Start, Stop, Continue Format and SWOT Analysis
By: Sarah Seweryniak
Tags: Strategic Planning, Marketing, Swot Analysis

When embarking on a marketing campaign or taking an opportunity to assess your efforts, there are two different ways I like to recommend to survey your organization with its challenges, successes and failures.

If your organization is looking to make some changes internally and trying to gauge if you are on the right track with your mission and vision, the SWOT Analysis is the best option for an in depth look.

For smaller campaigns, whether it’s promotion of an event or product, the Start, Stop, Continue Format works best. This is a great opportunity to gauge your efforts closely and make adjustments as needed to ensure success.

1. Start, Stop, Continue Format

This is a pretty simple and informal way to look at your marketing. It’s easy to execute, especially if you do not have a marketing background.

Start — If you have an idea that seems promising, especially if it is based on research, give it a try. Go ahead and start your process.

Stop — If you have not noticed results working in your organization’s favor and your efforts have been deemed ineffective, then stop your efforts. This is the point where you will want to re-evaluate, do research and try again.

Continue — If you are starting to see some positive results within your organization or campaign, and things still look promising, continue your campaign.

You can always revisit another idea by utilizing the Start, Stop, Continue Format to see if it has the ability to advance your organization and campaign.

2. SWOT Analysis

If you’re looking for a more traditional and formal format for gauging your marketing or organization, there is the SWOT Analysis. Identifying and understanding Strengths, Weakness, Opportunities and Threats can help gain a vision and develop an action plan for your objectives.

Strengths — Identify your resources and advantages that have led to your success.

Weaknesses — Identify your disadvantages and limitations that seem to be hindering your organization or campaign from advancing and reaching its fullest potential.

Opportunities — Determine if there is an opportunity that can benefit your organization or campaign. Are there resources you can utilize to help benefit you?

Threats — Identify factors or risks that are preventing your organization or campaign from reaching its potential. Are there competitors that may offer a better product or service? Is their an organization that seems to be more effective with their branding or marketing efforts with similar platforms you are trying the utilize?

A thorough and successful SWOT Analysis has a significant time commitment to complete. It is not something you’ll breeze through in an afternoon. Even the most detailed analysis has to be confirmed through testing, which the Start, Stop, Continue Format achieves organically.

The more information you can gather through these formulas, the better you are at adjusting goals and targets for your organization and campaign efforts. This knowledge will allow for a successful campaign or help re-align your organization to meet its mission and vision goals.