O U R W O R K
Society for College and University Planning
Applying Strategic Insights to Impact Transformational Change
SCUP is a 4,000-member professional organization dedicated to integrated planning in higher education. Their partnership goal is to use a data-informed process to change the way higher education professional associations deliver value.
The association is poised for delivering on this goal with a transformation strategy that’s centered on the needs of its current and future members—and the students they serve.
“Integrated planning is a sustainable approach to planning that builds relationships, aligns the organization, and emphasizes preparedness for change. As the higher education landscape becomes more challenging than ever, we strive to empower higher education professionals in shaping a future that is inclusive, innovative, and responsive. Choosing Campus Sonar as a partner in our work is one of the best decisions I could have made for myself and my organization.”
— DJ Pepito Chavez, Senior Director, Research and Innovation
How We're Helping SCUP
SCUP’s goal is to increase brand awareness, association membership, and event attendance. Our expertise and innovative social listening research supports them in achieving four objectives to meet their goal.
- Identifying target audiences
- Increasing brand awareness and name recognition
- Supporting strategic communication strategy and functions
- Informing thought leadership and foundational member resources and services
SCUP's Progress
The SCUP team is involved and empowered to be part of an organization focused on making positive changes in the industry.
Goal: Expand Brand Awareness
Outcomes: Refined mission and vision and brand alignment throughout the organization.
- Used social intelligence and strategic communication to shape brand guidelines, including messaging to support strategic planning and a brand voice guide to bring their existing vision and brand message to life.
- Shared expertise via an organization-wide learning session to support capacity building and brand alignment across all product and content development.
Goal: Increase Association Membership
Outcomes: Broader resources, increased engagement, and diversified support to expand their impact as a learning-centric organization.
- Educated the team on how to bring more audience voices into the conversation—applying the partnership strategies and concepts.
- Leading research to provide foundational knowledge for stakeholders to infuse DEIB in campus planning initiatives.
- Created opportunities for individuals to connect and engage through industry learning by highlighting key issues and showcasing member institutions.
Goal: Grow Event Attendance
Outcomes: Evolved resources and increased learning opportunities for members.
- Engaged members to participate in resource development and content creation to improve events.
- Built learning opportunities for professionals to showcase their expertise and celebrate event participants.
- Leveraged member events to strengthen brand voice and grow first-person connections with their audiences.
Why It's Working
Campus Sonar's insights have been foundational for the SCUP team's evolution toward becoming a learning-centric organization and has informed the implementation of their new strategic plan.
Expand Brand Awareness: Developed a more focused content strategy to showcase their achievements and knowledge, increasing their value as a strategic learning hub.
Increase Association Membership: Aligned their values strategy to member needs and expanded their reach to non-members with the goal of improving membership conversions.
Grow Conference Attendance: Adjusted their strategy to focus on the value of participating in events and the benefits of contributing as a presenter to grow their community of higher ed professionals focused on learning.
