Are you looking forward to 2018? What opportunities await you in the coming year? Where do you want to take your station and your social media channels?

Last week I asked you to pick one thing that you want to accomplish in 2018. What is your “one thing?”

Now that you've selected it, here's the next step to accomplishing your goal: make a road map to help you get to your “one thing.”

Sound easy? Maybe. But it's not as simple as you'd think. Because making a road map means you have to chose where you'd go … and where you won't go. Or, in the case of planning for the year ahead, it means choosing what you will do … and what you won't do.

And here's where it gets tough: choosing what you won't do means that you'll have to say no. A lot. It means you'll have to turn down opportunities. You'll have to choose between what's “good” and what's “great.”

How do you make those decisions? Here's a couple of things to remember:

1) Choose your “one thing.” Be very specific with whatever it is you want to accomplish. Don't be content to say, “I'm growing my audience,” instead, say, “My current audience size is (X). By December, 2018, my goal is to increase listenership by five percent.”

2) Set “mile markers” so that you can measure your success or course correct along the way. If audience growth is your goal, check your ratings. Or count the number of new donors. Your “mile markers” may look different than these examples, but make sure you're measuring your success.

3) Determine (in advance) what things will help you reach your goal. Likewise, determine what things will distract you from your goal. Base your decisions on past performance. What events or promotions have been successful in the past? Which ones took too much time and effort and didn't offer much in return? Choose the events and promotions that will help you reach your goal.

4) Add enough margin to your plan so that you can try new things. It's important to stay focused on your goal. It's also important keep your eyes open to new opportunities. Choose the ones that get you toward your goal … and measure your results.

As you work toward success in the new year, make sure you've chosen “one thing” - a solid goal to work toward -  and then determine the events, activities and promotions you need to do to achieve your goal. Measure your efforts, make course corrections as needed … and always keep your eyes on the goal.

Bill Arbuckle CMW

Bill Arbuckle is a media and marketing pro with over twenty-five years experience in creating media promotions. You can connect with him at This email address is being protected from spambots. You need JavaScript enabled to view it..

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