From Vision to Execution: How I Build Multi-Year Strategic Plans That Transform Athletic Departments
Every successful athletic department—whether rebuilding or competing at the highest levels—requires more than day-to-day operations. It requires a multi-year vision, a roadmap built on priorities, alignment, discipline, and consistent execution.
When I lead a department, I don’t think season to season. I think in terms of:
3-year operational plans
5-year growth targets
7-year facility visions
Culture that lasts decades
A strategic plan is not a binder.
It is the blueprint for a department’s future.
1. Strategic Plans Begin With Honest Assessment
Before setting any long-term goals, I evaluate:
Strengths
Weaknesses
Financial realities
Competitive position
Institutional priorities
Culture health
Coaching alignment
Student-athlete experience
You cannot build a future you haven’t accurately diagnosed.
2. Define the Non-Negotiables
I believe every athletics strategic plan must include unshakable commitments:
Ethical leadership
Academic success
Student-athlete welfare
Fiscal responsibility
Competitive integrity
Clear coaching expectations
Transparent communication
These become the pillars that steady the entire department.
3. Establish Strategic Priorities That Drive Results
I build plans around the key areas that accelerate growth:
A. Competitive Excellence
Recruiting, scheduling, coaching development, sports performance.
B. Student-Athlete Development
Academic services, mental health, career readiness.
C. Fundraising & External Relations
Donor pipeline expansion, major gift strategy, community engagement.
D. Facilities & Operations
Maintenance, upgrades, long-term capital projects.
E. Culture & Leadership
Accountability systems, communication models, staff alignment.
4. Align Every Program With the Institutional Mission
Athletics cannot operate independently.
The strategic plan must:
Advance university goals
Elevate brand visibility
Drive enrollment and engagement
Support institutional fundraising efforts
Build community pride
Alignment is what transforms athletics from a department into a campus-wide asset.
5. Execute Through Systems, Not Wishes
Plans fail when they rely on enthusiasm instead of structure.
I implement:
Quarterly progress reviews
Staff expectations linked to strategic goals
Department-wide communication updates
Early-warning systems for obstacles
Transparent reporting to leadership
Execution creates credibility.
6. Measure What Matters
A strategic plan must include metrics that matter:
Academic results
Recruitment pace
Competitive trajectory
Donor engagement growth
Operational efficiency
Budget discipline
Culture markers
Staff retention
Student-athlete satisfaction
When you measure something consistently, you improve it.
7. Celebrate Progress, Not Just Completion
Departments must feel momentum to stay engaged in long-term planning.
I build recognition systems that highlight:
Milestones
Culture wins
Academic success
Fundraising progress
Facility improvements
Staff development
Community impact
Momentum keeps people invested.
Further Reading
• Leadership Through Personal Accountability
https://www.dr-brian-wickstrom.com/leadership-through-personal-accountability
• Ethical Leadership & Organizational Trust
https://www.dr-brian-wickstrom.com/ethical-leadership-accountability
• Executive Leadership Philosophy
https://www.dr-brian-wickstrom.com/executive-leadership-philosophy
Look at these two articles from my experience at St. John Bosco:
https://www.dr-brian-wickstrom.com/articles/st-john-bosco-student-centered-leadership-wickstrom
https://www.dr-brian-wickstrom.com/articles/st-john-bosco-operational-excellence-wickstrom
