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1. Mobile Marketing Project Charter
Purpose
Use the Mobile Marketing Project Charter to establish a clear project scope, decision rights,
and executive sponsorship for the project.
Be sure to customize this template accordingly. When required, delete the sample text
provided and fill in the blanks with information that is directly related to the mobile
marketing project.
This template has been pre-populated with an example of what a mobile marketing project
charter might look like. Change, delete, or add to the example as required.

2. [Project Name]
Mobile Marketing Project Charter
By
[Enter Name Here]
For
[Enter Name Here]
Effective Date:
Document Owner:
Version:
Version Date Revision / Description Author:
Approval:
Approver Title:
Approval Date:

3. Table of Contents Page
1. Project Overview 4
2. Project Description 4
2.1 Project Purpose
2.2 Background
2.3 Project Scope
2.4 Project Deliverables
2.5 Project Timeframe
2.6 Project Resources & Responsibilities
3. Key Success Factors 8
4. Risk Identification 9
5. Project Stakeholders 11
6. Communication Plan 12
7. Decision Rights 12
8. Approval 13

4. 1. Project Overview
The following table includes basic information that is associated with the mobile marketing
project. Please contact the project manager with any additional questions or comments.
Project Title Mobile Marketing Program
Project Sponsor VP of Sales & Marketing
Project Manager Mobile Marketing Manager
Project Manager Contact (Email) janedoe@abc-company.com; (Phone) +1 (555) 555-5555
Director of Marketing
Director of IT
Project Team Members Director of Sales
Customer Service Manager
Other
Project Start Date October 1, 2012
2. Project Description
2.1 Project Purpose The effective use of mobile media is becoming increasingly important
for today’s marketers. According to a recent report written by Borrell
Associates, mobile marketing spend will grow approximately 21 times
in the next 6 years. <Insert more up-to-date stat if necessary>
<Insert Organization Name> needs to develop an official mobile
marketing strategy in order to achieve benefits in the following areas:
1. Marketing
 Improving brand image
 Increasing mind share

5.  Cross promotion
2. Sales
 Increasing revenue
 Acquiring customers
 Gaining customer insights
3. Customer Service
 Increasing customer retention
 Increasing customer satisfaction
 Automation
Ultimately, the purpose of this project is to develop a mobile
marketing strategy and to execute the strategy effectively across the
selected mobile channels in order to achieve the aforementioned
benefits.
2.2 Background Consumers are rapidly adopting mobile media, yet the adoption of
mobile marketing by organizations has lagged.
<Insert Organization Name> must follow customers, prospects and
partners into the mobile world.
According to Wikipedia, mobile marketing can be described as
marketing on or with a mobile device. Examples of mobile marketing
channels include, but are not limited to, the following:
 SMS Messaging
 QR Codes
 Coupons
 Display Ads
 Apps
 Video
 Etc.

6. Customers will interact via mobile media whether or not <Insert
Organization Name> is prepared; <Insert Organization Name> can
leverage the growth of mobile media to improve customer
engagement, increase sales, and <List Other Benefits Here>.
<Insert Organization Name> has an opportunity to bring benefits to
sales, marketing, and customer service by engaging in mobile
marketing.
2.3 Project Scope Document what is in scope for this project and explicitly state what is
not in scope. If you are planning on a phased approach, provide a
summary of what each phase will look like from your perspective. You
will find a brief example below:
The scope for the mobile marketing project includes:
 Formalizing the mobile marketing strategy (concentrated on
achieving the specific benefits outlined in the Project Purpose
of this document)
 Executing the mobile marketing strategy
 Integrating mobile with the existing marketing mix
 Measuring the mobile marketing programs
It is understood that the project will unfold in three phases:
1. Planning
2. Execution & Integration
3. Measurement & Improvement
2.4 Project 1. Planning
Deliverables  Mobile Marketing Strategy Plan Document
 Mobile Marketing Channel Selection Report
 Vendor Selection Report
 Mobile Marketing Program Business Case

7. 2. Execution & Integration
 Mobile Marketing Program Launch (App)
 Mobile Marketing Program Launch (SMS)
3. Measurement & Improvement
 Monthly reporting and analysis (Dashboard)
 Refinement of program launch (App & SMS)
2.5 Project Timeframe Start date: October 1, 2012
Estimated end date: This is an ongoing initiative which will be
evaluated quarterly
2.6 Project Resources Include roles, responsibilities and estimated time allocation to the
and Responsibilities project:
1. Mobile Marketing Manager
 Oversee all mobile marketing efforts and resource
allocation
 Collect and reporting project metrics
 Establish marketing objectives for mobile marketing
 Monitor and select mobile channels
 Develop strategies for cross-platform promotion
 Harvest customer insight
2. VP of Sales & Marketing
 Project approval and executive representation
3. Director of Sales
 Establish sales strategy for mobile media (e.g. exclusive
discounts, interaction with online store, offline
opportunities)
 Harvest customer insight
4. Director of IT

8.  Install monitoring and/or aggregating software
 Provide input during vendor selection
5. Customer Service Manager
 Establish customer service goals and processes to be
used when interacting with customers via mobile
channels
 Provide response mechanism and personnel to respond
to customer requests and issues
3. Key Success Factors
What are the key success factors for the project (i.e. the factors that are a necessary
condition for success of the project)?
 Committed team members
 Adequate resource allocation
 Adequate project time allowance
 Tolerance for intangible benefits
How will success be measured? (Insert KPIs Here)
 Results
 Sales
 Level of interaction
 Brand Sentiment
 Successful implementation and use of monitoring tools
 Adherence to acceptable use policy while attaining objectives

9. 4 – Risk Identification
What are some of the risks that may be encountered during the project? Indicate high
level mitigation strategies. (Note: A risk is defined as anything that could potentially affect
the success of the project).
The following are a few examples of some of the risks the project may experience during a
mobile marketing program implementation. They may or may not be applicable depending
on which mobile marketing opportunities are driving your initiative (sales, marketing, and
customer service).
Add and delete rows and examples as they fit to the organization.
Risk Category Probability Risk Mitigation Strategy
Security Med Risk of employees  Implement policies that
downloading malware, indicate appropriate conduct
viruses, etc. when by employees.
downloading apps.
Project Team High Competing resources  Ensure personnel have clear
Availability when implementing a directives and are fully
multi-department committed to the project
project can jeopardize before it gets underway
mobile program success.
Stability of High Evolving medium could  Clarify expectations with
Requirements mean rapid change to project owners (sales,
requirements and on- marketing, customer service),
the-fly adaptation. and front-line staff

10. Risk Category Probability Risk Mitigation Strategy
Lack of Adoption Medium Response time is critical  Ensure staff is equipped with
to achieving objectives, adequate monitoring tools
particularly in customer and know how to use them.
service.  Develop process for issue
escalation as required.
 Empower mobile
representatives to resolve
customer issues with an
adequate level of autonomy.
Bandwidth Low An increase in  Plan for any bandwidth
bandwidth requirements requirements with IT
to support mobile network staff.
marketing efforts.
Increased Cost of Low Additional resources  Augment existing customer
Servicing may be allocated to service responsibilities with
Customers mobile marketing mobile requests.
campaigns without  If a dedicated resource is not
seeing immediate ROI. available, dedicate a specific
amount of time per employee
to be spent addressing
customer concerns and
create a knowledge database
with FAQs.

11. 5. Project Stakeholders
Project stakeholders are all of the people who have a vested interest in the project, yet are
not involved in the day-to-day operations of the project.
Stakeholder Name Role Project Responsibilities
Defining and evaluating strategy,
communicating with other team members and
John Doe Project Manager stakeholders, obtaining metrics and compiling
weekly reports on project status, conducting
meetings.
Project approval, negotiating for resources,
Susan Bell Project Sponsor reviewing reports, attending quarterly
meetings.
Defining and enforcing marketing strategy,
Director,
Enter name monitoring mobile activities for acceptable use,
Marketing
reviewing reports, attending monthly meetings.
Ensuring adequate IT resources are available for
the duration of the project, providing
Enter name Director, IT technology support, managing security, privacy,
archival of content, attending quarterly
meetings.
Defining and promoting integrated sales tactics,
Enter name Director, Sales monitoring mobile activities for acceptable use,
reviewing reports, attending monthly meetings.
Defining and enforcing customer service
Customer Service strategy, monitoring mobile activities for
Enter name
Manager acceptable use, reviewing reports, attending
monthly meetings.
Enter name Other <Enter Text Here>

12. 6. Communication Plan
Provide an outline of the high-level communications plan. Specific dates are not required.
Stakeholder Frequency Method Purpose
Project Manager Weekly E-mail update  Discuss project progress,
issues, etc.
 Preliminary metrics and
evaluations.
 Rating relative effectiveness.
Project Manager, Monthly Meeting  Provide complete project
Stakeholders update.
 Get feedback from the team.
 Adjust strategy as necessary.
Project Manager, Quarterly Meeting  Outline wins and statistics
Stakeholders, Project from the previous quarter.
Sponsor  Review roadblocks and
workarounds.
 Evaluate resource allocation.
 Plan for continued initiative.
7. Decision Rights
To support the timeline of the mobile marketing project and respect executive time, the
project manager has decided on the following decision rights procedure:
1. Any e-mail or voicemail sent to the project sponsor that requires a go or no-go
decision will specify a decision date or time within reasonable limits.

13. 2. A non-answer from the project sponsor by the specified date or time will imply
approval and the project may continue.
3. If the project sponsor does not agree or requires further clarification, he/she must
contact the project manager within the specified timeline.
8. Approval
___________________________________ _______________________________
Project Approver Signature Date
___________________________________ _______________________________
Project Sponsor Signature Date
___________________________________ _______________________________
Project Manager Signature Date