Strategic Planning: Enhancing Governance and Community Development
Dr. Stephanie Davis, an expert in strategic planning, shares insights on its importance and benefits in local government settings. Through research and practical examples, the value of strategic planning in accountability, communication, and prioritization is highlighted. Survey data from Virginia towns demonstrates the positive impact of strategic plans on guiding governmental actions and engaging citizens. The strategic planning process serves as a valuable tool for local governments to achieve their objectives effectively.
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Strategic Planning Dr. Stephanie Davis, Collegiate Associate Professor Center for Public Administration and Policy, Virginia Tech
Overview Why do Strategic Planning? Strategic Planning in Action Town Example Questions Supplemental Slides
Introduction Over 20 years of experience in Virginia local government; over 8 years at Virginia Tech; Program Director for the Graduate Certificate in Local Government Management Research interest and technical assistance projects related to building local government capacity in small communities One of two academics selected for the 2021 ICMA Local Government Research Fellowship Fellowship project included manual for managers found here: https://icma.org/page/strategic-planning-small-communities-managers-manual Survey data includes 2021 International Survey and 2024 Virginia Towns survey
Virginia Towns Survey Does your town have a strategic plan? 80% 70.27% 70% 60% 50% 40% 29.73% 30% 20% 10% 0% Yes No
Why Do Strategic Planning? Accountability Tool Communication Tool Prioritization Tool
Virginia Towns Survey What do you view as the benefits of having a strategic plan? Statement Agreed or Strongly Agreed It provides clear guidance on the goals of the governing body to the manager. 91% It is used as a communication device for staff. 85% It helps me to prioritize the work in the organization. 91% It communicates to employees that what they do is important and for a purpose. 81% It is used to prioritize budget requests. 91% It serves as an accountability tool for the governing body when evaluating the manager. It serves as a communication device for the citizens in the community on the goals of the governing body. It prioritizes resources from an organizational-wide perspective. 87% 94% 94%
As an Accountability Tool We use the strategic plan as an accountability tool in the manager s and deputy s annual evaluation City of Falls Church, VA, Deputy City Manager Results from the survey indicate that 94% of local governments agreed that the strategic plan provides clear guidance on the goals of the governing body to the manager.
Virginia Towns Survey It provides clear guidance on the goals of the governing body to the manager. 60% 48.48% 50% 42.42% 40% 30% 20% 9.09% 10% 0.00% 0.00% 0% Strongly disagree Disagree Neutral Agree Strongly agree
As a Communication Tool For new council members, the strategic plan is really helpful , Town of Ashland, VA Town Manager 91% of the respondents to the survey agreed that the strategic plan is used as a communication device for staff; 81% agreed that the strategic plan is used as a communication device for residents.
Virginia Towns Survey It is used as a communication device for staff. 50% 45.45% 45% 39.39% 40% 35% 30% 25% 20% 15.15% 15% 10% 5% 0.00% 0.00% 0% Strongly disagree Disagree Neutral Agree Strongly agree
As a Prioritization Tool If you don t prioritize, council may prioritize everything and that can t be done Town of Ashland, VA Town Manager 81% of the respondents to the survey agreed the strategic plan is used as a prioritization tool for the budget process, staff, and financial resources from an organizational-wide perspective.
Virginia Towns Survey It helps me to prioritize the work in the organization. 60% 56.25% 50% 40% 34.38% 30% 20% 9.38% 10% 0.00% 0.00% 0% Strongly disagree Disagree Neutral Agree Strongly agree
Communities with strategic plans identified several benefits to having a strategic plan. The strategic plan provides clear guidance on the goals of the governing body to the manager. The strategic plan is used as a communication device for staff. Why do strategic planning? The strategic plan communicates to employees that what they do is important and for a purpose. The strategic plan helps local government managers prioritize the work in the organization and the limited financial resources available during the budget process. Local government managers stated the strategic plan has helped the elected officials make decisions on controversial issues.
Capacity Challenges Financial Capacity Administrative Capacity Leadership Capacity
Virginia Towns Survey What are some challenges for your Town to develop a strategic plan? 4 3.44 3.5 3 3 3 3 2.78 2.78 2.5 2 1.5 1 0.5 0 1. Elected Officials are not interested in developing 2. We do not have the time to do a strategic plan. 3. We do not have the staff expertise to do a strateg 4. We do not have funding available for a strategic p 5. We feel the comprehensive plan is sufficient for s 6. We use a priority setting process in lieu of a str
If they (elected officials) are not ready to put the work in that is needed for strategic planning, it is a waste of time. Survey respondent Leadership Capacity 38% of local governments agreed that elected officials are not interested in developing a strategic plan.
Virginia Towns Survey Elected Officials are not interested in developing a strategic plan. 80% 70% 66.67% 60% 50% 40% 30% 22.22% 20% 11.11% 10% 0.00% 0.00% 0% Strongly disagree Disagree Neutral Agree Strongly agree
lots of things we could do, and we are trying to do we just don t have the staff time to do everything Survey respondent Administrative Capacity 44% of local governments agreed they do not have the time to do a strategic plan and 41% agreed they do not have the staff expertise to do a strategic plan.
Virginia Towns Survey We do not have the time to do a strategic plan. 35% 33.33% 33.33% 30% 25% 20% 15% 11.11% 11.11% 11.11% 10% 5% 0% Strongly disagree Disagree Neutral Agree Strongly agree
Virginia Towns Survey We do not have the staff expertise to do a strategic plan. 35% 33.33% 33.33% 30% 25% 22.22% 20% 15% 11.11% 10% 5% 0.00% 0% Strongly disagree Disagree Neutral Agree Strongly agree
In a small town, where we live hand to mouth, we can t help but operate day-to-day. Strategic planning is a luxury we just can t afford Survey respondent Financial Capacity 64% of local governments agreed they do not have the funding available for a strategic planning process.
Virginia Towns Survey We do not have funding available for a strategic planning process. 50% 44.44% 45% 40% 35% 33.33% 30% 25% 20% 15% 11.11% 11.11% 10% 5% 0.00% 0% Strongly disagree Disagree Neutral Agree Strongly agree
Components of a Strategic Plan MISSION VISION VALUES GOALS STRATEGIES 26
Strategic Plan Components Strategic Plan Component Mission Answer the Question Description What do we do today? The mission states what the local government does now; it communicates to residents, businesses, nonprofits, and other key interest groups what you do on a day-to-day basis. The vision states what you want your community to look like in 10-15 years; it communicates to the external environment what you want to achieve and how the governing body sees itself in the future. Vision What do we want our community to look like in 10-15 years? Values What values are important to the governing body when we make a decision? The values (typically 4-5 values) communicate guiding principles that the governing body uses to make decisions for the community (ethics, efficiency, equity, etc.) The goals are broad statements or affirmations the governing body agrees on to achieve the vision of the community. Strategies are action items that establish how you will achieve those goals in the next 1-2 years. Goals What are the goals to make progress towards our vision? Strategies What do we need to do now to achieve those goals? 27
Strategic Planning in Action Establish a Committee Elected Officials Local Government Manager Staff Facilitator? Pre-Retreat Work Community Input? Elected Officials' SWOC Analysis Scheduling and Logistics Consensus on Strategic Plan Development Governing Body approval and support for the Strategic Plan Strategic Planning Retreat Review data collected from residents and elected officials Develop mission, vision, values, goals, strategies Draft Report Community Input? Elected Officials' Review Distribute on website, social media and print materials
Key Questions: Elected Officials Support Is there an advocate on the governing body that can help to garner support for the process? Developing Leadership Support Do neighboring communities have a strategic plan? If so, share the example. Will the strategic plan only be used as an internal document that is developed by the elected officials or as a document that includes resident input to the vision of the community? What other existing plans (e.g., budget, comprehensive plan, capital improvement plan) can inform the strategic plan?
Supplemental Information Step by Step Questions to consider are located in the supplemental slides of the powerpoint.
Adopting the Strategic Plan We have a strategic plan, now what? Reporting on Progress Linking to the Budget Updating the Strategic Plan Conducting Performance Measurement
Key Questions: Adopting the Strategic Plan Did the governing body adopt the strategic plan through a formal vote? Have you placed the adopted strategic plan on your website? Adopting the Strategic Plan Are there copies available in the town hall or administration building? Have you posted to the local government s social media pages? Can you meet with a local newspaper reporter and conduct an interview on the plan?
Key questions: Reporting on Progress Have your elected officials communicated how they would like progress reported? Will you report quarterly, monthly, once a year? Reporting on Progress What format will you use to report progress on the strategic plan? Will you use progress updates in your annual evaluation process? How will residents know about progress on goals and strategies in the community?
Key questions: Linking to the Budget Have you identified funding requests and budget priorities prior to the start of the budget process? Linking to the Budget What format will you use to communicate funding allocations that support the goals of the governing body? Have you worked with department directors; do they understand how to connect their budget and funding requests to the strategic plan?
Virginia Towns Survey Does your town use your strategic plan to guide budget decisions? 90% 82.14% 80% 70% 60% 50% 40% 30% 17.86% 20% 10% 0% Yes No
Virginia Towns Survey Does the council prioritize operating budget requests or additional funding based on the priorities in the strategic plan? 80% 69.23% 70% 60% 50% 40% 30.77% 30% 20% 10% 0% Yes No
Virginia Towns Survey Does the council prioritize capital improvement budget requests that align with the strategic plan? 90% 80.00% 80% 70% 60% 50% 40% 30% 20.00% 20% 10% 0% Yes No
Key questions: Updating the Strategic Plan Has the governing body communicated to you, as the manager, when they want to update the full strategic plan? How will the update be similar or different from the first strategic planning process? Updating the Strategic Plan Do you need to plan for financial resources for the update in the upcoming budget? Will you need to hire a facilitator for the next update? What is a realistic timeline for you, as the local government manager, given the organizational capacity challenges in your community?
Survey Results: Updating the Strategic Plan How often do you update your strategic plan? Annually Every two years With each election Other (every 3 years, 3-5 years, 5 years) Total % Respondents 27% 29% 9% 35% 100%
Local Government Example Town in Virginia Population 2,152 Council-Manager Form of Government Elected Mayor, 5 Councilmembers
Process Prior the Council Retreat in Feb 2023 strategic plan was a simple spreadsheet that identified two year goals and strategies to achieve those goals. Council wanted a full strategic plan including mission, vision, values, goals and strategies. Council was sent a document prior to the retreat asking their opinions on these categories and those responses were aggregated and draft statements provided for discussion. At the retreat, Council discussed and finalized all components of the strategic plan.
Activities at Retreat Draft Mission Statements: The Town of Amherst provides services that improve the quality of life for our community. The Town of Amherst provides efficient and effective services that promote success for our people and quality of life for our community. The Town of Amherst delivers efficient and effective services that improve the quality of life for our community. Mission The Town of Amherst strives to provide efficient and effective services that improve the quality of life for our community.
Activities at Retreat Vision The Town of Amherst has charming neighborhoods and a vibrant downtown making us the best small town in Virginia to visit and call home. Values Integrity, Community, Transparency, Efficacy Goals Develop Recreational Facilities and Entertainment Venues Promote Business and Economic Development Revitalize Downtown Area Continuously Improve and Enhance Services
Goals Goal # Goals Strategy # Workshop Council Proposed Strategies - 2-year time frame Define the purpose and events in Downtown, Evaluate Town Square Concept (sites, purpose, etc.), including investigation of purchase of land (10 acres on North Main-Presbyterian Church), car wash property, all options, addresses Parks and 2022 Vision Survey, Town Clock Community Relations Committee expand /create a broad group of people; main street businesses, all others Develop Recreational Facilities Entertainment Venues and 1.a 1 1.b 1.c Signage/Promotion/for Scotts Mill Park (passive park)
Takeaways from the Strategic Planning Process Prior work from the surveys saved time and built consensus at the beginning of the retreat. Council met for four hours and accomplished all of their goals for the strategic planning retreat; all deliverables provided, and the plan was adopted at their next Council meeting. Town Manager reports on the goals and strategies at each Council meeting.
If you dont know where you are going, you ll end up someplace else. Yogi Berra Questions? Thank you! For more information, Stephanie Davis sddavis@vt.edu
Key Questions: Elected Officials Support Is there an advocate on the governing body that can help to garner support for the process? Developing Leadership Support Do neighboring communities have a strategic plan? If so, share the example. Will the strategic plan only be used as an internal document that is developed by the elected officials or as a document that includes resident input to the vision of the community? What other existing plans (e.g., budget, comprehensive plan, capital improvement plan) can inform the strategic plan?
