BC.07 Strategic Positioning and Growth Committee Charter

Owned by Scott Barge (Deactivated)
Last updated: Feb 10, 2020
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Purpose

The Strategic Positioning and Growth Committee is appointed by the Board to assist in EMU’s strategic positioning and growth, making recommendations to the full board on matters regarding the University’s external market and competitive positioning, brand positioning, strategic enrollment and financial support, marketing/communication strategies, and external partnerships and innovations needed to fulfill EMU’s mission and strategic priorities. The Committee provides governance oversight of University’s marketing/communications, strategic enrollment and financial support, external partnerships, and innovation strategies for all undergraduate, graduate and seminary, and non-degree programs.

Committee Membership

The Board will appoint at least four trustees to serve on the Committee and will select one of these members to serve as committee chair. Each committee member must be independent of management of the institution and free of any relationship that would impair such independence. Members may not receive consulting, advising, or other fees from the institution or any affiliated foundation or entity related to the institution. Committee may at its discretion recommend to the board that they contract with an attorney or other external expert resources.

The associate provost serves as staff and primary liaison to the committee.

Meetings

The Strategic Positioning and Growth Committee will meet as often as it determines. The Committee may, from time to time, schedule joint meetings with other Standing Committees of the Board.  Minutes will be drafted by the recording secretary, and reviewed and approved by the Committee and the Board of Trustees.

Primary Governance Role

The Strategic Positioning and Growth Committee shall:

  • Ensure alignment between EMU’s mission, values, and its brand positioning, marketing/communications, strategic enrollment plans, and innovation initiatives.
  • Ensure compliance with board and institutional policies and procedures.
  • Ensure that the marketing/communications, strategic enrollment and financial aid budget and innovation funding reflects the University's mission, values, and strategic priorities.
  • Ensure that marketing/communications, strategic enrollment, and financial assistance personnel and policies comply with state and federal requirements, align with strategic priorities, and are applied effectively across the University.
  • Ensure that the institution assesses the effectiveness of its brand positioning and differentiation, marketing/communications, strategic enrollment plans, financial support, and external partnerships and outcomes.

Committee Responsibilities

The Strategic Positioning and Growth Committee shall:

  1. Regularly review pertinent data to monitor market demands and competitive landscape, and the University’s brand positioning, marketing/communications, strategic enrollment, financial aid and advancement, and partnership strategies for relevance and quality. 
  2. Recommend action to the board on proposals for new partnerships and programs, innovative delivery and business models, or for discontinuing programs, in collaboration with the Academic Excellence and Institutional Resources and Sustainability Committees.
  3. Review and monitor strategic enrollment, marketing/communications, and financial aid and advancement key performance indicators including class size, quality and diversity; admission requirements; financial support; retention; net tuition revenue; and student debt.
  4. Review marketing/communications, strategic enrollment, financial aid, and innovation funding policies and, as appropriate, propose new or revised policies to the full board.
  5. Serve as diligent and knowledgeable board members regarding higher education strategic enrollment, marketing, financial support trends, external partnerships, and entrepreneurial program and business model innovations.
  6. Bring to the attention of the board any relevant matters related to committee priorities.
  7. Consider and advise on any matter referred to the committee by the board, the university president, or the provost.
  8. Perform other governance oversight as assigned by the board.

Communication with the Board

One of the Committee’s principal responsibilities is to keep the Board fully informed on the University external market trends, strategic enrollment outlook, and innovative growth opportunities. The Committee takes appropriate steps to ensure that all Board members understand the significance of brand positioning, strategic enrollment drivers, and new revenue generation opportunities. Committee members have an obligation to become knowledgeable about general higher education strategic enrollment, marketing and innovation trends and to be sure that policy discussions conducted at the Board level are informed and transparent. 

Review of Charter

This charter will be reviewed periodically by the Strategic Positioning and Growth Committee, and any proposed changes shall be submitted to the Board of Trustees for approval. 

Adopted and approved, November 2019

Board and Institutional Policies for Committee Oversight

The Strategic Positioning and Growth Committee has responsibility to periodically review the following policies and recommend any proposed changes to the Board of Trustees for approval: