Presentation for The Holland Project marketing workshop, April 26, 2012.

1. Welcome
Thank you for being here
BOB CONRAD, PhD, APR
775-636-7959
conradcommunications.com

2. Logistics
1. Background
2. Agenda / End 4:30
3. Lunch
4. Speakers
5. The Holland Project
BOB CONRAD, PhD, APR
775-636-7959
conradcommunications.com

3. Planning
Think bigger, then smaller
BOB CONRAD, PhD, APR
775-636-7959
conradcommunications.com

4. Why plan?
“Strategic thinking involves
predicting or establishing a desired
future goal state, determining what
forces will help or hinder movement
toward the goal and formulating a
plan for achieving the desired state.”
─ Cutlip, Center & Broom
BOB CONRAD
775-636-7959
conradcommunications.com

5. Why plan?
• Support vision
• Define and achieve goals
• Honestly assess organization
• Focus limited resources
• Target most important audiences
• Create strategic mindset
• Develop benchmarks
• Enhance accountability
BOB CONRAD
775-636-7959
conradcommunications.com

6. Planning versus doing
• Goals are defined • Goals less clear
• Focused resources • Resources scattered
• Defined strategies • Unclear strategy
• Benchmarks • Dubious measurements
• Proactive • Reactive
BOB CONRAD
775-636-7959
conradcommunications.com

7. G.O.S.T.
Goals, objectives, strategies and tactics
Link: http://www.youtube.com/watch?v=BTu0kKwwomI BOB CONRAD
775-636-7959
conradcommunications.com

8. 1. Goals
• Where or what do you want to be?
• General
• Relates to problem
Example:
“Support, promote The Holland
Project’s mission.”
BOB CONRAD
775-636-7959
conradcommunications.com

9. 2. Objectives
• Specific
• Measurable
• Time-specific
Behavior change:
• Attainable but challenging Getting people to
do something
Example:
“To have at least 10 participants pre-register
for the workshop by April 18.”
Measurement:
Something to account
for, a number Time specific BOB CONRAD
775-636-7959
conradcommunications.com

10. 2. Objectives
EXAMPLE
“To raise $2,000 by the end of an
educational workshop in late
April.”
What will be What will
measured? What is the time change?
element?
BOB CONRAD
775-636-7959
conradcommunications.com

11. 3. Strategies
The general things you will do to support
objectives and target audiences
Example:
“Promote workshop on social
networks and in news.”
BOB CONRAD
775-636-7959
conradcommunications.com

12. 4. Tactics
The specific things you will do to
support objectives, strategies and
to target audiences
Example:
“Post weekly on FB / Twitter,
have friends cross-post.
“Send news release to local
media twice.”
BOB CONRAD
775-636-7959
conradcommunications.com

13. 5. Evaluation
•What were the objectives?
•Did you meet them?
•Exceed or fall short? Why?
•What worked? Didn’t?
•Other accomplishments?
•Goal achieved?
~$2k raised for THP, 15 participants
=
Objectives met and goal achieved!
BOB CONRAD
775-636-7959
conradcommunications.com

14. Final Thoughts
•Does everything need a plan?
•It’s a discipline
•Not all plans succeed
•Strategic plans v. PR plans
•Planning will not save the world
•Planning gives strategic advantage
BOB CONRAD
775-636-7959
conradcommunications.com

15. Discussion
?
BOB CONRAD
775-636-7959
conradcommunications.com