presentation powerpoint and manuscript

Developing Strategy & Tactics

By Establishing Goals & Objectives

12019-09-09 Professor Lok Pokhrel, Southeast Missouri St Univ

STEP 4: ESTABLISHING GOALS & OBJECTIVES

GOALS guide the development of

OBJECTIVES, which drive

STRATEGIES that require

TACTICS.

Goals & Objectives

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• Goal: Rooted in organization’s mission or vision

• Objective: A milestone measuring progress to a goal

STEP 4: ESTABLISHING GOALS & OBJECTIVES

Goals & Objectives

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Goals/objectives

• Goals: general statement • Objectives: more specific

– SMART • Specific, measurable, achievable, relevant, timed

– Increase unique site visitors by 10% in three months – Increase Facebook “likes” by 30% by the end of the year

– Benchmark • Determine metrics, establish a starting point

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• Goal: Improve the company’s reputation…

• Objective: To increase phone inquires by 50%

STEP 4: ESTABLISHING GOALS & OBJECTIVES

Goals & Objectives

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Strategies

• How will you achieve the objective(s)? – A plan of action – A large framework that helps decide tactical

activities • Examples:

– Generate word-of-mouth – Participate in online communities to build relationships – Contribute content to build reputation as thought leader – Connect with influencers to shape public opinion – Offer customers incentives for more purchases

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Tactics

• Tools/actions used to execute strategies – Content types

• How-to posts, list posts (e.g., top 5…), graphics, e- newsletter, webinars, ebooks, slideshows, video, podcasts, etc.

– Choose platforms • Facebook, YouTube, LinkedIn, Twitter, Google+, Tumblr,

Reddit, Pinterest, Instagram, Slideshare, Soundcloud, etc.

• Can include offline activities as well

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• Communication Goals – Reputation management

• Enhance prestige, reinforce image… – Relationship management

• Maintain a favorable relationship between… – Task management

• Impact public behavior, attract a crowd

STEP 4: ESTABLISHING GOALS & OBJECTIVES

Goals & Objectives

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• Goal rooted • Public focused • Impact oriented • Linked to research • Explicit • Measurable

• Time definite • Singular • Challenging • Attainable • Acceptable

Elements of Effective Objectives

STEP 4: ESTABLISHING GOALS & OBJECTIVES

Goals & Objectives

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How to Write an Objective

1. Simple & brief

2. Avoid jargon

3. Not for public consumption

STEP 4: ESTABLISHING GOALS & OBJECTIVES

Goals & Objectives

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Business Objectives (Outcomes)

• What does the organization ultimately want? • Bottom-line.

– Affect sales numbers – Affect participation – Affect perceptions/attitudes

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PR/Impact Objective

To _______ •Create/ Build •Increase •Maintain •Decrease

____________ •What’s the feeling/ emotion?

•Confidence •Excitement •Pride •Empowerment

among ______ •Target audience

that________ •What about your product, service or organization will provide a motivating benefit to the audience?

by ______ •By when can it be done?

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Measure

• Measure – Evaluate the effectiveness of PR activities

• Page Likes, followers, unique site visitors, leads, sentiments, bounce rates, sales, etc.

• Keep monitoring and make adjustments as needed

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Example • Situation:

– Facebook page is a flop – no one is engaging • Objective

– Increase “Likes” on our Facebook page by 50% by the end of the year

• Strategy – Educate customers about our Facebook page by increasing

publicity about our social media • Tactics

– Create Facebook flyers targeting college students and put at counters in stores

• Create content for the landing page of our website promoting our Facebook page

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A strategic plan

• Situation: Listening • Goals/objectives • Achievable & measureable: Informational,

attitudinal, behavioral • Target audience(s): Who we’re targeting • Strategy: How to complete objectives • Tactics: Tools used to achieve strategy • Calendar: When things need to be done • Budget • Evaluation: Did you achieve your objectives?

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Simply put

• Objective: Measurable steps • Win the SEMO Football against Memphis in 2017

• Strategy – how you will win • 1. Score more goals than opposing team • 2. Prevent their offense from having success

• Tactics – tools/actions to complete strategy: • 1. Hold onto the ball on offense until good shots are

available • 2. Shadow their star player so he doesn’t get the ball

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Example #3

• Situation: Not enough kids are playing soccer, town might not be able to field a team

• Objective: Get kids in community to sign up for youth soccer before Summer begins.

• Strategy: Promote youth soccer as a fun, safe, growing sport kids will love

• Tactics: • Create flyers about soccer for placement at community

library • Hold booth at Farmer’s Market & town events with flyers,

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Example

• Goal – Increase my online presence as an infographic expert

• Measureable objectives • Strategies

– Contribute innovative design knowledge & skills • Share my infographics with Visually and Flickr • Write guest blog posts for 3 leading blogs on web design • Create 5 videos on how to create infographics with Illustrator

– Engage with other infographic experts • Follow 50 people who are infographic experts • Post comments on other experts’ infographics

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DuPont Global Food Security: A Case Study

• Play Videos: • On Food security Index

– https://youtu.be/_-xHkk-z81U

• On Their PR Campaign – https://youtu.be/WSaza7gdSro

212019-09-09 Professor Lok Pokhrel, Southeast Missouri St Univ