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Developing your tactics

Project Management – Moving your marketing project from a dream to reality

By Claire Fuller | Marketing Fundraising News | 04 May 2016

When you want to move your marketing projects from ideas into tangible actions start by identifying the differences between your goals, strategies and the tactics you will need to use to reach your goals.  Here are 5 reasons why it’s particularly helpful to differentiate between strategy and tactics.

5 reasons to identify the difference between strategy and tactics

  1. To clarify the vision of the plan (Strategy)
  2. To clarify the direction of the plan (Strategy)
  3. To separate the overview (Strategy) from the detail (Tactics) of the plan
  4. To identify the execution of the plan (Strategy)
  5. To guide who works on which element or aspect of the plan

So, what is the difference between strategy and tactics?

Every project starts with a goal (the result you want to achieve) and strategy is “The intentional means through which one seeks to achieve a set of objectives, guided by a particular vision and direction” (see last week’s news post) but where do tactics fit in?

Tactics (according to Wikipedia, in the military context), are the lowest form of planning and deal with the decisions made and resources used to deliver immediate results whilst tactical decisions are those decisions which are made to achieve the greatest, immediate value.

In the simplest terms we can therefore say that strategy is the idea behind achieving your goals and tactics are the actions taken to achieve them.

Planning and organising your project

To move your project on, how do you translate your strategy into tactics?

You have to start at the beginning:

  1. Know your Goal = What do you want to achieve?
  2. Define your Strategy = How do you think you’ll achieve your goal?
  3. Work out your Tactics = What actions will you take and which resources will you use to achieve your goal?

Translating strategy into tactics requires the review of your operations in light of your strategy – it’s important to understand what resources you have available to you and then to allow your strategy to direct how these resources are used.

Example of a marketing strategy being translated into actionable tactics

Marketing goal: To raise income and awareness among young people aged 18-24

Strategy: Target students with a low-cost fundraising product and a proposition that connects with them directly

Resource review: Check that your marketing team has budget available, an understanding of what motivates your target audience and a team of volunteers who know the organisation well

Tactics: Sponsor student events, and student radio programmes. Create social media sites and a bespoke website for the fundraising product which includes an easy means to donate. Communicate the proposition to your target audience with volunteers exhibiting at events and operating the social media sites. Broadcast your proposition on student radio. Distribute information about the proposition using print and digital media at student events

What should good marketing strategy include?

According to John Furgurson of Brandinsightblog , marketing strategy should include four key components:

  1. A realistic assessment of the product’s strengths and weaknesses
  2. A clear picture of the competition (or similar service provider)
  3. Intimate knowledge of the consumer (or donor) and market
  4. Grasp of big picture business implications

Read how innovative marketing strategy and tactics increased the sales of baking soda by clicking here

If you want help identifying your goals, defining your strategy and implementing your tactics to develop and manage a successful marketing project then contact Phil now

(Detail from a Yeomans blog first published 24/01/12)
Images supplied by istock

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