DRAFT Strategic Plan with Initial Estimates 1/2019
DRAFT
Initial MCPB Strategic Plan Outline
with Initial Cost Estimates
Jan 2019
Note: Lines in Italics indicate that we have already begun work in that area
SECTIONS
· Improve our fundraising
o GOALS:
§ >$750,000/yr budget. If we get Lake county, >$800,000/yr budget
§ $200,000 to refurbish new space in Ukiah (assuming rental space)
§ ??? $500,000 for new studio and operating equipment
o Underwriting – hire 2 productive underwriters – one inland and one on coast
§ Send thank you notes to long-time underwriters
§ Email underwriters monthly or quarterly reports on our service to them
o Membership – do more local news and outreach to various communities (see below)
o Grants – research and apply to as many as we can find
o Pursue large donations (for large projects: refurbish new space, new equipment))
· Improve operational processes
o Goals:
§ Meet all regulations & laws (Federal, state, FCC, CPB)
§ Have daily and emergency operations run smoothly
§ Produce all needed reports
o Handling finances/budget – new software & processes?
o Fuller use of membership software (e.g., emailing monthly newsletters to members, …)
o Get help for Rich – a half-time person
o Revise bylaws, policies, station manual ($250 one-time cost - printing)
o Organize Staff availability during emergencies
o Post all required postings.
· Broaden our broadcast footprint
o Goals: reach the whole county; increase number of listeners
o Costs: ??? for new tower equipment & installation
o Improve reception throughout Mendocino county
§ Coast. (at least Ft. Bragg to Gualala)
§ Inland (Covelo, Laytonville, Leggett – Round Valley)
o Add reception to most of Lake County?
· Expand KZYX Community News
o Goal: Increased broadcast time (from 8.5 minutes to 15 minutes/day,then 30 minutes per day)
o Increase news staff to full-time news director and 2 news staff (from 1.2 FTE staff to up to 3 FTE (from current annual cost of $50,000 to $125,000 salary budget)
· Collaborate with local and state emergency services
o Goals:
§ Reduce cost of rent of tower from CalFire
§ Add general emergency safety information throughout our broadcast days
§ Improve our equipment so it remains functional during emergencies.
o Work with Cal Fire for savings of $40,000 - $60,000
o Get local fire chiefs with us
o Get county sheriff/county EOS with us
o Air CalFire and OES educational messages about safety.
o Replace and add equipment to create redundancy in equipment to permit multiple pathways to get signal to the towers ($750,000 to $1.5 million one time cost?)
· Outreach into different communities - geographic & constituencies
o Goals:
§ Be more inclusive
§ increase listeners and members and serve the community better.
o Rural areas and towns
o Young people, rural poor, Latinos, Native Americans, seniors (while keeping the station a primarily English-speaking station)
o Nonprofit organizations
o Relevant programming for various demographics and geographic areas
o Increased community events appealing to various demographics
o Multimedia strategy including electronic newsletter, digital archive, podcasts, social media
o Added staff: Outreach coordinator (1 FTE, annual cost $45,000)
· Strengthen and Harden Our Infrastructure
o Goals:
§More emergency-proof building (Ability to stay on air throughout emergencies)
§Increase ease of getting programmers and volunteers
o Move main station to Ukiah. (Remodel of building: $200,000 one-time cost)
§ Reduce station vulnerability to fires, etc., increase resiliency and increase collaboration possibilities.
o Strengthen signal to Mendocino Coast
o Strengthen signal to Round Valley
o Strengthen signal to Lake County
TYPES OF DETAILS NEEEDED FOR EACH SECTION
· What to do
· How to do it
· Personnel to do it
· Funds needed (initial and annual costs)
Notes:
To expand this to a strategic plan with some teeth, we will want to develop step-by-step action plans for the fulfillment of each bullet point. The process by which we do this should include staff, board, and programmers.