“Who’s still subscribing?” “Who’s still advertising? Your Current Plan…
Your New Plan Where Are We Now? Where Are We Going? Where Could We Be Going? How Will We Get There?
The War Room “interior space” (no windows) Any size (dream big) ONE WALL: Dry erase ONE WALL: Pinup thoughts ONE WALL: Screen or AV ONE WALL: Competition TOOLS: Easel pads Hand toys Food Post-it Notes
Elements of Your Plan Business goals Objectives Vision Mission Capabilities Resources Situation analysis Business prospects Audience Brand positioning Brand scope, capabilities and limitations Competition SWOT (Strengths, Weaknesses, Opportunities, Threats) Audience + Segmentation Communication tools Strategic partners Budget Implementation plan Responsibilities and milestones Metrics and measuring success What does victory look like?
Your Guest List… Owner Publisher Editors The Heads of: Circulation Ad Sales Marketing Promotion New Media Finance Possibly some “civilians” Someone who loves your paper Someone who’s never read it. Ever. Anyone Else You Can Think Of
Uncover Compelling Insights profound understanding of customers that leads to a business idea which drives profitable growthprofound understanding of customers that leads to a business idea which drives profitable growth knowledge of customer’s “articulated” AND “unarticulated” needsknowledge of customer’s “articulated” AND “unarticulated” needs