Presentation on Strategy to the NACCDO/PAN Conference

transcript

DEVELOPING STRATEGY FOR

COMMUNICATIONSApril 26, 2009 | NACCDO/Pan Marketing Conference

Strategy ≠ Plan

Strategy = What

DirectionalBig PicturePrinciples

“Path to Victory”

Strategy drives the plan.

Plan = HowAudience(s)

Tactic(s)Timeline(s)Metric(s)

A strategy is the definitive set of

principles that drive planning and implementation to ensure goals,

objectives, and tactics work

toward realization of the (communications)mission.

Diagnostic

1. In a sentence, what is your ultimate

goal, and how will you get there?

2. Do you know the driving factors

in your strategic environment?

3. Assumptions - what is

unknowable?(in the universe, or because you don’t

have the time/resources/capacityto find out)

4. How are planning &

implementation decisions made?

5. What do you measure?

Action

1. Measure differently.

2. Prioritize(Really do it.

If everything is a priority, nothing is a priority.)

3. Draw alternate paths to victory/

theories of change.

4. Indulge your fears: what stands

in the way?

5. Empower your hopes: what’s the way over, under,

around, or through?

There is an inverse relationship between available resources

and the need for strategy.

Business