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Setting SMART New School Marketing goals for 2013

Now that we're over two months into 2013, it's time to ask yourself, 'Where are you at in setting your 2013 goals for becoming an even better New School Marketer?'.

Seriously.  Where are you at?

The problem most of us have with goals is that, like Ron Popeil's famous rotisserie oven, we often set goals and then promptly forget them.  What's worse, we might have vague, nebulous, or completely unattainable goals or have a hard time tracking our progress toward achieving them.

In a former role, I learned a solid framework to set my team's goals for the year.  That framework is called S.M.A.R.T. Goals.  It's not new, in fact it's been around since 1981, and I've found it to be very effective in setting goals that are Specific, Measurable, Attainable, Relevant and Timely.  (Yes, another acronym for you to remember.)

Take a look at your 2013 goals and see if they meet each of the characteristics of S.M.A.R.T. goals.  If they do, you're well your way.  If not, or if you still haven't formulated those goals yet, try using this framework as a starting point:

Specific: What will be accomplished? Who is responsible for it? Why is it important?

Measurable: Are we improving or declining? How will I know when I have achieved the goal?

Attainable: Is it realistic?  How can it be completed?  Do we have the right skill sets required?

Relevant: How does it align with our company/department goals?

Timely: How soon can it be completed?  Where can we be in 1 month?  6 months?  1 year?

Here are a few S.M.A.R.T. New School Marketing goals that, if they aren't on your list, you might consider adding:

  • Increase [in-store/offline] permission capture for email by [XX]% each month compared to last year.
  • Begin to gather permission for SMS text communications and integrate text alerts into [2 or 3] hyper-relevant lifecycle touch-points by October 2013.
  • Improve the relevance and revenue per email of promotional campaigns by [XX]% by testing major elements of at least [2, 3, 4, or X] campaigns per month (subject lines, offers, dynamic content, personalization, responsive layout, segmentation, etc.) and incorporate key findings and takeaways to optimize future campaigns.
  • Develop 1 new lifecycle triggered email campaign every [month, 2 months, or quarter].  Make it multi-wave and include cross-channel components of social, mobile or display.

There are so many well-intentioned goals to choose from, obviously it is important to narrow your possibilities down to those goals that are going to deliver the most value for you, your program and your company.  So once you've got your list, be sure to prioritize them from most important to least important or even not important at all.

What are your New School Marketing goals for 2013?

How do you plan on achieving them or exceeding them?

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