The mission statement has to be turned into a set of goals to orient the strategy formulation and into a set of specific and measurable objectives to optimize the organizational efforts. This set of strategic goals is directly related to the strategies of the Plan:

  • Targeting or segmentation goals: attracting a set of targets to optimize profitability, balance demand seasonality, foster brand advocacy and contribution to the content system.
  • Positioning goals: developing an identity that conveys the mission pursuit and the value proposition related to the life-changing experiences, along with the destination’s attributes.
  • Communication goals: developing a content marketing system to create and deliver stories adapted to all targets in order to engage them in marketing the destination and the mission driven purpose.
  • Network engagement and development goals: developing a network of partners, followers and brand ambassadors to fuel the content generation and contribute to the mission accomplishment.
  • Product development goals: developing memorable life-changing experiences according to the mission statement to ultimately foster socio-cultural transformation.
  • Business development goals: shifting towards a more cost-effective sales system and expanding revenue streams with new business units

Furthermore, these goals have to be converted into a series of specific, measurable and time-bound objectives which are to be the reference upon which performance is tracked throughout the implementation of the marketing plan. These are to determine the key set of performance indicators that is further explained in the Implementation section. Beyond the marketing goals and objectives there should be consideration of the mission related goals and objectives to orientate efforts and measure their accomplishment.

Would you consider other relevant goals?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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