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Mobile Marketing Project Charter
Purpose

Use the Mobile Marketing Project Charter to establish a clear project scope, decision rights,
and executive sponsorship for the project.


Be sure to customize this template accordingly. When required, delete the sample text
provided and fill in the blanks with information that is directly related to the mobile
marketing project.



This template has been pre-populated with an example of what a mobile marketing project
charter might look like. Change, delete, or add to the example as required.
[Project Name]

                       Mobile Marketing Project Charter


                                              By

                                 [Enter Name Here]


                                              For

                                 [Enter Name Here]




Effective Date:
Document Owner:
Version:
Version Date Revision / Description Author:



Approval:
Approver Title:
Approval Date:
Table of Contents                              Page


1. Project Overview                            4


2. Project Description                         4

  2.1 Project Purpose
  2.2   Background
  2.3   Project Scope
  2.4   Project Deliverables
  2.5   Project Timeframe
  2.6   Project Resources & Responsibilities


3. Key Success Factors                         8


4. Risk Identification                         9


5. Project Stakeholders                        11


6. Communication Plan                          12


7. Decision Rights                             12


8. Approval                                    13
1. Project Overview

The following table includes basic information that is associated with the mobile marketing
project. Please contact the project manager with any additional questions or comments.


Project Title             Mobile Marketing Program

Project Sponsor           VP of Sales & Marketing

Project Manager           Mobile Marketing Manager

Project Manager Contact   (Email) janedoe@abc-company.com; (Phone) +1 (555) 555-5555

                          Director of Marketing
                          Director of IT
Project Team Members      Director of Sales
                          Customer Service Manager
                          Other

Project Start Date        October 1, 2012



2. Project Description

2.1 Project Purpose       The effective use of mobile media is becoming increasingly important
                          for today’s marketers. According to a recent report written by Borrell
                          Associates, mobile marketing spend will grow approximately 21 times
                          in the next 6 years. <Insert more up-to-date stat if necessary>


                          <Insert Organization Name> needs to develop an official mobile
                          marketing strategy in order to achieve benefits in the following areas:


                              1. Marketing
                                  Improving brand image
                                  Increasing mind share
 Cross promotion


                    2. Sales
                        Increasing revenue
                        Acquiring customers
                        Gaining customer insights


                    3. Customer Service
                        Increasing customer retention
                        Increasing customer satisfaction
                         Automation

                 Ultimately, the purpose of this project is to develop a mobile
                 marketing strategy and to execute the strategy effectively across the
                 selected mobile channels in order to achieve the aforementioned
                 benefits.


2.2 Background   Consumers are rapidly adopting mobile media, yet the adoption of
                 mobile marketing by organizations has lagged.


                 <Insert Organization Name> must follow customers, prospects and
                 partners into the mobile world.


                 According to Wikipedia, mobile marketing can be described as
                 marketing on or with a mobile device. Examples of mobile marketing
                 channels include, but are not limited to, the following:


                       SMS Messaging
                       QR Codes
                       Coupons
                       Display Ads
                       Apps
                       Video
                       Etc.
Customers will interact via mobile media whether or not <Insert
                    Organization Name> is prepared; <Insert Organization Name> can
                    leverage the growth of mobile media to improve customer
                    engagement, increase sales, and <List Other Benefits Here>.


                    <Insert Organization Name> has an opportunity to bring benefits to
                    sales, marketing, and customer service by engaging in mobile
                    marketing.


2.3 Project Scope   Document what is in scope for this project and explicitly state what is
                    not in scope. If you are planning on a phased approach, provide a
                    summary of what each phase will look like from your perspective. You
                    will find a brief example below:


                    The scope for the mobile marketing project includes:


                          Formalizing the mobile marketing strategy (concentrated on
                           achieving the specific benefits outlined in the Project Purpose
                           of this document)
                          Executing the mobile marketing strategy
                          Integrating mobile with the existing marketing mix
                          Measuring the mobile marketing programs


                    It is understood that the project will unfold in three phases:


                       1. Planning
                       2. Execution & Integration
                       3. Measurement & Improvement


2.4 Project         1. Planning
Deliverables               Mobile Marketing Strategy Plan Document
                           Mobile Marketing Channel Selection Report
                           Vendor Selection Report
                           Mobile Marketing Program Business Case
2. Execution & Integration
                               Mobile Marketing Program Launch (App)
                               Mobile Marketing Program Launch (SMS)


                        3. Measurement & Improvement
                              Monthly reporting and analysis (Dashboard)
                              Refinement of program launch (App & SMS)


2.5 Project Timeframe   Start date: October 1, 2012


                        Estimated end date: This is an ongoing initiative which will be
                        evaluated quarterly


2.6 Project Resources   Include roles, responsibilities and estimated time allocation to the
and Responsibilities    project:


                            1. Mobile Marketing Manager
                                  Oversee all mobile marketing efforts and resource
                                     allocation
                                      Collect and reporting project metrics
                                      Establish marketing objectives for mobile marketing
                                      Monitor and select mobile channels
                                      Develop strategies for cross-platform promotion
                                      Harvest customer insight


                            2. VP of Sales & Marketing
                                   Project approval and executive representation


                            3. Director of Sales
                                   Establish sales strategy for mobile media (e.g. exclusive
                                      discounts, interaction with online store, offline
                                      opportunities)
                                   Harvest customer insight

                            4. Director of IT
    Install monitoring and/or aggregating software
                                          Provide input during vendor selection


                               5. Customer Service Manager
                                      Establish customer service goals and processes to be
                                        used when interacting with customers via mobile
                                        channels
                                      Provide response mechanism and personnel to respond
                                        to customer requests and issues




3. Key Success Factors

What are the key success factors for the project (i.e. the factors that are a necessary
condition for success of the project)?


      Committed team members

      Adequate resource allocation

      Adequate project time allowance

      Tolerance for intangible benefits


How will success be measured? (Insert KPIs Here)


      Results

      Sales

      Level of interaction

      Brand Sentiment

      Successful implementation and use of monitoring tools

      Adherence to acceptable use policy while attaining objectives
4 – Risk Identification

What are some of the risks that may be encountered during the project? Indicate high
level mitigation strategies. (Note: A risk is defined as anything that could potentially affect
the success of the project).


The following are a few examples of some of the risks the project may experience during a
mobile marketing program implementation. They may or may not be applicable depending
on which mobile marketing opportunities are driving your initiative (sales, marketing, and
customer service).


Add and delete rows and examples as they fit to the organization.



Risk Category       Probability Risk                           Mitigation Strategy
Security                 Med        Risk of employees             Implement policies that
                                    downloading malware,           indicate appropriate conduct
                                    viruses, etc. when             by employees.
                                    downloading apps.

Project Team             High       Competing resources           Ensure personnel have clear
Availability                        when implementing a            directives and are fully
                                    multi-department               committed to the project
                                    project can jeopardize         before it gets underway
                                    mobile program success.

Stability of             High       Evolving medium could         Clarify expectations with
Requirements                        mean rapid change to           project owners (sales,
                                    requirements and on-           marketing, customer service),
                                    the-fly adaptation.            and front-line staff
Risk Category       Probability Risk                        Mitigation Strategy
Lack of Adoption      Medium    Response time is critical      Ensure staff is equipped with
                                to achieving objectives,        adequate monitoring tools
                                particularly in customer        and know how to use them.
                                service.                       Develop process for issue
                                                                escalation as required.
                                                               Empower mobile
                                                                representatives to resolve
                                                                customer issues with an
                                                                adequate level of autonomy.

Bandwidth              Low      An increase in                 Plan for any bandwidth
                                bandwidth requirements          requirements with IT
                                to support mobile               network staff.
                                marketing efforts.

Increased Cost of      Low      Additional resources           Augment existing customer
Servicing                       may be allocated to             service responsibilities with
Customers                       mobile marketing                mobile requests.
                                campaigns without              If a dedicated resource is not
                                seeing immediate ROI.           available, dedicate a specific
                                                                amount of time per employee
                                                                to be spent addressing
                                                                customer concerns and
                                                                create a knowledge database
                                                                with FAQs.
5. Project Stakeholders

Project stakeholders are all of the people who have a vested interest in the project, yet are
not involved in the day-to-day operations of the project.


 Stakeholder Name          Role                Project Responsibilities
                                               Defining and evaluating strategy,
                                               communicating with other team members and
 John Doe                  Project Manager     stakeholders, obtaining metrics and compiling
                                               weekly reports on project status, conducting
                                               meetings.

                                               Project approval, negotiating for resources,
 Susan Bell                Project Sponsor     reviewing reports, attending quarterly
                                               meetings.

                                               Defining and enforcing marketing strategy,
                           Director,
 Enter name                                    monitoring mobile activities for acceptable use,
                           Marketing
                                               reviewing reports, attending monthly meetings.

                                               Ensuring adequate IT resources are available for
                                               the duration of the project, providing
 Enter name                Director, IT        technology support, managing security, privacy,
                                               archival of content, attending quarterly
                                               meetings.

                                               Defining and promoting integrated sales tactics,
 Enter name                Director, Sales     monitoring mobile activities for acceptable use,
                                               reviewing reports, attending monthly meetings.

                                               Defining and enforcing customer service
                           Customer Service    strategy, monitoring mobile activities for
 Enter name
                           Manager             acceptable use, reviewing reports, attending
                                               monthly meetings.

 Enter name                Other               <Enter Text Here>
6. Communication Plan

Provide an outline of the high-level communications plan. Specific dates are not required.


Stakeholder              Frequency          Method         Purpose
Project Manager             Weekly         E-mail update      Discuss project progress,
                                                               issues, etc.
                                                              Preliminary metrics and
                                                               evaluations.
                                                              Rating relative effectiveness.

Project Manager,           Monthly           Meeting          Provide complete project
Stakeholders                                                   update.
                                                              Get feedback from the team.
                                                              Adjust strategy as necessary.

Project Manager,           Quarterly         Meeting          Outline wins and statistics
Stakeholders, Project                                          from the previous quarter.
Sponsor                                                       Review roadblocks and
                                                               workarounds.
                                                              Evaluate resource allocation.
                                                              Plan for continued initiative.



7. Decision Rights

To support the timeline of the mobile marketing project and respect executive time, the
project manager has decided on the following decision rights procedure:


   1. Any e-mail or voicemail sent to the project sponsor that requires a go or no-go
      decision will specify a decision date or time within reasonable limits.
2. A non-answer from the project sponsor by the specified date or time will imply
      approval and the project may continue.


   3. If the project sponsor does not agree or requires further clarification, he/she must
      contact the project manager within the specified timeline.



8. Approval



___________________________________           _______________________________
     Project Approver Signature                           Date




___________________________________           _______________________________
      Project Sponsor Signature                           Date



___________________________________           _______________________________
      Project Manager Signature                           Date

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Mobile Marketing Project Charter

  • 1. Mobile Marketing Project Charter Purpose Use the Mobile Marketing Project Charter to establish a clear project scope, decision rights, and executive sponsorship for the project. Be sure to customize this template accordingly. When required, delete the sample text provided and fill in the blanks with information that is directly related to the mobile marketing project. This template has been pre-populated with an example of what a mobile marketing project charter might look like. Change, delete, or add to the example as required.
  • 2. [Project Name] Mobile Marketing Project Charter By [Enter Name Here] For [Enter Name Here] Effective Date: Document Owner: Version: Version Date Revision / Description Author: Approval: Approver Title: Approval Date:
  • 3. Table of Contents Page 1. Project Overview 4 2. Project Description 4 2.1 Project Purpose 2.2 Background 2.3 Project Scope 2.4 Project Deliverables 2.5 Project Timeframe 2.6 Project Resources & Responsibilities 3. Key Success Factors 8 4. Risk Identification 9 5. Project Stakeholders 11 6. Communication Plan 12 7. Decision Rights 12 8. Approval 13
  • 4. 1. Project Overview The following table includes basic information that is associated with the mobile marketing project. Please contact the project manager with any additional questions or comments. Project Title Mobile Marketing Program Project Sponsor VP of Sales & Marketing Project Manager Mobile Marketing Manager Project Manager Contact (Email) janedoe@abc-company.com; (Phone) +1 (555) 555-5555 Director of Marketing Director of IT Project Team Members Director of Sales Customer Service Manager Other Project Start Date October 1, 2012 2. Project Description 2.1 Project Purpose The effective use of mobile media is becoming increasingly important for today’s marketers. According to a recent report written by Borrell Associates, mobile marketing spend will grow approximately 21 times in the next 6 years. <Insert more up-to-date stat if necessary> <Insert Organization Name> needs to develop an official mobile marketing strategy in order to achieve benefits in the following areas: 1. Marketing  Improving brand image  Increasing mind share
  • 5.  Cross promotion 2. Sales  Increasing revenue  Acquiring customers  Gaining customer insights 3. Customer Service  Increasing customer retention  Increasing customer satisfaction  Automation Ultimately, the purpose of this project is to develop a mobile marketing strategy and to execute the strategy effectively across the selected mobile channels in order to achieve the aforementioned benefits. 2.2 Background Consumers are rapidly adopting mobile media, yet the adoption of mobile marketing by organizations has lagged. <Insert Organization Name> must follow customers, prospects and partners into the mobile world. According to Wikipedia, mobile marketing can be described as marketing on or with a mobile device. Examples of mobile marketing channels include, but are not limited to, the following:  SMS Messaging  QR Codes  Coupons  Display Ads  Apps  Video  Etc.
  • 6. Customers will interact via mobile media whether or not <Insert Organization Name> is prepared; <Insert Organization Name> can leverage the growth of mobile media to improve customer engagement, increase sales, and <List Other Benefits Here>. <Insert Organization Name> has an opportunity to bring benefits to sales, marketing, and customer service by engaging in mobile marketing. 2.3 Project Scope Document what is in scope for this project and explicitly state what is not in scope. If you are planning on a phased approach, provide a summary of what each phase will look like from your perspective. You will find a brief example below: The scope for the mobile marketing project includes:  Formalizing the mobile marketing strategy (concentrated on achieving the specific benefits outlined in the Project Purpose of this document)  Executing the mobile marketing strategy  Integrating mobile with the existing marketing mix  Measuring the mobile marketing programs It is understood that the project will unfold in three phases: 1. Planning 2. Execution & Integration 3. Measurement & Improvement 2.4 Project 1. Planning Deliverables  Mobile Marketing Strategy Plan Document  Mobile Marketing Channel Selection Report  Vendor Selection Report  Mobile Marketing Program Business Case
  • 7. 2. Execution & Integration  Mobile Marketing Program Launch (App)  Mobile Marketing Program Launch (SMS) 3. Measurement & Improvement  Monthly reporting and analysis (Dashboard)  Refinement of program launch (App & SMS) 2.5 Project Timeframe Start date: October 1, 2012 Estimated end date: This is an ongoing initiative which will be evaluated quarterly 2.6 Project Resources Include roles, responsibilities and estimated time allocation to the and Responsibilities project: 1. Mobile Marketing Manager  Oversee all mobile marketing efforts and resource allocation  Collect and reporting project metrics  Establish marketing objectives for mobile marketing  Monitor and select mobile channels  Develop strategies for cross-platform promotion  Harvest customer insight 2. VP of Sales & Marketing  Project approval and executive representation 3. Director of Sales  Establish sales strategy for mobile media (e.g. exclusive discounts, interaction with online store, offline opportunities)  Harvest customer insight 4. Director of IT
  • 8. Install monitoring and/or aggregating software  Provide input during vendor selection 5. Customer Service Manager  Establish customer service goals and processes to be used when interacting with customers via mobile channels  Provide response mechanism and personnel to respond to customer requests and issues 3. Key Success Factors What are the key success factors for the project (i.e. the factors that are a necessary condition for success of the project)?  Committed team members  Adequate resource allocation  Adequate project time allowance  Tolerance for intangible benefits How will success be measured? (Insert KPIs Here)  Results  Sales  Level of interaction  Brand Sentiment  Successful implementation and use of monitoring tools  Adherence to acceptable use policy while attaining objectives
  • 9. 4 – Risk Identification What are some of the risks that may be encountered during the project? Indicate high level mitigation strategies. (Note: A risk is defined as anything that could potentially affect the success of the project). The following are a few examples of some of the risks the project may experience during a mobile marketing program implementation. They may or may not be applicable depending on which mobile marketing opportunities are driving your initiative (sales, marketing, and customer service). Add and delete rows and examples as they fit to the organization. Risk Category Probability Risk Mitigation Strategy Security Med Risk of employees  Implement policies that downloading malware, indicate appropriate conduct viruses, etc. when by employees. downloading apps. Project Team High Competing resources  Ensure personnel have clear Availability when implementing a directives and are fully multi-department committed to the project project can jeopardize before it gets underway mobile program success. Stability of High Evolving medium could  Clarify expectations with Requirements mean rapid change to project owners (sales, requirements and on- marketing, customer service), the-fly adaptation. and front-line staff
  • 10. Risk Category Probability Risk Mitigation Strategy Lack of Adoption Medium Response time is critical  Ensure staff is equipped with to achieving objectives, adequate monitoring tools particularly in customer and know how to use them. service.  Develop process for issue escalation as required.  Empower mobile representatives to resolve customer issues with an adequate level of autonomy. Bandwidth Low An increase in  Plan for any bandwidth bandwidth requirements requirements with IT to support mobile network staff. marketing efforts. Increased Cost of Low Additional resources  Augment existing customer Servicing may be allocated to service responsibilities with Customers mobile marketing mobile requests. campaigns without  If a dedicated resource is not seeing immediate ROI. available, dedicate a specific amount of time per employee to be spent addressing customer concerns and create a knowledge database with FAQs.
  • 11. 5. Project Stakeholders Project stakeholders are all of the people who have a vested interest in the project, yet are not involved in the day-to-day operations of the project. Stakeholder Name Role Project Responsibilities Defining and evaluating strategy, communicating with other team members and John Doe Project Manager stakeholders, obtaining metrics and compiling weekly reports on project status, conducting meetings. Project approval, negotiating for resources, Susan Bell Project Sponsor reviewing reports, attending quarterly meetings. Defining and enforcing marketing strategy, Director, Enter name monitoring mobile activities for acceptable use, Marketing reviewing reports, attending monthly meetings. Ensuring adequate IT resources are available for the duration of the project, providing Enter name Director, IT technology support, managing security, privacy, archival of content, attending quarterly meetings. Defining and promoting integrated sales tactics, Enter name Director, Sales monitoring mobile activities for acceptable use, reviewing reports, attending monthly meetings. Defining and enforcing customer service Customer Service strategy, monitoring mobile activities for Enter name Manager acceptable use, reviewing reports, attending monthly meetings. Enter name Other <Enter Text Here>
  • 12. 6. Communication Plan Provide an outline of the high-level communications plan. Specific dates are not required. Stakeholder Frequency Method Purpose Project Manager Weekly E-mail update  Discuss project progress, issues, etc.  Preliminary metrics and evaluations.  Rating relative effectiveness. Project Manager, Monthly Meeting  Provide complete project Stakeholders update.  Get feedback from the team.  Adjust strategy as necessary. Project Manager, Quarterly Meeting  Outline wins and statistics Stakeholders, Project from the previous quarter. Sponsor  Review roadblocks and workarounds.  Evaluate resource allocation.  Plan for continued initiative. 7. Decision Rights To support the timeline of the mobile marketing project and respect executive time, the project manager has decided on the following decision rights procedure: 1. Any e-mail or voicemail sent to the project sponsor that requires a go or no-go decision will specify a decision date or time within reasonable limits.
  • 13. 2. A non-answer from the project sponsor by the specified date or time will imply approval and the project may continue. 3. If the project sponsor does not agree or requires further clarification, he/she must contact the project manager within the specified timeline. 8. Approval ___________________________________ _______________________________ Project Approver Signature Date ___________________________________ _______________________________ Project Sponsor Signature Date ___________________________________ _______________________________ Project Manager Signature Date