Pilot Project Roadmap

                          I.      Identify Project Sponsor and internal resources

·          Sponsor: Serena Powell, Executive Director, Community Work Services of Boston
·         In-house resources:
o        List Services, Web Development and Hosting, IT, Testing and QA, Database Management and Integration, Sales, Marketing, Training, Printing and Mail services.
·         Outsourced:
o        Research and Editorial (to produce White Paper)
o        Marketing Automation Software Solution

                        II.      Plan and carry out successful Pilot Project

·         Develop project plan, budget, and comprehensive timeline	2 weeks
·         Preliminary Setup:	8 weeks
o        Research, evaluate, and select a marketing automation software vendor (Constant Contact’s non-profit version)
o        Train pilot program team to use selected program		2 weeks
o        Modify existing sales database to integrate MAS, Lead Qualification, and Distribution data (Critical Path)		8 weeks
o        Develop appropriate creative materials that maintain CWS organizational identity, look and feel		4 weeks
§            Online: Email offer, landing page, acknowledgements, templates for future mailings §            Online: Referral program §            Online: Produce and publish White Paper §            Online: Banners and links on web site §            Offline: Provide mailed version of White Paper using CWS Mail Services
o        Test all functionality and creatives		1 week
·         Execute and evaluate Campaign	5 weeks
o        Execute initial mailings, distribute leads (CP)		1 week
o        Re-mail non-responders twice, distribute leads (CP)		2 weeks
o        Evaluate Pilot Program Results (CP)		2 weeks

                      III.      Promote the results of successful Pilot Program

·         Present Pilot Program, analysis, and recommended deployment plan to top management	2 weeks
·         Solicit buy-in from Department Heads, Marketing and Sales		Ongoing
·         Arrange and coordinate presentation from Vendors		Ongoing
·         Author articles in internal newsletter		Ongoing
·         Start word-of-mouth internal campaign		Ongoing

                      IV.      Develop standardized program plan for organization-wide  deployment                                                                                               18 weeks