You are on page 1of 5

Narrative Charter Statement

Brooklyn Auto Cluster – 50th Anniversary Sales & Marketing Project

09.09.2019

Armaan Choudhary
1

a. Project Purpose
Brooklyn Auto Cluster, a commercial vehicle manufacturer, will be celebrating 50 years in
business in 2020. 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 August.
Brooklyn Auto Cluster 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.

b. Measurable project objectives and related success criteria

Objective Success Criteria

Launch & Execute a $150k digital marketing Adherence to $150k budget (using assumptions
campaign using email marketing, social shown below) & increase in gross sales of
media and corporate website(s) to deliver aftermarket service offering by 10% by August
value messaging directly to current 2019.
customers, as well as prospect accounts
resulting in a 10% increase in sales.

Budget estimate - $150k

Enhance dealer salesperson training of Adherence to $50k budget (using assumptions


aftermarket service offerings using cost- shown below) & successful completion of training
effective, instructor-led online training by at least 75% of dealer salespeople.
programs. Training will be mandated and
included in dealer operations standards.
75% of dealer salespeople will successfully
complete training.
2

Budget estimate - $50k

Host a customer/partner anniversary Successful execution of the event with 90%


celebration late-August with sponsorships participation from invited participants and within
from major suppliers/vendors/partners $75k budget constraints.

Budget estimate - $75k

Execute a year-long employee, morale- Adherence to $75k budget (using assumptions


building campaign with an early-August shown below) and 10% improvement in
employee celebration/party. Morale- employee morale (using a post-campaign survey
building activities will include competitions to measure effectiveness*).
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

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.
3

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 that could impact
the budget.

2) If there isn’t 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 the 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 August.
4

f. Summary milestone schedule


1) Executive approval of digital marketing campaign plan by December 1, 2019 and launch
by Jan. 1, 2020. Campaign strategy will be developed in cooperation with Brooklyn Auto
Cluster’s agency of record, The Freeman, and expected to run January – December 2020

2) Executive approval of employee morale-building campaign plan by December 15, 2019


and launch by Jan. 1, 2020.

3) Successful execution of online training module by Mar. 1, 2020.

4) Customer/Partner celebration details finalized by . 1, 2020.

5) Employee celebration details finalized by Mar. 15, 2020.

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

You might also like