This SWOT analysis of Western Carolina University’s Communications and Marketing unit was designed to assess the marketing needs of University stakeholders, institutional priorities mandated by leadership, and the interdepartmental challenges we face in meeting those needs. Results below are summarized from an initial 2016 SWOT and updated with current staff survey results.
STRENGTHS
Internal, positive factors and attributes. Tangible and intangible. Within your control.
2016
- Highly regarded, trustworthy, responsive staff
- Perceived value of marketing unit and purpose on campus
- Expertise in print/digital, branding, web, social, branding, media planning and strategy
- Services are offered at no cost
TODAY
- Unit has the ability to deliver on high profile projects
- A significant portion of the staff is highly engaged, talented and motivated
- Expertise in print/digital, branding, web, social, branding, media planning, content writing, photography, videography and strategy
- Services are offered at no cost
- Institutional knowledge, access to leadership, including financial support
- Branding rules have been established
- Buy-in of the work and purpose of the unit from the campus community
- Templates for design staff provide consistency, efficiency
- Big-picture thinking in some pockets of the unit
WEAKNESSES
Internal, negative factors. Detractors. Competitive disadvantages.
2016
- Need for better client communication internally and externally
- Lack of collaboration with design and web/social
- No clear guidelines of when paid auxiliary services apply vs free support
- No dedicated content writer strains department, delays projects
TODAY
- Need for better client communication internally and externally
- No clear guidelines of when paid auxiliary services apply vs free support
- No dedicated content writer strains department, delays projects
- Need to better connect the dots on project
- Reactionary rather than proactive
- Staffing issues
- Services are offered at no cost
- Lack of clear priorities
- Split leadership, lack of shared voice and vision at executive levels
- High-profile and last-minute projects detract a significant amount of attention from everyday work
OPPORTUNITIES
Reasons to exist and prosper.
2016
- Create website updates, explain services, unit goals, institutional priorities
- Offer list of approved freelancers, define auxiliary work
- Schedule routine meetings to collaborate
- Track web and social requests
- Ease workload by offering self-service tools
TODAY
- Complete website for University Marketing, explain services, unit goals
- Offer list of approved freelancers, define auxiliary work
- Ease workload by offering self-service tools
- Create self-service opportunities for campus stakeholders such as digital signage templates
- Capitalize on improved reputation and upgraded software which now provides better service and streamlines collaborative efforts
- Increase transparency within the unit and enhance communication
- Increase opportunities to work as a team on projects
- Modernize and streamline processes where possible
- Rethink how content ideas are generated, developed and repurposed across platforms
THREATS
External, negative factors. Beyond control. May require contingency plan.
2016
- High-probability of management or staff burnout due to volume, demand
- Lack of recurring budget
- Limited flexibility with resources
- Perceived disconnect between individual unit goals and University marketing
TODAY
- High-probability of management or staff burnout due to volume, demand
- Lack of recurring budget
- Limited flexibility with resources
- Perceived disconnect between individual unit goals and University Communications and Marketing
- Lack of overarching goals, strategy
- Staff unclear about vision for the unit
- Split leadership model lacks cohesion and, to a certain extent, is untried
- Staffing and org structure unmatched to the production needs of the unit
- Burnout of high-volume producers is a risk to the unit’s overall success
- Lack of vision creates a void individual staff members may try to fill, qualified or otherwise
Systems Thinking 