BUS/475 v11

Project Plan Template

Project Title: Apple, Inc.
Project Objectives: Increase customer retention by 10% based on 2020 analyses.
 Identify and isolate customers who are high risk for attrition

Operational Step Responsible Person Timeline

Review Apple’s customer database to Kevin 4/26 - 1 week

determine the demographics of lost (Director of Marketing
customers Research)

Identify previous customers who have three Kris 4/26 - 1 week

demographic factors in common with (Marketing Data Analyst)
existing customers

Survey those customers to find out their Mike 5/31 - 6 weeks

likelihood of attrition (Market Researcher)

Create a list of customers who will be Kris 5/3 - 2 weeks

targeted by this objective (Marketing Data Analyst)

 Create a marketing campaign to target customers who are high risk for attrition

Operational Step Responsible Person Timeline

Determine a budget for the marketing Avena 6/14 - weeks

campaign (Chief Financial Officer)

Determine the goal of the campaign Avi 5/3 - 2 weeks

(Marketing Manager)

Design content for the campaign Sham 7/12 - 12 weeks

(Marketing Coordinator)

Determine an implementation schedule for Avi 6/28 - 10 weeks

the campaign (Marketing Manager)

 Estimate the required inventory and supply chain necessary to support the campaign

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 Project Plan
BUS/475 v11
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Operational Step Responsible Person Timeline

Determine the cost of outreach based on Avena 6/14 - 8 weeks

the number of customers who need to be (Chief Financial Officer)
reached

Purchase promotional items needed for the Avena 5/17 - 4 weeks

campaign (Chief Financial Officer)

Review timelines with team members who Avi 4/19 - 1 week

will be working on the different stages of the (Marketing Manager)
campaign

Establish a meeting date to review results Avi 4/19 - 1 week

of the campaign (Marketing Manager)

Attrition is a problem faced by many businesses. The cost of attrition can be detrimental for a company,
as it translates to less customer-based revenue, which is typically the main stream of income for most
businesses. Whenever a company loses customers, money must be spent on such things as marketing to
acquire new customers as well as retain existing ones. Though attrition is expected, it is always in the
company’s best interest to have a plan to retain as many customers as possible. There should always be
a plan in place to address this issue if a business is going to succeed.

The plan outlined above is designed to retain customers as opposed to gaining new ones. Since Apple
already has ad campaigns running to attract new customers, it makes perfect sense to target those who
are high risk for attrition. Customer retention increases the customers' lifetime value and boosts your
revenue. It also helps to build remarkable relationships with your customers. Both of these aspects are
crucial to the longevity and success of any business. Targeting customers who are likely to leave a
company could result in retention as well as a higher brand image if the campaign is successful.

In order to understand why customers attrite, it is important to understand their demographics. There are
many factors that contribute to the decision to no longer be a consumer of Apple products. For example,
things like pricing and product availability are factors that are very likely to impact that decision. Another
important reason why customers leave a company is because that company has not adapted to the ever-
changing needs of its consumers. To uncover the reasoning behind attrition, it is important to conduct
surveys and outreach to determine why they want to leave.

Having a well thought out plan can save time and money when looking to run this type of a campaign. It is
important to conduct research to understand who must be reached and how soon. It also helps to design
content that will appeal to the target audience. Timelines are also essential in marketing campaigns as
they establish dates by which certain stages should be completed. Having measurable goals helps to
keep team members on target in order to achieve goals and successfully complete the objectives of the
campaign.

When running a campaign to target customers who are high risk of attrition, there is a cost that is
obviously associated. It’s important to weigh the cost of running the campaign versus the lost revenue if
those customers are allowed to leave the company. The Chief Financial Officer of the company should
establish a budget for accomplishing the goals set forth in the campaign outline, otherwise overspending
could happen quite easily. All of the steps outlined above play an equally vital role in accomplishing the
goal of retaining existing customers within a business.

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 Project Plan
BUS/475 v11
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References
Anwar, R. (2020).  Nine Steps to a Strategic Marketing
Plan. https://www.aafp.org/fpm/2001/1100/p39.html#:~:text=There%20are%20nine%20major
%20steps,develop%20an%20implementation%20schedule%20for

Andrus, A. (2019).  How to Pick the Right Growth Goal for Your

Business. https://www.disruptiveadvertising.com/business/growth-goal/

Copyright 2020 by University of Phoenix. All rights reserved.