The AEC Marketing Professionals’ Guide to Strategic Planning Terms
There are many minor differences between one term and another when it comes to strategic planning. A goal is different from an objective, but how? Brush up on the distinctions here. You’ll want to bookmark this article.
Action Plans
The step-by-step processes designed to achieve organizational goals, implemented to be achieved within a given time frame.
Direct Marketing
Marketing that involves face-to-face contact, whether that’s tradeshows, brown bag lunches, or AEC client association participation.
External Opportunities
Finding out new business opportunities and approaches through research, client reviews, and marketing analyses.
Goals
What strategic marketing sessions build the plan around, defined to create actionable plans.
Indirect Marketing
Involves less hands-on touchpoints, wherein the client interacts with advance marketing—website, social media, direct mail, collateral, advertising, and public relations to name a few.
Initiatives
Starting a plan, a first step, or an introductory move through action or strategy; enacted by an individual or more to achieve a goal.
Mission Statement/Mission
The stated purpose of the AEC organization; its distinctive identity and essence. The purpose should align with the actions of the firm and what it sets out to achieve.
Milestones
Action points or events occurring in different phases of a strategic action plan, executed in an orderly fashion with a fixed timeline.
Objective
What the organization is planning to achieve; distinct from “goals” by being more defined and concrete. Should be directly and definitively achieved through an action plan.
Outcomes
The end results achieved after implementing processes in AEC strategic planning; to be analyzed for future strategic planning sessions and inform the current session. OR a planned expectation/end result that validates the strategic plan, where every action throughout the plan aims to achieve the highest value.
Priority Areas
The key areas that must be addressed to accomplish the firm’s goals and objectives.
Strategies
High-level techniques and activities implemented to achieve an outcome, objective, milestone, or goal.
Success Indicators
Specific performance measurement processes, defined by the team to be searched for throughout the plan. An indication that the plan will be achieved.
Target Clients
The people you've identified as most likely to employ a firm’s services and the focus of their marketing initiatives.
Values
Beliefs, standards, or principles that guide the organization in accomplishing its mission.
Visibility Plan
A plan that incorporates the many ways a firm is seen by its clients and potential clients—including public relations, social media, and website.
Vision
The desired end state for the firm or its mission.
