Setting SMART Goals and Objectives

Setting SMART Goals and
Objectives

USC Maestría Comunicación
CMU639 Funciones Gerenciales
© 2002 Wanda J. Barreto

Planning Leading

Management
Functions

Controlling Organizing

¿What is Planning?

 Process of establishing
goals and objectives
before taking any action
to get the results that
you want to achieve.
 Decide today what is
going to happen
tomorrow.
 What, How and When?


Planning Goals

Goals
SMART Goals
 Objectives


Planning Goals

Examples of General Goals
 Increase awareness
 Increase income
 Increase the sales volume
 Improve communications
 I want happy customers


SMART Goals

 A specific goal has a much greater chance of being
accomplished than a general goal.
 To set a specific goal you must answer the six “W”
questions:
 Who: Who is involved?
 What: What do I want to accomplish?
 Where: Identify a location
 When: Establish a time frame.
 Which: Identify requirements and constraints.
 Why: Specific reasons, purpose or benefits
of accomplishing the goal.

SMART

S - Specific
M - Measurable
A - Attainable
R - Reachable
T - Realistic


S - Specific

 Examples of specific
 Improve communications with
employees
 Increase sales of iPhone 4
 Train production staff
 Change organizational
structure
 Increase awareness on the
brand

M - Measurable
 Use quantitative terms
 Average of 300 units
 By 10%
 8 procedures
 A Business Report
 By 5 points
 Workers will participate in
adaptive physical education
activities

A - Attainable
 The goal should be inspiring,
meaningful, challenging
enough that it motivates
people to do it and succeed.
 When provided with examples
and practice, students will
develop the skills to write
SMART goals.
 I want to be rich in 8 years by
starting my own food
business.

R – Reachable / Relevant / Realistic
 Goals should be challenging,
ambitious but not so difficult
that are impossible or
unrealistic.
 Choose a goal that you are
confident you can reach, but
that will stretch yourself.
 Break large goals into smaller
goals. Create a plan to do all
the steps you need. USC Maestría Comunicación

T – Time Based

 When will you finish your goal?
 In three months
 By the end of this year
 In 2013
 In less than 24 hours
 In five years


How to Express a
SMART Goal


Verb+measurable unit+date/time+cost


Verb + Measurable Unit

 To develop a communication plan
 To reduce by 10% the average cost of
sales
 To create awareness among the 20% of
the employees
 To increase by 15% the awareness of
the brand


Date / Time + Cost

 By December 31 at a cost of $5,000
 Effective on March 30, 2012 at a cost of
$30,000
 From 8 to 6 hours by July 1 at cost not to
exceed $50,000


Goals
Describe in general terms the desired
conditiion that you want to have when the
work is done according to the criteria and
established standards.

 To develop a communication plan by
December 31, at a cost of $2,000.
 To create awareness on Goodwin
College among 20% of the students, by
the end of this year, at a cost not to
exceed $3,000. USC Maestría Comunicación

Exercise What part is Missing?

To complete a communication
plan at a cost of $15,000.
To launch product A by the end of
this month.
To increase the average of new
traffic to the site by April, 2012 at a
cost of $3,000.


Be leaders in Connecticut.
Alphaone among the three top
sites in the natural search results
of search engines, by January 31,
2012.
by April, 2012 at a cost of $3,000.



Sales volume by 20%
At a cost of $1,000
To


Strategies
Plan of action designed to meet
the goals

 Recruit a communication specialist to develop the
communication plan.
 Post the mission, vision and values of Goodwin
College on social media networks.
 Provide all employees a copy of the strategic plan,
which includes the organization's mission, vision,
values statement, strategic goals and strategies.
 Develop an online identity for the MetroABC.

Tactics
Establish the specific actions
necessary to meet the strategies

 Design brochures, flyer, bulletins and create videos to
promote the use of the site.
 Send e-mails to customers to motivate them to
register in the service.
 Send letters to customers with instructions on how to
register in the service.

Tactics
Establish the specific actions
necessary to meet the strategies

 Design a survey that asks specific customer service
questions.
 Record a video and upload it on YouTube.
 Create profiles of the company on Facebook,
Google+ and Twitter.


Increase Income


The End


Setting SMART Goals and Objectives

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