Water Conservation Educational CampaignProject 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 ZiemskiProject ManagerJennifer BurstedtAdditional Stakeholders Contra Costa County Water District and local water conservation

NGOsTeam MembersMichele 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 ActivitiesReport for Client

Closing

Cost AnalystWebsite DesignDesign BrochureGray Water DVD

ExecutionWebsite Residential KitMarketing Campaign

PlanningResearchInitial Planning Phase

Calendar Month by Number

Schedule

Schedule

Schedule

Schedule

Water Wastage Project

WBS

Initiation Planning Execution Project Manage

Research

Kit Items

Kit Item ResearchBrochure Research

Store CouponsRebate

OpportunityGrey Water

DVD Kit

Mechanical Items

Website

Grey WaterDVD Proposal

Client Report

BrochureDesignWebsiteDesignCost

AnalysisBrochure Vendors

Kit Mechanical

VendorsMarketing BrochureWebsite DesignWebsite

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

ID Risk Description Root Cause Probability Impact Priority Trigger Mitigation Strategy Owner

1 Loss 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

3Delayed 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

ID Risk Description Root Cause Probabili

ty 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

ID Risk Description Root 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

11 Cost of kit is too high   Low Medium Low    

Business Analyst/Marketi

ng 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 SmallProject Manager Project Sponsor

Jen Burstedt Victoria CashwellNo. Purpose / Description Document / Medium Audience Frequency1 Monitor project

progress to planBi-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.