Strategic Planning Workshop

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Strategic Planning Workshop

• Web Content Managers Workshop
• September 21, 2005

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A strategic plan is not just a document, it is an
ongoing process.

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The Anna Karenina Principle

• Happy families are all alike every unhappy
  family is unhappy in its own way.
• From Robert D. Behn Harvards Kennedy School of
  Government

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The Macro-Purpose Problem

• What is the agencys mission?
• What will be the long-run public purposes that
  our agency will seek to achieve?
• The Web Manager Angle
• Link the web site to supporting the agencys
  mission
• Develop and promote goals and performance measures

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The Strategy Problem

• What exactly should we do to accomplish our
  mission?
• The Web Manager Angle
• Locate your agencys and offices strategic plans
  and read them
• Provide your manager the sites goals and
  performance measures, as well as their linkages
  to the missions success
• Ask to be part of future agency planning efforts

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The Theory Problem

• How will the strategy work?
• How will the activities and actions specified in
  our strategy contribute to the achievement of our
  purposes?
• The Web Manager Angle
• Link the web site to supporting the agencys
  mission
• Track goal achievement
• Promote achieved milestones in context to mission
  support
• Revise the plan as necessary

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The Measurement Problem

• How does the agency know it is doing a good job?
• What indicators will help us measure how much
  progress we are making?
• The Web Manager Angle
• Learn more about developing good performance
  measures
• Pick measurable and achievable goals
• Get tools that allow you to measure (survey
  tools, statistics packages, task staff with
  managing and reporting the data)

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The Target Problem

• What indicators help measure progress and how
  much progress should be made in a specific time
  periodthis year, this quarter, this month, this
  week?
• The Web Manager Angle
• Beware of the more trap (X more visitors/year)
• Create milestones so you have regular chances to
  promote and achieve successes
• Look to demonstrate behavior change or improved
  satisfaction with the agency and its products and
  services

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The Communications Problem

• How do you convince employees, stakeholders,
  elected officials, and citizens that all this
  makes sense?
• The Web Manager Angle
• Promote! Develop a communications plan
• Every agency has targeted communications
  vehicles, use themdont create new channels
• Show, dont tell

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The Resources Problem

• Is there enough money to make progress?
• Do we have the authority and flexibility we need
  to achieve our goals and mission?
• The Web Manager Angle
• Theres never enough money, you have to fight for
  it every time
• Show how the site helps the mission
• Link how more tools and resources will help the
  site better and more cost effectively meet the
  mission
• FSIS example (annual)
• Visitors 5,953,867 (48 unique)
• Page views 21,386,651 (avg. 3.59 views/visitor)
• Hits 148,027,165
• Break down your costs by customers served, its
  fractions of pennies per year to reach the
  largest targeted audience possible

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The Motivation Problem

• How do you persuade employees, stakeholders, and
  partners to carry out the strategy with energy
  and intelligence?
• The Web Manager Angle
• Involve them!
• Regularly ask for their opinions and feedback
• Show how feedback/audience analysis resulted in
  site improvements
• Learn what motivates them and target your efforts

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The Learning Problem

• What must be done this year to get better next
  year?
• The Web Manager Angle
• Look at what others are doing
• Meet with others who are doing this well inside
  and outside your agency (even the private sector)
• Monitor industry trends and best practices
• Update your plans, goals, and performance
  measures

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The Credibility Problem

• How do we establish in the minds of citizens,
  stakeholders, senior managers, and elected
  officials that we are achieving our purposes and
  making a significant contribution to society?
• The Web Manager Angle
• Promote, promote, promote
• Internally
• Externally
• Regularly
• Make it a goal to be a best practice on
  WebContent.gov!

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Contact Information

• Kate Donohue
• Kathleen.donohue_at_occ.treas.gov
• [phone]
• Janet B. Stevens, PMP
• Janet.Stevens_at_fsis.usda.gov
• [phone]