Goals, objectives, strategies and tactics

Strategic communications efforts start with goals, objectives, strategies, and tactics.

Embedded in Flash below (apologies to Mr. Jobs) is a presentation I gave at the 2011 High Ed Conference using the University of Oregon’s Celebrating Champions campaign as a case study.

The idea is to structure your web and social media efforts around measurable outcomes. With the help of Higher Ed Experts intensive Google Analytics course, I’ve learned to focus on outcomes  a lot more since giving this presentation.


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