How to begin your Strategic Planning- Mission, SWOT and Vision
In my 38 years working in local government, one of the most common threads I’ve seen with City Council Members has been their desire to paint a vision and direction for their community. For City Manager’s it has been the importance of “getting City Council Members on the same page” in relation to priorities and goals which then serves as a baseline for the direction to the manager. For the staff, they want to have clear expectations on the direction of the City and what they should be working on.
“Strategic Planning” is often considered this “really big picture” without true definition. People’s eyes often glaze over when you throw this out but in reality, it is simply the opportunity for the Council and key Staff to sit and have open conversations about direction and the most important ideas to be pursued.
It is shocking how productive a half day workshop can be where the Council and Staff can express themselves in basic discussion about where you should be going.
The best “strategic plans” start with the following elements:
- Expression of the “CORE” mission elements for the organization which focus on both the current and future of where we are going. “Mission Statements” seem cliché but they are essential in establishing common ground, identification of common values and unity for the group.
- Identification of Strengths, Weaknesses, Opportunities and Threats (SWOT Analysis). This identifies the key issues which need to be addressed and will literally fill the “to do” list. It also serves as the key element for prioritization of next steps for your most important projects.
- Establishing “Vision” on both the short (3-5 years) and long (10-20 years) term is critical because it will help you chart the course.
For City Manager’s the Strategic Plan will be your marching orders which will set the measurable expectations for key policy items like the budget, capital priorities and key services. For the City Council, it will bring clarity on your direction to the Staff, identification of your priorities and ultimately the messaging to the community.
A key role for the City Manager is helping guide the City Council to the prioritization of key issues and the direction toward successful outcomes. This means helping bring them together as a “team” with common agreement of the litany of items the City deals with on an ongoing basis. Successful organizations use the Strategic Plan as that opportunity to have a hyper focus on things which all persons can agree on which then translates into the core of your overall work plan. Unsuccessful organizations are those mired in the things they disagree in which will Unhinge the organization and bring discord.
If you don’t have a strategic plan in place, here is your place to start.