What's your strategy for strategy?

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What's the foundational first step for every successful communication initiative? Strategy. You can't just do some stuff. You need goals and a plan. What's your strategy for strategy? How do you get the upfront buy-in you need? How do you manage the (neverending) feedback loop? We'll talk about managing up, down and all around to ensure successful communication projects.

This presentation was a keynote session at the 2013 CASE Annual Conference for Publications Professionals.

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What's your strategy for strategy?

  1. 1. What’s your strategy for strategy? Susan T. Evans | Senior Strategist | mStoner CASE Annual Conference for Publications Professionals | October 2013
  2. 2. page Good morning! SusanT. Evans, Senior Strategist mStoner 2
  3. 3. page 3
  4. 4. "If you don't know where you're going, any road will get you there." #truethat #casepubs
  5. 5. page 5
  6. 6. page Jack William & Mary Class of 2010 Rebecca JHU: Peabody Conservatory Class of 2013 7
  7. 7. page 8monstersuniversity.com/edu/
  8. 8. page 9 ImagineYou...
  9. 9. page 9 ImagineYou...
  10. 10. Strategy is difficult It takes time It involves risk It requires decisions
  11. 11. Strategy is difficult It takes time It involves risk It requires decisions
  12. 12. STRATEGY: Define | Persuade | Follow
  13. 13. page Strategy is a general, undetailed plan of action, encompassing a long period of time, to achieve a complicated goal. 12
  14. 14. page Strategy is a general, undetailed plan of action, encompassing a long period of time, to achieve a complicated goal. 12 intentional
  15. 15. page Strategy is a general, undetailed plan of action, encompassing a long period of time, to achieve a complicated goal. 12 intentional a set of options
  16. 16. page Strategy is a general, undetailed plan of action, encompassing a long period of time, to achieve a complicated goal. 12 intentional a set of options a course of action
  17. 17. page Strategy is a general, undetailed plan of action, encompassing a long period of time, to achieve a complicated goal. 12 intentional an efficient use of resources a set of options a course of action
  18. 18. page 13 • Not just a buzzword
  19. 19. page • Not a detailed plan 13 • Not just a buzzword
  20. 20. page • Not a detailed plan • Not the tactics 13 • Not just a buzzword
  21. 21. page • Not a detailed plan • Not the tactics • Not the phase you skip because you’ve waited so long to start the project 13 • Not just a buzzword
  22. 22. page http://mstnr.me/LOsJ2l Strategy is what you don’t do and what you do first. @susantevans #casepubs 14
  23. 23. Buy in Legitimacy Sponsorship Roles Accountability Foundation
  24. 24. Reminders Communication Priorities Expectations Limitations
  25. 25. On Track Attention Support Resources
  26. 26. What if I don’t?
  27. 27. 1.The work will take more time.
  28. 28. 2.The scope will creep.
  29. 29. 3. Priorities will be unclear.
  30. 30. 4. It will be easier to stop.
  31. 31. 5.Your results might be vanilla.
  32. 32. STRATEGY!!
  33. 33. STRATEGY!!
  34. 34. page 25 MISSION FINANCIAL GOALS YOUR PROJECT
  35. 35. page 26 The Tyranny of .edu Audiences
  36. 36. page 26 The Tyranny of .edu Audiences • prospective students • parents • faculty • staff • current students • alumni • donors • legislators • local community • employers • ...
  37. 37. page 27 This is not where the decisions get made.
  38. 38. Strategy = Managing
  39. 39. We can convince a person that a statement is correct; we can convince a person of its correctness. We cannot convince (though we can persuade) a person to believe it or to act on the belief. Persuade!
  40. 40. Refuse to start.
  41. 41. Eliminate the guesswork.
  42. 42. Listen to stakeholders and target audience.
  43. 43. Talk about the data (and the competition).
  44. 44. Repeat yourself.
  45. 45. Show confidence.
  46. 46. Ride the coattails of a visionary.
  47. 47. Don’t waste a perfectly good crisis.
  48. 48. Stop asking for feedback, approval, permission.
  49. 49. When all around you lose their heads...
  50. 50. Stand up for strategy on your campus!
  51. 51. Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevans Thank you! mStoner

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