Part 1: Getting Started

Creating Your Plan:  Tactics

Tactics are the actual initiatives you conduct to raise public awareness of literacy. They are selected based on their ability to achieve your Objectives which, in turn, target each Key Issue. Thus, your actions are aligned with what you earlier identified as being most critical to your efforts to raise public awareness of literacy. To ensure your organization's actions are aligned with its principles, Tactics are executed according to the philosophy and values expressed in the Strategic Overview.

Examples

Many examples of Tactics, and how to execute them, are included in the Taking Action section of this guide. In general, many common Tactics are familiar to those in the literacy field. It is hoped this guide will help ensure Tactics are selected and executed for the right strategic reasons.

Common Tactics include:

  • posters
  • videos
  • bookmarks
  • public service announcements
  • media releases
  • receptions
  • celebrity meet and greets
  • events

Each Tactic may potentially consist of several initiatives. Posters or bookmarks, for example, may be distributed among different target audiences or used at several different functions. Each initiative should be listed in your plan so you are aware of its total scope. As Tactics become more sophisticated (such as a week-long learning event), they will address increasing numbers of Key Issues. To stay on top of your progress with sophisticated Tactics from year to year, it is helpful to list your current planned initiatives in the context of past and potential initiatives (see sample format below).

Tactic: Posters

Message Policy: In our communications to the public, we will accentuate the positive benefits of literacy, rather than dwell on the negatives of when it is lacking.

2007

2008

2009
  • produce a poster to communicate range of programs offered
  • distribute to gov't agencies
  • post at all events





Budget:  $17,000

  • produce a poster to convey importance of literacy in the workforce
  • distribute to employers
  • post at job fairs
  • distribute to employment agencies
  • post at all events

Budget: $25,000

  • update poster on importance of literacy in the workforce
  • distribute to employers
  • post at job fairs
  • distribute to employment agencies
  • post at all events

Budget:   $23,000

For a concise overview of how your plan will address the Key Issues in totality, create a grid with Key Issues across the top and Tactics down the side. For each Tactic, note in the column(s) where that particular Tactic addresses a specific Key Issue.  When completed, a quick glance down the columns will tell you not only whether every Key Issue has been addressed, but you can also consider whether there is enough activity against each Key Issue to achieve your Objectives. (see example)

Tactics Template