Eileen Mullahy Document Planning

VillanovaVillanova School of BusinessSchool of BusinessEileen MullahyEileen MullahyJanuary 25, 2009January 25, 2009

Document Planning: Document Planning: Collaborative ReportsCollaborative Reports

Writing Process OverviewWriting Process Overview

Step 1: Review document guidesStep 2: Create project scheduleStep 3: Assign rolesStep 4: Publish detailed plansStep 5: Gather and compile dataStep 6: Create draft(s)Step 7: Review/Edit/RewriteStep 8: Publish

Step 1: Review Document Step 1: Review Document GuidesGuides

Understand Individual Purpose & Format Marketing Plan: persuasive & informative Team Process: informative & insightful

Identify target audience Marketing Plan: Client & Professors Team Process: Professors Glasgow & Pirsch

Review project guidelines/course & client Identify deliverables Ask questions

MARKETING PLAN:MARKETING PLAN:GUIDELINE REVIEWGUIDELINE REVIEW

Marketing Plan/Marketing Plan/WebCT Summary GuidelinesWebCT Summary Guidelines

.Guidelines: Team Marketing Plan (20% of Grade)

Present this report in a spiral bound format. Clearly identify the Client’s name, organization name, and date on the cover. The cover should also include an organization logo or other artwork

In addition to the hard copy version, submit an electronic version on a jump drive or on CD.

Use Ariel or Times Roman 11 or 12 font Print in single space, with a blank line between paragraphs. Print on both sides of the paper (duplex). Use bullets for lists in the body of the paper Use headers to identify the content of sections. (This helps to ensure that all key

points are addressed). Identify the author(s) of each section Use Tabs to separate sections in a logical way. You can have these printed

for you at the Print Center in Bartley. Allow at least 24 hours for printing. Spiral bind the paper

(consult CE WebCT course materials for all guideline references)

Marketing Plan/WebCT Marketing Plan/WebCT Summary Guidelines/contSummary Guidelines/cont..

Guidelines: The overarching goal is to communicate the marketing and communications plan to the client panel, weaving and applying the language and concepts of marketing throughout. Write the paper in a clear, concise, accurate, and informative manner, using the correct terminology. You are telling a story of your solution to the client’s problem, so while the writing needs to be factual and business-like, it also needs to be persuasive.

NOTE ON THE GUIDELINES BELOW: Recognize that the outline below presents guidelines to your team. They are meant to be a guide, and can be adjusted as needed. For example:

The corporate client may have specific deliverables that also need to be included in your report. Make the structure fit the demands of your client, so long as the changes you make are logical and tell a compelling story.

You may find that there is a different way to organize the report to make it fit the corporate client’s request better. You may alter the organization of the paper presented below, as long as your changes keep the paper in a logical order for the client to follow (or logically combines sections of the paper if this tells a more effective story).


Marketing Plan/Main Marketing Plan/Main StructureStructure

1. Executive Summary

2. Summary of marketing challenge

3. Overall market trends & SWOT analysis◦ External analysis of market trends

◦ Competitive analysis of the marketplace

◦ Summary SWOT table

4. Specific marketing objectives

5. Marketing research◦ Secondary data

◦ Primary data

6 . Target Marketing Strategy◦ Segmentation strategy and

definition

◦ Targeting Strategy

◦ Positioning statement and value proposition

7. Branding Recommendations

8. Marketing mix analysis and recommendations

Product analysis and recommendations

Channel analysis and recommendations

Pricing analysis and recommendations

Promotional mix and recommendations

9. Financial sales and revenue forecast

10. Marketing budget

11. Summary & conclusion


Marketing Plan/Original Marketing Plan/Original Guideline 3Guideline 33. Overall market trends and SWOT analysis. This section should include: External analysis of market trends affecting the product category, brand

or overall marketplace: Identify the overall marketplace trends. Use the relevant categories we discuss in class (social, economic, etc.) and/ you may develop additional categories of marketplace trends as they apply to your client (there may be some categories that are unique to your client).

◦ Opportunities and Threats. You can identify those trends that are opportunities for the company, those that are threats, and those that are both throughout this section. Be sure to tell why the trend falls into one or both of these categories.

Competitive Analysis of the marketplace. This is one of the categories of marketplace trends we discussed in class. Consider organizing this section in the following way:

◦ Strengths and Weaknesses (internal) of the client

◦ Strengths and Weaknesses (general) of the major competitors for your client

Summary SWOT table: Create a table with the top (3 to 4) S, W, O and T’s that

summarizes your findings. Place this table where you think it is most relevant in this section of the document.


Marketing Plan Guideline Marketing Plan Guideline 3/Breakdown3/Breakdown3. Overall market trends and SWOT analysis. External analysis of market trends affecting the

product category, brand or overall marketplace:◦ Identify the overall marketplace trends. Use the relevant

categories we discuss in class (social, economic, etc.) ◦ You may develop additional categories of marketplace trends

as they apply to your client (there may be some categories that are unique to your client). Opportunities and Threats.

identify those trends that are opportunities for the company

Identify trends that are threats Identify those that are both O & T Be sure to tell why the trend falls into one or both of

these categories.


Marketing Plan Guideline Marketing Plan Guideline 3/Breakdown3/Breakdown Competitive Analysis of the

marketplace. Identify the Strengths and Weaknesses (internal) of the

client Identify and briefly describe the major competitors for

your client Identify the Strengths and Weaknesses (general) of the

major competitors for your client

Summary SWOT table: • Create a table with the top (3 to 4) S, W, O and T’s that

summarizes your findings. • Place this table where you think it is most relevant in

this section of the document.

TEAM MANAGEMENT TEAM MANAGEMENT PROCESS PAPER:PROCESS PAPER:GUIDELINE REVIEW GUIDELINE REVIEW

Team Management Process Team Management Process Paper/Paper/WebCT Summary GuidelinesWebCT Summary Guidelines

Write the paper in a clear, concise, accurate, and informative manner. Focus on the processes, actions, and experiences of the team. Discuss what you did, how and why you did it, the effects of your decisions and actions, and the insights obtained.

This paper is your team’s final examination and accounts for 20% of the course grade, clarity, readability, quality of content, and insightfulness matter.

Format:

◦ Identify the author(s)/editor(s) of each section, on the first page of that section.

◦ Use Ariel 11 or 12 font

◦ Print in single space,

◦ Place a blank line between paragraphs.

◦ Print on both sides of the paper (duplex).

◦ Use bullets for lists in the body of the paper.

◦ Use headers to identify the Topics/questions addressed in each section. (This helps to ensure that all key points are addressed).

◦ Spiral bind the paper

◦ Use the specified tab dividers for the papers


Team Management Process Team Management Process Paper: Main StructurePaper: Main Structure

• Organization Story◦ 1 Letter to Stakeholders◦ 2 Organization Design◦ 3 Organization Governance, Planning, and Controls◦ 4 Leadership◦ 5 Community and Development◦ 6 Communication◦ 7 Decision Making◦ 8 Feedback on Motivation, Teamwork, &

Performance◦ 9 Organization Archives


TMPP: Archives StructureTMPP: Archives StructureORGANIZATION ARCHIVES

◦This section should include any materials, not included in the prior sections, or in the Marketing Plan, that you believe will add value to this paper, e.g. Screen prints of any WIKI pages, pictures, and memorabilia


TMPP/Original Guideline 7TMPP/Original Guideline 77 Decision MakingTopics

What decision processes and decision rules did you employ during the semester? Discuss if, why, and how you modified the process and or rules for different situations. Provide comments about your organization’s attempts to integrate efficiency and effectiveness into decision-making. Discuss the establishment and use of success criteria.

Provide insights to at least two important, non-programmed, and two programmed decisions, one related to the team, and one related to the project. Discuss specifically the process and rules employed for those decisions and the effects of the decisions. Identify an important issue, related to team dynamics that created conflict during the semester, and the processes and rules implemented to resolve it. Describe any trade-offs made to facilitate the resolution. Identify any unresolved conflicts.

Discuss the process and the criteria employed to select speakers and responders for the project presentation.


TMPP Guideline 7/BreakdownTMPP Guideline 7/Breakdown7 Decision Making Questions to Address7 Decision Making Questions to Address

1. What decision processes and decision rules did you employ during the semester?

2. Discuss if, why, and how you modified the process and or rules for different situations.

3. Provide comments about your organization’s attempts to integrate efficiency and effectiveness into decision-making.

4. Discuss the establishment and use of success criteria.

5. Provide insights to at least two important, non-programmed, and two programmed decisions, one related to the team, and one related to the project. Discuss specifically the process and rules employed for those decisions and the effects of the decisions.

6. Identify an important issue, related to team dynamics that created conflict during the semester, and the processes and rules implemented to resolve it. Describe any trade-offs made to facilitate the resolution. Identify any unresolved conflicts.

7. Discuss the process and the criteria employed to select speakers and responders for the project presentation.


Step 2: Create Project Step 2: Create Project ScheduleSchedule

• Work backwards using course schedule

• Consider time needed for • Planning• Research/collecting information• Drafting• Obtaining feedback• Revisions• Compiling• Publishing

• Determine milestone dates• Page Outline• Working draft(s)• Full draft• Revised final

• Establish Controls

Vital Dates & MilestonesVital Dates & Milestones Week 7:

Meet with Corporate coaches (2/22)

Meet with Professors (2/24 or 2/26)

Document review & progress update. Review roles, plan, schedule, controls.

Week 8:

Construct frame; begin research & drafts

Week 9:

Create working drafts Week 10:

Create working drafts

Week 11:

Draft review/revision 1

Meet with Corporate coaches (3/26)

Week 12: (Easter Break R & F)

Draft review/revision 2 Week 13: (Easter Break M)

Draft review/revision 3 Week 14:

Revision punch list Week 15:

◦ Marketing Plan due (4/19)

◦ Team Process Paper due (4/23)

◦ Dress rehearsals (4/19 - 4/21)

◦ Client presentations (4/23)

Step 4: Publish Detailed Step 4: Publish Detailed PlansPlans• Create & distribute records of project

plans• Confirm roles & controls•Establish central materials depot

• Organize folders• Establish rules for file names

• Adopt common style• Review document guidelines• Establish rules for draft submission

Step 5: Gather and Compile Step 5: Gather and Compile DataDataMarketing Plan

◦Document data sources ◦Utilize controls to ensure all bases

are coveredTeam Process Paper:

◦Critical incident folders◦Summarize events, decisions,

implications◦Use minutes to document now,

reconstruct later

Step 6: Create draftsStep 6: Create draftsSort known/unknownIdentify and properly document

sources◦Primary research◦Secondary research◦Text◦Lectures◦Discussions◦Client materials

Step 7: Step 7: Review/Edit/RewriteReview/Edit/Rewrite

Reviewing Drafts-in-Reviewing Drafts-in-ProcessProcessBe candidBegin with positive elementsRank suggestions

◦Content ◦Organization

Explain benefits of suggestionsDistinguish between substance &

styleEmploy multi-reader review

Step 8: PublishStep 8: PublishIdentify printing deadlinesAllow time for errorEnjoy the accomplishment

Writing Process OverviewWriting Process Overview

Step 1: Review document guidesStep 2: Create project scheduleStep 3: Assign rolesStep 4: Publish detailed plansStep 5: Gather and compile dataStep 6: Create draft(s)Step 7: Review/Edit/RewriteStep 8: Publish

SourcesSources

Anderson, Paul. Technical Communications: A Reader Centered Approach, 6th edition. Thomson Wadsworth, 2007.

Mullahy, Eileen [email protected]

Eileen Mullahy Document Planning

Business

consult ce

market trends

develop additional

swot analysis

market trends

spiral bind

guideline

marketing