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Planning For Success: Strategic Planning for the Web. Jennifer McGee, Engagement Manager. Welcome!. Overview of the strategic planning process. Discuss how a basic strategic plan can help you meet your online engagement goals. Discussion Topics. What is Strategic Planning? - PowerPoint PPT Presentation
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913.888.0772 | imodules.com913.888.0772 | imodules.com
Planning For Success: Strategic Planning for the WebJennifer McGee, Engagement Manager
913.888.0772 | imodules.com
Welcome!
Overview of the strategic planning process. Discuss how a basic strategic plan can help you meet your online engagement goals.
913.888.0772 | imodules.com
Discussion Topics
What is Strategic Planning? 5 Steps of Strategic PlanningOvercoming Common problems Resources
913.888.0772 | imodules.com
What is Strategic Planning?
Looking ahead
Establishes priorities
Reviewing resources
Making a plan for success
913.888.0772 | imodules.com
The Value of Strategic Planning
Identifies & communicates
goals
Establishes course of action
Helps navigate shifting
prioritiesProves ROI
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“The essence of strategy is choosing what not to do”
Michael E Porter, Harvard Business School
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Strategic Planning Team
Executive sponsor
Key stakeholders
Site manager
Site administrators
913.888.0772 | imodules.com
Discussion Topics
What is Strategic Planning?5 Steps of Strategic PlanningOvercoming Common problems Resources
913.888.0772 | imodules.com
913.888.0772 | imodules.com
The 5 Steps of Strategic Planning
1. Where are we now? 2. Where do we want to be?
3. How will we get there?4. What must we do?
5. How are we doing?
913.888.0772 | imodules.com
1. Where are we now?
Strengths Weaknesses External Needs
Market Trends
Priority Issues
Design Low open rates
Events Mobile Capital campaign
Marketing Insufficient resources
Career networking
Social media
Young alumni
Audience loyalty
Low giving rates
Connection to peers
Crowdfunding Proving ROI
913.888.0772 | imodules.com
Importance:
Creates a baseline for benchmarking
Gives a point of comparison
Puts everyone on the same page
913.888.0772 | imodules.com
2. Where do we want to be?
Mission – Why we exist/big picture.
Vision – What we want to be/ideal
Goals – What we must achieve/broad ideas
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Goals = What Must We Achieve
Examples: Improve tracking of e-mail marketing Better resources for internal stakeholders Update design and content
913.888.0772 | imodules.com
913.888.0772 | imodules.com
3. How will we get there?
Strategies and Initiatives• Compels action• Each initiative should be supported with actionable task• Simple and easy to understand• Measurable results from implementing these strategies
GOAL: Improve tracking of email marketing
Better resources for internal stakeholders
Updated design and content
STRATEGY: Create email calendar shared between all stakeholders
Build intranet site with training documents and FAQs.
Documented plan for redesign and site maintenance
913.888.0772 | imodules.com
4. What must we do?
Goal
Strategy
Action
Each strategy and initiative should be matched with an action item or list of action items – details of ownership and timeframe for completion
913.888.0772 | imodules.com
Elements of a Good Action Plan
Specific stepsEach initiative has an actionDescribes who does what and whenIdentifies targeted and measurable results
913.888.0772 | imodules.com
913.888.0772 | imodules.com
5. How are we doing?Metrics and ReviewsEssential for showing your progressWhich metrics will you consistently chart during the year ahead?Match metrics to your action items Schedule regular check-points throughout the year Adjust as necessary
Tools to investigate: Member site statistics Email marketing reporting Google Analytics User surveys Staff surveys
913.888.0772 | imodules.com
Discussion Topics
What is Strategic Planning?5 Steps of Strategic PlanningOvercoming Common problems Resources
913.888.0772 | imodules.com
Common Problems
The one person show Difficult to enforce commitmentsBogged down in the processLack of consensusLack of buy-in
913.888.0772 | imodules.com
Tips for Success
Keep it simpleLimit of 3-5 goalsGoals --- Strategies --- Actions --- MetricsDocument and communicate
913.888.0772 | imodules.com
Discussion Topics
What is Strategic Planning?5 Steps of Strategic PlanningOvercoming Common problems Resources
913.888.0772 | imodules.com
Strategic Consulting ServicesStrategic Goal Setting Engagement measurements and action plan Benchmarking data with your peer and “aspirational” institutions Recommended engagement measurements, with annual goals A plan of action to achieve immediate results
Strategic Site Assessment & AnalysisDetailed assessment of your website goals and outlined plan of action Strategic assessment of your website’s effectiveness Analysis of site usability In-depth analysis of email marketing strategy Benchmarking data with your peer and “aspirational” institutions A detailed report of analysis and a plan of action
913.888.0772 | imodules.com913.888.0772 | imodules.com
Questions?Jennifer McGee: jmcgee@imodules.com
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