The Nuts & Bolts of Communication Planning
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NUTS & BOLTS: THE BASICS AN INVENTORY OF COMMUNICATION PLANNING
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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 of The Nuts & Bolts of Communication Planning
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
@darbtx Brad B McCormick
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
The Basics.�
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
Goals vs. Objectives �Strategy vs. Tactics�
KPI vs. ROI�
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
The Basics Matter.�
Knowing The Basics is Essential to Measurement.�
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
Goals vs. Objectives �Strategy vs. Tactics�
KPI vs. ROI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
X
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ABSTRACT�
ACTIONABLE �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ABSTRACT�
ACTIONABLE �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
LONG TERM �
SHORT TERM �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
FEW METRICS�
MANY METRICS�
Key Performance Indicator �
Return on Investment �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
KPI�
KPI�KPI�
KPI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �ROI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ROI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
ROI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
KPI�
KPI�KPI�
KPI�
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
GOAL vs.
OBJECTIVE
GOAL vs.
OBJECTIVE
GOAL vs.
OBJECTIVE
Choose S.M.A.R.T. Objectives�Specific
Measurable
AcDonable
RealisDc
Timed
GOAL: Victory
OBJECTIVE: Points
GOAL: Victory
OFFENSE DEFENSE
OFFENSE Objective: Score Points
DEFENSE Objective: Prevent Points
GOAL: Victory
OBJECTIVE: Score Points
OBJECTIVE: Prevent Points
GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
STRATEGY vs.
TACTICS
Interdependent Relationship:�
TacDcs Strategy
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
Makes the Complex Sound Simple�
Makes the Simple Sound Complex �
Interdependent Relationship:�
TacDcs Strategy
Interdependent Relationship:�
TacDcs Strategy GOAL �
OBJECTIVE �
STRATEGY �
TACTIC �
�
�
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
Goals vs. Objectives �Strategy vs. Tactics�
KPI vs. ROI�
NUTS & BOLTS: THE BASICS�AN INVENTORY OF COMMUNICATION PLANNING �
