Subject: The perfect plan?

Here is a format which I have used in the past.  Four or five key priorites are developed during the strategic planning phase  - these are the strategic aims, which will be very high level and might focus on different aspects of the organisation - around strength in the services delviered, financial stability, the way that people are nurtured (staff particularly) and so on. For each strategic aim a small number of objectives are defined  - these are the priority objectives around  'what' you needs to happen to ensure that the strategic aims are acheived.  A set of acitvities are then defined 'how' the objectives will be achieved - and each activitiy is given an owner and a goal for the current year and for the future.

See the attached document for more information.................Denise Fellows

I have found the whole section on strategy extremely interesting and informative, with a wide range of external links. I therefore wanted, as an ex consultant (involved in a number of sdtrategy projects) to make  a contribution.

PA consulting group used to use a 0ne-page strategy approach which was very popular with clients. I have simplified the approach hugely (see attachment) and tried to make it consistant in language/terminiology of VCS from my experience of being a Citizen's Advice Bureau Trustee in Stevenage. 

Stevanage CAB provides a range of client services, both local and national, some are face to face, some telephone (UK national), and there is talk of on-line. The advice covers Debt, Employment, Benefits and Housing. They compete for funding from a variety of sources, including bidding for Legal Services Commission contracts (very demanding)

I could expand the attached presentation to make it more explicit, if there is any interest

I have a marketing director that is working on a strategic plan for our foundation, he sent me a definition of a marketing plan but not a strategic marketing plan, What is the easiest way to create a marketing strategic plan? I know there is social network, PR, word of mouth, objectives,audiences,tactics,message and evaluation.

You highlight the difference between strategic marketing thinking/planning and planning a programme of marketing activities. Marketing is about influencing the behaviour of all those who can help us deliver our Mission.  So the most powerful way to create a strategic marketing plan is to work through a disciplined thought process like this:

-       what is the business objective we need to achieve ?

-       what is our overall business strategy to deliver this?

-       whose behaviour do we need to influence to help us achieve this?

-       how do we want them to engage with us?

-       how do we make the case for investment which will engage and retain them?

Once the thinking is clear around  these steps, then, it is easier to develop the most compelling and focussed messages for each of the audiences you have identified and chose which of the marketing activities/communication tools is most appropriate to reach them. Can recommend a really good resource in this area which is Strategic Marketing for Nonprofit Organisations by Alan R, Andreasen and Philip Kotler published by Peason Education.

We are in the process of setting up a non profit charity and i found the comments in this discussion very helpful, thank you.

Bernie when i downloaded your attachment it was empty.