Strategic Planning

WHY

Adequate preparation is vital for the development of an effective strategic management plan.

Situation (strategic) analysis uses readily available, baseline statistical data to identify strengths, weaknesses, opportunities and threats in the current companion animal situation. Community and companion animal demographics provide the key facts.

Balanced, common sense approach (simple yet functional) highlights the benefits of responsible pet ownership and facilitates political, social and cultural changes needed to deal with the disadvantages of pet ownership in the community.

Community service is what the public expects from local government. But, as I see it, network coordinator is local government’s role. Cooperation and teamwork with community stakeholders utilises the wide variety of resources available in the community. Companion animal management is not the sole responsibility of local government.

WHO

Community consultation involves active listening to community feedback and encourages community support and ownership.

Sustainable stakeholder input is vital in preparation, development and implementation of the plan.

Brainstorming options facilitates full and open discussion for staff, committees and the community.

Companion animal committees require a strong chairperson and membership commitment to the objectives for maximum efficiency (Appendix 1 has some of the committee membership possibilities).

Staff empowerment is engendered by involvement sooner rather than later.

Sound professional advice is a distinct advantage to avoid debate polarisation.

Political climate awareness has an integral influence on planning eg proximity to local government and state election years.

WHAT

Introduction contains an overview of the state legislation and a profile of the local government area (LGA).

Vision statements for the LGA and the companion animal management direct long term planning.

Aims (goals) are the broad categories of approach. For example the main aims of the NSW Companion Animal Act 1998 could be summarised under the following headings:

• animal welfare;
• environmental preservation;
• community amenity;
• community education;
• responsible pet ownership;
• service and facility provision.

Linkage (integration) with all council plans and policies that are relevant to companion animals creates a framework for harmonious and achievable outcomes. Some relevant local government documents are listed in Appendix 2.

Suitable boundaries (scope of activity) need to be set to avoid ‘biting off more than one can chew’.

Cost benefit analysis is one of the many financial planning tools to ensure limited financial resources are allocated for long term sustainability of the plan.

Human resource availability depends on ‘wise counsel’ to achieve a successful outcome.

Judicious asset management is crucial to maintain access to leash free areas, for provision of appropriate equipment and vehicles for rangers and for efficient pound facility management.

Technology audit is of particular interest in NSW with regards to microchipping and registration transmission to the NSW Companion Animals Fund.

Customer satisfaction surveys access the public perception of companion animal management.

WHERE

Preservation of unique local environment is finally achieving a high priority. Individual, corporate and community responsibility needs to be emphasised.

Partnerships with neighbouring LGAs are an efficient use of limited resources and are crucial to consistency between areas.

Relevant local issues need to reflect community interest. Effective cat colony management is one of these issues that is currently working its way out of the ‘too hard basket’ and into the satisfactory and achievable outcome category.

Urban and rural planning need to be finely balanced and tempered with common sense to ensure unreasonable demands are not placed on particular sections of the community

WHEN

Realistic timeframes need to be moulded not only to other important local government departmental agendas but also to companion animal annual trends (eg barking can be a winter problem with owners spending less time outside).

Three-year plans with annual reviews are currently the most feasible and practical course of action.

Regular review (evaluation schedule) allows anticipation and rapid adaptation to this dynamic area of local government.

Contingency planning is having the foresight to have in-built safeguards for the ‘what if ?’ scenarios. As previously mentioned, political, social and cultural trends need to be addressed.

Disaster planning is not so much a matter of ‘if’ but when, so adequate preparation is vital.

HOW

Appendix 3 contains an example action plan format:

• action;
• timeframe;
• responsibility;
• priority;
• performance indicator.

Achievable objectives (goals) framed within the broad goal categories are built from the situation analysis.

Effective strategy choice is assisted by the many excellent information resources now available such as conference proceedings and those listed in the references.

Background briefing for each action (recommendation) establishes the current situation and how it will be improved.

Delegated responsibility necessitates the commitment of all stakeholders to the task at hand.

Setting issue-sensitive priorities enables the staff, stakeholders and community to understand the depth of purpose behind a particular strategy.

Performance indicators enable visualisation of specific targets and accountability for inaction.

Suitable evaluation (monitoring) methods should enhance the strategic development of sustainable solutions while encouraging the screening of unworkable recommendations.

Benchmarking is a worthwhile option to compare progress in operational efficiency between similar groups.

Education distribution networks to enhance community awareness and knowledge are important.

Target marketing ensures the ‘responsible majority’ are not penalised for the ‘problem few’ who continue to reject educational promotions.

Human resource training, with appropriate accreditation, builds public and team confidence. Efficient standard operating procedures and occupational health and safety audits enhance essential skills, expertise, competency and experience. For example training in cat handling is a high priority with the advent of new legislation for identification and registration of cats in NSW.

Best practice pound facility management should be the goal of local government.

Conflict resolution protocols need particular attention due to the high neighbourhood dispute potential associated with urban consolidation and companion animal issues. For example the City of Newcastle has a close working relationship with the local Community Justice Centre, which provides valuable assistance in this area.