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It All Starts With a Good Plan
David E. Walsh, Senior Planning Associate
June 2010

Behind every successful project – whether it’s a new building, an expansion or a long-term vision for your site – is a good plan. A good plan is grand, yet achievable; innovative, yet sustainable; breaks new ground, yet is grounded in the organizational mission. To succeed, you need a well-defined planning process.

At Schultz & Williams, we believe that the design process must be both supported by a strong strategic plan and linked to a realistic financial and business plan. S&W recently used this approach with our client, The Cleveland Metroparks Zoo, which needed to update its Facility Master Plan.

Before jumping into the site and design phases of the project, it was important for the Zoo and the leadership of its nonprofit advocate and partner, the Zoo Society, to revisit and update the organization’s strategic plan, including their mission, vision, core values, and strategic focus areas or goals. S&W brought together Zoo and Metroparks staff, Society Board members and Park Commissioners to confirm “who and what the Zoo is” and encouraged them to explore new directions. S&W also brought in national experts on conservation, education and area economic trends to provide an outside perspective on issues which could shape the Zoo’s future.

The outcome was a forward-looking strategic planning document built on consensus plus a roadmap for framing several exciting new areas and initiatives. With a renewed commitment to the Zoo’s mission and a revitalized vision, the Zoo has now begun the work of updating its Master Plan. This will include a complete assessment of the Zoo’s site and its facilities, a look at new developments in exhibit design, and an exploration of opportunities to enhance the visitor experience and generate new sources of revenue.

All of the outputs, concepts and ideas will be filtered through the lens of the new strategic plan to insure that they fit with and support the Zoo’s mission, vision, values and focus areas.

The final piece of the planning process will be to develop a business plan that establishes the business and operational model and defines the financial parameters and metrics to make sure the Master Plan is fiscally smart and sustainable for the long term.

A good planning process is:

  • Inclusive – It involves the staff, leadership and Board members in the process to gain buy-in from the beginning.
  • Integrated – It links the strategic plan, facility and design efforts, and business planning – bringing together the architects, designers and financial experts – for the optimum end-product.
  • Innovative – It looks for ways to bring new ideas and perspectives into discussions by enlisting outside experts, partners or stakeholders.
  • Well defined – It uses a facilitator to help guide the process, keep things moving and set clear outcomes, milestones and deadlines.

S&W has helped many clients navigate from idea to successful implementation. All it takes is a good plan…and someone to help you along the way.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.