Intergrated Brand Promotion

See attachment

Project Manager:

Kimberly

Project Team:

Carla

Nishit

Adam

Michael

Table of Contents

Business Memo ………………………………………………………………………………….

3

Scope Statement …………………………………………………………………………………

4

Project Cost ………………………………………………………………………………………

5

Word Breakdown Structure.…………………….………………………………………………6

Network Diagram Structure.………………….…………………………………………………8

Risk Management Plan …………………………………………………………………………

1

3

Risk Scoring Matrix …………………………………………………………………………….15

Risk Management Table ………………………………………………………………………..

16

Risk Assessment Form …………………………………………………………………………..16

Risk Response Matrix

…………………………………………………………………………..17

Resource Usage ………………………………………………………………………………….19

Communication Plan ……………………………………………………………………………

2

1

Communication Matrix …………………………………………………………………………

23

Lessons Learned …………………………………………………………………………………24

Business Memo:

 

In the last 7 weeks we have been preparing a plan for Café Cirino and in this book, we have included all of the documentation prepared for each week’s deliverables. We then also added individual lessons learned from each team member.

Throughout the passing weeks, our team has discussed different technique’s that can be used to help the client, Café Cirino. Through the coming weeks our team will come across challenges that will test our budget and our deadlines. Our team will be given the opportunity to help our client enhance customer relations, improve communications, enhance the marketing of the client’s brand, and increase work place moral. Our team will develop great promotional activities, exceptional recognition programs, and discount programs that will involve the customer.

We will take and appreciate the suggestions the client will have to make our project even more of a success and will appreciate any support that can be given by the company and the community. Nonetheless, this will be an exciting and productive journey between the client and Team A.

Scope Statement:

Objective:

To construct a high-quality marketing plan to help bring a strong customer base to the bakery and also help them financially plan out what marketing plans are affordable and logical.

Deliverables:

This plan project for this business will aim at the local community and surrounding areas. The project will deploy many marketing methods to interact with the consumer and develop sale methods for the business to thrive. The business will give the consumer the ability to interact with the owner to see other people reviews by and Facebook. Team A will encourage every customer to register with our client and give feedback regardless if it is negative or positive.

The following advertising methods that will be used are:

· Print Advertising – Brochures, business cards, menus, t shirts

· Advertising Internet: Facebook & Instagram

· Outdoor Advertising: one (1) magnet sticker on business owners company car

The following marketing strategies will be recommended:

· $

5

coupon towards any purchase of $50 or more and

20

% off the entire order when $150 or more. 

· After spending $50.00 or more, the customer will fill out their name, phone number, and email address and will be entered in a monthly drawing for a free bakery prize. This will enable the client to capture the email addresses of each customer to send monthly emails and updates about the bakery and to encourage those to want to be entered in the drawing and visit the café.

· Project Cost:

 

$170.00

Promotional Item				Cost	Quantity
Brochures:	$160.00	500 pieces (4×6)
Menus:		$170.00	1000 pieces (trifold 8.5×11)
Business cards	$ 32 .0 0	250 pieces
Car Magnet	$25.00	12 x18
Stamps	500 pieces
T Shirts	$0.00	25 pieces (courtesy)
$557.00

Budget: $600

Milestones:

1. Finalize Project Plans- October 23, 2012

2. Get sponsor approval on logo- November 5, 2012

3. Finalize financial report-December 12, 2012

4. Get final approval from sponsor- January 23, 2013

5. Deliver printed items to the sponsor- February 13, 2013

6. Implement Discount Offers- February 13, 2012

Limits and Exclusions:

 

1. Client/Business owner is responsible for all advertising costs.

2. Maintaining: servicing email, Facebook, keeping up with Instagram pictures, updating menus and brochures.

3. Maintain/update financial records

Technical requirements:

 

Client must have a computer web-enabled to check e-mails and send out promotional e-mails to clients.

Word Breakdown Structure:

Network Diagram Structure:

Risk Management Plan:

Risk Assessment:

Cost

 

 

 

 

 

 

Project Priority Matrix
		Time	Performance
Constrain
Enhance
Accept

Risks:

1. Sponsor Does not approval the Marketing Plan- After we present the marketing plan to their client, Café Cirino, if they do not approve the marketing plan then we, Team A, must alter the marketing plan to something they are interested in or the Team will not be able to further the project.

2.

Marketing Budget

– If our project goes over budget, our sponsor could not proceed with the marketing plan.

3.

Inadequate Marketing Techniques

– Our plan can go north or south when using marketing techniques. Certain techniques that can be wasted are television advertising, radio advertising, and billboard advertising. If any of these techniques are used or even look upon it will waste time and money. When we concentrate on techniques that are valuable to our plan and the bakery, we will need to work efficiently and if possible mistake free. When we promote the business, we will use direct and indirect advertising to help pursue the consumer on why they should buy from Café Cirino. Another advantage of recognizing our risks is avoiding time and resources and most importantly wastes the client’s time and money.

4.

Invalid Assessment of Target Audience

– During this project we must locate their target audience to achieve the goal of increasing business at Café Cirino. If the marketing plan targets individuals who would not be interested in the bakery, causing our client to use time and money that could have been spent somewhere else and our client would not be pleased with this.

5.

Lack of Customer Participation

– If the customers are not interested in the marketing strategies that Team A recommends in order to draw in new customers and obtain customers email addresses to send updates, the marketing plan will have failed. Team A must accommodate what the customers want along with the team staying on budget in order to carry out a successful marketing plan.

6.

Statistics of Competitors Profit Margins

– After analyzing the Sponsors financials compared to the overall average of other bakeries and find the Café Cirino is under-performing, our sponsor might be hesitate to continue with the project.

7.

Duration of Proposal

– The expression is an oldie but it is as true as the sky is blue; “Time is Money”. When making a proposal and a project plan whether it is blueprints for a building or making a plan to clean a house, time is money. This project plan must always be budgeted over the limit and must be achieved under the time that is set out to complete. This will make the project come out on the positive in both performance and expenses. The project rests upon your ability to put forward realistic time and resource estimates.

8. Staff Support to Implement Changes- It is critical that management shows support for changes and demonstrates that support when communicating and interacting with staff.  Employees develop a comfort level when they see management supporting the process. Training their staff to maintain the bakery and bring you the best experience that they can muster up.

9. Excessive Scope Changes from our Sponsor- If the sponsor wants to add more deliverables to the project scope that we did not initially anticipate it could cause scheduling conflicts. We of course want to keep our sponsor happy and try to accommodate the changes, but we will also need to see how much time they would take and see if it is possible to take on the changes and still meet our deadline for Senior Project.

10. Communication Issues with

Team Members

– If the team members does not communicate properly during the planning and development of the project, the overall performance could be affected and other team members will have to increase their workload to complete the project.

Risk Scoring Matrix:

Cost

Time

The finished project is effectively useless

Defined Conditions for Risk Management Analysis
Project Objective	Relative or Numerical Scales
Very Low – 1	Low – 2	Moderate – 3	High – 4	Very High – 5
Insignificant Cost increase	About 5% cost increase	5-10% cost increase	10-20% cost increase	Greater than 20% cost increase
Insignificant time increase	5% time increase	5-10% time increase	10-15% time increase	More than 15% time increase
Scope	Minimal scope affected	Minor areas of the scope are affected	Important areas of the scope are affected	Scope is not acceptable to the sponsor		The finished project is effectively useless
	Quality	Quality degradation minimal	Only complex deliverables are effected	Quality reduction requires sponsor approval	Quality reduction is not acceptable by the sponsor

Cost

Quality

2

2

3

4

4

3

2

3

4

4

39.0

4

3

2

2

2

3

1

3

5

3

36.0

2

3

5

4

4

2

3

3

4

4

2

4

4

2

2

2

2

1

2

2

1

4

3

3

2

Risk Management Table
RISK EVALUATION
Risk		Probability	Schedule	Scope	Risk Score
	Communication issues with team members																				4						1				5																													2	40.0
	Inadequate Marketing Techniques																					3		39.0
	Invalid Assessment of Target Audience
	Marketing Budget		36 .0
		Excessive scope changes from our client
Sponsor Does not approve the Marketing Plan	32.0
	Statistics of Competitors Profit Margins	28.0
	Duration of Proposal	24.0
	Lack of Customer Participation	14.0
	Staff Support to implement Changes	12.0

Probability

Excessive scope changes from our client

3

3

3

4

3

Mid-plan

Marketing Budget

4

4

2

Communication issues with team members

4

2

32

Inadequate Marketing Techniques

3

3

3

2

5

2

Duration of Proposal

2

4

2

Lack of Customer Participation

2

3

2

Statistics of Competitors Profit Margins

2

2

1

Mid-plan

4

1

2

2

Preplan

4

Risk Assessment Form
Risk Event	Impact	Detection Difficulty	When	Risk Value
5			Mid-plan	45
Valid Assessment of Target Audience	36
Pre-Plan		32
4	Throughout the project
	Preplan	27
Client Approval of Marketing Plan	Post-plan	20
Pre-mid-Post-plan	16
Ending plan	12
Staff Support of Changes

Invalid Assessment of Target Audience

Carla

Excessive scope changes from our client

 

Kimberly

Adam

 

Staff Support to implement Changes

 

Risk Response Matrix
Risk Event	Response*	Contingency Plan	Trigger	Person Responsible
Communication issues with team members	Communicate every day as needed	Touch base with all team members on daily basis regarding updates and current status.	No response within 12 hours.		Carla
Inadequate Marketing Techniques	Test marketing strategy	See how many new customers you get from strategy.	No new customers generated in given time period.		Adam
Research who Team A should be marketing to and how to market to them.	See who purchases from this bakery by tracking sex, age, and nationality.	Marketing to those who do not shop at this bakery or do not have interest in purchasing goods from bakeries.		Kimberly
Marketing Budget	Budget spending in all categories.	Explore other cheaper options with same quality.	Over budget and unnecessary spending.
Seek why client desires changes	Talk with client to see what they would like and what interests them.	Client loses interest and does not desire to continue.
Sponsor Does not approve the Marketing Plan	Make sure the client is aware of and agree with the marketing plan.	Keep client updated weekly about new additions or changes to marketing plan.	Client becomes unconcerned or cares about marketing plan.
Statistics of Competitors Profit Margins	Shop competitors prices and see what marketing material competitor bakeries use to keep and gain customers.	Visit competitors monthly to see changes or updates on marketing, advertising, and new products and promotions.	Laziness of shopping competitors.	Carla
Duration of Proposal	Test proposal with staff and customers.	Encourage customers to participate.	Lack of staff and customer interest.
Lack of Customer Participation	Investigate why customers are not participating.	Offer an advanced special.	See how many customers do not participate and ask if here is anything Client can do differently.
Inform staff about marketing plan.	Teach and update staff about their necessary performance roles to implement changes.	Lack of staff participation.

Resource Usage:

Communication Plan:

The purpose for this communication plan is to show how Team A will affectively communicate between the group member and the client to deliver critical information. This communication plan contains the following factors:

· Types of communication

· Contact information

· Who receives the communications

· Who delivers the communication

· When the communication will be presented

Responsibilities:

Client: Silvia

The client is the one responsible for making all ultimate decisions and approving all work including logo, menus, brochures, marketing information, and financial approvals. All communication will be presented in person through presentations and discussions and all questions will be asked to the team members and the project manager. We will be taking suggestions and comments at this time.

Project Team: Kimberly, Carla, Adam, Shah, Michael

The project team is made up of all those who have contribution to this project. The project team members will have a clear understanding of all deliverables, know what this project is aiming for, and will know the ins and outs of this working package within this task. Communication is necessary in this project and each group member will work effectively with the project manager to get through weekly tasks and communicate with the client.

Project Manager: Kimberly

The project manager has the responsibility of the execution of this project. The project manager will work together with the project team to move this project forward every week in a timely fashion and is the primary communication between the project team as well.

Communication Matrix:

Bakery

Team Members Project Sponsor

Communication Type	Objectives	Where	Frequency	Attendees
Meet the Sponsor	Go over the project scope statement		Bakery	Once		Team Members Project Sponsor
Project Team Meetings	Review project status	Face to Face Video Conference	Weekly	Team Members
Approval on Graphic	Get approval from the sponsor on the logo, business cards, menu, brochures	Once items are completed

23

56 Obert street

South River NJ 08882

732-­254-­0095