GOT CHANGE FOR A TEN

10 steps to a new organization

By: Gary Szenderski Senior Partner SZEN Marketing

(See Video for specific tips for small businesses)

Planning for Change…Lay the track, before you start the engine. In today’s turbulent times many organizations are considering change. The time comes when you realize that what got you to this point doesn’t work as well as it should. Competitive pressure, market dynamics, and lost opportunities drive companies and their brands into transition.

To help manage transition and the development of a new plan and strategy, we’ve listed a 10-step process to becoming the new you.

1. Catalyst Identification

Describe the motivation for a new marketing strategy. Who is initiating the change? Is there a specific problem to be resolved?

2. Situation Analysis

Assessment/Evaluation of where you are today. Conduct a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis noting implications to financials as well as image. Confirm that there is agreement from leadership on the current state of the organization. Conduct research if necessary to validate assumptions or gain additional insights.

Use mapping (2 axis e.g. price and quality) to plot the agreed position in the marketplace versus the competition. Define the problem to be resolved.

3. Vision

Analyze the current vision statement relative to the completed situation analysis. Has the vision been realized? Is it still relevant? Does it indicate a logical course?

4. Marketing Objective

What specifically do we want to achieve? Revenues, awareness, image, etc. The marketing objective should be realistic and measurable. It should determine how you would evaluate success over time.

5. Positioning

Plot the desired new direction and note competitors on your path. How do we want to be perceived? Is it believable? Is it realistic? Define what sets you apart. What are you selling?.

6. Audience

Whom do we have to convince? Internally and externally, what is the challenge, the preconceived notions, bias etc. that must be overcome? What benefit do we offer? Are we addressing the right audience? Are we speaking their language?

7. Resources

What can we bring to bear to affect change…Money, time, opportunity? List the brand assets.

8. Internalizing

Create synergy within and share the steps and the process with all staff and seek support for implementation. Create the culture you need to succeed.

9. Implementation

The greatest plans and strategies can fall flat if not executed properly. Develop a creative strategy and tactical plan. Apply branding principles. Stick to the budget and the goals. Keep track of changes in the market that may require reevaluation.

10. Sell it

Remind everyone involved in the process about the goals and the results. Cheer each success. Merchandise it through internal and external media. Consider developing a leadership or executive coaching program.

It’s just a list… Obviously, each one of the ten steps noted above will take some thinking and some time. Some things you can do for yourself and others may require some professional help. Some may stop you in your tracks while others may turn on the light bulb. Just remember it’s a process, not a magic wand. Good luck.

We are what we repeatedly do. Excellence, then, is not an act, but a habit. Aristotle

SZEN Marketing is a specialized brand development and strategic planning company that provides essential strategic and creative solutions for leaders, top-tier owners/management, and agency partners to successfully navigate their companies and brands through critical transitions.

Our exclusive accelerated planning regimen quickly determines the right course of action for emerging brands, companies facing changing market conditions, and those looking to expand market share domestically or internationally. For more information contact Gary Szenderski garys@szen.us © 2009 Szen Marketing All Rights Reserved