"We must all tirelessly tell the story of the University of Cincinnati. ... Our message must be clear and focused, differentiated and inspiring," she said.

In her State of the University address at an all-university faculty meeting, she announced creation of a Strategic Planning Council that will move forward with UC/21, the university's plan for charting its academic course in the 21st Century.

The council will work to implement ideas, move UC to a performance-based budgeting system, implement a plan to increase revenues by 50 percent in five years and create benchmarks to measure progress.

"This year, we will begin making the kinds of decisions that will show the way, taking very tactical first steps to new admissions policies, more responsibility-based budgeting, a set of (standards) to measure our progress and financial rewards for following through," Zimpher said.

The details are still being designed, she explained, but rewards to academic units could come, for example, for the work of professors and departments in teaching more students, recruiting more effectively or landing more grants and contracts.

The UC president, who's just completed her first year, also called for development of a comprehensive communications plan.

The university will soon mail its UC/21 technical report on a miniature CD-ROM to hundreds of academic leaders nationally.

"There is much within the UC/21 plan that is cutting edge," Zimpher saidThe plan could play "a significant role in enhancing our nation reputation among our peers," Zimpher said.

John Cuppoletti, chairman of the University Faculty, said the faculty is behind Zimpher and the plan. "It's going to make a stronger university. ... And, as she said, I think it's going to move us to the level of a premier institution."

E-mail ckranz@enquirer.com