acronym consulting | the a-team. resulted from philanthropic efforts dedicated to the...
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Water Conservation Educational Campaign
Project Management Course UCBSpring 2010
Acronym Consulting | The A-TEAM
Resulted from philanthropic efforts dedicated to the sustainability movement.
Is a water conservation educational marketing proposal targeting Contra Costa County.
Includes:
◦ Water conservation educational kit for home owners
◦ Website creation plan
◦ Compilation of partnering opportunities in the county
Designed so the Client can choose The A-Team for project execution.
Designed to be implemented in other counties, if successful.
About the Project
Victoria Cashwell, Bay Area philanthropist, is interested in funding water conservation strategies.
◦ Retained Acronym Consulting to assist in focusing her philanthropist efforts Q1-3, 2011.
◦ Dedicated $500k to this project.
Why Water Conservation?
Northern California has been in a drought for years; causing communities to imposed mandatory water usage restrictions.
Background
The Contra Costa County Water District (CCCWD) implemented a residential Drought Management Program to reduce water usage by 15%, in 2009.
The Drought Management Program was replaced with the 2010 Conservation Program.
There is a need to collaborate and leverage existing conservation efforts with an effective educational marketing campaign to make water conservation a priority in every Contra Costa County household.
Background Con’t
Reduce water wastage and improve water conservation efforts among county homeowners by 10% in 1H 2011.
Objective
Reduce water wastage in Contra Costa County through effective strategies that are scalable and adaptable.
Research the areas of greatest water wastage and develop an educational plan that will leverage partnering opportunities and electronic media.
High-Level Deliverables
◦ Research Documentation
◦ Marketing Campaign Strategy
◦ Community Partnership & Opportunities List
◦ Sample Water Conservation Residential Kit
◦ Website Mock-Up
Scope Statement
DeliverablesIn-Scope Out-of-Scope
Research documentation on water wastage issue in targeted community
Complete website creation and maintenance
Marketing Campaign Strategy Supplying and Distributing Kit Residential kit design and
component list Water conservation brochure Retail Coupons Rebate Information Gray water DVD
Coupon creation with retail stores
Residential kit content checklist Establishing a new water
conservation rebate program Marketing brochure for residential
kit Production of a gray water DVD
Ten sample residential kits Community partners & opportunities
list Water conservation website mockup
Roles & Responsibilities
Project Sponsor
Victoria Cashwell / Kimi Hirotsu Ziemski
Project Manager
Jennifer Burstedt
Additional Stakeholders
Contra Costa County Water District and local water conservation NGOs
Team Members
Michele Beleu, Paul Bonta,
Angie Kirk, Joe Marchel,
Cindy Nwoke
The project life cycle has a sequential phase relationship approach
Project Approach & Life Cycle
Research Phase 1
PlanningPhase 2
ExecutionPhase 3
Project Completion & Proposal Presentation
Phase 5
First Review Second Review Final Review
Schedule (High Level View)
0 1 2 3 4 5 6 7
Project Management Activities
Report for Client
Closing
Cost Analyst
Website Design
Design Brochure
Gray Water DVD
Execution
Website
Residential Kit
Marketing Campaign
Planning
Research
Initial Planning Phase
Calendar Month by Number
Schedule
Schedule
Schedule
Schedule
Water Wastage Project
WBS
Initiation Planning Execution Project Manage
Research
Kit Items
Kit Item Research
Brochure Research
Store Coupons
Rebate Opportunity
Grey Water DVD
Kit Mechanical
Items
Website
Grey WaterDVD Proposal
Client Report
BrochureDesign
WebsiteDesign
CostAnalysis
Brochure Vendors
Kit Mechanical
Vendors
Marketing Brochure
Website Design
Website Operation
WeeklyMeetings
Reporting
Project Charter
RiskAnalysis
Stakeholder Analysis
CommunicationPlan
Marketing Strategy
Cost Analysis – Budget Project Item Cost Initiating Phase Research $ 12,000.00 Subtotal $ 12,000.00
Planning Phase Develop Marketing Strategy $ 8,000.00 Water Conservation Kits $ 50,800.00 Water Conservation Website $ 9,600.00 Subtotal $ 68,400.00
Executing Phase Grey Water DVD $ 8,800.00 Design Brochure $ 25,600.00 Website Design $ 18,000.00 Cost Analysis $ 32,600.00 Client Project Report $ 21,600.00 Subtotal $ 106,600.00
Project Management Project Meetings $ 14,400.00 Project Planning/Executing/Monitoring Documentation $ 11,280.00 Subtotal $ 25,680.00
TOTAL PROJECT COSTS $ 212,680.00
Cost Analysis – S Curve
Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q2 Q2 Q2 Q2 Q2 Q2 Q3$0
$50,000
$100,000
$150,000
$200,000
$250,000
Assumptions
Mrs. Cashwell has positive relationships with the other key stakeholders
This is a new investment area for Mrs. Cashwell
◦ no existing water conservation programs in place
Creation of new marketing collateral is out of scope
The residential kit will be provided to homeowners free of charge
Constraints
Time constraints in executing this plan:
◦ seasonal and environmental meta-factors may force the need of this campaign to begin sooner than plan
Assumptions & Constraints
The top five identified risks:
Lose of team member.
Website vendor goes out of business.
Delayed delivery of gray water system DVDs.
Residential kit materials costs increase more than 20% of original estimate.
A mitigation plan has been accounted for in the work breakdown structure to minimize the probability and impact for the identified risks.
Risks or Opportunities
0 1 2 3 4 5 6 7 8 9 100
1
2
3
4
5
6
7
8
9
10Series1; 9
Website vendor goes out of business, 6
Grey water DVDs don't ship on time, 6
6
6
4
3
3
Cost of kit is too high, 3
Partnership is problematic, 2
Risk
Risks MatrixIm
pact
Probability
Risk Management PlanRisk Analysis Risk Response
IDRisk
DescriptionRoot Cause Probability Impact Priority Trigger Mitigation Strategy Owner
1Loss of a team member
1. Family Emergency
2. Spouse receives job offer out of state
3. PM receives job offer
High High High
1. Team member gives notice
2. Unscheduled absences/leaves early
3. Changes in demeanor
1. Keep open communication between team members (weekly updates)
2. Keep well documented plans
3. Team bonding activities
4. Cross train all team members
Project Team
3
Delayed Delivery of Grey Water System DVDs
1. Shipping vendor goes out of business
2. Delays due to weather
3. Warehouse fire
Medium High High
1. News headlines
2. Tracking number shows delays
3. Notification from vendor
1. Define a communication strategy with vendor
2. Order DVDs as early as possible
3. Payment upon receipt"
Project Team
2Website Vendor goes out of business
1. Economy
2. Merger
3. CEO of company embezzles all company funds
Medium High High
1. Website down
2. No response to request for status updates
3. News or Newspaper headline
1. Conduct financial audits in the RFP process
2. Use reputable vendors
3. Have a backup vendor identified
4. Get weekly updates from vendor
5. Get legal review of contract
Procurement Coordinator
Risk Management PlanRisk Analysis Risk Response
IDRisk
DescriptionRoot Cause
Probability
Impact Priority Trigger Mitigation Strategy Owner
4
Cost of Residential Kit materials increase more than 20% of original estimate
1. Inflation 2. Weak US Dollar 3. Forest Fire
Medium High High
1. Increase in currency rate
2. Stock Market drops
3. Vendor calls with increased costs
1. Redesign of the kit
2. Renegotiate contract
3. ID alternate vendor
4. Buy materials oversees
Business Analyst
5
Sponsor/Client does not like final brochure and/or Website (More time needed)
1. Designer/Sponsor generational differences
2. Strong preference for a particular shade of pink
3. Sponsor is unclear about what she really wants
High Medium High
1. Sponsor says she doesn't like it
2. Sponsor requests a specific
3. Meeting to go over brochure doesn't go well
1. Numerous design status updates
2. Use pantone wheel to ID exact color choice
3. Present multiple brochure designs early on
Project Team
6Data on water wastage is hard to find
Medium High High Marketing Analysts
Risk Management PlanRisk Analysis Risk Response
IDRisk
DescriptionRoot Cause Probability Impact Priority Trigger
Mitigation Strategy
Owner
7Retailers don't cooperate with rebate
Medium Medium Medium Business Analyst
8Sponsor losses money in the stock market
Low High Medium Project Team
9
Partnership with local government agencies is problematic
Low Medium Medium Marketing
Analysts/Business Analyst
10Coupons not redeemable in all locations
Low Medium Medium Business Analyst
11Cost of kit is too high
Low Medium Low Business
Analyst/Marketing Analyst
This project will be deemed successful after all deliverables have been completed and Mrs. Cashwell has a clearly defined marketing strategy that she can authorize for implementation.
Acceptance Criteria
Communications Matrix
Prepared By End User Project Type
Jen Burstedt Project Implementers Small
Project Manager Project Sponsor
Jen Burstedt Victoria Cashwell
No. Purpose / Description Document / Medium Audience Frequency
1 Monitor project progress to plan
Bi-monthly (every 2 weeks) project status report
Victoria Cashwell Bi-monthly
2 Provide overall project status
Detailed weekly status report Victoria Cashwell Weekly
3 Manage progress issues
Issues log Project team Weekly
4 Meeting management Agenda and meeting minutes Project Manager Weekly
5 Project summary Quarterly meeting Victoria Cashwell Quarterly (once)
THE A-TEAM
Project Manager Jennifer Burstedt
Team Members
Michele Beleu
Paul Bonta
Angie Kirk
Joe Marchel
Cindy Nwoke
Team CharterMISSIONOur mission is to provide value-rich consulting services to address the client’s unique situation through the use of effective project management methodology.
VALUES The A-Team will work in a collaborative environment that is respectful, honest, and transparent. Each member will take responsibility for their deliverables and will adhere to the ground rules agreed upon.
ADMINISTRATIVE GUIDELINESThe team will use email and course wiki to communicate. If an assignment cannot be completed, the team will be notified by Wednesday at 5 p.m. Each member will take responsibility for their deliverables, including delegating as necessary. Deliverables will be submitted to the team every Thursday at 10 p.m. for review.
GROUND RULESDisagreements are encouraged as long as alternative solutions are proposed. Communicate respectfully. Remember, it’s not personal.
DECISION GUIDELINESDisagreement will be resolved by a vote. The Project Manager makes final decision if voting is deadlocked. There is no time limit on discussion.
MEETING GUIDELINES The team will meet in-person after class on Saturday, staying as late as 5:30 p.m. All meetings must have an agenda, and end with conclusive/clear next steps, action items, owner, and due date.