Company: Lions Media Group (LMG)
Function: Multimedia design group that produces print, radio, web and TV ads.
Number of Full-Time Employees: 120 (70% are creatives, the remaining 30% are support, sales, management and IT staff)
Number of IT Staff: 5 (They are tasked with email, security, networking, hardware support, website, computer installs and upgrades, software and etc. )
Gross Revenue: $60.4 million
Hint: Don’t get caught up in the company or organizational structure details. These are just general guidance. I want you to find solutions for their current issues, do not propose a restructuring of the organization, as that is not the purpose of this course. Also, please do not outsource for any of the solutions as I want you to provide the solution vs. offloading it to another entity.
You have just been hired by a marketing firm as a video producer. After a few weeks of working in your new position, you observe the following:
- Business has been good and the company has doubled in size, however, new employee growth is limited by available workspace. Management has asked for solutions that do not involve purchasing new office space. As you talk to fellow employees, you observe that most coworkers travel a minimum of 45 minutes away from the office due to traffic and available housing. This commute time has led to some fellow talented employees departing the organization for other companies.
- Files are often shared via external storage (i.e., removable hard drives, flash drives and etc.). When you ask a coworker about this, he says, “It’s always been that way because most of our files are very large and can’t be sent via email.” We have a network with shared drives but support between the creatives on Macs and the sales team on PCs is oftentimes limited and frustrating. Neither department will budge on changing operating systems. So, a solution that allows departments to continue to use their current computers and OS would be preferred.
- When an employee is absent, you must wait until they return to get the file or they must share their password in order for you to access the file from their computer.
- Currently, managers track projects in a shared spreadsheet on Google Sheets. While this is a great tool for collaborating, many managers are finding this method to be time-consuming and messy. When one step has been completed, the manager is responsible for entering project notes in the spreadsheet, collecting the related project files, and emailing the next workgroup the status update. This is certainly better than how they previously operated but they need a more robust solution.
- When ad designs or video projects are completed, the client is required to travel to your office for a review of the design/project. Your manager likes to see the client’s expression when reviewing the work, however, more and more clients are located far away and even overseas. This requirement has caused a good deal of frustration with some clients.
Please note: The IT department is small and expressed concerns regarding proposals that require significant IT manpower to implement. All proposed solutions that require a significant time expenditure from the IT department must be well justified in order for management to even consider taking it to IT for review. Solutions that reduce demand on the IT department are preferred.
When you are providing a solution, make sure to provide support for that solution in the way of relevant data, and applicable success examples. Make sure to cite your sources in a way that I can directly find them, such as a link to the article being referenced.
Proposal Details:
Please provide a written proposal (PDF or Doc) to management addressing concerns from the above statements. This would be considered an unsolicited internal proposal. There is not a particular length requirement for this assignment, although rarely do I see a one to two-page proposal pass. They tend to lack support and citations. Please do not write this like a term paper but rather a proposal that you are submitting to your manager (these resources may be helpful for many of you Writing Proposals Video, Writing a Proposal or use the example structure I provide below) I’m looking for quality recommendations and a convincing argument. Remember, there is likely to be pushback to your recommendations. Don’t just recommend, but rather persuade. By this I mean, don’t make statements using terms like, “I believe, I feel, We could, I would like to suggest, one idea and etc.” Management cares more about well-researched real solutions vs what you feel or think you know. If you want to write a successful proposal, find data. Make recommendations based on proven technologies for the industry in which you are proposing solutions. Cite relevant sources that support your position. Many course projects do not pass on the first submission, largely because of the lack of supporting data. TIP: If you can’t find a current relevant source, then maybe you should consider whether or not your solution is a good solution. Address potential counter-arguments. Present your case clearly and in a well-thought-out manner.
I’ve had a wide variance in proposals submitted for course projects. I know that writing a proposal may be new to some of you, so I highly recommend looking at online resources that will help you understand what is needed for a successful proposal. The following resource is a good basis for a proposal:
Proposals that do the following are typically the most successful.
- Identify each problem
- Provide a solution for each of these problems. There may be some overlap and some solutions may build on each other but present a solution for each problem to make it clear what you are addressing. Rather than just recommending a generic service or solution, research the best solution for the organization. Keep in mind that this is a design and marketing firm, so your solutions should reflect their industry and may vary from other industries.
- Support your solutions with relevant data. It’s easy to throw out a solution, however, that is far from sufficient. You need to convince me as the reader that the solution you are providing is the best solution. So, use data, cite relevant and trustworthy sources and make sure that you are solving the problem.
- Remember that not everyone will be on board with the proposed solution. Think ahead and state things that might be possible pushback. This is somewhat of a pros and cons list, however, you need to convince the reader that you can either mitigate the cons listed or that the pros truly outweigh the cons. For instance, it’s too expensive, it’s too time-consuming, requires too much manpower from IT and etc. These are just a few possible reactions but make sure that you show how prepared you are by identifying these potential questions, sharing why your solution is still the best in light of that potential problem, or how your solution might address those concerns.
Example Proposal Template:
Proposal Title
Identify Issue 1:
Proposal: (Propose a solution that can be implemented. Nothing vague or all-encompassing.)
Research and Data: (This is where you answer why your solution is the best available solution. Not just ‘a solution’ but the best solution. That means you have to research and persuade. The best way to persuade your reader is by using real data and information.)
Implementation: (What and who is required to implement this solution?)
Potential Obstacles and Overcoming Them: (Most solutions will come with possible pushback. Identify what coworkers might challenge you with and then address those challenges with why the change is worth it. Essentially, you want to show a good return on investment. So, show if it saves time, and/or money or builds a better brand?)
Grading Rubric
You will be graded on the following rubric:
******************Example Proposal**********************
Example Proposal to Show Format – This is only an example and this particular proposal addresses 1 issue but you will be addressing several, so you will have multiple sections for each issue. The sub-sections following your introduction may include: Issue, Proposal, Support Research/Data, Implementation, and Obstacles… this will be repeated for each issue you are solving.
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| Proposal for XYZ Company: Addressing Email Marketing Response Issues Introduction: Effective communication with clients is a key factor in building strong and long-lasting business relationships. However, email communication can often be ineffective and lead to miscommunication or important messages being overlooked. According to a study by the Radicati Group, the average business person receives around 121 emails per day, which can lead to email overload and a lack of engagement. To overcome these issues, our proposal aims to use personalized video messages to enhance client communication and provide a more engaging and memorable approach to communication. Issue: Email communication can often be ineffective and lead to miscommunication or important messages being overlooked. Proposed Solution: We propose implementing a new approach to client communication that utilizes personalized video messages. Personalized video messages offer a more engaging and memorable way to communicate with clients. They can help establish a personal connection, increase understanding, and facilitate better communication. Support Research/Data: According to a survey by HubSpot, personalized video messages were found to increase response rates by 37% compared to standard emails. In addition, a study by BombBomb found that personalized video messages can increase email open rates by up to 80%. Moreover, the use of video in client communication has been found to create a more personal and engaging experience. According to a study by Forbes, video is the preferred form of content for clients, as it allows them to better understand the message and feel more connected to the business. Implementation: Our proposal includes the following steps: Client Segmentation: We will segment clients based on their communication preferences and needs. Some clients may prefer email communication, while others may respond better to personalized video messages. By understanding clients’ preferences, we can tailor our communication approach to their needs.Video Creation: We will create personalized video messages for each client segment. These videos will be tailored to the client’s specific needs and goals. For example, if a client is interested in a new product or service, we can create a video that showcases the features and benefits of that product.Video Delivery: We will deliver personalized video messages via email or through a video messaging platform. We will track client engagement and follow up with clients who haven’t viewed the video to ensure that they receive the message. Potential Obstacles and Overcoming Them: While our proposal offers many benefits, some potential obstacles and challenges may arise during implementation. We anticipate the following challenges: Resistance to Change: Clients may be resistant to change and may prefer traditional email communication. To overcome this obstacle, we will provide clients with educational resources and explain the benefits of personalized video messages.Technical Issues: Technical issues, such as video playback problems, may arise. To overcome this obstacle, we will ensure that our chosen video messaging platform is reliable and user-friendly.Time Constraints: Creating personalized video messages may be time-consuming. To overcome this obstacle, we will prioritize clients based on their needs and goals, and allocate time accordingly. Conclusion: The benefits of personalized video messages in client communication have been well documented, and our proposal offers a practical solution to the issue of email communication not being read. By using personalized video messages, we can improve client engagement, understanding, and communication, leading to stronger relationships and greater business success. With a solid implementation plan and the ability to overcome potential obstacles, we are confident that our proposal will be successful and will provide a valuable addition to our client communication strategy. |
