Maryland releases five-year strategic plan for athletics

The University of Maryland released a five-year strategic plan Thursday, focusing on the athletics department and commitments to program development. The full plan is available online in multimedia book form – including some pretty pictures and clickable videos – but here are the notable portions of the 36-page document.

The process began in the summer of 2011, when Athletic Director Kevin Anderson created “Listening Days,” an initial platform for the Intercollegiate Athletics Department. Shortly thereafter, in July, President Wallace Loh appointed the President’s Commission on Intercollegiate Athletics “to review the finances and operations of ICA and make recommendations to achieve excellence in academics and athletics as well as ensure financial sustainability.”

The strategic plan was structured around six pillars, each with their own goals: academic excellence and leadership development; competitive excellence; financial sustainability; tradition and pride; program integrity; image and branding. These are just the highlights pulled from the strategic plan, which admittedly are far less exciting than anything Stefon Diggs does on the field. But hey, it’s a bye week.

  • Lead the ACC in conference championships, qualify all teams for NCAA postseason competition, lead the ACC in national championships and finish in the top 10 of Directors’ Cup standings. In the 2011-12 school year, Maryland finished eighth in the fall, 26th in the winter and 27th in the spring. Field hockey was its only national title-winning team.
  • Broaden career development program for athletes, including the implementation of a four-year career development program in collaboration with the University Career center.
  • Develop a comprehensive nutrition program and “implement a comprehensive screening and injury prevention program,”
  • Increase the Terrapin Club Annual Fund and major gift fundraising. The goal is to maximize ticket revenue in football and men’s and women’s basketball, and “create demand for our competitors by energizing the game day experience.”
  • Identify and solicit donors for naming-rights opportunities.
  • Continue to build a branding plan for all sports to be implemented by 2014
  • Collaborate with the official apparel provider (Under Armour) to “launch new uniforms, sideline apparel, facility signage and TV-viewable brand enhancements for all teams.”
  • Create an innovation task force for social media that will “predict opportunities and adopt cutting-edge strategies.”
  • Formalize an official student fan club.
  • Implement a faculty/staff recognition program for all teams.
  • Establish a community service relations plan.
  • Exploring partnership opportunities with the University Office of Diversity and Inclusion to expand awareness of inclusion issues.
Alex Prewitt covers the Washington Capitals. Follow him on Twitter @alex_prewitt or email him at



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Alex Prewitt · September 27, 2012

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