The document outlines a mobile marketing strategy scorecard with 4 objectives: 1) gain approval for mobile marketing, 2) formalize a mobile marketing plan and provide training, 3) integrate mobile mediums into existing marketing, and 4) measure mobile marketing performance. It lists programs, metrics, and timelines to achieve goals for each objective, such as selecting 3 mobile marketing mediums by Q2 2012, training all employees by Q2 2013, and reducing cost per lead by 35% by Q2 2014.