central Florida • University of Cincinnati • University of Connecticut • East Carolina University • University of Houston • University of Memphis
Temple University, although a public university, has a public record exemption – therefore, are not included as a peer institution in this plan.
ASPIRANT INSTITUTIONS USF Athletics identified the following aspirant institutions within the Power 5 confines: • Georgia Institute of Technology • University of Pittsburgh • West Virginia University • North Carolina State University
STRATEGIC PLAN | 2016-2021
PEER INSTITUTIONS
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FOCUS AREA 1:
Student-Athlete Academic Excellence and Success
Goal 1 USF Athletics will provide a student-first, academic learning environment, founded on ethics and integrity, dedicated to the academic, athletic and post-graduation success of our diverse-body of student-athletes.
Strategies • Enhance student-athlete support services, such as academic advising, early intervention, programming, and tutoring. • Develop programming and offer real-world experiences to provide student-athletes every opportunity for career
preparedness. • Collaborate with the Office of the Provost and the Office of Undergraduate Studies (UGS) to continually ensure that all
staff, coaches, and student-athletes are adhering to the academic integrity policies of the University. • Provide real-life opportunities for student-athletes to develop leadership skills beyond their sport. • Collaborate with USF’s General Counsel to create a greater departmental awareness of NCAA, conference, and institutional
rules and regulations through compliance education and training. • Ensure and maintain a safe environment for student-athletes free from hazing, harassment, sexual misconduct, and any
other forms of harmful and inappropriate behavior while continuing to provide a welcoming and inclusive environment for all student-athletes. • Collaborate with the University of South Florida’s Office of Diversity, Inclusion and Equal Opportunity (DIEO) for completion
of a gender-equity plan.
Metric • Graduation Success Rate (GSR). (Source: NCAA) • Academic Progress Rate (APR). (Source: NCAA) • Percentage of student-athlete participation in Green Track programs (see Appendix B for chart). (Source: USF Athletics
Internal) • Percentage of student-athlete participation in Gold Track programs (see Appendix B for chart). (Source: USF Athletics
Internal) • Completion of Title IX training. (Source: DIEO) • Completion, assessment and implementation of gender-equity plan. (Source: DIEO)
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FOCUS AREA 2:
Competitive Greatness
USF Athletics will provide a Division I Athletic program that strives to compete for conference championships and advance in NCAA post-season competition.
Strategies • Provide all of our sport programs the necessary resources to compete successfully for conference
championships. • Lead the conference in championships on an annual basis. • Recruit, develop and retain student-athletes who have the best chance to succeed individually and as
a member of a team. • Attract, develop and retain the best coaches. • Add a female sport program that is sponsored by our Conference, and prevalent to the Tampa Bay region. • Qualify all teams for NCAA postseason competition. • Lead the Conference in the Learfield Sports Directors’ Cup standings.
Metrics • Number of Conference Championships won. (Source: AAC) • Learfield Sports Directors’ Cup standings. (Source: NACDA / Learfield) • Number of teams in post-season NCAA competitions, and number of national championships in a
sponsored sport. (Source: NCAA) • Addition of a new female sport program. (Source: USF Athletics) • Team recruiting class rankings (teams included: football & men’s basketball). (Source: Various recruiting sites) • Number of high performing coaches who are retained annually. (Source: Human Resources)
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Goal 2
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FOCUS AREA 3:
Marketing, Branding & Communication
USF Athletics will be recognized as a premier college athletics program that provides first-class fan-engagement experiences for each sport with outstanding customer service, ensuring enhancement of the USF System brand.
Strategies • Provide a compelling, exciting and memorable game-day experience for all who attend. • Consistent usage of all brand marks on uniforms, communications platforms, and facilities. • In partnership with University Communications and Marketing, ensure that all creative meets or exceeds professional
standards of our sports peers in the market. • Utilize a comprehensive annual marketing plan consisting of timelines and best practices for all sports. • Engage in partnerships with Tampa Bay sports leaders to enrich game day involvement to create ideal experiences
for our ticket buyers. • Build upon partnerships with the student body and university leaders to continue momentum towards boosting home
game attendance.
Metrics • Increased ticket sales from faculty, staff, and the general public. (Source: USF Athletics) • Increased student attendance for all home sporting events. (Source: USF Athletics) • Increased number of visitors engaging in USF Athletics social media platforms including website. (Source: USF Athletics) • Percentage of overall satisfaction ratings on post season fan surveys. (Source: USF Fan Survey) • Creation of focus groups for both the public and student-body with an emphasis on enhancing fan experience.
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Goal 3
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FOCUS AREA 4:
Expanded and Diversified Revenue & Resources
USF Athletics will continue to grow sources of revenue to increase its financial sustainability within the everchanging landscape of intercollegiate athletics while remaining fiscally responsible.
Strategies • Establish a new business legal entity; USF Athletics will become a Direct Support Organization (DSO)
of the USF System. • Create an Athletic Director Leadership Council consisting of community members, and Tampa Bay area
region leaders to enhance strategic priorities, including revenue enhancement. • Expand upon existing donor stewardship programming to enrich experience for all support levels. • Maximize market potential for multi-media rights and apparel.
Metrics • Revenue generated from tickets sales and corporate partnerships. (Source: USF Athletics) • Annual gifts received to the Bulls Club. (Source: USF Bulls Club) • Number of gift proposals administered annually. (Source: USF Bulls Club)
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Goal 4
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FOCUS AREA 5:
Facilities – Renovation & Construction
USF Athletics will provide all athletics teams with state-of-the-art facilities that support the academic and competitive mission of our department while allowing student-athletes and coaches to maximize training, recruiting, and competition.
Strategies • Design, renovate and/or construct a USF tennis facility, Student-Athlete Enrichment Center (SAEC), all-staff/
football team meeting room, and baseball/softball clubhouse consistent with the Campus Master Plan. • Complete feasibility study to strategically analyze the benefits, associated costs, and potential funding plan
for an on-campus football stadium. • Engage in a systematic multi-year renovation and building plan.
Metrics • Approval of updated Athletics portion of Campus Master Plan. (Source: University of South Florida) • Number of athletic facilities approved for construction and/or completed. (Source: USF Athletics)
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Goal 5
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