Guide to Writing Program Pitch Statements and SMART Goals

Purpose of the Statement: Think of your purpose statement as being designed to pitch your program to prospective students and parents. It clearly and concisely explains why your program stands out, what it offers, and how it will benefit the student. Think of it as an "elevator pitch" for your department, emphasizing the unique strengths and opportunities your program provides.

Key Components to Include:

Program Overview:

Start with a brief description of your program’s goal.

Example: "The Bachelor of Business Administration program prepares students to lead in the business world by combining theoretical knowledge with hands-on experience, offering real-world applications through internships and community involvement."

Unique Program Features:

What makes your program stand out? Consider the following:

Internship and Career Opportunities: Highlight any partnerships with local businesses, government, or industries that provide internship or job placement opportunities.
Hands-On Learning: Mention any lab work, creative projects, field studies, or unique assignments that allow students to gain practical experience.

Personalized Attention: Mention faculty mentorship or personalized career advising.

Example: "Our program offers direct partnerships with The DeBartolo Corporation and Hubbard-Harriett, providing students with internships that lead to job offers at top firms in the region. Additionally, students engage in hands-on projects, from developing business plans to managing real investment portfolios in our active Student Investment Fund."

Real-World Connections and Networking:

Highlight industry partnerships or networking opportunities for students to build relationships before they even graduate.

Example: "In collaboration with the Youngstown-Warren Regional Chamber, we provide students with networking opportunities at business mixers, career fairs, and exclusive meetups with industry leaders, ensuring they are prepared to enter the workforce immediately after graduation."

Support Structures:

Explain how the program supports students through mentorship, career services, faculty involvement, and other support services.

Example: "Our program boasts a 12:1 student-to-faculty ratio, allowing for personalized mentoring and career development. Faculty members, all with extensive industry experience, provide guidance on everything from choosing career paths to internship placements."

Program Rigor and Skill Development:

Make sure to emphasize how challenging the program is and how it equips students with critical thinking, problem-solving, and hands-on skills that are highly valued in the workforce.

Example: "Our students graduate with a solid foundation in data analytics, business management, and strategic planning. Through case studies, research projects, and challenging coursework, they develop essential skills that are highly sought after by employers."

Post-Graduation Outcomes:

What do your graduates do after completing your program? Mention job placement rates, starting salaries, or career paths.

Example: "With a 90% job placement rate within six months of graduation, our alumni are thriving in roles such as marketing managers, financial analysts, and operations directors at companies like Cognizant Technology Solutions, Mercy Health, and Penn National Gaming."

Opportunities for Further Learning or Specialization:

If your program offers further learning opportunities, such as special certifications, graduate programs, or access to advanced coursework, be sure to mention them.

Example: "Students in the Business Administration program have the opportunity to earn a specialized certificate in digital marketing or pursue an MBA through our seamless graduate pathway program."

Examples of Strong Program Pitch Statements:

Business Administration (Bachelor’s) "The Bachelor of Business Administration program prepares students to excel as leaders in the global business world. With partnerships with The DeBartolo Corporation and Mercy Health, students gain real-world experience through internships and service-learning projects. The program’s rigorous curriculum covers key business principles like finance, marketing, and management, while also fostering critical thinking and ethical decision-making. Our graduates are not just prepared to work—they are prepared to innovate and lead, with 90% employed within six months of graduation at top firms like Cognizant Technology Solutions."
Nursing (Bachelor’s) "The Bachelor of Science in Nursing program at Youngstown State University prepares compassionate and skilled nurses who can meet the health care needs of our diverse population. Through hands-on clinical experiences at St. Elizabeth Health Center and Mercy Health, students develop the skills necessary to provide high-quality care in a variety of health settings. Our 98% NCLEX pass rate and 90% job placement rate prove that our graduates are ready to make a difference from day one. We prepare nurses who will lead in healthcare reform and deliver patient-centered care."
Mechanical Engineering (Bachelor’s) "The Bachelor of Science in Mechanical Engineering program at YSU equips students with the skills to design, analyze, and build mechanical systems. Through our collaboration with local companies such as Youngstown Thermal and Hubbard Automotive, students gain real-world experience in state-of-the-art labs and internships. The program integrates cutting-edge technology and innovation, preparing graduates for high-demand roles in fields like automotive engineering, robotics, and aerospace. With a strong 80% employment rate, our alumni go on to work with companies like General Electric and NASA."

What to Avoid:

Vague Claims: Avoid being too general. Statements like "We offer a great education" or "Our program is excellent" don't provide tangible details that prospective students care about.
Weak: "Our program offers a great education and helps students get jobs."
Strong: "Through partnerships with local businesses, our students secure internships with The DeBartolo Corporation and Cognizant Technology Solutions, giving them the real-world experience they need to start their careers immediately."

Unsubstantiated Claims: Avoid unsupported claims. Always provide evidence or examples to back up any assertions, like partnerships, outcomes, or success stories.

Weak: "We prepare students for successful careers."
Strong: "90% of our graduates are employed within six months of graduation, with starting salaries averaging $60,000 per year."

Lack of Specificity: Avoid being too broad or generic in describing the program. Focus on what makes your program unique and relevant to the current job market.

Weak: "Our program is for students who want to work in business."
Strong: "Our Business Administration program prepares students for leadership roles in areas like marketing, finance, and human resources, with internships at top firms like Mercy Health and The DeBartolo Corporation."

Final Tip:

As you write your program pitch, always ask yourself: What makes my program special, and how does it prepare students for real-world success? Use specific examples from your department to demonstrate this. This will make your statement not just an abstract description but a compelling pitch for why prospective students should choose your program at YSU.

Developing SMART Action Steps

As outlined in the January 2025 department meetings, goals should be geared to the time frame of the Academic Master Plan (AMP), or approximately 3-5 year out. Goals should also align with the focus of the program, and align with your program purpose statement or “program pitch.”

Once you have your “program pitch” and goals, the next step is to create SMART action steps that outline the actions the program can commit to over the next 6-18 months (at the discretion of the program and as fit with the goals). The intent is that the program commits to work towards those action steps so that when the Provost, Dean, and Chair meet periodically, they can check in on progress towards those action steps. While the Provost is not looking for perfect compliance, the Provost will look for a good faith effort and progress towards goals through evidence of action step achievements.

Action steps should be outlined using SMART criteria—that is, they are Specific, Measurable, Achievable, Relevant, and Time-bound, ensuring they are clear and attainable. SMART criteria are defined as:

Specific: Clearly define what you want to accomplish.
- Example: “Increase student enrollment in the program in the next 18 months.”
Measurable: Identify how you will measure success.
- Example: “Increase enrollment by 10% by fall 2026.”
Achievable: Ensure the goal is realistic given the resources available.
- Example: “We will increase enrollment by enhancing outreach efforts to high school seniors.”
Relevant: The goal should align with your purpose and long-term vision.
- Example: “This goal supports our purpose to grow the program and serve more students.”
Time-bound: Set a specific timeframe for achieving the goal.
- Example: “Achieve a 15% increase in enrollment by Fall 2025.”

How do SMART action steps look in relation to program goals?

Imagine that a program set a goal, “Increase engagement with area schools to support recruitment.” The action steps may outline the progress toward that goal over the next 6-18 months. The action steps might include information like:

“We will increase the number of school recruitment events 10% by fall 2026 (Specific, measurable, time-bound), by developing relationships with 3 new schools, and determine the types of programs that would interest their students (measurable, achievable, relevant). From those new school relationships, we will schedule one outreach event each semester for a total of 3 new school events. (measurable, time-bound).