Project Introduction by xI97H2

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									                 Project Outline for CU Dining Services

Develop a Marketing Plan to increase off-campus meal
plan sales and increasing customer satisfaction
Project Purposes
To develop a marketing and communication plan to inform campus and off-campus constituents
about the convenience, affordability, and high-quality of campus dining. As an award-winning,
nationally recognized dining program, this project will dispel many of the myths associated with
non-commercial foodservice, as well as inform current and potential customers of the quality and
integrity of the food we serve. The end result will be increased revenue and customer satisfaction
scores.

History
        We have historically increased (OCMP) an average of 15% the past seven years until last year. In
         FY11 we only saw an 8% growth.
        Campus cash increased 127% last year. but, there are still so many members of our community
         that do not know about our services
        There is a myth that college dining services has food that is of lesser quality that what you can get
         off campus. We would like help with dispelling that myth
        Our campus cash has increased significantly

Project Objectives
The primary objective is to enhance image, market our quality services, and ultimately increase
our “new revenue”. This will be accomplished by:
    1. Identify the optimal strategies utilizing social media, web presence, print media, etc. to market and
        increase sales of off campus meal plans (OCMP)
    2. Change and /or reinforce our image to the campus community
    3. Market and increase use of Campus Cash in dining operations
    4. Increase customer satisfaction scores
    5. Develop a method to measure and monitor the ongoing metrics of the project.

Project Scope
        Generation of a marketing plan with specific, outlined metrics and results.
        Project cost estimates. Cost must not exceed $500.
        Presentation of the plan for CU Dining Services review, feedback and approval.
        Implementation of the project plan as feasible with available resources.
        OCMP will be ready to launch summer/fall 2012

Deliverables
        Marketing Plan to be presented to CU Dining Services
        Monitoring plan with required metrics
        Implementation of key areas of plan
        Progress reports during implementation phase

Project Approach
        Problem definition.
        Background study
        Informal discussions to facilitate ideas on solutions
        Evaluations of the solutions

                                  University of Colorado – Leeds School of Business
                                              Project Outline Document
                                                                                                             1
       Selection of the best solution that most closely aligns with realistic barriers and resources
       Implementation and monitoring of project
       Implementation and monitoring of metrics for the project effectiveness

Critical Milestones and Event Dates
       Week 1: Kickoff meeting; CU Dining Services presents the scope of project and organization
        background.
       Week 2-3:Schedule required meetings to discuss strategies and processes
       Week 4: Present final plan to increase sales and customer satisfaction scores, including detailed
        process and activity schedule
       Week 5: Final review of plan, task delegation, and deliverable dates
       Week 6:Project launch/implementation
       Remainder of semester: Continue monitoring project and results, making required shifts

Roles & Responsibilities
Roles and responsibilities of CU Dining Services, lead by Janice Torkildsen, Manager of Marketing &
Guest Experience for CU Dining Services:
     Present the background and company history and product information to the team.
     Present the expectations for the meetings and deliverables. Discuss the expected challenges the
        plan.
     Host all meetings and brainstorming sessions.
     Provide guidance on the process and the formation of the marketing strategies
     Review of the Marketing Plan for feasibility and effectiveness
     Implementation of tasks assigned to CU Dining Services
     Monitoring progress, reviewing status reports and communicate to all team members
     Provide structure throughout the project for communications, meetings, and flow of information
        and ideas
Roles and responsibilities for student team members:
     Be prepared
     Be present at the key team meetings
     Provide strong support of team and individual efforts
     Deliver on task assignments
     Support and help the team as needed

Quality Considerations

       We need to create all marketing in accordance to University Communications guidelines




                                 University of Colorado – Leeds School of Business
                                             Project Outline Document
                                                                                                            2

								
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