ATHLETICS STRATEGIC PLAN
WILDCATS,
I am proud and excited to share our ACU Athletics Strategic Plan. This journey began prior to my arrival in December 2021 when I asked each employee three basic questions: What should we stop doing? What should we keep doing? What should we start doing? We reconciled the feedback with the ever-changing landscape of NCAA Division I athletics to chart a unique and distinct course of action.
This document is the culmination of numerous months of hard work and dedication of ACU athletic staff members, university partners, and external stakeholders. It outlines our road map for future and continued success on the field, in the classroom, and in service to the mission of Abilene Christian University:
To educate students for Christian service and leadership throughout the world.
Our desire is for every student-athlete to accomplish three things during their ACU experience – to grow in their faith, to reach their potential in the classroom and to compete for a championship. For us to achieve these outcomes, it will require a well-designed plan along with the discipline and support to make it a reality.
As we complete our first 10 years in Division I athletics, we should all take the time to celebrate the many memories, milestones and achievements of our programs. While we envision what is next, I encourage you to reflect on what your role can be in OUR plan. This document will serve as our directional compass as we navigate the next five years in college athletics.
Thank you to everyone who played a part in this process and to everyone who has and will play a role in the past and future of ACU Athletics.
Zack Lassiter Vice President for Athletics
OUR STRATEGIC
PILLARS
ON-FIELD SUCCESS
STUDENT-ATHLETE AND STAFF EXPERIENCE
STRENGTHENING COMMUNITY CULTURE AND TITLE IX COMPLIANCE
REVENUE GENERATION AND FISCAL RESPONSIBILITY
BRAND AND FAN DEVELOPMENT
STRATEGIC PILLAR
STUDENT-ATHLETE AND STAFF EXPERIENCE
Our vision is to enhance the holistic experience of student-athletes and staff.
STRENGTHENING COMMUNITY CULTURE AND
TITLE
IX COMPLIANCE
Our vision is to embody a culture that appreciates and celebrates our differences, creates access and advancement opportunities for all, and invites all voices into substantive conversations while always treating one another with kindness, compassion, grace, and mercy so that together we might discover God’s call for our lives into substantive conversations.
OBJECTIVE 4.1
Grow philanthropic support for our programs.
STRATEGY A
Grow Wildcat Club membership and Annual Fund revenue by 10% each year.
STRATEGY B
Define fundraising goals for sport-specific excellence funds informed by the Championship Plan.
STRATEGY C
Develop a robust ACU Gives plan and review additional giving options.
STRATEGY D
Evaluate appropriate staffing levels and resources dedicated to fundraising.
OBJECTIVE 4.2
Increase revenue through corporate sponsorships and proactive ticket sales.
STRATEGY A
Increase annual corporate partnerships to $1M.
STRATEGY B
Increase ticket revenue by 10% each year.
STRATEGY C
Evaluate appropriate staffing levels and resources dedicated to ticket sales.
OBJECTIVE 4.3
Develop a sustainable budget model to promote financial stability.
STRATEGY A
Prepare a five-year budget model for annual review and reconciliation.
STRATEGY B
Create an annual budget calendar and budget templates.
STRATEGY C
Evaluate standard operating procedures and implement policies to ensure efficiency.
STRATEGY D
Identify resources required to address deferred maintenance across all athletics facilities.
STRATEGY E
Invest in technology and data analytics to improve communication and maximize human capital.
STRATEGY F
Research and develop new revenue streams.
OBJECTIVE 5.1
Develop a coherent voice with a communication plan that reaches audiences at a wide spectrum of plains.
STRATEGY A
Launch an ACU Athletics brand identity that provides consistency and standards across all visible mediums.
STRATEGY B
Develop local media partnerships to promote ACU Athletics events and initiatives.
STRATEGY C
Equip staff with tools and resources to properly share what makes ACU Athletics unique.
STRATEGY D
Create a content calendar that establishes a planned push-out of relevant messaging.
OBJECTIVE 5.2
Enhance fan experience across all venues.
STRATEGY a Improve fan engagement opportunities and game day programming.
STRATEGY b
Evaluate media and broadcast coverage of internal and external events.
STRATEGY c
Establish the Fan Experience Committee and other avenues to collect fan feedback.
STRATEGY d
Attract new fans through targeted outreach and improved communication with key constituents.
OBJECTIVE 5.3
Collaborate with campus on student engagement.
STRATEGY A
Establish a university planning committee to collaborate on all campus events.
STRATEGY B
Enhance partnership with the Office of Student Life to increase student engagement.
STRATEGY C
Form a new branded student section for incremental growth of student participation.
