PRSM Marketing Plan by aae14500

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									PRSM Communication Plan


Appendix D: PRSM Publicity Plan

Overview:

The PRSM Publicity Plan is an extension of its Stakeholder Analysis. The publicity campaign is
focused on marketing the project and the product, and improves the overall communication and
working relationships with Project’s end users.

For PRSM to be successful it is necessary that the change be appropriate and that the
product offered by PRSM be accepted and used. This Publicity Campaign helps to bring
about understanding and acceptance through raising awareness, education and marketing.

Approach:

To actively market the project so that it achieves project goals, the publicity campaign is designed
to address the specific needs, opportunities and barriers associated with stakeholder groups. It is
also designed to leverage existing communication forums with these stakeholders. The Publicity
Plan is a key element in setting realistic expectations with stakeholders and helping to create
customer satisfaction. Publicity strategy sessions will be held regularly to market the project and
improve overall communication to end users.

The Publicity Campaign will meet its mission in the following ways:

1. Ensure the project’s product meets the needs of the end users
       Raise awareness of the project and what it does
       Validate requirements
       Provide information needed to use the new tool
       Provide a transition path

2. Help the product meet requirements as defined by the project
       To help control scope by communicating the long term plan to include feature
           currently out of scope.
       To stay within budget by leveraging existing communication methods and venues
           where possible.
       To meet project milestones and deadlines by anticipating stakeholder related barriers
           that could cause delay and proactively addressing them before they impact the
           project.

3. Improve the overall communication and working relationships with project’s end users
       Establish and demonstrate a partnership stance in words and actions
       Solicit feedback and communicate what was done with the feedback
       Engage leaders among the end users to be part of the promotion plan
       Develop and communicate solutions to end user barriers to using the product




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PRSM Communication Plan


General Campaign Messages:

Successful implementation of PRSM will depend on the various functional groups with in the
Department and their support of this change.

1. Project goals and objectives.

2. The value to the end user of using new tool over the existing system.
       Ease of use
       Interfaces it provides to other databases
       Accuracy/ data integrity
       Accessibility - from any web browser
       New capabilities
       What’s in it for them!

3. Product being designed for growth & comprehensive needs while being built for today (scope
   of FSR; goals and objectives).

4. Product being designed to comply with appropriate standards.

5. What their (the audience’s) role is/will be.

6. Project ’s desire for partnership with end users.

7. Product Specifics.
       Features
       How to use

8. Project Status.


Presentation Scheduling Constraints:

Allow 4 working days between District presentations. Exception is allowed when scheduling
Districts 1 and 2, and Districts 5 and 6. Districts 1 and 2 may be scheduled on consecutive days.
Districts 5 and 6 may also be scheduled on consecutive days. District 3, Head Quarters, and the
Division of Engineering Services are not subject to the constraints above.




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PRSM Communication Plan




PRSM Publicity Plan Matrix

Stake holder            Information/ Material       Method of Communication         Purpose/ Promotion         Frequency/ Schedule

Audience                What                        How                             Why                        Time frame
All Caltrans            Provide Project Status      Intranet Site (PRSM web-page)   Raise awareness of the     1.   Intranet Site updated Monthly by
employees that work      Status Updates            Articles in the Caltrans News   project and what it             PRSM Communication Manager
on State Highway         Benefits of the new                                       does. Promote              2.   Quarterly article by PRSM
projects                    application for them                                    acceptance of the               Communication Manager in Caltrans
                         Tips/Lessons Learned                                      projected changes.              News
                            from Users                                                                         3.   Monthly status update on Project
                                                                                                                    Management Improvement database
                                                                                                                    page.
                                                                                                               4.   During roll-out, receive a hands-on
                                                                                                                    live one-hour course “Time
                                                                                                                    Reporting with PRSM”.
Caltrans Director,      Provide information about   Presentation                    Management continues       1.   Report by Project Manager on
Caltrans Chief Deputy   PRSM                                                        to provide great                Acceptance of Vendor
Director,                High level Project                                        sponsorship and be an      2.   Report by Project Manager after
Administration Deputy       Status Update                                           advocate. Achieve               Dist-07 Pilot
Director, and Finance    Timeframe for rollout                                     project goals and          3.   Report by Project Manager midway
Deputy Director          Obtain buy-in for the                                     objectives                      through the roll out.
                            project
PRSM Steering           Status Update               Scheduled Committee Meetings    Guide the overall effort   1.   Monthly report by project manager
Committee                Review status of the                                      towards the                2.   Monthly IPOC report
                            project                                                 achievement of the         3.   Monthly status update on Project
                         Discuss any issues                                        PRSM objectives.                Management Improvement database
                                                                                    Review progress and             page.
                                                                                    resolve outstanding
                                                                                    issues.




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PRSM Communication Plan



Stake holder             Information/ Material      Method of Communication   Purpose/ Promotion       Frequency/ Schedule

Audience                 What                       How                       Why                      Time frame
District Directors and      Introduction to        Presentation              Promote acceptance of    1.   Presentation by Project Manager,
Deputy District              PRSM                                             the projected changes.        nine months before PRSM roll out in
Directors                   What’s in it for me?                                                           each District.
                            Review the Business                                                       2.   Presentation by Project Manager at
                             Case as documented                                                             start of PRSM roll out in each
                             in the FSR                                                                     District.
                            Schedule                                                                  3.   Presentation by District
                            What do Districts                                                              Implementation Manager monthly
                             need to do now?                                                                during PRSM roll out in each
                            Plan for post-PRSM                                                             District.
                             projects                                                                  4.   During roll-out, receive an optional
                                                                                                            live 4-to-8 hour course “Work
                                                                                                            Assignment with PRSM.”
District Project            Introduction to        Presentation              Raise awareness of the   1.   Presentation by Project Manager
Managers and Project         PRSM                                             project and what it           nine months before PRSM roll out in
Management support          Discuss any issues                               does. Promote                 each District.
staff                       What’s in it for me?                             acceptance of the        2.   Presentation by Project Manager at
                            Schedule                                         projected changes.            start of PRSM roll out in each
                            Training Plan                                                                  District.
                            Implementation                                                            3.   Presentation by District
                             process                                                                        Implementation Manager monthly
                            What do Districts                                                              during PRSM roll out in each
                                                                                                            District.
                             need to do now?
                                                                                                       4.   Shortly before the start of each
                            PRSM User
                                                                                                            District’s roll-out, receive a live
                             Committee
                                                                                                            course “Project Management with
                            Pilot and roll-out
                                                                                                            PRSM.”
                             completion criteria
                                                                                                       5.   During each District’s roll-out,
                            Plan for post-PRSM                                                             receive a live 4-to-8 hour course
                             projects                                                                       “Work Assignment with PRSM.”
                                                                                                       6.   During roll-out, receive a hands-on
                                                                                                            live one-hour course “Time
                                                                                                            Reporting with PRSM”.




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PRSM Communication Plan



Stake holder           Information/ Material        Method of Communication               Purpose/ Promotion           Frequency/ Schedule

Audience               What                         How                                   Why                          Time frame
District Project       PRSM RFP material on                                               PRSM RFP material            Presentation nine months before PRSM
                                                     1.   Meetings with HQ Office
Management Support     converting existing                                                that identifies the single   roll out in District 07
                                                          of Workload and Data
Units                  project plan data into the                                         Statewide standard for
                                                          Management to establish a
(In addition to the    PRSM System                                                        converting existing
                                                          method to take XPM data
District Project                                                                          project plans. This
                                                          and place it into a
Managers and Project                                                                      approach is to be based
                                                          database which outputs
Management support                                                                        on using the minimum
                                                          XML files;
staff item above)                                                                         amount of project data
                                                     2.   Develop a presentation          that is required by the
                                                          explaining how XPM data         PRSM Finalist Bidders
                                                          was placed into a database      to establish a project
                                                          which outputs XML files;        plan
                                                     3.   Conduct the PRSM
                                                          Bidders Meet & Confer
                                                          Sessions with Teale & HQ
                                                          IT staff. During each
                                                          session obtain the bidder’s
                                                          XML Data Conversion
                                                          Schema along with the
                                                          minimum data fields their
                                                          require to establish a
                                                          project plan;
                                                     4.   Contact each District
                                                          PMSU head and explain
                                                          the purpose of this effort
                                                          & obtain agreement for
                                                          their staff’s participation;
                                                     5.   Re-survey the existing
                                                          tools that the districts have
                                                          developed to ensure that
                                                          the final product will
                                                          match or exceed current




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PRSM Communication Plan



Stake holder             Information/ Material      Method of Communication           Purpose/ Promotion       Frequency/ Schedule

Audience                 What                       How                               Why                      Time frame
                                                          tools;
                                                     6.   Conduct PMSU meetings
                                                          First at District 8 for
                                                          PMSU reps from Districts
                                                          7, 11, 12 & 8
                                                          Second at District 6 for
                                                          the Central Region
                                                          PMSUs and
                                                          Third at HQ for the North
                                                          Region, District 4 and
                                                          DES PMSU staff.




District Office Chiefs      Introduction to        Presentation                      Raise awareness of the   1.   Presentation by Project Manager
                             PRSM                                                     project and what it           nine months before PRSM roll out in
                            Benefits of PRSM                                         does. Promote                 each District.
                            What’s in it for me?                                     acceptance of the        2.   Presentation by Project Manager at
                            Schedule                                                 projected changes.            start of PRSM roll out in each
                            Their role in                                                                          District.
                             supporting PRSM                                                                   3.   Presentation by District
                            Training plan                                                                          Implementation Manager monthly
                                                                                                                    during PRSM roll out in each
                            Plan for post-PRSM
                                                                                                                    District.
                             projects
                                                                                                               4.   During each District’s roll-out,
                                                                                                                    receive a live 4-to-8 hour course
                                                                                                                    “Work Assignment with PRSM.”
                                                                                                               5.   During roll-out, receive a hands-on
                                                                                                                    live one-hour course “Time
                                                                                                                    Reporting with PRSM”.




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PRSM Communication Plan



Stake holder            Information/ Material       Method of Communication          Purpose/ Promotion         Frequency/ Schedule

Audience                What                        How                              Why                        Time frame
District employees      Provide preliminary         Intranet Site (PRSM web-page)/   Raise awareness of the     1.   Presentation by Project Manager
                        information about PRSM      Training Sessions                project and what it             before start of roll out at PECG
                         Benefits of the new                                        does. Provide training          section luncheon, and SEIU luncheon
                             application for them                                    to the staff                    if there is a Caltrans-specific chapter
                         Discuss PRSM and                                                                           in the District.
                             new process                                                                        2.   During roll-out, receive a hands-on
                         Timeframe for rollout                                                                      live one-hour course “Time
                         Navigating the tool                                                                        Reporting with PRSM”.

Regional                   Provide information     Presentation                     Promote understanding      Presentation by Deputy District Director
Transportation              about PRSM                                               of the data that will be   for Program and Project Management
Planning Agencies and      Review the Business                                      available.                 toward the end of PRSM roll out in each
other external              Case as documented                                                                  District. PRSM Communication Manager
recipients of PRSM          in the FSR, including                                                               will provide a power point presentation
data.                       expected benefits.                                                                  and suggested script.

Division of             Provide information about   Presentation                     Raise awareness of the     1.   Presentation by Project Manager
Engineering Services    PRSM                                                         project and what it             nine months before PRSM roll out in
(DES) Division Chief     High level Project                                         does. Promote                   District 07.
and Deputy Division         Status update                                            acceptance of the          2.   Presentation by Project Manager at
Chiefs                   Obtain buy-in for the                                      projected changes.              start of PRSM roll out in District 07.
                            project                                                                             3.   Presentation by Project Manager
                         Schedule                                                                                   monthly during PRSM roll out.
                         Plan for post-PRSM                                                                    4.   During roll-out, receive an optional
                            projects                                                                                 live 4-to-8 hour course “Work
                                                                                                                     Assignment with PRSM.”
DES Project                Introduction to         Presentation                     Raise awareness of the     1.   Presentation by Project Manager
Management support          PRSM                                                     project and what it             nine months before PRSM roll out in
staff                      Discuss any issues                                       does. Promote                   each District.
                           What’s in it for me?                                     acceptance of the          2.   Presentation by Project Manager at
                           Schedule                                                 projected changes.              start of PRSM roll out in each
                           Training Plan                                                                            District.
                                                                                                                3.   Presentation by PRSM




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PRSM Communication Plan



Stake holder             Information/ Material       Method of Communication          Purpose/ Promotion       Frequency/ Schedule

Audience                 What                        How                              Why                      Time frame
                            Implementation                                                                         Communication Manager monthly
                             process                                                                                during PRSM roll out.
                            What do Districts                                                                 4. Shortly before the start of roll-out,
                             need to do now?                                                                        receive a live course “Project
                            PRSM User                                                                              Management with PRSM.”
                             Committee                                                                         5. During roll-out, receive a live 4-to-8
                            Pilot and roll-out                                                                     hour course “Work Assignment with
                             completion criteria                                                                    PRSM.”
                            Plan for post-PRSM                                                                6. During roll-out, receive a hands-on
                             projects                                                                               live one-hour course “Time
                                                                                                                    Reporting with PRSM”.
DES Office Chiefs           Introduction to         Presentation                     Raise awareness of the   1. Presentation by Project Manager
                             PRSM                                                     project and what it           nine months before PRSM roll out in
                            Benefits of PRSM                                         does. Promote                 District 07..
                            What’s in it for me?                                     acceptance of the        2. Presentation by Project Manager at
                            Schedule                                                 projected changes.            start of PRSM roll out in District 07.
                            Their role in                                                                     3. During roll-out, receive a live 4-to-8
                             supporting PRSM                                                                        hour course “Work Assignment with
                            Training plan                                                                          PRSM.”
                                                                                                               4. During roll-out, receive a hands-on
                            Plan for post-PRSM
                                                                                                                    live one-hour course “Time
                             projects
                                                                                                                    Reporting with PRSM”.
DES employees            Provide preliminary         Intranet Site (PRSM web-page)/   Raise awareness of the   Presentation by Project Manager before
                         information about PRSM      Training Sessions                project and what it      start of roll out at PECG Sacramento
                          Benefits of the new                                        does. Provide training   section luncheon, and SEIU luncheon if
                              application for them                                    to the staff             there is a Caltrans-specific chapter in
                          Discuss PRSM and                                                                    Sacramento.
                              new process
                          Timeframe for rollout
                          Navigating the tool

Project Delivery         Provide information about   Presentation                     1. Obtain concurrence    1.   Meet with Project Sponsor
Deputy Director (Chief   PRSM                                                         on the Publicity Plan    2.   Monthly IPOC Report




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PRSM Communication Plan



Stake holder           Information/ Material       Method of Communication   Purpose/ Promotion       Frequency/ Schedule

Audience               What                        How                       Why                      Time frame
Engineer, Project         Present Publicity                                 2. Management            3.   Quarterly report by Project Manager,
Sponsor)                   Plan                                              continues to provide          starting from time of Vendor
                        Review the Business                                 great sponsorship and         selection
                           Case as documented                                be good advocate.
                           in the FSR, including
                           estimated costs and
                           benefits
                        Obtain buy-in for the
                           project
Information            High level Project Status   Report                    Raise awareness of the   1.   Monthly IPOC Report
Technology Deputy      update                                                project and what it      2.   Monthly Report at Steering
Director (Chief                                                              does. Promote                 Committee Meeting
Information Officer)                                                         acceptance of the
                                                                             projected changes.
Chief, Division of     Discuss Impact of PRSM      Presentation              Raise awareness of the   1.   Monthly IPOC Report
Project Management      Benefits of PRSM                                    project and what it      2.   Chief Engineer’s quarterly report by
                        Changes in                                          does. Promote                 Project Manager, starting from time
                           responsibilities for                              acceptance of the             of Vendor selection.
                           those working for                                 projected changes.       3.   Quarterly report by Project Manager
                           them                                                                            at PM Board meeting.
                        Timeframes for                                                               4.   Weekly report at Office Chiefs
                           rollout within                                                                  meeting
                           Districts
                        Their role in
                           supporting PRSM
Project Management     Discuss Impact of PRSM      Presentation              Raise awareness of the   1.   Monthly IPOC Report
Board                   Benefits of PRSM                                    project and what it      2.   Quarterly report by Project Manager
                        Changes in                                          does. Promote                 at PM Board meeting
                           responsibilities for                              acceptance of the
                           those working for                                 projected changes.
                           them
                        Timeframes for
                           rollout within




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PRSM Communication Plan



Stake holder            Information/ Material       Method of Communication         Purpose/ Promotion       Frequency/ Schedule

Audience                What                        How                             Why                      Time frame
                             Districts
                         Their role in
                             supporting PRSM
Division of Project     Discuss Impact of PRSM      Presentation                    Raise awareness of the   1.   Monthly IPOC Report
Management Office        Benefits of PRSM                                          project and what it      2.   Quarterly report at PM Board
Chiefs                   Changes in                                                does. Promote                 meeting.
                             responsibilities for                                   acceptance of the        3.   Weekly report at Office Chiefs
                             those working for                                      projected changes.            meeting
                             them                                                                            4.   During roll-out, receive an optional
                         Timeframes for                                                                          live 4-to-8 hour course “Work
                             rollout within                                                                       Assignment with PRSM.”
                             Districts                                                                       5.   During roll-out, receive a hands-on
                         Their role in                                                                           live one-hour course “Time
                             supporting PRSM                                                                      Reporting with PRSM”.
Employees in Offices    Provide preliminary         Intranet Site (PRSM web-page)   Raise awareness of the   1.   Intranet Site updated Monthly
of Project Workload     information about PRSM                                      project and what it      2.   Caltrans News Quarterly
and Data Management,     Status Updates                                            does. Promote            3.   Shortly before the start of roll-out,
Project Management       Benefits of the new                                       acceptance of the             receive a live course “Project
Process Improvement,         application for them                                   projected changes.            Management with PRSM.” During
Project Management       Timeframe for rollout                                                                   roll-out, receive a live 4-to-8 hour
System                                                                                                            course “Work Assignment with
Implementation and                                                                                                PRSM.”
Capital Project Skill                                                                                        4.   During roll-out, receive a hands-on
Development                                                                                                       live one-hour course “Time
                                                                                                                  Reporting with PRSM”.
Other Division of       Provide preliminary         Intranet Site (PRSM web-page)   Raise awareness of the   1.   Intranet Site updated Monthly
Project Management      information about PRSM                                      project and what it      2.   Caltrans News Quarterly
employees                Status Updates                                            does. Promote
                         Benefits of the new                                       acceptance of the
                             application for them                                   projected changes.
                         Timeframe for rollout




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PRSM Communication Plan



Stake holder            Information/ Material       Method of Communication         Purpose/ Promotion        Frequency/ Schedule

Audience                What                        How                             Why                       Time frame
Division Chiefs,        High level Project Status   Presentation                    Raise awareness of the    Quarterly in-person report to each
Divisions of            update                                                          project and what it   Division Chief by PRSM Communication
Construction, Design,                                                                   does.                 Manager, starting from time of Vendor
Maintenance, Traffic                                                                Promote acceptance of     selection.
Operations,                                                                             the projected
Environmental                                                                           changes.
Analysis, Right of
Way, Human
Resources,
Procurement &
Contracts, Accounting
and Transportation
Planning.
Statewide Boards for    High level Project Status   Report                             Raise awareness of    1.   In-person report by PRSM
Construction, Design,   update                                                          the project and            Communication Manager, at first
Environmental                                                                           what it does.              meeting after Vendor selection.
Analysis, Right of                                                                     Promote               2.   Thereafter, semi-annual in-person
Way, and                                                                                acceptance of the          reports by PRSM Communication
Transportation                                                                          projected changes.         Manager until roll-out is complete
Planning.
Office Chiefs in        Provide preliminary         Intranet Site (PRSM web-page)   Raise awareness of the    1.   Intranet Site updated Monthly
Divisions of            information about PRSM                                      project and what it       2.   Caltrans News Quarterly
Construction, Design,    Status Updates                                            does. Promote             3.   During roll-out, receive an optional
Maintenance, Traffic     Benefits of the new                                       acceptance of the              live 4-to-8 hour course “Work
Operations,                  application for them                                   projected changes.             Assignment with PRSM.”
Environmental            Timeframe for rollout                                                               4.   During roll-out, receive an optional
Analysis, Right of                                                                                                 hands-on live one-hour course “Time
Way, Human                                                                                                         Reporting with PRSM”.
Resources,
Procurement &
Contracts, Accounting
and Transportation
Planning.




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PRSM Communication Plan



Stake holder            Information/ Material       Method of Communication         Purpose/ Promotion       Frequency/ Schedule

Audience                What                        How                             Why                      Time frame
Employees in            Provide preliminary         Intranet Site (PRSM web-page)   Raise awareness of the   1.   Intranet Site updated Monthly
Divisions of            information about PRSM                                      project and what it      2.   Caltrans News Quarterly
Construction, Design,    Status Updates                                            does. Promote            3.   During roll-out, receive an optional
Maintenance, Traffic     Benefits of the new                                       acceptance of the             hands-on live one-hour course “Time
Operations,                  application for them                                   projected changes.            Reporting with PRSM”.
Environmental            Timeframe for rollout
Analysis, Right of
Way, Human
Resources,
Procurement &
Contracts, Accounting
and Transportation
Planning.




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