Step One: Goal--
Set the Course, Take the Challenge

Effect marketing is about getting results. Bronstad Design uses a three-step approach to maximize effectiveness: GOAL-- PLAN-- EXECUTE.

Step One is Goal Setting. Goal setting should include four actions: Assessment, Destination, Investment, and Commitment.

Assessment basically means "where are we?" Before we can say where we want to go, we need a clear understanding of where we are. A typical assessment takes into account the company's financial state, an evaluation of previous marketing and company materials, and a review of training in the employees. The assessment is not a lengthy process, but a vital one. Knowing where we are is vital to getting to where we want to go.

Next is Destination. It is the heart of Goal setting: in it, you decide where you want to go (or what you want your company to be)-- and here's an important point-- by when. Your goal should be as specific as you can make it; if there is any question what you mean, keep working on it until it is absolutely crystal clear. The goal should be concise: if it takes you longer than 15 seconds to say it, shorten it.

An example of a good, workable goal:

XYZ Company will expand into the Northwest Anytown area, growing from our current one location to three by Fall 20**.

Goals become real only when they are written down. Write it down, and put it in a place where it can be regularly seen. Make it part of your company culture. Get people to buy into the vision, and get excited about the future.

Investment is what you're willing to do to make the goal a reality. It's not just money; it's allocating all the resources needed to get the job done. The initial part is deciding on a preliminary budget for marketing, taking into account the gap between where you are and where you want to be.

Commitment is to the long-term. If you really want the goal realized, your commitment should be a minimum of a two year plan (five is better). When you're committed to your plan, you'll be less swayed by temporary glitches that are bound to crop up. Think like a long-term investor, rather than a day-trader.

After we have set our course, next we make a plan...>

Goals are:

• Written
  
• Specific
  
• Designed to stretch you