Let’s start a new journey on the digital marketing world, shall we?
So last post I presented you my favorite digital marketing creative. Indeed, once we have all the results of a given campaign, it seems fairly easy and stress-free the path in which the team has gone through to reach such a successful campaign. But truth be told, the path to get to this success is long and demanding.
As a matter of fact, I believe that more than merely having a great idea, producing a successful project depends more on the ability of adapting to change, of planning and, above all things, of delivering results on time and on budget.
But how we do that?
Well, first and foremost it is needed for us to understand that a project is a temporary work – which means that it has a beginning and an end – that has fixed goals and missions. More than that, it is important to have in mind that managing a project means acting in way to achieve the proposed objectives within the determined – meaning actively working within the parameters restrictions of deadlines and costs (budget).
Thus, the job of a good project manager is to ensure that these goals will be reached despite the constraints of resource and time. And these are my tips to you my 21st Century kid…for you to be a great project manager.
• Have specific goals.
Again, last post, I pointed out that one of the reasons why catchachoo campaign was so successful is due to its specific goals. To me this is basic marketing strategy as having specific goals means knowing the project’s milestones and, thus, having a proper mission. And having those means not diverting the path to achieve them and thus not overspending money or time.
• Also have a methodology.
Adding to the previous point, having a methodology means having more control over the resources that will be used in the project. And to me, controlling the process is the best way to make it more effective – as it will, most likely, mean projects’ delivers with higher accuracy rate in terms of time and costs. Indeed a good use of a methodology is important because it helps avoiding practices that can in the future lead one to failure. One good example of a methodology that has been use lately is IBM’s RUP – Rational Unified Process. It is indeed quite interesting and worth having a look kid.
• Define project scope and detail activities.
You heard me kid, use and abuse the use of WBS!!! Work Breakdown Structure should be your best friend in this journey. That because after defining your scope – which is highly important because it permits the team to understand the delineations of the project and draw a line between what should be done and what shouldn’t – you will need to work closely with your WBS’ charts in order to thoroughly detail every and each person/teams’ activities.
• Now communicate!!!
Communication is the most important element of any kind of project, relationship or environment. Why is it so essential? Well, in order for you to understand this better, I will (temporarily) give my dm-clickthrough voice to Rita Mulcahy – an expert in advanced project management. She has excellent communication skills and thus explains more succinctly and brilliantly the importance of communication for a project.
• Know your team and every one else involved on the project.
Everyone involved in the project is known as “stakeholders”. It is them you have to know, they are the ones that you have to work it, and – most importantly – they are the ones you have to please. Knowing the interests of all those involved means delivering more effective and accurate projects.
Project Agency research shows that those projects where stakeholders are identified and well managed deliver better project results than those, which take little or no account of this important group.Ron Rosenhead is an expert in project management.
• Develop a chronogram together with those “who get their hands dirty”.
This one is more focused on the project manager’s role, but the core idea here is of interconnection among every sub-team. To me the main way of developing a successful agenda – and thus delivering the project on brief, time and budget – is to do it alongside those who “actually work” on it. That because an effective chronogram means identifying specific tasks required, estimating time required to complete, and who will perform each task and how can one do it without interacting with those involved? Thus, please be sure to include your project team – and sub-teams – when estimating the work effort required in completing each task, and indeed the whole project.
• Monitor – identify and reduce – the risks and be pro-active!!!
Now that everyone knows that to do, it is highly important to identify risks that may prevent the successful development of the project. So many projects have failed because something “unexpected” happened, you do not want to be one of those! “You need to ensure these unexpected things (risks) are identified early in the life of the project and managed effectively.” (Rosenhead) Again, use and abuse of typical project management tolls. Draw GANTT charts, several of them – in post-it, online, by hand, it does not matter –, they are a great help in foreseen possible threats and risks; and thus a great way of preventing the project’s failure in relation to its’ parameters.
• Have a formal beginning and ending of the project.
I know that I have been, throughout this blog’s life, harping on some things about project management and campaigns, but understand 21st Century kid that if I do so is because they are indeed something important to be taken into consideration. One example of this is my recurrent idea that one must evaluate project’s results. Having a specific beginning to a project is important, but having a explicit end to it is much more important one as it is only then that one will know for sure if the project achieved its goals within the time and budget constrains. And that is precisely what will differentiate an extremely to a successful one, an “ok” one and, obviously, successful campaigna failed one.
There we are. Are you now ready to develop a successful project that will be delivered succinctly, on time and on budget? I am sure you are!
Good luck in any project you create in your life 21st Century kid.
Let me know how they go and please don’t forget to always share your thoughts with me.
2 Response to How to: deliver projects on brief, on time & on budget.
Hi Renata,
As always a very neat article. I admire your organization and how you are constantly thinking on the reader by using visual help such as the video and the bold letters. Very nice!
It has been proven that a linear methodology such as the one of "waterfall" is a great tool for a successful campaign. As you said start with a concrete goal, define the project, communication,monitor etc... But have you think about a circular methodology such as the "Agile" one. Is more fast, has very few constrains, is more based on trial and error... I think is a good discussion to take into account, specially nowadays where campaigns have to constantly change and redirect their objectives.
I leave you with the idea.
Best
I like how well you structured the process.
I Definitely, think that the most important part of any campaign or research process is the communication. Without the communication there is no way to really understand the audience and further give them even better outcome next time. :))
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