Strategic Plan

While Wayland Baptist University’s commitment to academic excellence and student engagement continues to flourish, the current national economic climate and institution-specific challenges necessitated a comprehensive planning effort. Widespread buy-in of the plan coupled with an across-the-board implementation and execution will be essential to ensure that Wayland Baptist University continues to serve its students.

Be Focused:
A Plan for Wayland’s Future

Strategic Plan 2015–2020
Revised: May 2015


Wayland Baptist University’s Identity


The university seeks to educate its students by developing them intellectually, physically, spiritually, and socially, preparing them to move into a variety of professions or into further study. Wayland offers a strong liberal arts education to meet the needs of both traditional and non-traditional students. Through the main campus in Plainview and multiple campuses, domestic, international, and virtual, Wayland offers courses leading to undergraduate and graduate degrees. The university employs faculty, staff, and administrators dedicated to its mission and seeks to attract a student body from diverse socioeconomic, cultural, ethnic, religious, and geographical backgrounds. Wayland serves its students and other constituencies by providing appropriate academic, technical, and professional expertise; spiritual resources; and cultural and athletic events.

Mission, Vision and Core Values

Visit Wayland Baptist’s University’s Mission and Values page.

Recurring Themes

As we strive to Be Focused from 2015–2020, several key themes emerge from this plan:

Be Proactive
Strong resource base that allows for greater accessibility, continued quality and financial stability, improved security.

Be Relevant
Thriving in changing environment, meeting marketplace needs, career/placement enhancement, targeted recruiting using technology.

Be Involved
Servant leadership, environmental responsibility, strategic partnerships, advocate for Christian liberal arts education.

Be Distinctive
Christian emphasis, establish reputation for greatness in academics and customer service, effectively marketing the university on all channels.

Be Effective
Student success, retention improvement, tutoring services, employee service and efficiency, balanced workload and salaries, employee satisfaction.

Background of the Planning Effort

To navigate this difficult environment, the Wayland Baptist University strategic planning process which began in February 2013 was completed following a full review by the university community in September 2014. 

February 2013
Identified Key Performance Indicators (KPIs).

March 2013
Approved final KPI listing; began External Environment Assessment (PEST Scan – using 2012 Environmental Scan) and Cross-Impact Analysis of Assessment on KPIs.

June 2013
Reviewed Cross-Impact Analysis and began to identify Relevant Opportunities and Threats.

August 2013
Continued Cross-Impact Analysis review; conducted Internal Environment Assessment.

September 2013
Conducted Cross-Impact Analysis of Internal Environment Assessment on KPIs; identified relevant Strengths and Weaknesses.

October 2013
Began planning for Focus Groups of faculty, staff, and students.

November 2013
Conducted Focus Groups of faculty, staff, and students with more than 250 people from the Clovis, Lubbock, Wichita Falls, and Plainview campuses.

December 2013
Analyzed of KPIs against SWOT analysis, Cross-Impact Analysis of Ideas against KPIs.

January, February, March 2014
Developed and formalized goals.

April, May, June, August, September 2014
Developed and formalized strategies/objectives.

September 2014
Plan distributed to the University Community for comment and review.

October 2014
Presented to the Board of Trustees for initial review.