Looking Back to Plan Forward: Strategic Insights from University Presidents

Institutions are increasingly integrating academic programs with workforce needs through accelerated pathways, applied credentials, and industry‑aligned program development. Higher education is at a crossroads. From demographic shifts to financial pressures and evolving workforce demands, institutions are navigating unprecedented challenges. In our recent webinar, Looking Back to Plan Forward: Strategic Insights from University Presidents, two dynamic leaders—Dr. Rachelle Keck, President of Grand View University, and Dr. Alison Morrison-Shetlar, President of the University of Lynchburg—shared candid perspectives on how they’re steering their institutions toward sustainability and success.

If you missed the live session, the on-demand version is now available—this is a conversation you’ll want to hear.

Both presidents emphasized the critical role of a strategic plan in guiding decision-making. Gone are the days of 10- or 15-year plans that gather dust on a shelf. Today’s plans are shorter, more agile, and deeply integrated into daily operations. As Dr. Morrison-Shetlar explained, “Our strategic plan is our guiding star. If something comes up, we ask: Is this in our plan? If yes, we move forward. If not, we pin it for later.” 

Dr. Keck echoed this sentiment, noting that without clear priorities, “If everything is important, nothing is important.” Strategic alignment helps institutions avoid being derailed by the “tyranny of the urgent” and ensures resources are allocated to initiatives that truly advance the mission.

Budget constraints are a reality for most institutions, and both leaders shared how they’re tackling this challenge. For Lynchburg, the answer lies in data. “We had to focus on what we do well,” said Dr. Morrison-Shetlar, citing leadership development, innovation, and inclusive excellence as core strengths. By analyzing enrollment patterns, Lynchburg streamlined its academic offerings—reducing 52 majors to focus on the 21 that attract 95% of students.

Grand View takes a similar approach, prioritizing investments that align with mission and offer strong return on investment. Dr. Keck stressed the importance of flexibility: “We don’t know what’s around the next bend. Our plan may change tomorrow, and that’s okay—as long as we stay true to our mission and values.”

The much-discussed “demographic cliff” is here, and both presidents are responding with creativity and adaptability. Dr. Keck challenged the notion of the “traditional student,” emphasizing that institutions must serve learners of all ages and backgrounds. “It’s our joy and honor to educate the students we have,” she said, underscoring the need for market-responsive programs and clear ROI messaging.

At Lynchburg, expanding the recruitment footprint and improving transfer pathways have been key strategies. “The days of casting a wide net are gone,” noted Dr. Morrison-Shetlar. Instead, Lynchburg uses data to identify students most likely to thrive, creating a “secret sauce” for enrollment success.

Both leaders highlighted the importance of aligning academic programs with workforce needs. Lynchburg recently became the first institution in its accrediting region to offer 96-credit-hour programs, enabling students to complete degrees faster and more affordably. This innovation opens pathways for students to earn a bachelor’s, master’s, and even a doctorate in as little as five years—all with applied, workforce-ready credentials.

Grand View is also doubling down on workforce integration. Dr. Keck shared plans for a new Physician Assistant program, developed in collaboration with local healthcare partners. “What we do matters to the market,” she said. “We’re asking: What does the workforce need, and how can we help?”

The webinar closed with powerful advice for those considering a presidency. Both leaders stressed the importance of passion, resilience, and adaptability. “You have to be entrepreneurial and ready to take the hard knocks,” said Dr. Morrison-Shetlar. Dr. Keck added, “Learn how to fundraise and get comfortable working across sectors. If you’re in it for the right reasons, it will never feel like work.”

This webinar was packed with insights on leadership, strategy, and the future of higher education. Whether you’re a campus leader, enrollment professional, or simply curious about where higher ed is headed, you’ll find actionable ideas and inspiration in this discussion.

Watch the on-demand session now to discover how these presidents are charting a course forward in challenging times.