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It describes the plan’s purpose to formalize, communicate, and implement comprehensive and consistent marketing to advance university priorities, strengthen internal and external stakeholder awareness, and support partnerships. It also details the IMCP development process, stakeholder inputs, advisory council structure, and situational analysis identifying strengths, weaknesses, opportunities, and threats affecting future positioning.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/integrated-marketing-and-communications-plan-imcp-vision-process-and-situational-analysis/353646/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/integrated-marketing-and-communications-plan-imcp-vision-process-and-situational-analysis/353646.png","ImageObject",442,249,{"name":88,"@type":89},"Riley","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-21","2026-09-22",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",8,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is the goal of the WCU IMCP?","Question",{"text":109,"@type":110},"The IMCP formalizes and advances comprehensive, consistent marketing and communications to fulfill WCU’s strategic priorities and keep internal and external stakeholders informed.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"How was the IMCP developed?",{"text":114,"@type":110},"The plan was crafted with input from staff and faculty stakeholders across multiple divisions, plus local community and alumni participants, using facilitated working meetings to identify goals, priorities, tactics, and gaps.",{"name":116,"@type":107,"acceptedAnswer":117},"What does the situational analysis cover?",{"text":118,"@type":110},"The situational analysis evaluates WCU’s greatest strengths and weaknesses and considers environmental factors, producing a structured view of opportunities and threats to future success.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},353646,1791741208,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":136,"language":137,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":61,"update_tm":141,"read_time":79},1374391975076,"https://ap-avatar.wpscdn.com/avatar/14000253ca4ec9f6853?x-image-process=image/resize,m_fixed,w_180,h_180&k=1783305029341752051","INTEGRATED MARKETING AND COMMUNICATIONS PLAN  \nPlan Vision  \nWestern Carolina University completed its 2020 Vision strategic plan in 2012. The plan identified important initiatives under six strategic directions, the sixth of which was to “Garner Support for Our Vision.” At the heart of that piece of the plan was a call for the university to “develop and implement comprehensive and consistent communications and marketing plans designed to fulfill the university’s strategic priorities.”  \nIn addition, the 2020 Vision plan spells out the role of marketing and communications in other strategic directions, including “fulfill the educational needs of our state and region” by positioning WCU as the cultural heart of the region and a preferred provider of graduate education, promoting the Cullowhee campus and Biltmore Park instructional site as conference destinations, and recruiting students into curricular focus area programs; “enrich the total student experience” by sharing with external and internal audiences the accomplishments of students, faculty and staff, and ensuring that university events are properly promoted; and“enhance our external partnerships” by ensuring that the external community is informed about university programs, services, facilities and expertise.  \nThe first step of development of this integrated marketing and communications plan was the reorganization of the former Division of Advancement and External Affairs at WCU, including the creation of a marketing unit that would house Creative Services and University Printing. In 2014, WCU completed the reorganization of Advancement and External Affairs under the Chancellor’s Division and began preliminary efforts to lay the groundwork for an effective communications and marketing plan.  \nTo fulfill the strategic vision, WCU must now formalize its Integrated Marketing and Communications Plan, communicate that plan to the larger university community and begin implementation. The WCU IMCP will set the course for the next five years and fulfill the call of the 2020 Plan to “ensure that internal and external stakeholders alike are informed about the people, programs, priorities and progress of the university.”  \nPlan Process  \nThe 2015 Integrated Marketing and Communications Plan was crafted with input from staff and faculty stakeholders representing University Marketing, Public Relations and Communications, Development, External Relations, Athletics, Academics, Web Services, Student Affairs, Admissions and Alumni Affairs along with input from members of the local community and our alumni community. Through facilitated working meetings over the course of several months, this broad group of stakeholders helped identify goals and priorities for marketing and communications at WCU as well as potential tactics to reach those goals.  \nThe group identified specific tactics that deserved immediate attention as well as broad areas of potential weakness that would require more input and investment moving forward.  \nThe advisory council consisted of the following representatives nominated by WCU divisional leadership:  \n\n| Division | Representatives |\n| --- | --- |\n| Chancellor’s Division | -Zeta Smith, Director of Special Events\u003Cbr>-Meredith Whitfield, Director of External Relations |\n| Academic Affairs | -Shawn Collins, Interim Associate Dean, College of Health and Human Sciences\u003Cbr>-Wendy Buchanan, Public Communications Specialist, Educational Outreach\u003Cbr>-Tonya Steiert, Student Services, Graduate School\u003Cbr>-Darrell Parker, Dean, College of Business\u003Cbr>-Carrie Rogers, Assistant Professor, College of Education and Allied Professions\u003Cbr>-Sean June, Assistant Professor, Kimmel School\u003Cbr>-Arthur Salido, Associate Professor, Chemistry, College of Arts and Sciences |\n| Athletics | -Rich Price, Director, Jackson County Economic Development\u003Cbr>-Stefanie Conley, Associate Director, Catamount Club\u003Cbr>-BJ Pendry, Member, WCU Alumni Board\u003Cbr>-Brett Miller, MMA Golf, Catamount Club Board of Directors |\n| Ad","cbCaihSrz86wIKzG","https://ap.wps.com/l/cbCaihSrz86wIKzG","pdf",159299,10,"English","# Plan Vision\n# Plan Process\n# Situational Analysis","[{\"question\":\"What is the goal of the WCU IMCP?\",\"answer\":\"The IMCP formalizes and advances comprehensive, consistent marketing and communications to fulfill WCU’s strategic priorities and keep internal and external stakeholders informed.\"},{\"question\":\"How was the IMCP developed?\",\"answer\":\"The plan was crafted with input from staff and faculty stakeholders across multiple divisions, plus local community and alumni participants, using facilitated working meetings to identify goals, priorities, tactics, and gaps.\"},{\"question\":\"What does the situational analysis cover?\",\"answer\":\"The situational analysis evaluates WCU’s greatest strengths and weaknesses and considers environmental factors, producing a structured view of opportunities and threats to future success.\"}]","INTEGRATED MARKETING AND COMMUNICATIONS PLAN - IMCP - Vision, Process and Situational Analysis | PDF",1790106537]