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Inspired by the Cheshire Cat: Strategy leads to success.
 

Inspired by the Cheshire Cat: Strategy leads to success.

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The most successful education websites, social media, and print collateral are grounded in the realities of a brand platform and an institutional communication strategy. Just doing some stuff won't ...

The most successful education websites, social media, and print collateral are grounded in the realities of a brand platform and an institutional communication strategy. Just doing some stuff won't help you reach your goals. And, yes, a successful plan for communications and marketing includes goals. Strategy is foundational, don't skip that step.

This presentation was the keynote at the 2012 CASE Annual Conference for Publications Professionals.

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    Inspired by the Cheshire Cat: Strategy leads to success. Inspired by the Cheshire Cat: Strategy leads to success. Presentation Transcript

    • Inspired by the Cheshire Cat Strategy leads to success.CASE Annual Conference for Publications Professionals | November 2012
    • Hello! Susan T. Evans, Senior Strategist mStoner page 2
    • Huh. @susantevans seems a lotsmarter than I expected.#casepubs
    • "If you dont know where youregoing, any road will get you there."#truethat #casepubs
    • 22+ years at the 2nd oldest college in the nation page
    • Jack RebeccaWilliam & Mary PeabodyClass of 2010 Conservatory Class of 2013 page 7
    • monstersuniversity.com/edu/ page 8
    • S-T-R-A-T-E-G-Y http://mstnr.me/PXezAz
    • What?
    • What it is...Strategy is a general, undetailed plan ofaction, encompassing a long period of time,to achieve a complicated goal. page 11
    • What it is...Strategy is a general, undetailed plan ofaction, encompassing a long period of time,to achieve a complicated goal. intentional page 11
    • What it is...Strategy is a general, undetailed plan ofaction, encompassing a long period of time,to achieve a complicated goal. intentionalan efficient use of resources page 11
    • What it is...Strategy is a general, undetailed plan ofaction, encompassing a long period of time,to achieve a complicated goal. intentional a set of optionsan efficient use of resources page 11
    • What it is...Strategy is a general, undetailed plan ofaction, encompassing a long period of time,to achieve a complicated goal. intentional a set of options a course of actionan efficient use of resources page 11
    • What it is not...• Just a buzzword• A detailed plan• The tactics• The phase you skip because you’ve waited so long to start the project page 12
    • It’s what you don’t do and what you do first. http://mstnr.me/LOsJ2l
    • When?
    • Before you start: • Buy in and credibility • Executive sponsors • Roles and responsibilities • Foundation for planning page 16
    • While underway: • As a reminder to the team • For broader communication • To adjust expectations page 18
    • page
    • Once trouble starts:• For getting things back on track• Gain support while you have their attention• To get the resources you need page 20
    • Why?
    • First, where doyou want to go?
    • http://insight.kellogg.northwestern.edu/ page 26
    • What if I don’t?
    • The work willtake more time.
    • The scope will creep.
    • Priorities will be unclear.
    • It will be easier to stop.
    • Your resultswill be vanilla.
    • Academic life at William & Mary is spreadacross five schools and dozens of academicdepartments. If we do our job right, thenyou’ll set foot in nearly all of them.Our students are too multi-talented andintellectually curious to be pigeonholed as a"chemistry major" or a "law student."wm.edu/academics
    • Why resist?
    • Strategy is difficult. It takes time. It includes risk.It requires decisions.
    • How?
    • Custom.No cookie cutter. 1
    • Let themhave a stake. 2
    • Explain yourself (with data). 3
    • Go smart.Go sustainable. 4
    • How (much)?
    • The Goldilocks Principle
    • Who?
    • Stand up forstrategy on your campus!
    • Thank you! Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevansmStoner page 46