tuesday 10.1

Week of 9/30Goals and Objectives

Strategy•Heart of the planning process, the meat and potatoes•What we want to achieve and how we want to achieve it; where to go and how to get there•Dual focus:•actions of the organization •content/presentation of messages•Should be single and unifying•Goals and objectives are part of the strategic phase•Goals guide objectives•Objectives lead to decisions about supporting strategies and tactics

Monday, September 30, 13


Positioning Statement•How do we want to be seen?•How do we want to be known by our targets/publics?•What distinguishes us from others in our category?•Highlights a distinguishing attribute by implying distinction from competitors•How are competitors distinguishing themselves?•Do we need to change our current position or maintain it? •Make sure it is realistic. Don’t chase impossible dreams•Ask “does this sound like us?”•Not a tag line, can turn into one but it doesn’t start out with that as the goal



Positioning StatementsSIMPLE:

[NAME OF BUSINESS] is [KIND OF PRODUCT OR SERVICE] for [KIND OF PEOPLE].

MORE IN-DEPTH (template from Marty Neumeier’s ZAG):

• What: The only [category]• How: that [differentiation characteristic]• Who: for [customer]• Where: in [geographic location]• Why: who [need state]• When: during [underlying trend]

ALTERNATIVE:• For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of

difference) because only (brand name) is reason to believe).



Positioning Statement•Examples-•Volvo: For upscale American families, Volvo is the family automobile that offers maximum safety. •Home Depot: The hardware department store for do-it-yourselfers.•Target: Style on a Budget•Harley Davidson: The only motorcycle manufacturer that makes big, loud motorcycles for macho guys (and “macho wannabes”) mostly in the United States who want to join a gang of cowboys in an era of decreasing personal freedom.



Positioning Statement---->Tags•Examples-•Volvo: For Life.•Home Depot: You can do it. We can help.•Target: Expect more. Pay less.•Harley Davidson: American by birth. Rebel by choice.



Goals•What we want to accomplish•Short and sweet, attached to the vision or mission of the org•Acknowledges the issue and then outlines how we want to resolve it•No measurements, more general•Goals and objectives are part of the strategic phase•3 types of goals:•Reputation management- identity and perception (i.e. improve reputation)

•Relationship management- an organizations connections to its publics (i.e. enhance relationship)

•Task management- getting things done (i.e. increase visitors)



Objectives•Consistent with positioning•Comes from goals•Clear and measureable•A single goal may have several objectives•standard is about three objectives for each goal•Helps organizations act•Provide evaluation reference points•Should be singular, challenging, explicit, measurable and attainable•Include a time frame


Week of 9/30Goals & Objectives

Lab Assignment/Homework:

•LA/HW #4: JC Penney Turnaround- JC Penney is struggling in their industry and has had a series of failures and event recently changed CEOs again. Imagining you were recently hired as CMO for the company as they a>empt to make a turn around, what would your goals for the organizaBon be? Locate the company's mission and provide at least 2 reputaBon, relaBonship and/or task goals and objecBves to accomplish these goals.•Due: 10/3•LINKS FOR ARTICLES/BACKGROUND:

•h>p://www.forbes.com/sites/walterloeb/2013/06/13/j-‐c-‐penney-‐at-‐the-‐crossroad-‐to-‐oblivion-‐or-‐recovery/•h>p://money.cnn.com/2013/08/20/invesBng/jc-‐penney-‐earnings/index.html•h>p://www.insidermonkey.com/blog/the-‐customer-‐comes-‐first-‐did-‐j-‐c-‐penney-‐company-‐inc-‐jcp-‐forget-‐

this-‐231291/ •Read Phase 2, Step 5: Strategy


http://www.forbes.com/sites/walterloeb/2013/06/13/j-c-penney-at-the-crossroad-to-oblivion-or-recovery/

http://www.forbes.com/sites/walterloeb/2013/06/13/j-c-penney-at-the-crossroad-to-oblivion-or-recovery/

http://money.cnn.com/2013/08/20/investing/jc-penney-earnings/index.html

http://money.cnn.com/2013/08/20/investing/jc-penney-earnings/index.html

http://www.insidermonkey.com/blog/the-customer-comes-first-did-j-c-penney-company-inc-jcp-forget-this-231291/




Week of 9/30Goals & Objectives

Thought of the Day:

“If you don’t know where you’re going, you’ll end up somewhere else.”

-Yoga Berra


tuesday 10.1

Business