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Strategic Goal #3: Institutional Distinction

In a higher education marketplace rich with options, Eastern Kentucky University must define itself or others will define us. We seek to advance the value of the EKU experience and unite our communities around powerful expressions of our core values, an expansion of the personal and strategic relationships we forge, and by the strategic positioning of the compelling distinctions that make the EKU experience exceptional.

We will demonstrate our commitment to the advancement our university by investing in the people, places, and programs that make us distinct.

We seek to create a groundswell of enthusiasm and engagement for our University through the implementation of a powerful new EKU brand strategy. Our successes will be measured by the extent to which we demonstrate that we are thoughtful stewards of our resources, by the quality of the personal and strategic relationships we forge with the people we touch and inspire, and by the extent to which the people of EKU embrace and live our brand promise every day.

Strategic Initiatives

Invest in Our Staff (3.1)


  • Enhance staff professional development opportunities with focuses on leadership development, student support and engagement, and providing customer-focused service to all. (3.1.1)
  • Develop employee best practices for collaborative support programs and co-curricular instruction. (3.1.2)
  • Delineate and promote career pathways for all employees. (3.1.3)
  • Recruit, promote, and retain staff who are highly qualified and high performing in their area of expertise. (3.1.4)
  • Design and implement a comprehensive recruitment and retention plan for diverse staff and University administrators. (3.1.5)
  • Ensure all employees receive detailed, comprehensive performance evaluations and feedback. (3.1.6)

Advance the EKU Brand (3.2)


  • Craft a compelling brand identity and communication strategy. (3.2.1)
  • Design and implement a five-year, integrated marketing campaign that leverages our brand identity to advance our institution, aligns with our strategic plan, fuels our capital campaign, positions EKU intercollegiate athletics, and increases the number of students for whom EKU is their 1st Choice. (3.2.2)
  • Assess and share the impact of the University’s brand initiative. (3.2.3)
  • Promote the value of higher education. (3.2.4)

Create a Dynamic, Diverse, and Inclusive University Culture (3.3)


  • Foster pride in EKU by developing a distinctive University experience for all students, faculty, staff, and visitors. (3.3.1)
  • Create and support learning, work, and living environments that fully welcome and support diversity, inclusion, and equity. (3.3.2)
  • Build can-do spirit among faculty, staff, and students with an emphasis on superior customer-focused service and adaptability. (3.3.3)
  • Reward, recognize, and celebrate faculty, staff, and student achievements. (3.3.4)
  • Promote opportunities for faculty, staff, and students to participate in significant and conscientious shared governance. (3.3.5)
  • Ensure transparency in operations in order to unite the University communities. (3.3.6)
  • Promote positive relationships between the University and the local community. (3.3.7)
  • Create an institutional diversity plan that develops and implements comprehensive initiatives to promote access, diversity, intercultural competence, equity, inclusiveness and mutual respect for all members of the campus community. (3.3.8)
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