work samples -> 02
multichannel sports marketing project management
Description
First and Goal is a football-themed, targeted interactive loyalty marketing campaign designed to reward and engage customers across all business lines. The project was comprised of five websites, a 3D game, approximately 10 printed communication pieces, a gift box, over 40 email communications, 10,000 prizes, and full call centre customer support.
Timeline
April – December, 2006
Role
Senior project manager overseeing a team of three project managers, 15s SME team members and multiple external vendors and partners. Responsible for overall budget and timeline management, team role allocation, as well as creative, legal and administrative aspects of the program.
Challenge
To successfully execute a campaign with multiple online and offline channels. To ensure the precise coordination of timelines and creative and technical resources among multiple external vendors. To develop all campaign elements sufficiently early to receive legal, management and client approvals. To manage work allocation among a team of project managers, vendors and SMEs against scheduled absences from work due to summer vacations.
Execution
The execution of this complex and demanding project required precise upfront planning of both client goals and requirements, as well as resource management to ensure skills and availability would match what the project required. Ultimately, well over 5,000 hours of project management time during the four-month implementation period were spent launching the website, its associated print components, email communications and web ads, 3D game and other marketing components.
To successfully execute the project from a PM perspective, each PM resource was assigned key areas to manage the resulting deliverables. Website, API, game, and database development was managed by one project manager and coordinator. The senior project manager covered creative development, email, call center and all legal approvals, as well as team administration.
Results
The website was completed in time for the client’s launch date, despite legal approval delays. The project was completed within the originally stated budget. Registration across all channels increased from previous years.
Skills/Technology Used
- MS Visio
- MS Project
- Budgeting
- Timeline management
- Risk management
- Project documentation
- Project resourcing