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Milestone Anniversary Strategic Planning   Case Conference 12 14 09
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Milestone Anniversary Strategic Planning Case Conference 12 14 09

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Milestones are exciting. "We must mark this occasion!" usually gets unanimous support. But consensus falls apart with "What should we do?" and "Who will manage it?" This …

Milestones are exciting. "We must mark this occasion!" usually gets unanimous support. But consensus falls apart with "What should we do?" and "Who will manage it?" This session presents a disciplined approach to such occasions to leave a legacy of success, not just a fun party. We will discuss: missions & goals; committees & internal politics; stakeholders & target audiences; resources; developing timelines; budget creation; media recognition; fundraising; anniversary “products”; event tips, and more.

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  • 1. C.A.S.E. V Conference December 14, 2009 Milestone Anniversaries Monica Metzler Conlon Public Strategies
  • 2. C.A.S.E. V Conference December 14, 2009 Milestone Anniversaries Presidential Inaugurations Public Launch of Major Campaign School/Building Opening or Dedication Campus Visit by High Level Official NOT event planning. STRATEGIC PLANNING for specific occasion.
  • 3. C.A.S.E. V Conference December 14, 2009 What are our goals? Who are we trying to reach? What is the message? Means to reach audience/convey message? Any action we want them to take? How will we measure success? Note: budget is NOT a primary question.
  • 4. C.A.S.E. V Conference December 14, 2009 Milestone ASSUMPTIONS
  • 5. C.A.S.E. V Conference December 14, 2009 Media Budgets Relations Calendar conflicts Event timelines Context for event Institutional Brand Public Officials Audience Goals & Message Identification Advisory committees Publications (current & new) Volunteer management Outsourcing Interdepartmental Communications Problem Promotional assessment items
  • 6. C.A.S.E. V Conference December 14, 2009 Identify Broad, Institutional Goals
  • 7. C.A.S.E. V Conference December 14, 2009 Develop ANNIVERSARY Goals
  • 8. C.A.S.E. V Conference December 14, 2009 Align message with targeted constituencies
  • 9. C.A.S.E. V Conference December 14, 2009 But you haven’t discu$$ed BUDGET yet!!
  • 10. C.A.S.E. V Conference December 14, 2009 Tactics: Events – big and small Print publications Web sites Video Academic programs Advertising Products WHY???
  • 11. C.A.S.E. V Conference December 14, 2009 BUDGET
  • 12. C.A.S.E. V Conference December 14, 2009 You only get two! High Quality Done Quickly Low Cost
  • 13. C.A.S.E. V Conference December 14, 2009 Timelines
  • 14. C.A.S.E. V Conference December 14, 2009 Tactics: Considerations and Examples Broader Context Multi-Use “Big” products – books, videos, events “Little” products – stickers, buttons, candies Optimism and Pessimism
  • 15. C.A.S.E. V Conference December 14, 2009 Thank You. Your questions, comments, challenges, issues . . . ??? Monica Metzler metzler@conlonps.com 312-676-7015