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Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
Strategic Planning for Your Community Newspaper
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Strategic Planning for Your Community Newspaper

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  • 1. Plan your work; Work your plan Marketing Community Newspapers with Strategic Planning
  • 2. Define Strategic Planning <ul><li>Process of envisioning a desired future </li></ul><ul><li>Translate vision </li></ul><ul><ul><li>Broadly defined goals </li></ul></ul><ul><ul><li>Specific objectives </li></ul></ul><ul><ul><li>Sequence of steps we call action plans </li></ul></ul><ul><li>Don’t forget the evaluation step </li></ul>
  • 3. What is marketing? <ul><li>Actionable management process a company uses to move goods and services from concept to customer </li></ul><ul><ul><li>Product (Identify – select – develop) </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Placement (Distribution channels) </li></ul></ul><ul><ul><li>Promotion (Create and implement strategies) </li></ul></ul>
  • 4. What marketing is not! <ul><li>Marketing is not sales </li></ul><ul><li>Marketing is not day-to-day operations </li></ul><ul><li>Marketing is not the newspaper </li></ul><ul><li>Marketing is not branding </li></ul><ul><li>Marketing is not free (though it need not be expensive) </li></ul>
  • 5. Marketing from the bottom, up! <ul><li>“ All human beings think. </li></ul><ul><li>Nowhere is it chiseled in stone </li></ul><ul><li>that those in Management </li></ul><ul><li>think best.” </li></ul><ul><li>NBC White Paper - 1980 </li></ul>
  • 6. &nbsp;
  • 7. &nbsp;
  • 8. Thoughts on change management <ul><li>“ We cannot solve our problems with the same thinking we used when we created them.” (Albert Einstein) </li></ul><ul><li>“ Even if you’re on the right track, you’ll get run over if you just stand there.” (Will Rogers) </li></ul><ul><li>“ Change, adapt, or die!” (Oscar Stauffer) </li></ul>
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  • 11. Robb Krecklow <ul><li>Write me at - rkrecklow @ gmail.com </li></ul><ul><li>Call me at – 817-751-9506 </li></ul><ul><li>Assisting Community Media with: </li></ul><ul><ul><li>Strategic Planning and Execution </li></ul></ul><ul><ul><li>Sales Training and Development </li></ul></ul><ul><ul><li>News, Advertising, and Circulation process improvements </li></ul></ul><ul><ul><li>Focus Group Research </li></ul></ul><ul><ul><li>Community and Special Events Marketing </li></ul></ul>

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