Plan your work; Plan your work; Work your plan Work your plan

Marketing Marketing

Community Newspapers Community Newspapers

with Strategic Planningwith Strategic Planning

Define Strategic PlanningDefine Strategic Planning

Process of envisioning a desired futureProcess of envisioning a desired future

Translate visionTranslate vision Broadly defined goalsBroadly defined goals Specific objectivesSpecific objectives Sequence of steps we call action plansSequence of steps we call action plans

Don’t forget the evaluation step Don’t forget the evaluation step

What is marketing?What is marketing?

Actionable management process a Actionable management process a company uses to move goods and company uses to move goods and services from concept to customerservices from concept to customer Product (Identify – select – develop)Product (Identify – select – develop) PricePrice Placement (Distribution channels)Placement (Distribution channels) Promotion (Create and implement strategies)Promotion (Create and implement strategies)

What marketing is not!What marketing is not!

Marketing is not salesMarketing is not sales

Marketing is not day-to-day operationsMarketing is not day-to-day operations

Marketing is not the newspaperMarketing is not the newspaper

Marketing is not branding Marketing is not branding

Marketing is not free (though it need not Marketing is not free (though it need not be expensive)be expensive)

Marketing from the bottom, up!Marketing from the bottom, up!

““All human beings think.All human beings think.

Nowhere is it chiseled in stoneNowhere is it chiseled in stone

that those in Managementthat those in Management

think best.”think best.”

NBC White Paper - 1980NBC White Paper - 1980

Market S.W.O.T. Assessment

Your Company's STRENGTHS Your Company's WEAKNESSES

Inquire here about what the consumer likes Inquire here about what the consumer

best about your company/product dislikes about your company/product

1. When do you turn to us first for information? 1. If you could change one thing about our

2. What do we do better than any other news or newspaper/product, what would you change?

advertising activity in the market? 2. Where do we need to improve ?

3. What do you never want to see us change ? 3. What are you not receiving from our company

4. What is your favorite part of the paper? that you would like to receive?

5. What makes us unique in the news or 4. Please share what you think are our two

advertising marketplace? most significant shortcomings .

6. What do you think are our strong points ? 5. What is the weakest link in our business?

Your Company's OPPORTUNITIES Your Company's THREATS

Inquire here about what the consumer Inquire here about what competitors are

thinks would make them more satisfied doing that the consumer likes/uses.

1. What kind of local information/news are you 1. Where else do get local news, information

not receiving from us that you would like to see? and advertising?

2. Which of the following coverage areas would 2. Tell me something that another provider does

cause you to spend more time with our products? better than we do?

a. Sports b. Stories about local people 3. When you need to find something quickly,

c. Information exclusively for women/for men where do you turn first?

d. Business news f. Retail sales leads 4. How often do you use the Internet/smart phone

3. How do you like receiving information? to help with a purchase? Whose site to you use?

a. Traditional newspaper b. Free paper

c. Internet d. Mobile (Smart Phones)

e. Periodicals f. U.S. Mail

Community Media Marketing Opportunities

Window A - Current Products/ServicesWindow C - New Markets for Existing Products/Services

SR

S E

R M

E O

M T

O S

T U

S C

UC

E

Window B - New Products/Services Window D - New Products/Services

for New Markets V

T I

N T

E C

R E

R P

U S

C OR

P

Thoughts on change managementThoughts on change management

““We cannot solve our problems with the same We cannot solve our problems with the same thinking we used when we created them.”thinking we used when we created them.” (Albert Einstein)(Albert Einstein)

““Even if you’re on the right track, you’ll get run Even if you’re on the right track, you’ll get run over if you just stand there.”over if you just stand there.” (Will Rogers) (Will Rogers)

““Change, adapt, or die!”Change, adapt, or die!” (Oscar Stauffer) (Oscar Stauffer)

XYZ Company FY 2011 Action Plan

#

OBJECTIVE:

Increase revenue, readership, market share, etcetera….Make it SMART: Specific, Measurable, Achievable, Relevant, Time

STRATEGY / TACTIC:

Conscisely summarize the method, procedure or action you wish to executive in order achieve the objective.

BARRIERS TO OVERCOME:

Don't overlook this step. Be honest. An organization must attend to theseor put the objective at risk.

NO. ACTION STEPS START DATE RESPONSIBILITY COMPLETE DATE

1 "What and where" "When" "Who" "When"Baby steps with adequate time to achieveBe specific to ensure success

2

Robb KrecklowRobb Krecklow

Write me at - rkrecklow @ gmail.comWrite me at - rkrecklow @ gmail.com

Call me at – 817-751-9506Call me at – 817-751-9506

Assisting Community Media with:Assisting Community Media with: Strategic Planning and ExecutionStrategic Planning and Execution Sales Training and DevelopmentSales Training and Development News, Advertising, and Circulation process improvementsNews, Advertising, and Circulation process improvements Focus Group ResearchFocus Group Research Community and Special Events MarketingCommunity and Special Events Marketing