Presentation to the 2009 NACCDO/PAN Marketing Conference on developing strategy for communications: what strategy is, how to diagnose strategic behavior, and action steps to be more strategic.

1. DEVELOPING
STRATEGY FOR
COMMUNICATIONS
April 26, 2009 | NACCDO/Pan Marketing Conference
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2. © 2009

3. Strategy ≠ Plan
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4. Strategy =
What
Directional
Big Picture
Principles
“Path to Victory”
Strategy drives the plan.
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5. Plan = How
Audience(s)
Tactic(s)
Timeline(s)
Metric(s)
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6. strategy is the definitive set of
A
principles that drive planning
and implementation to ensure goals,
objectives, and tactics work
toward realization of
the (communications)mission.
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7. Diagnostic
1. In a sentence,
what is your ultimate
goal, and how will
you get there?
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8. 2. Do you know the
driving factors
in your strategic
environment?
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9. 3. Assumptions -
what is
unknowable?
(in the universe, or because you don’t
have the time/resources/capacity
to find out)
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10. 4. How are
planning &
implementation
decisions made?
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11. 5. What do you
measure?
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12. Action
1. Measure
differently.
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13. 2. Prioritize
(Really do it.
If everything is a priority,
nothing is a priority.)
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14. 3. Draw alternate
paths to victory/
theories of change.
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15. 4. Indulge your
fears: what stands
in the way?
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16. 5. Empower your
hopes: what’s the
way over, under,
around, or through?
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17. There is an inverse
relationship between
available resources
and the need for
strategy.
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