What's the foundational first step for every successful communication initiative? Strategy. You can't just do some stuff. You need goals and a plan. What's your strategy for strategy? How do you get the upfront buy-in you need? How do you manage the (neverending) feedback loop? We'll talk about managing up, down and all around to ensure successful communication projects.
This presentation was a keynote session at the 2013 CASE Annual Conference for Publications Professionals.
1. What’s your strategy
for strategy?
Susan T. Evans | Senior Strategist | mStoner
CASE Annual Conference for Publications Professionals | October 2013
15. page
Strategy is a general, undetailed plan of
action, encompassing a long period of time,
to achieve a complicated goal.
12
16. page
Strategy is a general, undetailed plan of
action, encompassing a long period of time,
to achieve a complicated goal.
12
intentional
17. page
Strategy is a general, undetailed plan of
action, encompassing a long period of time,
to achieve a complicated goal.
12
intentional
a set of options
18. page
Strategy is a general, undetailed plan of
action, encompassing a long period of time,
to achieve a complicated goal.
12
intentional
a set of options
a course of action
19. page
Strategy is a general, undetailed plan of
action, encompassing a long period of time,
to achieve a complicated goal.
12
intentional
an efficient use of resources
a set of options
a course of action
38. page 26
The Tyranny of .edu Audiences
• prospective students
• parents
• faculty
• staff
• current students
• alumni
• donors
• legislators
• local community
• employers
• ...
41. We can convince a person that a statement is correct;
we can convince a person of its correctness.
We cannot convince (though we can persuade) a
person to believe it or to act on the belief.
Persuade!