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

James Madison Athletics is currently working with the university on a new strategic plan to be completed during the 2025-2026 academic year. Stay tuned for more information.

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 and continually updates its strategic plan, Engaged in Excellence 2025 to ensure congruency with the University's planning processes.

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 and opportunity. Central to this approach is a continued focus on Title IX compliance throughout the entire Athletics program. Likewise, Athletics is a proactive and collaborative leader across campus in its fulfillment of policies and programs ensuring Engagement and Inclusion for all constituents.

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 current and future revenue streams. Further, JMU recognizes the rapid changes that Division I is going through thanks to the work of the NCAA Transformation Committee. We are prepared to be proactive and responsive to their recommendations so that all of our programs can continue to keep pace with our peers across Division I.

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 and continued evolution of Engaged in Excellence 2025:

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, engagement and inclusion
Benchmarking with NCAA Division I peer institutions and select conferences
Analyzing financial data detailing Athletics' revenue and expense goals
Establishing measurable goals and strategies along with a transparency model for annual reporting of our accountability measures

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 2025

Strategic Themes

Student-Athlete Well-Being
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

Purpose - JMU Athletics, as an integral part of the University community serving as a brand ambassador for its advancement, leadership laboratory, and enhancer of the student experience, supports the transformational development of student-athletes academically, athletically, and personally, through their involvement in a nationally competitive intercollegiate athletics program that exhibits sportsmanship and ethical behavior.

Vision

Pursuit - Solidify as premier among peers by delivering an experience based in excellence for all stakeholders.

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.

Commitment to Non-Discrimination
James Madison University Intercollegiate Athletics fully endorses the university's non-discrimination policy, which states: James Madison University does not discriminate and prohibits discrimination in its employment, programs, activities, and admissions on the basis of age, color, disability, gender expression, gender identity, genetic information (including family medical history), marital status, military status (including veteran status), national origin (including ethnicity), parental status, political affiliation, pregnancy (including childbirth or related medical conditions), race, religion, sex, sexual orientation, or on any basis protected by law, unless otherwise permitted or required by law.

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

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 physical health, mental 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 all aspects of 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
Strategically grow resources through Duke Club initiatives to offset scholarship and essential operating costs
Position Athletics prominently in the next University Capital Campaign to achieve long-range revenue and capital project goals
Achieve corporate partner's growth projections
Achieve game guarantee revenue targets
Collaborate with campus partners to identify and maximize new revenue sources

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 ensure institutional alignment and priorities
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 a responsive process to the recommendations and work of the NCAA Transformation Committee with a focus on maximizing student-athlete well-being and competitive opportunities
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:

Promote an atmosphere that encourages recruitment and retention of coaches, staff and student-athletes representing diverse and under-represented populations
Collaborate with the University on all elements of a comprehensive approach to engagement and inclusion to benefit the entire community of JMU Athletics.

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
Ensure compliance with Commonwealth of Virginia laws related to funding models and levels for intercollegiate athletics programs

Ensuring Excellence

Engaged in Excellence 2025 demonstrates a continued commitment of distinction for JMU Athletics. This pledge is rigorously measured by its alignment with the University's Mission, Vision, Values and Core Qualities. With transparency, Engaged in Excellence 2025 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 9/12/2024)

Strategic Theme	Performance Measure	Status
Student-Athlete Well-Being & Performance Development	· Develop an updated model for mental health support by 10.31.23	Ongoing
	· Develop an updated model for sports nutrition by 10.31.23	Ongoing
	· Develop a funding model to meet NCAA recommendations for continued medical insurance coverage by 9.30.23	Ongoing
Academic Achievement & Student-Athlete Development	· Achieve an institutional single-year NCAA Graduation Success Rate of 90	90 (2022-23)
	· Achieve a cumulative student-athlete Grade Point Average of 3.0	3.26 (2023-24)
	· Achieve an institutional single-year NCAA Academic Progress Rate of 985	989 (2022-23)
	· Achieve top-5 status among Sun Belt instititions for community service annually	3rd/9,090 hours (2023-24)
	· Renew pursuit of an Athletics/Academics partnership to create a new academic program in sports broadcast productions	Ongoing
	· Attain annual goals for Student-Athlete Leadership program	Achieved (2023-24)
Competitive Expectations	· Achieve top 3 status for The Bubas Cup (Sun Belt overall team standings) annually	2nd (2023-24)
	· Five (5) teams will win conference championships annually	*2 (2023-24)
	· Seven (7) teams will be represented in NCAA post-season annually	10
	· Expansion and enhancement of broadcast production capabilities with ESPN platform by 6.30.24	Ongoing
	· Collaborate with campus to develop a program for Athletics staff compensation and retention by 12.31.23	Ongoing
	Additional Comments * 2023-24 JMU was not eligible for the Sun Belt football championship, but would have played in it.
Athletics Generated Revenues	· Achieve Annual Revenue goals from Athletics 3-year Financial Plan - Annual Fund, Capital Fundraising, Ticket Sales, Sponsorships, Game Guarantees	*Ongoing
	· Develop 5-year growth model for Duke Club membership and financial goals by 10.31.23	Ongoing
	· Collaborate with campus partners to develop a 5-year plan for new revenue sources by 6.30.24	Ongoing
	· Collaborate with campus in updating the 5-year financial pro forma by 6.30.24	Ongoing
	Additional Comments ·
Athletics Facilities	· Convocation Center conversion completion - 9.1.2023	Complete
	· Completion of renovations/expansion at Field Hockey, Softball, Sentara Park - 8.1.2023	Complete
	· Update all Athletics major projects to University Masterplan - 6.30.24	In Progress
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
	· Meet Annual Athletics funding requirements for the Commonwealth of Virginia	Achieved
	· Complete annual Athletics Program Reviews for continuous improvement	Achieved
	· Complete annual student-athlete exit surveys and reports for continuous program improvement and planning	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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