2013-15 Strategic Planning Committee
Conference Call Minutes
Date: Monday, September 24, 2012
Committee Members on Call: Jerry Walls, Dee Alwine, Marty Walzer, Suzanne Lee, Timm Moyer, Marel Raub, Wayne Kober
Staff on Call: Trish Carothers, Barbara Bogle
A. Susquehanna Greenway Strategic Action Plan Update
1. General Comments:
i. We need a good framework for the Strategic Action Plan that can be easily updated every year. The 2006 plan is good, but its format does not make it easy to digest quickly. We should be use a table to give the higher view and set the strategic direction. We don’t need a consultant to write the whole new plan. A consultant should be hired to help us define our goals, and figure out what types of funding/fundraising activities are key and most successful for greenways. Then staff can work on more detailed implementation plans.
ii. It is important how we engage partners in providing input for updating the plan, and how we engage local partners in implementation. We need to rethink the whole subject of prioritization of projects.
2. Review of Comments from Chapter Reviewers
i. Chapter 1 Introduction – primary reviewer Marel Raub. Most information still true. There should be more focus on making connections between natural and human environments. Purpose and Benefits section should shift focus from establishment of the Greenway to Implementation and Growth of the Greenway. Need to more clearly define the Susquehanna Greenway, not just a general definition of greenways. Goals 1, 4 and 5 (Goal #3 should be stated as an overarching goal/purpose of the organization) Conservation can be a priority, but only with the lead of local partners. At the board retreat we need to restate the goals and determine what the appropriate metrics of success for these goals are; some maybe outcome metrics, others performance metrics.
ii. Chapter 2 Context, Vision and Concept – primary reviewer Marty Walzer. Most information is still true. Maps should be used more effectively to create a better understanding of the Greenway. We need to add statistics that are readily available that show trends that will undergird the importance of our focus on trails, activities, e.g. human health and environment statistics. Also need to add what’s new – Chesapeake Bay new initiatives, Marcellus gas development, etc.
iii. Chapter 3 Organization and Management – primary reviewer Jerry Walls. This chapter created the greatest amount of discussion. We should have a board that includes people who have multiple strengths, fundraising, number analysis, marketing, etc. We may not be reaching out to enough state agencies and local governments to be a part of the partnership. Partners need to be surveyed as part of the SAP update. Should we have an Advisory Committee? The original SGP Planning Team became the SGP Coordinating Committee, it was made up of state agencies and other partners, but SGP Board decided to disband it in 2009. There are many pros and cons in having this type of an input group. This is a topic for the retreat – should we convene an advisory committee to the board, how far would we empower them to influence?
iv. Chapter 4 Implementation – primary reviewer Suzanne Lee. Statistics on page 34 need to be updated and continually tracked. The question was raised if SGP should prioritize projects. Trish pointed out for our Mini-Grant program we need to rank projects; otherwise we should be asking local partners – county planners, municipal officials – what their priority greenway projects are. There is some confusion about how much influence and participation SGP had in some of the projects listed in Chap 4. Trish said that for many of these projects our role is providing technical assistance. The landowner, be they a municipality or other entity has to be the applicant for grants and we ultimately want them to take ownership of the project. It is justified for SGP to put out a list that calls attention to all – even someone else’s project – that furthers the purposes and missions of the greenway. Suzanne said with a staff of 3.6 people and a rough budget of $350,000 we need to be realistic. The 2006 plan is over the top in expectations for the resources we have. The next Strategic Action Plan needs to be a little more grounded. Wayne suggested that we focus on goals and activities – we can’t burn people out with too many unrealistic expectations. Trish is concerned about burnout of staff and board. Wayne spoke candidly about orgs all over the country that have this problem – a board with ambitious ideas, and yet a staff that finds the ongoing work and organization is unsustainable. Wayne developed goals for the planning process and retreat to address this (see B. 1. Below).
v. Chapter 5 Marketing – primary reviewer Timm Moyer. We should produce an Annual Report to show our accomplishments, recognize donors and provide financials, but it doesn’t have to be big or expensive. We need to send a list of our accomplishments out to all of our 22 member counties. We should communicate all of this out to all a couple of times a year. As new board member, unfamiliar with all the past activities, Timm felt the best approach to his review was to ask some relevant questions. How well have we communicated with the various target audiences?
· Political Leadership at all levels
· Hiking Clubs/other outdoors groups
· Schools and Universities
· Corporate sponsors
· Private sponsors
· Authors, publishers, artists, etc.
What is the Brand that has been created? This is not simply the logo, slogan, printed materials or the website. Those are things we use to express, represent or communicate the brand. Brand can be defined as what the organization promises and delivers to its target audiences and what that means to them. What are the important elements of the SGP brand? How do people perceive SGP?
What happened to the Live Explore Learn messaging strategy? It does not seem to be represented on the new website. Did this change to Plan. Fund. Succeed. ?
Was the experiential marketing approach successful? How did you measure it?
Were you able to engage in cross-marketing with other organizations? (PA Wilds, Route 6 Guide, 15 TPAs) Was it successful?
What is the status of the Susquehanna Greenway signage system?
vi. Chapter 6 Summary of Action Strategies – primary reviewer Trish Carothers. Trish updated Excel spreadsheet found in Chap 6 with two columns to indicate if an action item has been completed and comments on the activity. The table is available in the board packet of the board webpage. Trish noted that many of the priority items have been accomplished, but some have not due to lack of capacity, or because the activity did not seem an appropriate role/undertaking for SGP.
B. Board Strategic Planning Retreat
1. Goals of Planning Retreat:
· There is 100% participation of the Board and staff in completing the pre-retreat and post-retreat assignments and participating in the retreat.
· The existing strengths and weaknesses and barriers to success are identified.
· Future goals, objectives, and work activities: 1) are realistic and closely aligned with the organization capacity and available financial resources; 2) clearly add value to the greenway development and implementation activities throughout the corridor; and 3) are responsive tothe wants and needs of the customers.
· Roles and responsibilities are clearly defined and understood.
· The organizational structure for best carrying out the mission is identified.
· The document updatingthe strategic plan is brief, concise, and easy to read and understand at a glance.
· The keys to the success of other greenway and conservation landscape programs are well-understood.
2. We have funding for two consultants $7,500 for Strategic Planning and $3,500 for a fundraising consultant. It was suggested that we use Chuck Flink of Alta Greenways to help with strategic planning since he helped write the first Strategic Action Plan. He can update us on what is working now, what we have learned in the last six years and help guide the strategic direction. Then a fundraising or organizational development consultant can help us with the rest.