“Whatever isn’t measured doesn’t matter.”

Analytics drive the all important game of audience engagement.

If you are a teacher, you were taken through a system of metrics in your credentialing process known as SMART goals. These SMART goals are the metrics you use to make sure the things you teach your students are the things they reach toward. These same SMART goals are the very same metrics we use in the business field when creating measurables that work across manufacturing, sales, marketing, and so on.

Smart goals are:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Timely

“Everything that can be measured, should be measured.”

You measure everything in your system according to the SMART goals metric system. They’re like your filter for knowing if you should be doing the things you are doing or hope to be doing.

If you’ve been following us the past several weeks, you know that we’ve been focusing project objectives and project completion. Both of these posts came with infographics you can use to flesh out your ideas and make sure they are processed the right way.

Today we want to hone in on the final metric of the SMART goals metric: Timely. Every goal or objective in your brand or strategy will have an executable date on it. If it doesn’t, then stop what you’re doing right now and discuss the actionable date on your project. Once that is done, proceed.

Now that your team is discussing the actionable timeline of your project, we want you to start thinking about the three components of an actionable project timeline.

The team you need. 

We’re not talking about the people you have; we’re talking about the people you need to recruit in order to make this project happen in the right way. Do you have the right people on the right bus at the right time? If not, stop what you’re doing and get the wrong ones off and the right ones on.

The time you need. 

The worst projects on earth are the ones that were never fully fleshed out. Whether it was a thrown together marketing plan or not enough lead time, if you rush into your project, you are dooming your bottom line to failure. If you don’t have the right amount of time to execute the plan effectively, stop what you’re doing and create a project timeline BEFORE you get started (that infographic is coming later this week).

The strategy they need. 

It’s important to consider your mission and overall goal objectives when considering your project timeline. From there, you can build a unique identity and strategy for your specific project, and begin working on your timeline. This timeline will need to first consider current team and resources, then the things you will need (that you don’t have), and last but certainly the most important, the audience you’re intending to reach.

This is the most overlooked component in almost every communication strategy. You can have the right team and the right time and resources, but if you don’t have the right strategy, your objective will fall flat.

Here are the things you need to consider when developing the right strategy to reach your intended audience. 

  • Who are you attempting to reach?
  • Why are they your target audience?
  • How will you market to them specifically?

Once you have answered the above questions, then you can create a projective timeline that considers the right approach. How long will you need to reach the people you intend to reach with all the right tools in the toolshed?

If you’ve answered all the questions and are ready to go, come back later this week for a workable project timeline infographic. In the meantime, engage with the past here and in the socials.


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