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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 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.

  1. 1. Inspired by the Cheshire Cat Strategy leads to success.CASE Annual Conference for Publications Professionals | November 2012
  2. 2. Hello! Susan T. Evans, Senior Strategist mStoner page 2
  3. 3. Huh. @susantevans seems a lotsmarter than I expected.#casepubs
  4. 4. "If you dont know where youregoing, any road will get you there."#truethat #casepubs
  5. 5. 22+ years at the 2nd oldest college in the nation page
  6. 6. Jack RebeccaWilliam & Mary PeabodyClass of 2010 Conservatory Class of 2013 page 7
  7. 7. monstersuniversity.com/edu/ page 8
  8. 8. S-T-R-A-T-E-G-Y http://mstnr.me/PXezAz
  9. 9. What?
  10. 10. What it is...Strategy is a general, undetailed plan ofaction, encompassing a long period of time,to achieve a complicated goal. page 11
  11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. It’s what you don’t do and what you do first. http://mstnr.me/LOsJ2l
  17. 17. When?
  18. 18. Before you start: • Buy in and credibility • Executive sponsors • Roles and responsibilities • Foundation for planning page 16
  19. 19. While underway: • As a reminder to the team • For broader communication • To adjust expectations page 18
  20. 20. page
  21. 21. Once trouble starts:• For getting things back on track• Gain support while you have their attention• To get the resources you need page 20
  22. 22. Why?
  23. 23. First, where doyou want to go?
  24. 24. http://insight.kellogg.northwestern.edu/ page 26
  25. 25. What if I don’t?
  26. 26. The work willtake more time.
  27. 27. The scope will creep.
  28. 28. Priorities will be unclear.
  29. 29. It will be easier to stop.
  30. 30. Your resultswill be vanilla.
  31. 31. 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
  32. 32. Why resist?
  33. 33. Strategy is difficult. It takes time. It includes risk.It requires decisions.
  34. 34. How?
  35. 35. Custom.No cookie cutter. 1
  36. 36. Let themhave a stake. 2
  37. 37. Explain yourself (with data). 3
  38. 38. Go smart.Go sustainable. 4
  39. 39. How (much)?
  40. 40. The Goldilocks Principle
  41. 41. Who?
  42. 42. Stand up forstrategy on your campus!
  43. 43. Thank you! Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevansmStoner page 46

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