Project-Charter Lebedeva Aybazov Korotova

PROJECT CHARTER
<JOHN DEERE COMMUNICATION PROJECT >
JOHN DEERE
ONE JOHN DEERE PLACE
MOLINE, IL 61265
3.11.2016
PROJECT CHARTER
COMMUNICATION PROJECT
Paragraph 1: Formally authorize the project

Project purpose: This Charter formally authorizes the John Deere’s Communication Project to
develop and promote company in Russia. The project plan will include: risks, campaign
effectiveness measurement, stakeholder management and budget. All resources will be assigned
by the John Deere Foundation.
Goal: increase brand loyalty and sales doubled by the end of 2018 (when the equipment will
meet your expectations)
Objectives:
 Recruitment project manager, coordinators, others team members
 Analytic preparation about target audience and markets, planning
 Promote messages at media and create newsworthy event
 Taste-drive with education instructor
 Participate in external landscape and construction events, forums, exhibition and
professional discussions
 Create budget of project, risks plan, onside planning, risks, timeline
 Government and University communicate and make partnerships and plan common
activities
 Organize final charity congress: discussions about city infrastructure, reception, press-
conference, photo shoot and ceremony of awarding the certification
 Evaluate effectiveness
 Make amendments
 Take feedback and make conclusion
Risks: the increasing cost of materials, the increasing construction costs, a significant stagnation
of the construction market, difficulties of fundraising, competition from Russian producers.
Campaign effectiveness measurement: the number of established partnerships, number of

publications, the number of sales, the number of visits to the Internet site.
List of stakeholders:
Government, city government, mass media, nonprofit organizations, founds, partners,
consumers.
Target audience consists of two main groups:

1) We choose target audience construction and engineering students because it can help us
to grow at loyalty for brand. Because this students are future of construction industry. It
is practice for them and meeting with great equipment at first steps of their career. The
massage of this direction is “Help you to build your future”. We plan to work with
Universities and make deals with them. So after that it can help their students have
practice at John Deere – so work enough confidence in the brand among the future
generation. + provide the opportunity to practice their skills, to come on trips to others
countries, organize competitions and grants for students.
2) Other direction is landscape design. Target audience is government – because if we can
become representative of Saint-Petersburg administration and be trusting of professional
landscape area. It will be clarity event for Saint-Petersburg at the day of the city birthday
27th May, we will make gift some kinds of equipment to city.
To increase level of loyalty we are developing special events for young specialists and students.
The main idea is to show all advantages of John Deere’s production. We want students to
associate our product as a standard of quality.
To provide that we are going to arrange test drives. John Deere’s specialists will show students
how to use our machines and will talk about the features in «study» form. Thereby students will
get professional experience based on our production.
Besides we will establish agreement with some farms. An idea is to offer young specialists work
place immediately and to offer farms new employees.
Paragraph 2: Project Scope

1. At one of our area we want to develop partnership with government so we want to start it with
this action.
The ceremony of awarding the certificate for the right to use these equipment the city St.
Petersburg - the city governor — Poltavchenko.
Also we will invite the Committee for improvement of St. Petersburg, Committee for Nature
Use, St. Petersburg Committee for Social Policy, the Committee for Industrial Policy and
Innovations St. Petersburg.
We want to understand needs of government and try to give them want they really want. Like
new equipment.
All this structures will be invited on our event. We will communicate with our relations. We
should cooperate and be more effectively together.
2. Establish a positive image of the company in specialized media, off-lines and social networks
(Online resources: life.ru, lenta.ru, rbc.ru, fontanka.ru, business-gazeta.ru, izvestia.ru. Magazines: forbes.
Newspapers: Парламентская газета. Offline resources: pro-landshaft.ru)
3. To achieve increased sales among our target audience over 15% per by Jan 2018.
4. Increasing the target audience loyalty and attracting the new customers among farmers and
landscapers.
Paragraph 3: Identify the Project Manager

Project manager of commutation project. He is the main responsible for all this communication
project
Than we have 2 managers and this managers have its own teams:
I. Team
1. Main manager, who responsible for management all processes and people, make report about
all actions and results every week at Board of Directors company, creation and implementation
new ideas at student area
2. External Manager who will be responsible for media and specialty external events, he also
should focused at became part of unions and others construction organizations
3. UR Manager who will be responsible to implement this project at Universities
4. Online manager – responsible for working with online recourses
II. Team
5. Main manager, who has the same responsibility. Management all processes, make report about
all actions and results every week at Board of Directors company, creation and implementation
new ideas at government area
6. External Manager who will be responsible for media and specialty external events
7. GR Manager who will be responsible for government relations
8. Event manager – (he will have also his team) – they will organize final clarity event with
discussion at round tables, ceremony, photo shoot, press conference
9. Online manager – responsible for working with online recourses
Paragraph 4: Provide the summary milestone schedule

The project plan will be submitted and approved in accordance with the milestone schedule
below. Upon approval of the project plan resources will be assigned to the project and work will
commence within 5 business days. The Project Sponsor must approve any schedule changes
which may impact milestones. A detailed schedule will be included in the project plan. The high
level milestone schedule is:
Dec 20, 2016 – Project Plan Complete and Approved
Jan 15, 2017 – Development of the project,with full description
Feb 1, 2017 – Definition of the target audience and stakeholders
Feb 20, 2017 – Description the project’sterms
Mar 10, 2017 – Definition of the success criteria
Apr1, 2017 – Development of the organizational structure, definition its power.
May 1, 2017 – Development of a communicationcalendar plan and the project’s budget
June1, 2017 – Implementation of the project
Nov 30, 2017 – Finishing the Project
Jan 20, 2018 — Determine efficiency mark
Paragraph 5: Project Budget – state the budget for the project and identify funding sources
The budget for the Payroll project is $300,000. It is to be funded through the company John
Deere Foundation Budget.
Developing of the Project Plan — 20 000 $
Team payroll — 65 000 $
Supplies and equipment — 80 000 $
Printed products — 1 000 $
Logistics— 35 000 $
Channels of communication (barter and cash) — 24 000 $
Advertisement — 50 000 $
Unexpected expenses — 25 000 $
JOHN DEERE FOUNDATION
Approved by the Project Sponsor:
___________________________________________ Date:____________________
<John Deere>

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PROJECT CHARTER

<JOHN DEERE COMMUNICATION PROJECT >

Paragraph 1: Formally authorize the project

Campaign effectiveness measurement: the number of established partnerships, number of

Target audience consists of two main groups:

Paragraph 2: Project Scope

Paragraph 3: Identify the Project Manager

Paragraph 4: Provide the summary milestone schedule

JOHN DEERE FOUNDATION

Approved by the Project Sponsor:

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