Presentation on Strategy to the NACCDO/PAN Conference

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Presentation to the 2009 NACCDO/PAN Marketing Conference on developing strategy for communications: what strategy is, how to diagnose strategic behavior, and action steps to be more strategic.

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Presentation on Strategy to the NACCDO/PAN Conference

  1. 1. DEVELOPING STRATEGY FOR COMMUNICATIONS April 26, 2009 | NACCDO/Pan Marketing Conference © 2009
  2. 2. © 2009
  3. 3. Strategy ≠ Plan © 2009
  4. 4. Strategy = What Directional Big Picture Principles “Path to Victory” Strategy drives the plan. © 2009
  5. 5. Plan = How Audience(s) Tactic(s) Timeline(s) Metric(s) © 2009
  6. 6. strategy is the definitive set of A principles that drive planning and implementation to ensure goals, objectives, and tactics work toward realization of the (communications)mission. © 2009
  7. 7. Diagnostic 1. In a sentence, what is your ultimate goal, and how will you get there? © 2009
  8. 8. 2. Do you know the driving factors in your strategic environment? © 2009
  9. 9. 3. Assumptions - what is unknowable? (in the universe, or because you don’t have the time/resources/capacity to find out) © 2009
  10. 10. 4. How are planning & implementation decisions made? © 2009
  11. 11. 5. What do you measure? © 2009
  12. 12. Action 1. Measure differently. © 2009
  13. 13. 2. Prioritize (Really do it. If everything is a priority, nothing is a priority.) © 2009
  14. 14. 3. Draw alternate paths to victory/ theories of change. © 2009
  15. 15. 4. Indulge your fears: what stands in the way? © 2009
  16. 16. 5. Empower your hopes: what’s the way over, under, around, or through? © 2009
  17. 17. There is an inverse relationship between available resources and the need for strategy. © 2009

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