Narrative Charter Statement (13 Points)

Reels Trucks 50th Anniversary Sales & Marketing Project

a. Project purpose Reels Trucks, a class 8 truck manufacturer, will be celebrating 50 years in business
in October 2016. Executives want to celebrate this milestone both internally & externally through
employee events, customer promotions, partner events and social media campaigns, all leading up
to the final celebration during the anniversary month of October. Reels Trucks will use this
milestone as an opportunity to reinforce the value of the aftermarket service offering (extended
warranties, parts-purchasing programs, etc.) which they feel have not fully realized their sales
potential. These project activities will result in a 10% increase in gross sales of the aftermarket
offering. Tina Reels will be the Project Manager of the project.
b. Measurable project objectives and related success criteria
Objective
Launch & Execute a $150k digital marketing campaign using email
marketing, social media and corporate website(s) to deliver value
messaging directly to current customers, as well as prospect
accounts resulting in a 10% increase in sales.

Budget estimate - $150k

Enhance dealer salesperson training of aftermarket service

offerings using cost-effective, instructor-led online training
programs. Training will be mandated and included in dealer
operations standards. 75% of dealer salespeople will successfully
complete training.

Budget estimate - $50k

Host a customer/partner anniversary celebration late-October

with sponsorships from major suppliers/vendors/partners

Budget estimate - $75k

Execute a year-long employee, morale-building campaign

commencing with an early-October employee celebration/party.
Morale-building activities will include competitions based on
company history knowledge, random drawings for
commemorative merchandise and recognitions for outstanding
sales/service. The campaign is expected to result in a 10%
improvement in employee morale.
Budget estimate - $75k

Success Criteria
Adherence to $150k budget (using assumptions shown below) &
increase in gross sales of aftermarket service offering by 10% by
October 2016.
Estimate
Video Clips (6 - 30sec clips) - $75k
Photography- $50k
Email Creative/Administrative - $10k
Website copywriting - $5k
Contingency - $10k
Adherence to $50k budget (using assumptions shown below) &
successful completion of training by at least 75% of dealer
salespeople.
Estimate
Development/Admin training modules - $25k
Content development - $25k
*Assumption: Infrastructure to deliver online training, i.e.
learngate, already exists. Estimate is for new module only.
Successful execution of event with 90% participation from invited
participants and within $75k budget constraints.
Estimate
Electronic invitations - $10k
Venue/Catering- $50k
Attendee Gifts - $15k
Adherence to $75k budget (using assumptions shown below) and
10% improvement in employee morale (using post-campaign
survey to measure effectiveness*).
Estimate
Online competitions (6 questionnaires) - $15k
Merchandise- $10k
Email Creative/Administrative - $5k
October celebration - $45k
*Assumption: Previous morale surveys have been conducted to
establish trend.

c. High-level requirements
1) The digital marketing campaign will reinforce the value of the aftermarket offering to
current & prospect accounts and provide incentives for pre-purchasing & bundling services
using messaging delivered electronically through personalized, dynamic content.
2) The customer celebration will not only be an opportunity to celebrate the milestone &
reward customers/prospects with a cocktail reception/dinner event, it will also be an
opportunity to further deliver the value of the aftermarket parts & service offerings and
engage one-on-one with customers/prospects.
3) The employee campaign and celebration will build employee morale which will lead to
improved customer service essential for project success given the expected increase in
sales volumes.
d. Assumptions and constraints
1) The project assumes that a good customer database with current, accurate
customer/prospect contact information already exists.
2) The project assumes that there is already an infrastructure in place to deliver online training
to dealer salespeople so no budget was allotted for the expense of
developing/implementing an online training infrastructure (i.e. Learngate), only for the costs
of developing a module specific for this project training on how to better sell the
aftermarket service offering.
3) The project assumes that previous employee surveys have already been conducted so using
the results of this project, we will be able to show trends and gauge campaign effectiveness.
e. High-level risks
1) If there is no good customer/prospect database, there may be additional activities required
(i.e. phone calls, emails to dealers, etc.) to compile a good list which could impact budget.
2) If there isnt an infrastructure in place to deliver the online training, additional options may
have to be evaluated to best deliver the training (i.e., regional sessions using corporate
salespeople, printed materials, etc.) which could significantly impact budget.
3) If previous employee morale surveys have not been conducted, the project may not be able
to show trends, only the current status.
4) It will be challenging, from a human resource perspective, hosting both the employee and
customer/partner celebrations in the same month of October.
f.

Summary milestone schedule

1) Executive approval of digital marketing campaign plan by December 1, 2015 and launch by
Jan. 1, 2016. Campaign strategy will be developed in cooperation with Reels Trucks agency
of record, The Agency, and expected to run January December 2016
2) Executive approval of employee morale-building campaign plan by December 7, 2015 and
launch by Jan. 1, 2016.
3) Successful execution of online training module by Feb. 15, 2016.
4) Customer/Partner celebration details finalized by Mar. 1, 2016.
5) Employee celebration details finalized by Mar. 15, 2016.

g. Summary budget Using analogous estimating, the estimated total project budget is $350k. See
specific activity estimates in the objectives/success criteria table.