Engaged in Excellence - JMU Athletics Strategic Plan - James Madison University Athletics

Message from the Director of Athletics - Jeffrey T. Bourne

The Madison campus is known for its friendly people who share mutual respect and positively connect with each other. Accordingly, it is through genuine engagement that we will achieve our Vision of being the NCAA model for a student-athlete experience distinguished by academic achievement, integrity, personal development and nationally competitive athletic programs.

As we look to the future, particularly within the reconstituted NCAA Division I, our achievements will contribute significantly to the University's national profile. We expect to lead in competition, learning and service, while being fully integrated with the campus and greater JMU community. The continued support of JMU's passionate fans and alumni paired with prudent management of resources will be foundational to our sustained success. Indeed, going forward, increased private support will be essential to sustain and enhance our athletic programs.

Through purposeful planning, execution and transparency, JMU Athletics will contribute to a vibrant University, community and student experience. Excellence and achievement will be our hallmark.

Please join us as we implement our plan, Engaged in Excellence!

Go Dukes!!

Strategic Planning Process

JMU Athletics' strategic planning embodies the characteristics of the University's road map - The Madison Plan, James Madison University's Strategic Plan 2014-2020. To effectively engage its stakeholders in its pursuit of excellence, Athletics concurrently developed its strategic plan, Engaged in Excellence.

Athletics' priority is to ensure an exemplary student-athlete experience within an environment of heightened competitive expectations combined with sustained academic achievement, exemplary rules compliance and fiscal accountability. Athletics is also committed to a campus culture that promotes access, inclusion and diversity – including Title IX compliance. Additionally, recent facility improvements, coupled with plans for additional capital projects, have positioned JMU for continued success in NCAA Division I. Going forward, funding constraints to higher education will require that Athletics maximize all revenue streams. Further, JMU Athletics' future will be significantly influenced by NCAA Division I restructuring.

Consistent with University planning, JMU Athletics' planning focuses squarely on our Mission, Vision and Guiding Principles. These Principles meaningfully describe who we are and what we do. The strategic planning process engaged JMU stakeholders including University administrators, faculty and external constituents along with JMU Athletics' staff, coaches and student-athletes.

The following activities were significant to the development of Engaged in Excellence:

Updating Athletics' Mission Statement and Guiding Principles while creating a bold Vision Statement
Analyzing JMU Athletics' internal and external operating environments
Examining JMU policies impacting student-athlete welfare, gender equity and diversity
Benchmarking with NCAA Division I peer institutions and select conferences
Analyzing financial data detailing Athletics' revenue and expense goals
Establishing measurable goals and strategies

Collaboration: The Madison Plan

James Madison University's Strategic Plan

In 2012, President Alger charged the Madison Future Commission, a group of 160 or so faculty, staff, students, alumni, former Board of Visitors members and representatives from our local community, with laying the groundwork for the University's 2014-2020 strategic plan. Consequently, The Madison Plan guided University divisions – including JMU Athletics in developing their respective strategic plans.

The Madison Plan, James Madison University's Strategic Plan 2014-2020 »

Engaged In Excellence collaboratively aligns Athletics' Strategic Themes with the University's Core Qualities

JMU Athletics: Engaged in Excellence

Strategic Themes

Student-Athlete Well-Being and Athletic Performance Development
Academic Achievement and Student-Athlete Development
Sustainable Athletic-Generated Revenue
Contemporary Athletic Competition and Training Facilities
Competitive Sports Supporting a National Profile
Accessibility and Inclusivity
Fiscal Accountability and Transparency

James Madison University: The Madison Plan

Core Qualities

Academic Quality: Outstanding Programs
Academic Quality: Teaching, Scholarship and Research Excellence
Access, Inclusion and Diversity
A Culture of Philanthropy
Engagement
Faculty and Staff Success
Fiscal and Facility Resources
Innovation
National Prominence
Recreation and Athletics
Student Life and Success

Mission, Vision, Guiding Principles

Mission

JMU Athletics contributes to a vibrant University, community and student experience. Through our resolute commitment to excellence, service, inclusiveness and engagement, we generate pride, passion and national exposure for the University. Central to our mission is ensuring an exemplary student-athlete experience emphasizing academic achievement, personal development, social responsibility and competitive excellence.

Vision

To be the NCAA model for the student-athlete experience distinguished by our academic achievement, integrity, personal development and nationally-competitive programs.

Guiding Principles

Integrity
We embody ethical behavior consistent with academic, social, fiscal and customer service standards; we adhere to University, Commonwealth of Virginia, NCAA and Conference requirements.

Responsibility
We demonstrate accountability to all stakeholders by being excellent stewards of resources with transparency of policies and practices.

Excellence and Continuous Improvement
We seek excellence in academic achievement, athletic competition, social responsibility and business practices; we pursue professional development, lifelong learning and continuous program assessment.

Strategy, Creativity and Innovation
We engage in a systematic planning process in pursuit of prioritized goals and maintain a steadfast commitment to accountability and transparency in our achievement of measurable performance standards; we encourage the development of ideas and solutions through proactive problem solving and investment in industry best practices.

Engagement and Inclusion
We invest in University and community enrichment through collaboration, communication, service and sharing of resources; we promote a network that values shared respect of all individuals and perspectives while emphasizing and acknowledging a positive culture of passion, pride and achievement.

Strategic Themes

Engaged in Excellence focuses on seven distinct Strategic Themes that are foundational to achieving JMU Athletics' Vision and fulfilling its Mission. Corresponding to the Madison Plan's Core Qualities, these Strategic Themes set specific goals, strategies and performance measurements.

1. Student-Athlete Well-Being and Athletic Performance Development

Foster a student-centered community that collaborates to ensure the health, safety, and general well-being of JMU student-athletes, while maximizing the development of their athletic performance.

Goals:

Provide adequate tools and resources to ensure the health, safety and athletic performance of our student-athletes
Collaborate with select campus services to strengthen the student-athlete experience
Implement industry best practices that promote student-athlete well-being
Provide a comprehensive program for integrated sports performance

2. Academic Achievement and Student-Athlete Development

Provide student-athletes with an exemplary educational experience that leads to academic success, personal responsibility, leadership development and life-long learning.

Goals:

Enhance graduation and retention of student-athletes
Foster a comprehensive student-athlete educational experience
Design and implement a dynamic student-athlete leadership development program

3. Sustainable Athletic-Generated Revenue

Diversify strategies to increase sustainable revenues while reducing institutional support for Athletics.

Goals:

Attain ticket revenues and achieve game-day attendance projections (Football, Men's/Women's Basketball and Baseball)
Strategically grow resources through Duke Club initiatives to offset scholarship and essential operating costs
Position Athletics prominently in the University Capital Campaign to achieve long-range revenue and capital project goals
Achieve corporate partner's growth projections
Achieve game guarantee revenue targets

4. Contemporary Athletic Competition and Training Facilities

Provide state-of-the-art Athletic facilities that enhance JMU's Division I competitive position, student-athlete and fan experience as well as revenue and community engagement opportunities.

Goals:

Integrate Athletics' and University facilities master planning to include new Convocation Center
Develop and implement Athletics' facilities maintenance and improvement plan
Engage campus and community through collaborative use of Athletics' facilities
Align facilities improvement and construction plans with fan amenities and game-day operations priorities

5. Competitive Sports Supporting a National Profile

Athletics will be recognized for nationally competitive Division I programs and exemplary sportsmanship as a major component of the University's growing national profile.

Goals:

Attract, develop and retain valued coaches and staff
Recruit, develop and retain exemplary student-athletes
Develop and implement sport specific strategic plans
Enhance the University's national profile through the accomplishments of JMU teams, student-athletes and coaches
Evaluate new NCAA Division I autonomy measures and determine appropriate level of benefits

6. Accessibility and Inclusivity

JMU Athletics will foster an inclusive community that promotes and values the contributions of all individuals and perspectives.

Goals:

Provide the resources to support and encourage an accessible, inclusive and diverse community within Athletics
Promote an atmosphere that encourages recruitment and retention of coaches, staff and student-athletes representing diverse and under-represented populations

7. Fiscal Accountability and Transparency

Ensure accountability and open processes for the management of Athletics' resources.

Goals:

Ensure all financial transactions are in accordance with University and other regulatory agencies' policies
Ensure the effective and efficient use of resources
Ensure transparency and full disclosure of Athletics' revenue and expenses

Ensuring Excellence

Engaged in Excellence demonstrates a renewed commitment of distinction for JMU Athletics. This pledge will be rigorously measured by its alignment with the University's Mission, Vision, Values and Core Qualities. With transparency, Engaged in Excellence is to be continually reviewed and updated. Collaboratively, JMU Athletics and University stakeholders will always strive for excellence. Performance measures will be actively examined with the below reported status updates provided each Fall. (last updated 9/15/2022)

Strategic Theme	Performance Measure	Status
Student-Athlete Well-Being & Performance Development	· Completion of comprehensive model for integrated sports performance - 09.1.2015	Completed
	· Develop and implement a comprehensive crisis management plan - 08.1.2015	Completed
	· Develop a plan for Sports Nutrition - 06.30.2015	Completed
	Additional Comments · The integrated sports performance model is a cutting edge approach to maximizing athletic potential · In addition to the new sports nutrition program, a full-time nutritionist is now on staff
Academic Achievement & Student-Athlete Development	· Achieve an NCAA Graduation Success Rate of 85	90 (2020-21)
	· Achieve a cumulative student-athlete Grade Point Average of 3.0	3.08 (2021-22)
	· All teams will maintain a multi-year APR score of 960 or higher	Achieved (2020-21)
	· Achieve a total of 5000 hours of athlete and athletics staff community service annually	7,085
	· Completion and implementation of a Leadership Development program for student-athletes	Completed
	Additional Comments · The community service hours represent a department record.
Competitive Expectations	· Achieve highest ranking within Directors Cup standings among conference members	*4th in CAA (126 NCAA D1)
	· Five (5) teams will win conference championships annually	*2
	· Seven (7) teams will be represented in NCAA post-season annually	*5
	· Completion and initial implementation of team-specific strategic plans - 06.30.2016	Completed
	· Implement comprehensive plan to strengthen JMU Athletics brand nationally - 06.30.2015	Completed
	Additional Comments * Results impacted by CAA's decision to prohibit JMU's participation in conference championships.
Athletics Generated Revenues	· Achieve Annual Revenue goals from Athletics 3-year Financial Plan	Ongoing (*impacted by pandemic)
	· Reach $12M in pledges for new Atlantic Union Bank Center - 06.30.2016	Surpassed
	Additional Comments · The ongoing COVID-19 pandemic had an impact throughout the fiscal year and on revenues in various specific categories.
Athletics Facilities	· Atlantic Union Bank Center on schedule for 2020 completion	Completed (Nov. 2020)
	· Current Convocation Center conversion plan finalized - 06.30.2016	Completed
	· Major projects added to University Masterplan - 12.31.2015	Completed
Accessibility & Inclusivity	· Completion of Annual Gender Equity Report and program initiatives	Completed
	· Completion of Annual Title IX Report by external consultant	Completed
	· Completion of Annual Athletics Diversity Report and program initiatives	Completed
Fiscal Accountability & Transparency	· Meet all university and NCAA reporting deadlines to ensure commonwealth financial management standards	Achieved
	· Distribute Engaged in Excellence report card annually to key constituents	Achieved

Participants

JMU Athletics appreciates the time and effort by all those individuals who have participated in the development of Engaged in Excellence.

Athletic Contributors

Jeff Bourne, Director of Athletics
Geoff Polglase, Deputy Athletic Director
Kevin White, Associate Athletic Director/Sports Programs
Jennifer Phillips, Associate Athletic Director/Compliance/SWA
Casey Carter, Associate Athletic Director/Student Athlete Services
Brian Frerking, Associate Athletic Director/Athletic Development (previous)
David Biancamano, Senior Associate Athletic Director/Fundraising/External Development
Michael Carpenter, Assistant Athletic Director/Tickets and Customer Relations
Tom Kuster, Assistant Athletic Director/Sports Medicine
Ty Phillips , Assistant Athletic Director/Facilities/Events/Equipment Room
John A. Martin, Assistant Athletics Director/Athletics Communications
Jeff Souder, Director/Athletics Business Office
Andy Reilly , Director of Athletics Facilities
Scott Carter , Assistant Director of Events
Stephen Pugh, Director of Athletics Marketing
Curt Dudley, Director of Multimedia Communications
Kyle Yeager, Director of Premium Seating/Corporate Giving
Aaron Epstein, Assistant Director of Annual Fund
Mike Hughes, Director of Athletic Ticketing
Justin Zenz, Assistant Director of Ticket Office
Marcus Bartley, Director of Compliance
Steve Henderson, Associate Director of Student Athlete Services
Alise Svihla, Assistant Director of Student Athlete Services
Jennifer Burkhart, Academic Advisor/Student Athlete Services
Scott Arbogast, Athletic Academic Advisor
Joi Irby, Athletic Academic Advisor
Stephen LaPorta, Assistant Director of Compliance
Tiffany Brutus, Director of Student-Athlete Affairs
Lauren Steinbrecher, Volleyball Head Coach
Chris Ouren, Director, Equipment Services
Ta' Frias, Track and Field Head Coach
Sam Smith, Swimming Head Coach (previous)
Spanky McFarland, Baseball Head Coach
Steve Secord, Men's Tennis Head Coach
Dr. Roger Soenksen, Facility Athletic Representative
Keith Bradshaw, Front Row Sports Marketing
Andrew Westhouse, Front Row Sports Marketing (previous)
Teresa Somma, Coordinator for Special Projects/Personnel

University Contributors

Towana Moore, Associate Vice President/Business Services
Win Hunt, Director, Facilities Planning and Construction
John Knight, Assistant Vice President/Finance
Diane Stamp, AVP/Budget Management
Michele White, Registrar
Caroline "Cannie" Campbell, Director University Health Center (previous)
James Robinson, Director of Equal Opportunity
Arthur Dean, Special Assistant to the President
Kurt Johnson, Associate Registrar
Herb Amato, Associate Vice Provost

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