planning for success: strategic planning for the web

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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.


Discussion Topics

What is Strategic Planning? 5 Steps of Strategic PlanningOvercoming Common problems Resources


What is Strategic Planning?

Looking ahead

Establishes priorities

Reviewing resources

Making a plan for success


The Value of Strategic Planning

Identifies & communicates

goals

Establishes course of action

Helps navigate shifting

prioritiesProves ROI


“The essence of strategy is choosing what not to do”

Michael E Porter, Harvard Business School


Strategic Planning Team

Executive sponsor

Key stakeholders

Site manager

Site administrators


Discussion Topics

What is Strategic Planning?5 Steps of Strategic PlanningOvercoming Common problems Resources


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?


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


Importance:

Creates a baseline for benchmarking

Gives a point of comparison

Puts everyone on the same page


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


Goals = What Must We Achieve

Examples: Improve tracking of e-mail marketing Better resources for internal stakeholders Update design and content


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


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


Elements of a Good Action Plan

Specific stepsEach initiative has an actionDescribes who does what and whenIdentifies targeted and measurable results


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


Discussion Topics



Common Problems

The one person show Difficult to enforce commitmentsBogged down in the processLack of consensusLack of buy-in


Tips for Success

Keep it simpleLimit of 3-5 goalsGoals --- Strategies --- Actions --- MetricsDocument and communicate


Discussion Topics



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

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Questions?Jennifer McGee: [email protected]

planning for success: strategic planning for the web

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