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1. This should be clearly identified and becomes your goal.
2. Who is your audience(s)? Be as specific as possible.
3. What is important to your audience(s)?
4. How can you frame the challenge you are solving to provide a different perspective or ensure that you are solving the right problem?
5. Be specific: Have you identified and included all your stakeholders?
6. Clearly identify the campaign or project as you are using your tactics.
7. Go into strategy-building with the attitude of, “How brief can I make this?” (No one wants a strategy in a binder with tabs, an index and a bibliography.)
8. Craft and edit your message: Is what you are trying to communicate clear?
9. Is your call to action clear and specific? That is: Does your audience know what you want them to do?
10. Is your strategy SMART (specific, measurable, attainable, realistic and time-sensitive/deadline-driven)?