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Strategic Planning for Your Community Newspaper


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Strategic Planning for Your Community Newspaper

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