The Principles and Practice of Project Management

1. The Principles and Practice of Project Management The In-House Agency Forum presents Presented by Catherine McIntyre-Velky Persuasion Arts & Sciences

2. What is the In-House Agency Forum (IHAF)? • The leading professional association for in-house agencies centered on three core offerings: • Benchmarking and Best Practices • Events and Conferences • Training and Education • Current membership represents over 65 companies including: • BJ’s Wholesale Club, Blue Cross Blue Shield, Boston Globe, Citizens Bank, Comcast, CVS Pharmacy, Disney, Explorica, Fidelity, MFS Investment Management, Putnam Investments, Reebok, Timberland, TJX Companies and Whole Foods • IHAF’s objective is to deliver timely and relevant content to in-house agencies that is created directly from member feedback.

3. Today’s IHAF Online Seminar • The Principles and Practice of Project Management • More cost-cutting, less time • In-house agencies being leaned upon to deliver when external agencies can’t • Catherine McIntyre-Velky, Persuasion Arts & Sciences • Project and creative marketing specialist with over 20 years experience • Reengineered workflow at Wieden & Kennedy, Fallon and most recently, Arnold Worldwide • Led project management and production services at Best Buy’s in-house agency

4. Beliefs I believe in the value of the role of Project Management I believe we are “stratactical” Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

5. What we’ll cover Why Now? What is Project Management (PM)? Discipline and principles PM strategy for your working environment How to implement PM Project triangle, workflow, processes Sustainability Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

6. Project ManagementEvolution New agency structure Integration New technologies New media Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

7. “A great project manager leads the team. Keeps them moving through hazards. Knows the territory. You can’t get there by yourself.” Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

8. Project Management - Why now? Financial Pressure to be profitable Pressure to control costs Speed and efficiency – clients demand it Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

9. Project ManagementA recognized discipline IT, design, interactive PMI certification Technical PM vs. Creative PM Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

10. “Project Managers are like cops…unwanted and under appreciated until you need one” Account guy Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

11. Project ManagementVariations Reflects culture of organizations Agencies of all sizes Design & interactive New model agencies Publications In-house Freelance Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

12. Project Management Defined The discipline and art of leading projects to a successful conclusion. Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

13. Project Management The discipline Defining principles System and processes Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

14. Project ManagementThe art • Business with creative product Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

15. Project ManagementThe art • Business with creative product • Not an assembly line Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

16. Project Management The art Requires flexibility and innovation Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

17. What is Project Management? Project starts Project ends Traffic managed this much Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

18. What is Project Management? Project starts Project ends Project Managers manage end to end process Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

19. What is Project Management? Project starts Project ends Project Managers manage end to end process BRIEF DEVELOPMENT INITIATE PLANNING CONCEPT EXECUTE PRODUCTION EVALUATE Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

20. Project ManagementThe Benefits: short- and long-term More projects on time and on budget Clear communication Allows Account Management to focus on strategy and client relationships Builds a culture of accountability Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

21. “The skill set a good project manager brings to the table is just as valuable as a good creative or strategist.” Executive Creative Director Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

22. 15 Defining principles of PMProject Managers are: An equal partner Are media neutral Account Manager = Strategy Project Manager = Tactics Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

23. 15 Defining principles of PMProject Managers: Focus Are Proactive problem solvers “Solutions Managers” Are top-down planners Move the internal machine Anticipate obstacles Engage and delegate Have responsibility + authority Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

24. 15 Defining principles of PMProject Managers: Hold people accountable Standardize process Streamline Streamline: ‘make more efficient,’ ‘simplify,’ ‘modernize’ Efficient: ‘well organized,’ ‘resourceful,’ ‘not wasteful’ “Efficient and Streamline” – do not mean skip steps or approvals. In fact often means take the extra steps upfront to ensure accuracy before it’s costly to make changes. Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

25. 15 Defining principles of PMProject Managers: Internal resource Drive integration Orchestrate schedules Demand time to do it right instead of doing it over Human interaction: managing the people Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

26. “A good project manager is like a weather man. They make sure you don’t get caught in the rain without an umbrella.” Account Guy Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

27. Strategy GoalA single vision Define a project management strategy for your working environment Objective keep everyone on the same page Relevance Return to it as the scope changes Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

28. Strategy A. Objective Define key objective for the position/department in your workplace Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

29. Strategy A. Objective Define key objective for the position/department in your workplace B. Who are we talking to? Define your audience Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

30. Strategy A. Objective Define key objective for the position/department in your workplace B. Who are we talking to? Define your audience C. What must be accomplished? Specify the goal of the position Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

31. Strategy A. Objective Define key objective for the position/department in your workplace B. Who are we talking to? Define your audience C. What must be accomplished? Specify the goal of the position? D. The single sentence The single most important thing you need to communicate about this role Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

32. Strategy A. Objective Define key objective for the position/department in your workplace B. Who are we talking to? Define your audience C. What must be accomplished? Specify the goal of the position? D. The single sentence The single most important thing you need to communicate about this role E. What should they believe about project management? Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

33. Strategy A. Objective Define key objective for the position/department in your workplace B. Who are we talking to? Define your audience C. What must be accomplished? Specify the goal of the position? D. The single sentence The single most important thing you need to communicate about this role E. What should they believe about project management? F. What are our tools? Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

34. Process Exercise Flat Tire - not sure if we’ll have time to do this or if it will be effective in webinar Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

35. Project triangle, processes and workflow Every project has a triangle All agencies need process Process helps manage workflow Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

36. Project triangle (SSB) Schedule Scope Budget Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

37. Project triangle on the move Schedule Scope Budget Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

38. Establishing Tools Building process and defining responsibilities Process map Other tools Workflow and scheduling software Asset management Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

39. THE RASI R = Who owns the responsibility for this task? A = Who needs to approve this task/step? S = Who provides support to get this done? I = Who gives input to get this done? Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

40. What is a process Map? It’s a road map to help get you where you want to go Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

41. Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

42. Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

43. Build a process map 1.Identify swim lanes/primary stakeholders Set aside 2. Steps Using your post it notes, define steps. One per post it note. 3. Layer Post-its in swim lanes 4. Apply the RASI Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

44. Working tools Internal forms (electronic) Brief and mandatories Scope doc Status docs Production docs Action/change order Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

45. Implement Project Management.Senior Management must: Support Recognize and understand the benefits Be willing to drive change Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

46. Implement Project Management. Key questions that should arise What are we willing to change? What’s working and what is not working? What is our desired outcome? What is current perception about PM? What do we want them to believe about PM? (see strategy) Senior Management Department Heads Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

47. Implement Project Management. Process audit: Engage All key departments Creative Account Management Finance Business Affairs Production (Art, Print, Broadcast) Media (internal or external) Project Management Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

48. Implement Project Management. Process Audit. Process Mapping Strategic vs. tactical breakdown Apply the RASI Rules of engagement Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

49. Implement Project Management. Process Audit continued: Audit job descriptions Analyze current staff Client relationships Scope of client work Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky

50. Implement Project Management. the new paradigm. Put it in writing Visual process maps Training materials -- simple and clear strategic and tactical roles defined (job descriptions) Where are we going? Near-term Short-term Long term Everyone on board Senior management Department heads Project Management: Presented by Catherine McIntyre-Velky Project Management: Presented by Catherine McIntyre-Velky