Strategic Planning

Download the plan here.

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Description

Purpose:
In 2011, it became clear to me that ATM needed to develop a measurable and thoughtful strategic plan that included input from the station's various constituencies.  The station had reached a turning point as the licensee planned to move the station to a more visible location; revenues had increased significantly and the station's public impact had grown considerably.

Execution:
I engaged Public Radio Capital (now The Public Media Company) to guide the process and provide the national context needed to inform the committee. I recruited 15 committee members from the licensee, major donors, civic leaders and staff.  The committee broke down into several sub-groups to discuss the station's future needs..  Staff and I guided these discussions by providing specific information about the station's current capabilities and anticipated resources we would need to achieve the plan's goals.

Results:
A final report was generated in February 2012 outlining three very specific goals.  First, clarify the station's governance and licensee relationship. Second, transition the station into its new facility. Finally, begin expanding WTMD's influence through signal acquisition into the Washington, DC market.