Presentation on Strategy to the NACCDO/PAN Conference
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© 2009 DEVELOPING STRATEGY FOR COMMUNICATIONS April 26, 2009 | NACCDO/Pan Marketing Conference
Transcript of Presentation on Strategy to the NACCDO/PAN Conference
© 2009
DEVELOPING STRATEGY FOR
COMMUNICATIONSApril 26, 2009 | NACCDO/Pan Marketing Conference
© 2009
Strategy ≠ Plan
© 2009
Strategy = What
DirectionalBig PicturePrinciples
“Path to Victory”
Strategy drives the plan.
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Plan = HowAudience(s)
Tactic(s)Timeline(s)Metric(s)
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A strategy is the definitive set of
principles that drive planning and implementation to ensure goals,
objectives, and tactics work
toward realization of the (communications)mission.
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Diagnostic
1. In a sentence, what is your ultimate
goal, and how will you get there?
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2. Do you know the driving factors
in your strategic environment?
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3. Assumptions - what is
unknowable?(in the universe, or because you don’t
have the time/resources/capacityto find out)
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4. How are planning &
implementation decisions made?
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5. What do you measure?
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Action
1. Measure differently.
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2. Prioritize(Really do it.
If everything is a priority, nothing is a priority.)
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3. Draw alternate paths to victory/
theories of change.
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4. Indulge your fears: what stands
in the way?
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5. Empower your hopes: what’s the way over, under,
around, or through?
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There is an inverse relationship between available resources
and the need for strategy.
