Affinity Group Coalition Planning Project

1
Affinity Group Coalition Planning Project Station
Planning Blueprint and Vision October 2006
2
What We Were Trying to Do
Public Television Affinity Group Coalition
Introduction

• 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

3
What Are the Goals For This Session?
Public Television Affinity Group Coalition
Introduction

• To Review What We Have Compiled
• To Encourage You to Use It
• To Encourage Every Station to Refresh and Revisit
  Strategic Plan

4
Why Should We Refresh and Rethink Our Plans
Public Television Affinity Group Coalition
Call 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

5
Why Should We Refresh and Rethink Our Plans
Public Television Affinity Group Coalition
Call 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

6
Why Should We Refresh and Rethink Our Plans
Public Television Affinity Group Coalition
Call 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

7
AGC Planning Project Final Report
Public Television Affinity Group Coalition
How to Use This Report

• Printed Version
• PDF Version
• Rich Website

8
How Is This Report Organized?
Public Television Affinity Group Coalition
How to Use This Report

• External World Tools
• Strategic Framework Tools
• Appendices

9
What New Roles Does This Suggest for Stations?
Public Television Affinity Group Coalition
External World - How People Use Media
Multichannel Content Provider
Interactive Content Provider
Community Production Center
Curator Aggregator
10
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
How People Use Media
11
How Do Your Audiences Engage With Media?
Public Television Affinity Group Coalition
External World - One Way to Segment Our Audiences
12
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
How People Use Media
13
What Are the Possible Scenarios?
Public Television Affinity Group Coalition
External World - Scenario Planning
New Intermediaries Dominate
Traditional Intermediaries Dominate
14
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
How People Use Media
http//www.ptv-agc.org/
15
Five Strategic Areas of Focus
Public Television Affinity Group Coalition
Five Strategic Areas of Focus

• Goal Common Language and Framework
• Created from Round Robins, Conversations,
  Critical Few

16
Five Strategic Areas of Focus are Interrelated
Public Television Affinity Group Coalition
Five Strategic Areas of Focus
17
What Does 2012 Look Like?
Public Television Affinity Group Coalition
Case Strategy - Imagining Exercise
Its the year 2012. What does it look and feel
like.
Inside Your Station
Inside the Living Room of a Local Family
Inside the Boardroom of a Major Foundation
18
What Have Been Some Common Themes?
Public Television Affinity Group Coalition
Case Strategy - Imagining Exercise
The Audience Is In Control
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.

• Multiple platforms allow audiences more control
  over their media,
• .thus.
• Stations are segmenting content for different
  audiences via different distribution channels.

19
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
Case Strategy - Imagining Exercise
http//www.ptv-agc.org/
20
What Are Your Mission, Vision, and Values?
Public Television Affinity Group Coalition
Case Strategy
Vision
Mission
Values

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

• Why do you exist?
• What is your greater purpose as an organization?

• What beliefs govern your organizations
  decisions?
• What practices guide your work in the community?

21
What is Your Content and Services Strategy?
Public Television Affinity Group Coalition
Content Strategy
We engage our audience when we.
CREATE
ADD VALUE
DISTRIBUTE
By producing content By investing in NPS
By customizing schedules By community outreach
By broadcast By the Internet
22
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
Content Strategy
23
How Do Non-Profits Generate Revenue?
Public Television Affinity Group Coalition
Financial Strategy
Business Revenue
II
III
Private Donations
I
IV
24
What Are Key Examples of Each Quadrant?
Public Television Affinity Group Coalition
Financial Strategy
Business Revenue
Charity Commerce
III
Charity
II
Private Donations
Commerce
IV
Government
I
25
Where Does Your Station Fit? The System?
A Service?
Public Television Affinity Group Coalition
Financial Strategy
Business Revenue
Charity Commerce
III
Charity
II
WHYY Partnership Program
Community Licensees
Private Donations
Commerce
IV
Government
I
Public TV System
Minnesota Channel
Institutional and State Licensees
26
Where Does Your Station Fit?
Public Television Affinity Group Coalition
Financial Strategy
2005 Revenue By Collins Matrix Categories
Source 2005 SABS
27
What Skills Does Each Quadrant Require?
Public Television Affinity Group Coalition
Financial Strategy
Business Revenue
Charity Commerce
III
Charity
II
Private Donations
Commerce
IV
Government
I
28
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
Financial Strategy
29
How Is Your Organization Structured?
Public Television Affinity Group Coalition
Organizational Strategy
30
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
Organizational Strategy
31
Is a Brand Just a Logo?
Public Television Affinity Group Coalition
Brand Strategy
32
What is Joes Brand?
Public Television Affinity Group Coalition
Brand Strategy
Standards
Competencies
Style

• Outspoken
• Strict Disciplinarian
• Highly Skilled Piano Player

• Works in PTV
• Father of Three
• Plays the Piano

• Opens with a kind comment
• Never spanks his children
• Plays honky-tonk Style Piano

33
Tools to Take To Your Station
Public Television Affinity Group Coalition
tools
Financial Strategy
34
Whats In the Appendix?
Public Television Affinity Group Coalition
Appendix

• Strategic Planning 101
• Public Television System Planning Cycles
• Affinity Group Coalition Planning Resources

35
Whats In the Appendix?
Public Television Affinity Group Coalition
AGC Website www.ptv-agc.org

• Strategic Planning 101
• Public Television System Planning Cycles
• Affinity Group Coalition Planning Resources

36
Local Service Models
Public Television Affinity Group Coalition

• 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