EDF Energy Social Media Marketing Campaign: Project Initiation Doc

This project initiation document outlines a social media marketing campaign for EDF Energy, a British integrated energy company. The report details the project's scope, including increasing customer satisfaction and user base through effective social media strategies. It covers stakeholder analysis, identifying key groups affected by the project, and a risk analysis, assessing potential challenges and mitigation strategies. The document also incorporates SMART objectives to ensure clear, measurable goals and applies the 5M's of Management (Money, Manpower, Materials, Machinery, and Methods) to optimize resource utilization. A Gantt chart and methodology section further elaborate on project timelines and approaches, while also addressing project termination considerations. This comprehensive plan aims to attract more customers to EDF Energy through a well-managed and strategically executed social media campaign.

Project Initiation Document

Table of Contents
Section 1...........................................................................................................................................3
Section 2...........................................................................................................................................4
RISK ANALYSIS..................................................................................................................4
5M’s of Management...........................................................................................................14
Section 3.........................................................................................................................................15
SMART Objectives..............................................................................................................15
Section 4.........................................................................................................................................17
Gantt chart............................................................................................................................17
Methodology.........................................................................................................................17
Termination of project..........................................................................................................18
References......................................................................................................................................20

Section 1
Introduction
Project initiation document includes project scope, management and overall success criteria of a
project. This consists of basic information of project like scope, context, team, collaboration and
management. For a project management, it is essential to manage the completion of all project
activities within specified time frame. In this report, the project considered is of EDF ENERGY.
This is a British integrated energy company which is owned by French state. This company
operates in electricity generation and sale of natural and electricity to homes as well as business
within UK. In this report, project of this company is to generate social media marketing
campaign for this company that can attract lot of customers (Alrashoud, 2020).
Opportunity scope
Project plan - including why are we doing this project?
This project revolves around developing of an effective social media campaign for the
company EDF energy.
Project selection
Smart objectives
 To increase customer satisfaction level by 10% by using social media campaign
 To enhance number of users by 20% by using social media campaign
Methodology used
There is usage of secondary analysis for conducting this project
Stakeholder analysis
In context of a project, there are several stakeholders which are involved and they are affected by
each and every activity. There are internal individuals and teams involved within accomplishing
project objectives. In context of stakeholder analysis, it is evaluated that there is grouping of
different people who are affected by project activities. It provides an explanation of how these
people are affected by the project strategy and tactics. It consists of managing the
communication with each and every stakeholder as it provides help in increasing trust and
goodwill. Every successful project knows what exactly are the requirements of stakeholders. In
context of the project associated with social media campaign of EDF energy, various
stakeholders are explained below (Bird and Wearne, 2017)-

 Executives are stakeholders which are associated with from the parent level organization,
including the power sponsor. Customers pay for the product or service the project
produces.
 The Project Team produces those products and services
 Suppliers provide external products and services
 Governments produce regulations the project must abide by, and issue permits and
approvals
 Technical / Department managers provide expert advice and resources to the project
 Lenders, creditors, and investors provide financing to the project
 Local committees and boards approve the project’s deliverables
 Unions negotiate for better working conditions and pay for the project team.
In context of the project associated with social media campaign of EDF energy, the
stakeholder analysis is given below -
Staff members - The staff members and teachers of this university are affected if they are
getting new technology. The renovation of laboratories and infrastructure provides a new and
good environment for teachers to work. This is an opportunity for teachers to use this type of
technology and utilise the resources in an appropriate manner. By this technological
advancement, the university is able to increase the satisfaction level of staff and teachers
(Bridger, 2018). Customers – These are people across the world who can use the facilities and offerings of
this university. These are main stakeholders on which revenue of this organisation
depends. It is responsibility of this university to provide effective services to customers.
Section 2
RISK ANALYSIS
Risk description Likel
ihood
of
the
risk
Impact if
the risk
occurs
Seve
rity
Rati
ng
base
Own
er
Perso
n
who
Mitig
ating
actio
n
Continge
nt action
Progress on
action

occur
ring
d on
imp
act
and
likeli
hood
will
mana
ge
the
risk
Campaign purpose is
not well defined
Medi
um
High High Proje
ct
Spon
sor
Camp
aign
shoul
d
provi
de
and
ensur
e that
positi
ve
impac
t is
create
d of
the
brand
within
the
marke
t. This
makes
busin
ess
organi
zation
achie
ve
goals
Popularity
of
campaign
can only
be
increased
only when
all kinds
of risk
related to
money is
identified
in less
time
(Chappell
and et. al.,
2018).
Campaign uses
innovative ideas.

and
object
ives
effecti
vely.
Project design and
deliverable definition is
incomplete
Low High High Proje
ct
Spon
sor
Scope
of the
camp
aign
is
define
d
throu
gh
under
standi
ng
idea
behin
d it.
This
makes
camp
aign
run in
more
impac
tful
mann
er.
Document
assumptio
ns in
relation to
campaign
and
associated
risk is
high and
cannot be
include
with the
scope as it
can
hinders
growth of
campaign.
Campaign should
be able to show
creativity within
its work.
Project schedule is not
clearly defined or
understood
Low Medium Medi
um
Proje
ct
mana
Camp
aign
shoul
In order to
make
campaign
Workshops
scheduled

ger d be
done
as per
prope
r
sched
ule
which
makes
produ
ct of
busin
ess
devel
oped
within
an
organi
zation
.
more
effective
makes
upcoming
tasks
completed
making
organizati
ons
process
improved.
No control over staff
priorities
Medi
um
Medium Medi
um
Proje
ct
mana
ger
Camp
aign
helps
in
makin
g
spons
orship
provi
ded
which
makes
organi
zation
s
Escalate
to the
project
sponsor
and bring
in back up
resource
(Dal
Pont,,
2020).
Campaign makes
product launch
possible with
more effective
elements.

advert
iseme
nt
possib
le. It
leads
towar
ds
attract
ing
custo
mers
within
time
limit
specif
ied .
This
helps
in
makin
g
produ
ct
launc
h
possib
le
within
time
limit.
Consultant or
contractor delays
Medi
um
High High Proje
ct
mana
Camp
aign
shoul
Campaign
should
makes
Designing
banners and
catchy lines.

ger d be
mana
ged in
prope
r
mann
er for
which
prope
r plan
is
requir
ed to
be
made
with
comm
unicat
ion.
managers
introduce
new
techniques
making
business
achieve its
goals and
objectives.
Estimating or
scheduling errors
Medi
um
High High Proje
ct
mana
ger
Break
ing of
two
risk
cost
makin
g
estim
ation
about
camp
aign
negati
ve
aspect
Escalate
to the
project
sponsor
and
project
board.
Raise
change
request for
change to
budget or
schedule.
Pull down
contingen
Workshops
scheduled.

throu
gh
tracki
ng
cost
and
foreca
st
throu
gh
adjust
ments
.
cy
Lack of communication
that causes lack of
clarity and confusion
Medi
um
Medium Medi
um
Proje
ct
mana
ger
Write
the
comm
unicat
ion
plan
that
includ
es
freque
ncy,
goal
and
audie
nce of
each
comm
unicat
ion.
Identi
fy
Camping
of an
business
organizati
on should
be able to
clarify
about
areas
through
which
assistance
is
increased
upon
gaining
more
sponsor
through
the
campaign.
Communication
plan helps in
spreading
campaign.

stakeh
olders
early
and
ensur
e they
are
consi
dered
the
comm
unicat
ion
plan.
Appro
priate
chann
el
must
be
used
for
audie
nces.
Stakeholder action
delays project
Low High High Proje
ct
mana
ger
Identi
fy
about
right
stakeh
olders
which
makes
influe
nce
Notify
appropriat
e
authorities
so that
campaign
makes
product
promotion
done with
brand
Stakeholder
analysis helps in
making
investment done
within camping.

create
d by
engag
ing
plan
over
stakeh
olders
.
Mem
bers
involv
ed in
camp
aign
shoul
d
make
plans
for
regula
r
interv
als.
This
helps
camp
aign
run
with
prope
promotion
.