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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
    • Process of envisioning a desired future
    • Translate vision
      • Broadly defined goals
      • Specific objectives
      • Sequence of steps we call action plans
    • Don’t forget the evaluation step
  • 3. What is marketing?
    • Actionable management process a company uses to move goods and services from concept to customer
      • Product (Identify – select – develop)
      • Price
      • Placement (Distribution channels)
      • Promotion (Create and implement strategies)
  • 4. What marketing is not!
    • Marketing is not sales
    • Marketing is not day-to-day operations
    • Marketing is not the newspaper
    • Marketing is not branding
    • Marketing is not free (though it need not be expensive)
  • 5. Marketing from the bottom, up!
    • “ All human beings think.
    • Nowhere is it chiseled in stone
    • that those in Management
    • think best.”
    • NBC White Paper - 1980
  • 6.  
  • 7.  
  • 8. Thoughts on change management
    • “ We cannot solve our problems with the same thinking we used when we created them.” (Albert Einstein)
    • “ Even if you’re on the right track, you’ll get run over if you just stand there.” (Will Rogers)
    • “ Change, adapt, or die!” (Oscar Stauffer)
  • 9.  
  • 10.  
  • 11. Robb Krecklow
    • Write me at - rkrecklow @ gmail.com
    • Call me at – 817-751-9506
    • Assisting Community Media with:
      • Strategic Planning and Execution
      • Sales Training and Development
      • News, Advertising, and Circulation process improvements
      • Focus Group Research
      • Community and Special Events Marketing