Basic Planning

556 views

Published on

Presentation for The Holland Project marketing workshop, April 26, 2012.

Published in: Business, Technology, Real Estate
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
556
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Basic Planning

  1. 1. WelcomeThank you for being here BOB CONRAD, PhD, APR 775-636-7959 conradcommunications.com
  2. 2. Logistics1. Background2. Agenda / End 4:303. Lunch4. Speakers5. The Holland Project BOB CONRAD, PhD, APR 775-636-7959 conradcommunications.com
  3. 3. PlanningThink bigger, then smaller BOB CONRAD, PhD, APR 775-636-7959 conradcommunications.com
  4. 4. Why plan?“Strategic thinking involvespredicting or establishing a desiredfuture goal state, determining whatforces will help or hinder movementtoward the goal and formulating aplan for achieving the desired state.” ─ Cutlip, Center & Broom BOB CONRAD 775-636-7959 conradcommunications.com
  5. 5. Why plan?• Support vision• Define and achieve goals• Honestly assess organization• Focus limited resources• Target most important audiences• Create strategic mindset• Develop benchmarks• Enhance accountability BOB CONRAD 775-636-7959 conradcommunications.com
  6. 6. Planning versus doing• Goals are defined • Goals less clear• Focused resources • Resources scattered• Defined strategies • Unclear strategy• Benchmarks • Dubious measurements• Proactive • Reactive BOB CONRAD 775-636-7959 conradcommunications.com
  7. 7. G.O.S.T.Goals, objectives, strategies and tactics Link: http://www.youtube.com/watch?v=BTu0kKwwomI BOB CONRAD 775-636-7959 conradcommunications.com
  8. 8. 1. Goals • Where or what do you want to be? • General • Relates to problem Example:“Support, promote The Holland Project’s mission.” BOB CONRAD 775-636-7959 conradcommunications.com
  9. 9. 2. Objectives • Specific • Measurable • Time-specific Behavior change: • Attainable but challenging Getting people to do something Example: “To have at least 10 participants pre-register for the workshop by April 18.”Measurement:Something to accountfor, a number Time specific BOB CONRAD 775-636-7959 conradcommunications.com
  10. 10. 2. ObjectivesEXAMPLE “To raise $2,000 by the end of an educational workshop in late April.” What will be What will measured? What is the time change? element? BOB CONRAD 775-636-7959 conradcommunications.com
  11. 11. 3. StrategiesThe general things you will do to supportobjectives and target audiences Example: “Promote workshop on social networks and in news.” BOB CONRAD 775-636-7959 conradcommunications.com
  12. 12. 4. TacticsThe specific things you will do tosupport objectives, strategies andto target audiences Example: “Post weekly on FB / Twitter, have friends cross-post. “Send news release to local media twice.” BOB CONRAD 775-636-7959 conradcommunications.com
  13. 13. 5. Evaluation•What were the objectives?•Did you meet them?•Exceed or fall short? Why?•What worked? Didn’t?•Other accomplishments?•Goal achieved? ~$2k raised for THP, 15 participants = Objectives met and goal achieved! BOB CONRAD 775-636-7959 conradcommunications.com
  14. 14. Final Thoughts•Does everything need a plan?•It’s a discipline•Not all plans succeed•Strategic plans v. PR plans•Planning will not save the world•Planning gives strategic advantage BOB CONRAD 775-636-7959 conradcommunications.com
  15. 15. Discussion ? BOB CONRAD 775-636-7959 conradcommunications.com

×