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GOST: Goals, Objectives, Strategies and Tactics

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GOST: Goals, Objectives, Strategies and Tactics

  1. 1. G.O.S.T Goals Outcomes Strategies & Tactics
  2. 2. Goals • A goal: – Is completely measurable – Provides focus for the campaign – Is completely measurable
  3. 3. Sample Goals • I want to: – Become King! – Increase my Facebook likes to 1 million! – Raise my sales volume by 100%! The once and future king
  4. 4. Objectives • An objective: – Less measurable – The general means by which you’ll achieve your goal
  5. 5. Sample Objectives • In order to achieve my goal, I must: – Take control of the throne! – Drive a lot of interested traffic to my Facebook page! – Get people interested in my product and Someday this will be you convince them to buy it!
  6. 6. We need a plan! Quick – what do we know?
  7. 7. Observations and Insights • An observation: – Is a fact about the campaign landscape – Is often quantifiable • An insight: – Is how you intend to utilize the observation in a different way
  8. 8. Sample Observations and Insights • I can see that: – Kings control lots of tax revenue and can raise large armies – They do this through controlling local castles • Therefore: Let’s be honest: who doesn’t want to – If I want to be King, I’m live in a castle? going to need tax revenue and to raise large armies – A good way to bolster my claim is to control castles!
  9. 9. Strategies • Your strategy: – Is replicable across a variety of similar but distinct tactical situations – Shows how you use your insights to begin achieving your goals
  10. 10. Sample Strategies • Holy Moses, my insight means: – I need to take over lots of castles! – I need a unified editorial OK, maybe not this castle calendar to drive interest and engagement in my page! – I need my target customers to see the emotional and rational reasons to buy my product!
  11. 11. Tactics • Tactics are: – The ways in which you will achieve your strategy – Somewhat different – and focused - for each strategic situation – The actual things you execute and “do”
  12. 12. Sample Tactics • To take over this specific castle we need to: – Attack that weak spot in its walls with a catapult and sappers! – Choke off their single point of supplies! – Poison their two water Siege tactics being employed supplies! to take over Castle Facebook circa 1285

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