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

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    Strategic Planning for Your Community Newspaper Strategic Planning for Your Community Newspaper Presentation Transcript

    • Plan your work; Work your plan Marketing Community Newspapers with Strategic Planning
    • 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
    • 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)
    • 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)
    • 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
    •  
    •  
    • 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)
    •  
    •  
    • 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