CHAPTER I. INTRODUCTION

 

C. Objectives for the Park

 

1.      What are objectives?

 

An objective is a building block for a marketing plan. It is shown as a specific statement that explains what the organization will accomplish in order to fulfill both short-term and long-term goals.  Specifically, objectives should 1) provide clear expectations, 2) guide content, 3) help organize tasks, and 4) provide basis for evaluation. 

As a park manager, the identification of objectives should be based on your park’s overall goals (shown in your mission statement) using the resources available at the park.

 

 

2.      SMART objectives

 

Well-written objectives have five essential characteristics.  These are called SMART of which each letter stands for a required quality of the objective statement2.

 

Specific

 

You should describe an observable action, behavior or achievement, which is linked to a rate, number, percentage or frequency.  It is also recommended that you use action-oriented verbs such as deliver, implement, establish, and supply in the statement.

Ask yourself 

Is there a description of a precise or specific

behavior/outcome in your objective statement, which is linked to a rate, number, percentage or frequency?

Measurable

 

The objective should state exactly how much, how many, and how well the problem or need will be resolved.  That is, a monitoring system has to exist that allows you to track and record the behavior or action upon which the objective is focused.

Ask yourself

Is there a valid and reliable system available to measure the progress toward achievement of the objective?

Achievable

 

The objectives should be feasible.  They should be appropriately limited in scope to the extent that they are within park managers’ control and influence and agreed upon by the parties involved.  Setting targets that are not reasonable will not assist you in motivating your staff.

Ask yourself  

Can the objective be attained with a reasonable amount of effort?

Realistic

 

The objectives should be realistic enough to be attained with the amount of resources available to you.  You should ensure that the objective being set is something that is relevant to the mission of your park. 

Ask yourself 

Can the people with whom the objective is set make an impact on the situation? Do they have the necessary knowledge, authority and skill to achieve the objective?

Timely

 

 

The objective should include a specific date for its achievement.

Ask yourself

 Is there a finish and/or a start date clearly stated or defined?
 
 Please click here to complete worksheet 5
 

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