What is primarily the purpose of strategic planning in an agency?

The primary purpose of strategic planning in an agency is to clearly define the identity and direction of the organization. This process involves setting long-term goals and objectives, identifying key strategies to achieve them, and aligning resources and efforts to ensure that the agency effectively navigates its future. By establishing a clear vision and mission, strategic planning helps the agency understand its unique value proposition, differentiate itself in the marketplace, and respond proactively to changes in the business environment.

Effective strategic planning guides decision-making and prioritization, ensuring that all stakeholders are focused on common goals. It lays a foundation for measuring success and progress over time, fostering a sense of purpose and unity within the agency. While assessing employee performance, preparing financial projections, and evaluating market competition are important activities within an agency, they are more tactical and operational in nature. These activities stem from the broader strategic framework established through planning, which ultimately defines the agency's trajectory and success.