ACHIEVING A CAMPUS WIDE INITIATIVE
The Brief
It is one of the world’s outstanding universities, a leader in every discipline. To extend this drive for excellence, Loma was chosen to help champion, guide and then communicate the institution’s successful reclassification to NCAA Division I athletics.
The Client
UC San Diego
The Challenge
The university’s reputation of academic excellence had been achieved without the added value of highly competitive intercollegiate athletics. Perceived by some as a significant cultural shift, elevation to Division I would require collective enthusiasm and buy-in from the administration, the student body and faculty.
Building on a 10+ year relationship, our mission was to build consensus for an ambitious plan envisioned to strengthen cross-campus unity, activate the alumni base, engage the regional community, enhance the overall student experience and achieve more student diversity.
The Approach
We began with a national consulting study to determine if the strategic initiative was culturally aligned and economically feasible. Analysis of best practices from more than 20 peer institutions confirmed that the plan was sound.
Following the administration’s nod to pursue reclassification, a student vote was held—and passed overwhelmingly. We then positioned the initiative to the faculty Senate to gain final approval.
Throughout the effort, we remained focused on elevating the “student-centered experience.” Producing a wide range of supporting media, we underscored the university’s continued commitment to upholding its high standards of academic and athletic achievement–doing it the right way–competing, and ultimately winning, on the national stage.
And have some fun in the process!
Measurable Results
“A landmark day for UC San Diego.”
UC San Diego’s acceptance of an invitation to join the Big West Conference was the successful culmination of this historic initiative. Following a Loma-produced campus event to celebrate success, the national conversation about UC San Diego via news outlets and social media platforms increased by over 1,000%.
Student attendance to Triton athletic events more than doubled over the first two years of Division I competition.
The Takeaway
Our work at UC San Diego leveraged our long legacy of strategic engagements supporting leading universities that include Harvard, Stanford, Northwestern and UCLA. While each institution is unique, they share a common goal to attain and enhance excellence in every discipline.
At this academic powerhouse, UC San Diego scholar-athletes maintain GPAs that exceed the campus average—while consistently ranking among Big West Conference leaders in every sport. Go Tritons!
“Loma was instrumental in our NCAA Division I initiative, a landmark accomplishment that required the coordinated support of the administration, faculty and student body.”
–UC San Diego