Project Management Plan: Shakeaway TV Advertisement Project Report

This project management report details a comprehensive plan for a TV advertisement project undertaken by Shakeaway. The report begins with an introduction outlining the background and rationale for the project, focusing on the need to boost profits and brand awareness through a new product launch. The project definition section establishes clear objectives, scope, and deliverables, including the development of a project management plan, designing the advertisement layout, and launching the TV advertisement. The core of the report is the project management plan, which includes project requirements, objectives, scope statements, deliverables, a work breakdown structure, and a Gantt chart. The plan also covers resource requirements, financial planning, critical success factors, and project governance, including team structure, roles, responsibilities, and a communication plan. A risk assessment section identifies potential risks and constraints. The project aims to increase Shakeaway's profit margin by advertising a new milkshake flavor, with deliverables including plan development, advertisement preparation, layout design, launch, and customer feedback collection. The work breakdown structure breaks the project into smaller, manageable tasks, while the Gantt chart provides a timeline for completion. Resource requirements are also detailed, including financial considerations, and a risk management plan is in place. The report concludes with recommendations and references, providing a complete guide for the successful execution of the TV advertisement project.

Running head: TV ADVERTISEMENT PROJECT
Project Management: TV Advertisement Project
Name of Student
Name of University
Author Note

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TV ADVERTISEMENT PROJECT
Table of Contents
1. Introduction......................................................................................................................3
1.1. Background...............................................................................................................3
1.2. Rationale...................................................................................................................3
2. Project Definition.............................................................................................................4
2.1. Objectives.................................................................................................................4
2.2. Scope.........................................................................................................................4
2.3. Deliverables..............................................................................................................5
3. Project Management Plan................................................................................................5
3.1. Project Requirements................................................................................................6
3.2. Project Objectives.....................................................................................................7
3.3. Scope Statement........................................................................................................8
3.4. Deliverables..............................................................................................................9
3.5. Work breakdown Structure.....................................................................................11
3.6. Project Schedule (Gantt Chart)...............................................................................11
4. Resource Requirements.................................................................................................12
4.1. Resources considered..............................................................................................13
4.2. Financial Planning..................................................................................................13
4.3. Critical Success Factors..........................................................................................14
4.4. Financial Budget.....................................................................................................14

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TV ADVERTISEMENT PROJECT
5. Project Governance........................................................................................................15
5.1. Project Management Team Structure.....................................................................16
5.2. Roles and Responsibilities......................................................................................16
5.3. Communication Plan..............................................................................................17
6. Risk Assessment............................................................................................................18
6.1. Identified Risks.......................................................................................................19
6.2. Constraints..............................................................................................................19
7. Conclusion.....................................................................................................................20
8. Recommendations..........................................................................................................20
References..........................................................................................................................21

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TV ADVERTISEMENT PROJECT
1. Introduction
Television advertisement can be considered as an effective medium for reaching out to a
large group of customers. A project related to advertisement of a new product, has been
undertaken. Shakeaway is a company that has planned to prepare a new product that can
ascertain improving the profit margin of the company. The company has planned to boost its
profits by developing a new flavored milkshake. The project advertisement is based on
delivering the necessary details of the new products to the customer. The background and the
rationale of the project are indicated in the following sections.
1.1. Background
Shakeway, the original re-inventor of milkshakes faced a serious business loss due to
oversaturation of the milkshake bars in the city. It is a part of the strategic planning of the
company, to release the new product in summer and to boost the profits. The company is
planning to advertise the newly launched product so that the customers’ reach of the product is
increased along with the increase in the profit of the company. The strategy of promoting the
business on television will work for the benefits of the company mainly because the new product
that is being launched will be promoted to the customers with this project.
1.2. Rationale
The execution of the project related to the advertisement of the new product that is being
launched by Shakeaway in summer is important to be executed as it will work for boosting the
profit margin of the organization. The business profit margin will be increased as the
advertisement will increase the customers; reach and will also help in providing a correct idea of
the product to be launched. Therefore, execution of undertaken project is justified.

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TV ADVERTISEMENT PROJECT
2. Project Definition
This section of the undertaken project management report will analyze the objective
scope and the deliverables of this report.
2.1. Objectives
The report’s objective is to deliver a project management plan in consideration to launch
of the new product by Shakeaway. The preparation of the project management plan (PMP), has
the following objectives-
 To identify the scope
 To point out the deliverables
 To estimate the time needed for finishing this undertaken project
 To estimate the budget of the project
The objectives of the Tv Advertisement project are indicated as below-
 To identify the needs of the undertaken project
 To understand the importance of advertisement
 To develop an effective plan for successful project execution
2.2. Scope
The scope of this document is to design an effective project management plan for
advertising about the launch of a new flavor of milkshake in summer. Advertising of the new
product in television will help in increase of the customers’ reach and therefore, it is expected
that the profits of the company will be increased. Development of the PMP is within the scope of
this document while discussing the implementation approach of the project is out of scope.

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TV ADVERTISEMENT PROJECT
Scope Statement: The project scope is to plan a television advertising, so that the customers of
Shakeaway get a clear idea of the product is being launched.
2.3. Deliverables
The main identified deliverables of the undertaken Tv advertisement project are
indicated as follows-
Deliverable 1: Development of Project Plan
Deliverable 2: Making necessary preparations for the advertisement
Deliverable 3: Designing the advertisement layout
Deliverable 4: Launch of the TV advertisement
Deliverable 5: Collection of the customers’ Feedback
The undertaken project of advertising the project undertaken by Shakeaway will be
successful only if the above identified deliverables of the project is finished in an effective
manner. The above five deliverables indicate the main deliverables of the project. Each
deliverable has further sub deliverables which is indicated in the schedule planning of report.
3. Project Management Plan
The project management plan is a document, which is mainly used in every phase of a
project. The details of each phase starting from project initiating, planning, execution,
monitoring, control and closing of a project is documented in a project management plan
(Kerzner, 2017). In this particular section, the major project requirements, the objectives, scope
and the deliverables of the project is drafted so that it is possible to complete the project within

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TV ADVERTISEMENT PROJECT
time (Meredith, Mantel Jr and Shafer, 2017). The PMP document is therefore considered to be a
vital part of execution, planning and monitoring of a project (Fleming and Koppelman, 2016).
The project management plan that is being generally developed for a project contains the details
of the financial considerations of the project along with the main stakeholders linked with the
undertaken Tv advertisement project. The details of the project that is being executed, that is the
advertisement for the new product of Shakeaway are indicated in the sections below.
3.1. Project Requirements
The main requirements of the Tv advertisement project is to deliver an appropriate
project management plan that can help in execution of the project in a planned manner (Heagney,
2016). The main requirements of the project include understanding the need of investing in
advertising the project so that the customers’ reach for the project can be improved. Clear and
accurate identification of the objectives and the project scope will contribute to completion of the
Tv advertisement project in an accurate manner (Leach, 2014). The requirements of the project
involves the conditions or the tasks that are needed to completed or fulfilled to ascertain the
success. Appropriate requirements identification helps in aligning the resources of the Tv
advertisement project along with the project objectives.
For this Tv advertisement project, a product requirement document is prepared that
consists of the specifications of the products and the implementation approach of the project.
The crucial requirements of the project are shown as below-
The Plan: The success of any project depends on the plan that helps in effective
execution of the Tv advertisement project in an appropriate manner. Therefore, one of the most
crucial requirements of this project is development of a plan for this project.

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TV ADVERTISEMENT PROJECT
Resources: Accurate resource estimation contributes to the successful execution of the
project. Resources form an integral part of execution of the undertaken project since the correct
delivery of the project depends on the resources linked with the project (Harrison and Lock,
2017). Therefore, resources forms an important project requirements.
Time: Time is an important project requirement as it indicates the period of project
execution. Setting up of a realistic time frame for project execution is necessary to ascertain
project success.
Budget: The budget or the financial considerations of the undertaken project indicate that
a project is finished in an effective manner. Setting up of the realistic budget is crucial to
ascertain that the Tv advertisement project is executed according to the plan.
Risk Management: The identification of the risks is an important consideration of the
project and management of the main risk is a crucial project requirement (Crawford, 2014). The
risk management is generally done at the start of the undertaken project and also during the
project execution so that the possible risks in the project is eliminated (Stark, 2015). The plan for
management of the project also considers and documents approaches of risk management so that
those risks can be addressed on time (Too and Weaver, 2014). In this particular project
undertaken by Shakeaway, the risks are identified and analyzed at the beginning of the project
for better management of the risks.
3.2. Project Objectives
Identification of the major objectives of the undertaken project is crucial to develop a
plan for the project (Heldman, 2018). The project objectives, which is undertaken by Shakeaway
are indicated as follows-

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TV ADVERTISEMENT PROJECT
 To identify the needs of advertising
 To realize the benefits of television advertising
 To develop a plan for execution of the undertaken project
 To execute the Tv advertisement project according to the plan of the project
The above discussed points indicate the main objectives of the undertaken project.
Fulfillment of the above identified objectives indicate that the project is completed as per plan. It
is necessary for this project to fulfill all the objectives so that the advertising project is finished
as per plan.
3.3. Scope Statement
It is within the project’s scope to deliver a tv advertisement and broadcast to ascertain
that the customer of Shakeaway get an idea of the new product that is launched.
In-Scope: The in scope requirements of the project are indicated as follows-
1. Developing an implementation plan for television advertisement
2. Execution of the Tv advertisement project as per plan
3. Reaching out to a maximum number of customers who would be interested in the project
undertaken by Shakeaway
4. To collect feedbacks from the customers
Out Scope: The out scope requirements of the Tv advertisement project are shown as follows-
1. The project is limited to advertisements and broadcasting

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TV ADVERTISEMENT PROJECT
2. After collection of the feedback, there is no plan for analysis of the negative feedbacks that are
collected.
3.4. Deliverables
Identification of the deliverables of the Tv advertisement project involves a crucial part
of a project management plan as the plan is expected to address the major deliverables (Lock,
2017). The most significant deliverables of the project is discussed in the previous section of the
report. The deliverable of the project is mainly linked with the aim of the project and the
company Shakeaway that is to increase the profit margin. The task that are to be delivered in this
project is indicated in the figure below-

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TV ADVERTISEMENT PROJECT
Figure 1: The Project Deliverables

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TV ADVERTISEMENT PROJECT
The above figure indicates the crucial deliverables of the undertaken project. Fulfillment
and correct execution of all these tasks will ascertain that the Tv advertisement project is
completed as per plan.
3.5. Work breakdown Structure
The work breakdown structure that indicate the execution process of the project is
indicated in the following figure-
New Product by TV
commercial
Planning stage
Market investigation
Designing the
Advertisement
Broadcast
advertising
Development of the
Scenario/script
Preparation of the
Budget
Setting up Time and
Schedule
Advert agency
CAMEO
advert/product
Pre-production
Finalize a Shooting
Script
Broadcast
Identification of the
Target channel
Location Scouting
Create a Proper
Budget
Production
Adverts performed
by agency
Concepts outline
Draft-filming
Actions
Process verified
(ad)
Process agreement
(budget)
Close-beta advert
performance
Open-beta advert
performance
Post production
Final advert
TV adv online (store
opening)
Customer feedback
customer surveying
online/social network
Analysis of the
Feedback
Generation of
Report
Payment Completion
Resource Release
Project Ends
Figure 2: Illustrating the Work breakdown Structure (chart View)
The work breakdown structure in the above figure indicate the entire project of
advertising a new product by Shakeaway is divided into a number of smaller projects for its
easier management (Kerzner, 2019). The work breakdown structure clearly indicates that main
tasks that are to be implemented to ascertain that the whole project is completed within the
specified time of 90 days.
3.6. Project Schedule (Gantt Chart)