affinity group coalition planning project station planning blueprint and vision october 2006

Affinity Group Coalition Planning ProjectStation Planning Blueprint and Vision

October 2006

What We Were Trying to DoIntroduction

Public Television Affinity Group Coalition

•Create Tools and Information to Assist Station Planning

•Create a Framework Within Which to Engage in Strategic Conversations Collectively – To Impose Some Order and Priority On Our Conversations

•Align Station, National, and System Planning

•Strengthen AGC as a Forum for Stations

What Are the Goals For This Session?Introduction


•To Review What We Have Compiled

•To Encourage You to Use It

•To Encourage Every Station to Refresh and Revisit Strategic Plan

Why Should We Refresh and Rethink Our PlansCall To Action


•While Much Remains Hazy in Media Landscape – Some Things are Clear

•National Leadership Needs to Know How We Envision Our Future

•The People We Serve Require Us to Change

AGC Planning Project “Final” ReportHow to Use This Report


•Printed Version

•PDF Version

•Rich Website

How Is This Report Organized?How to Use This Report


•External World & Tools

•Strategic Framework & Tools

•Appendices

What New Roles Does This Suggest for Stations?External World - How People Use Media


Multichannel Content Provider

Curator & Aggregator

Interactive Content Provider

Community Production

Center

toolsTools to Take To Your StationHow People Use Media


Access In the future, how will people access what you have to offer?

Find & Evaluate

How might your role be changing as the “trusted curator and editor”?

Experience For how long will you be programming channels for real time viewing?

Create What is your production strategy?

How Do Your Audiences Engage With Media?External World - One Way to Segment Our Audiences


Lean Back Consumers

Lean Forward Consumers

Massive Passives Gadgetiers Kool Kids

Preferred Channel

BroadcastVideo On Demand

Download to Own

Preferred Platform

Television DVR Mobile Device

Preferred Advertising

30-second spot Click-through Instant Message



Segment How might you serve both “lean back” and “lean forward” consumers?

Innovate How could you innovate your business model, pricing, and distribution strategies?

Experiment How can you foster healthy experimentation at your station?

Reorganize Does your organizational structure reflect and support your station’s objectives?

What Are the Possible Scenarios?External World - Scenario Planning


New Intermediaries Dominate

Traditional Intermediaries Dominate



http://www.ptv-agc.org/

Scenario Planning

Presentation

Users’ Guide

Five Strategic Areas of FocusFive Strategic Areas of Focus


• Goal: Common Language and Framework

• Created from Round Robins, Conversations, Critical Few

Five Strategic Areas of Focus are Interrelated

Five Strategic Areas of Focus


What Does 2012 Look Like?Case Strategy - Imagining Exercise


Inside theLiving Room

of a Local Family

Inside theBoardroom

of aMajor Foundation

InsideYour

Station

It’s the year 2012. What does it look and feel like….

What Have Been Some Common Themes?Case Strategy - Imagining Exercise


The Audience Is In Control•Multiple platforms allow audiences more control over their media,

….thus….

•Stations are segmenting content for different audiences via different distribution channels.

Stations are “More than TV”

•Multiple types of interaction allow audiences to participate more,

….thus….

•Stations are acting as community production centers, providing tools and training for creativity.

toolsTools to Take To Your StationCase Strategy - Imagining Exercise


http://www.ptv-agc.org/Imaging Exercise

Instructions

What Are Your Mission, Vision, and Values?Case Strategy


Mission

•Why do you exist?

•What is your greater purpose as an organization?

Vision

•Who do you want to be in the future?

•How do you want to impact your community in the future?

Values

•What beliefs govern your organization’s decisions?

•What practices guide your work in the community?

What is Your Content and Services Strategy?Content Strategy


CREATE ADD VALUE DISTRIBUTE

By producing content

By investing in NPS

By customizing schedules

By community outreach

By broadcastBy the Internet

We engage our audience when we….

toolsTools to Take To Your StationContent Strategy


Expenditures How much of your capital is invested in “create”, “add value”, and “distribute”?

RevenueWhat sources of revenue are associated with “create”, “add value”, and “distribute” activities?

Partners and Competitors

Within your “create”, “add value”, and “distribute” activities, who could you partner with? Who are your competitors?

Audience

How does your audience prefer to use media? How do your “create”, “add value”, and “distribute” activities correspond to those preferences?

How Do Non-Profits Generate Revenue?Financial Strategy


Charitable Donations

Charitable Donations

& Business Revenue

GovernmentFunds

Business Revenue

Business Revenue

Pri

vate

D

onati

ons

II III

I IV

What Are Key Examples of Each Quadrant?Financial Strategy


Small Local Church

Harvard College

K-12 Public School

Goodwill Industries

Business Revenue

Pri

vate

D

onati

ons

Charity & Commerce

IIICharityII

CommerceIVGovernmentI

Where Does Your Station Fit? The System? A Service?

Financial Strategy


Business Revenue

Pri

vate

D

onati

ons

Charity & Commerce

IIICharityII

CommerceIVGovernmentIPublic TV System

Minnesota Channel

Institutional and State

Licensees

WHYY Partnership Program

Community Licensees

Where Does Your Station Fit?Financial Strategy


Public

Charity

Othe

r

Institutional Licensees 70% 26% 4%

State Licensees 76% 20% 4%

Community Licensees 25% 59% 16%

System in Aggregate 44% 45% 11%

2005 Revenue By Collins Matrix Categories

Source: 2005 SABS

What Skills Does Each Quadrant Require?Financial Strategy


Personal Relationships and Excellent

Fundraising Skills

Business Acumen and Fundraising Skills

Political Skills and Public Engagement Skills

Mostly Business SkillsResembling For-Profit

Businesses

Business Revenue

Pri

vate

D

onati

ons

Charity & Commerce

IIICharityII

CommerceIVGovernmentI

toolsTools to Take To Your StationFinancial Strategy


RevenueAnalysis

Where does your station fit in in the Collins Matrix? Where would you like to be in five years? Ten years?

Skills Assessment

Are the skills required to excel in your quadrant fostered at your station?

StrategicPlanning

Given this analysis and assessment, how might your strategic focus change?

How Is Your Organization Structured? Organizational Strategy


toolsTools to Take To Your StationOrganizational Strategy


Six Key PeopleToday, if you were to design a senior management team around six key people, what positions would they hold?

Public Media vs. Public Television

How would you structure a public media company differently than a public television station?

The Next Generation

Is your station deliberately and intentionally developing a new generation of leadership? Is it one that will reflect the diverse needs of your community?

Is a Brand Just a Logo? Brand Strategy


What is Joe’s Brand?Brand Strategy


Competencies

•Works in PTV

•Father of Three

•Plays the Piano

Standards

•Outspoken

•Strict Disciplinarian

•Highly Skilled Piano Player

Style

•Opens with a kind comment

•Never spanks his children

•Plays honky-tonk Style Piano

toolsTools to Take To Your StationFinancial Strategy


Competencies What do you do? What activities does your station excel at?

Standards How do you engage in your activities? What is considered standard practice?

Style How do you relate to your audience? What is your station’s personality?

What’s In the Appendix?Appendix


•Strategic Planning 101

•Public Television System Planning Cycles

•Affinity Group Coalition Planning Resources

What’s In the Appendix?AGC Website: www.ptv-agc.org


•Strategic Planning 101

•Public Television System Planning Cycles

•Affinity Group Coalition Planning Resources


Local Service Models

• Support Mission on Licensee or Major Public Institution

• Developing Broad Community Partnerships

• Providing Local Public Affairs or News

• Focusing on One Important Community Issues

• Adding Local Value to National Content

affinity group coalition planning project station planning blueprint and vision october 2006

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