Planning For Success: Strategic Planning for the Web

1. Planning For Success: Strategic Planning for the Web Jennifer McGee, Engagement Manager

2. Welcome! • Overview of the strategic planning process. Discuss how a basic strategic plan can help you meet your online engagement goals.

3. Discussion Topics • What is Strategic Planning? • 5 Steps of Strategic Planning • Overcoming Common problems • Resources

4. What is Strategic Planning? • Looking ahead • Establishes priorities • Reviewing resources • Making a plan for success

5. The Value of Strategic Planning

6. “The essence of strategy is choosing what not to do” • Michael E Porter, Harvard Business School

7. Strategic Planning Team • Executive sponsor • Key stakeholders • Site manager • Site administrators

8. Discussion Topics • What is Strategic Planning? • 5 Steps of Strategic Planning • Overcoming Common problems • Resources

10. 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?

11. 1. Where are we now?

12. Importance: • Creates a baseline for benchmarking • Gives a point of comparison • Puts everyone on the same page

13. 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

14. Goals = What Must We Achieve • Examples: • Improve tracking of e-mail marketing • Better resources for internal stakeholders • Update design and content

16. 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

17. 4. What must we do? Each strategy and initiative should be matched with an action item or list of action items – details of ownership and timeframe for completion

18. Elements of a Good Action Plan • Specific steps • Each initiative has an action • Describes who does what and when • Identifies targeted and measurable results

20. 5. How are we doing? • Metrics and Reviews • Essential for showing your progress • Which 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

21. Discussion Topics • What is Strategic Planning? • 5 Steps of Strategic Planning • Overcoming Common problems • Resources

22. Common Problems • The one person show • Difficult to enforce commitments • Bogged down in the process • Lack of consensus • Lack of buy-in

23. Tips for Success • Keep it simple • Limit of 3-5 goals • Goals --- Strategies --- Actions --- Metrics • Document and communicate

24. Discussion Topics • What is Strategic Planning? • 5 Steps of Strategic Planning • Overcoming Common problems • Resources

25. Strategic Consulting Services • Strategic 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 & Analysis • Detailed 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

26. Questions? Jennifer McGee: jmcgee@imodules.com