the nuts & bolts of communication planning
DESCRIPTION
How often do people confused Strategy & Tactics? Goals vs Objectives? KPI vs ROI? This nifty presentation used football metaphors & hungarian goulash to explain what's what.TRANSCRIPT
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
@darbtx Brad B McCormick
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
The Basics.�
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
Goals vs. Objectives �Strategy vs. Tactics�
KPI vs. ROI�
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
The Basics Matter.�
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Knowing The Basics is Essential to Measurement.�
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
Goals vs. Objectives �Strategy vs. Tactics�
KPI vs. ROI�
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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X
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC�
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ABSTRACT�
ACTIONABLE �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ABSTRACT�
ACTIONABLE �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
LONG TERM �
SHORT TERM �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
FEW METRICS�
MANY METRICS�
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Key Performance Indicator �
Return on Investment �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
KPI�
KPI�KPI�
KPI�
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �ROI�
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ROI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ROI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
KPI�
KPI�KPI�
KPI�
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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GOAL vs.
OBJECTIVE
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GOAL vs.
OBJECTIVE
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GOAL vs.
OBJECTIVE
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Choose S.M.A.R.T. Objectives�Specific
Measurable
AcDonable
RealisDc
Timed
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GOAL: Victory
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OBJECTIVE: Points
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GOAL: Victory
OFFENSE DEFENSE
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OFFENSE Objective: Score Points
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DEFENSE Objective: Prevent Points
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GOAL: Victory
OBJECTIVE: Score Points
OBJECTIVE: Prevent Points
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GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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STRATEGY vs.
TACTICS
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Interdependent Relationship:�
TacDcs Strategy
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What is Strategy?� A Plan of Ac+on that Makes the Whole Greater than the Parts.
1. ArDculates the challenge
2. Set of guiding principles
3. Set of coherent acDons
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Makes the Complex Sound Simple�
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Makes the Simple Sound Complex �
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Interdependent Relationship:�
TacDcs Strategy
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Interdependent Relationship:�
TacDcs Strategy GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
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�
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�
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
Goals vs. Objectives �Strategy vs. Tactics�
KPI vs. ROI�
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NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �