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Social Media Project Charter
Purpose

Use the Social Media 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 social
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.
[Project Name]

                          Social Media 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:
Table of Contents


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                         9


4. Risk Identification                         9

  4.1 Risk Categories
  4.2 Other Risks



5. Project Stakeholders                        13


6. Communication Plan                          14


7. Decision Rights                             15


8. Approval                                    15
1 – Project Overview

The following table includes the basic information associated for the social media project.
Please contact the project manager with any additional questions or comments.


Project Title              Social Media Initiatives

Project Sponsor            Marketing/Sales Director

Project Manager            Marketing Manager

Project Manager Contact    1234

                           Marketing Manager
                           IT Manager
Project Team Members       Sales Manager
                           Customer Service Manager
                           Customer Service Representatives

Project Start Date         October 1, 2012




2 - Project Description

2.1 Project Purpose        Social media is emerging as a key factor in the online opportunities
                           available for sales, marketing, and customer service. <Insert
                           Organization Name> needs to develop an official social media strategy
                           to leverage these opportunities and achieve benefits in the following
                           areas:


                              1. Marketing
                                  Improving brand image
                                  Increasing mind share
                                  Gaining customer insights
2. Sales
                        Increasing revenue
                        Acquiring customers
                        Gaining customer insights


                    3. Customer Service
                        Increasing customer retention
                        Increasing customer satisfaction
                        Reducing cost of service


                 This project will identify the opportunities available and realistically
                 achievable, as well as develop a plan to execute a social media strategy
                 effectively across the major social media channels.


2.2 Background   Consumers are rapidly adopting social media, yet adoption of social
                 media by organizations has lagged. <Insert Organization Name> must
                 follow customers, prospects and partners into the social media world.


                 Extended public social media services, such as Facebook, Twitter, and
                 LinkedIn, comprise extensive networks of users who are self-
                 organized into groups and communities. Users also join groups and
                 communities that are organized around attributes such as products,
                 lifestyles, entertainment, institutions, politics, and geographic
                 locations.


                 Customers will interact via social media whether or not <Insert
                 Organization Name> is participating; <Insert Organization Name> can
                 leverage the growth of social media to increase customer
                 engagement, gauge brand perception, and respond directly to
                 customer service issues.


                 <Insert Organization Name> has an opportunity to bring benefits to
                 sales, marketing, and service by engaging customers in conversation in
                 the social media sphere.
2.3 Project Scope   The scope for the social media project includes:


                          Establishing a presence on Twitter, YouTube, Facebook, and
                           LinkedIn
                          Developing a standard process for maintaining and updating
                           social media sites
                          Developing an acceptable use policy for employees engaged in
                           social media on behalf of <Insert Organization Name>
                          Integrating accounts to leverage content across multiple
                           channels
                          Implementing a strategy for acquiring fans and followers
                          Executing a maintainable, scalable plan that is concentrated on
                           achieving the specific benefits outlined in the Project Purpose
                           of this document
                          Vendor selection and implementation of social media
                           monitoring tools within our CRM


                    It is understood that the project will unfold in three phases:
                         1. One-sided interactions while building a fan/followers base
                       2. Increased participation and diversification of social media
                          presence
                       3. Multi-faceted conversations and CRM integration


2.4 Project         1. Regular, consistent updates to Facebook page and Twitter account
Deliverables               Updating Facebook status, responding to fans, posting
                             photos and starting discussions; responding to fan
                             comments promptly and resolving their issues (offline if
                             required)
                              Posting tweets that include company news, open-ended
                               questions, re-tweets of relevant content, links to our
                               YouTube and Facebook accounts, and links to our blog
                              Monitoring Twitter for mentions of our brand and industry
                               and responding where appropriate

                    2. Regular conversations and contributions on LinkedIn
   Establish a group for our customers and prospects and
                                   instigate discussions


                        3. Predictable production of videos
                               Posting of product announcement, company news, product
                                  news, informative/educational, and entertaining videos to
                                  our YouTube channel


                        4. Monthly reporting and analysis
                              Report metrics as applicable to specific goals
                                  Examples include number of fans/followers, discussions
                                   started and participated in, views, re-tweets, links clicked,
                                   brand mentions, sentiment of customer discussions,
                                   anecdotal evidence of increased customer satisfaction
                                   through issue resolution


2.5 Project Timeframe   Start date: July 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. Project Manager
                                    Oversee all social media efforts and resource allocation
                                    Collect and reporting project metrics


                            2. Project Sponsor
                                       Project approval and executive representation


                            3. IT Support
                                    Establish corporate social media accounts
                                    Install monitoring and/or aggregating software

                            4. Customer Service Representative
   Establish customer service goals and processes to be
           used when interacting with customers via social media
          Provide response mechanism and personnel to respond
           to customer requests and issues


5. Marketing Representative
      Establish marketing objectives for social media
      Monitor channels for brand mentions and identify
         branding opportunities
      Develop strategies for cross-platform promotion
          Harvest customer insight

6. Sales Representative
       Establish sales strategy for social media (e.g. exclusive
          discounts, interaction with online store, offline
          opportunities)
       Harvest customer insight


7. Staff responsible for manning social media channels
          Publish content via social media accounts
          Participate in online discussion
          Implement cross-platform marketing promotion
          Promote sales initiatives
          Respond to customer comments, questions and issues
          Grow fan/follower base by interacting with customers
           and prospects wherever our organization or industry is
           mentioned
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?


      Growth of follower/fan base

      Level of interaction with followers and group members

      Relevance of discussion as gauged by audience participation

      Contact points for customer service opportunities

      Successful implementation and use of monitoring tools

      Adherence to acceptable use policy while attaining objectives




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
social media implementation. They may or may not be applicable depending on which
social media opportunities are driving your initiative (sales, marketing, and customer
service).

Add and delete rows and examples as they fit to the organization.
4.1 Risk Categories



Risk Category     Probability Risk                        Mitigation Strategy
Security              High    Risk of employees              Implement policies that
                              downloading malware,            indicate appropriate conduct
                              viruses, etc. from social       by employees.
                              media services.

Privacy               High    Risk of inappropriate          Implement separate social
                              exchange of information         network accounts for
                              between personal and            business purposes.
                              business contacts.             Train employees to never use
                                                              personal accounts to interact
                                                              with business contacts and
                                                              never use their business
                                                              account to interact with
                                                              personal contacts.

Inappropriate         High    Employees representing         Select your social media team
Content                       the organization on             carefully and ensure they are
                              social media channels           fully trained on both official
                              may post something              company policy and social
                              inappropriate to the            media etiquette.
                              nature of your business.       Ensure consistent monitoring
                                                              by business units.

Time Wastage by     Medium    Use of social media for        Process for accounting for
Employees                     business purposes is            time spent focused on
                              linked intrinsically to         organization objectives must
                              personal use and time           be documented.
                              spent may not be
                              optimized to meet
                              organization goals.
Risk Category       Probability Risk                       Mitigation Strategy
Control Over          Medium    Fully participating in        Train every person charged
Brand Image                     social media means             with interacting with
                                relying on front-line          customers and prospects via
                                staff for dissemination        social media regarding what
                                of positive branding.          constitutes acceptable brand
                                                               presentation.

Bandwidth              Low      An increase in                Plan for any bandwidth
                                bandwidth requirements         requirements with IT
                                to support social media        network staff.
                                efforts, particularly
                                when using video social
                                media such as YouTube.

Competitors            Low      The ability for a             In a public social network,
Poaching Client                 competitor to view lists       you cannot prevent this.
Lists                           of clients that have           Monitor your own brand as
                                joined your                    well as monitor competitors.
                                organization’s social          If client secrecy must be
                                media groups.                  maintained, then you should
                                                               use a private social network,
                                                               not a public network.
                                                               (SocialText, Lithium, private
                                                               SharePoint site, etc.]

Increased Cost of      Low      Additional resources          Augment existing customer
Servicing                       may be allocated to            service responsibilities with
Customers                       social media without           social media requests.
                                seeing immediate ROI.         If a dedicated resource is not
                                                               available, dedicate a specific
                                                               amount of time per employee
                                                               to be spent addressing
                                                               customer concerns via social
                                                               media.
4.2 Other Risks

Other Risks          Probability Risk                        Mitigation Strategy
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
                                 social media success.

Stability of            High     Evolving medium could          Clarify expectations with
Requirements                     mean rapid change to            content owners (sales,
                                 requirements and on-            marketing, customer service)
                                 the-fly adaptation.             and social media front-line
                                                                 staff

Lack of Relevance,     Medium    Response time is critical      Ensure staff is equipped with
Audience                         to achieving objectives,        adequate monitoring tools
Disinterest                      particularly in customer        and know how to use them.
                                 service.                       Develop process for issue
                                                                 escalation as required.
                                                                Empower social media
                                                                 representatives to resolve
                                                                 customer issues with an
                                                                 adequate level of autonomy.

Lost Opportunities     Medium    Primary sales objectives       Test offers and integration
due to Dead Ends                 cannot be met without a         with online sales processes
                                 functioning process for         before promoting.
                                 conversion.                    Offer incentives to social
                                                                 media staff relative to
                                                                 conversions.
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
                              Project Manager     stakeholders, obtaining metrics and compiling
                                                  weekly reports on project status, conducting
                                                  meetings.


                                                  Project approval, negotiating for resources,
                              Executive Sponsor   reviewing reports, attending quarterly
                                                  meetings.


                                                  Ensuring adequate IT resources are available for
                                                  the duration of the project, providing
                              IT Manager          technology support, managing security, privacy,
                                                  archival of content, attending quarterly
                                                  meetings.


                                                  Defining and promoting integrated sales tactics,
                                                  monitoring social media activities for acceptable
                              Sales Manager
                                                  use, reviewing reports, attending monthly
                                                  meetings.



                                                  Defining and enforcing marketing strategy,
                              Marketing           monitoring social media activities for acceptable
                              Manager             use, reviewing reports, attending monthly
                                                  meetings.
Defining and enforcing customer service
                             Customer Service     strategy, monitoring social media activities for
                             Manager              acceptable use, reviewing reports, attending
                                                  monthly meetings.


                                                  Posting social media content on official
                             Social Media         channels, triaging comments and escalating as
                             Representative(s)    required, maintaining a positive brand image at
                                                  all times, attending monthly meetings.


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,                                                    from the previous quarter.
Executive Sponsor                                               Review roadblocks and
                                                                 workarounds.
                                                                Evaluate resource allocation.
                                                                Plan for continued initiative.
7 – Decision Rights

To support the timeline of the social media project and respect executive time, the project
manager has decided on the following decision rights procedure:


   1. Any e-mail or voicemail sent to executive sponsor or project sponsor that requires a
      go or no-go decision will specify a decision date or time within reasonable limits.
   2. A non-answer from the executive sponsor or project sponsor by the specified date
      or time will imply approval and the project may continue.
   3. If the executive sponsor or project sponsor does not agree or requires further
      clarification, they must contact the project manager within the specified timeline.



8 – Approval




___________________________________           _______________________________
     Project Approver Signature                            Date




___________________________________           _______________________________
      Project Sponsor Signature                           Date




___________________________________           _______________________________
      Project Manager Signature                           Date

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Social Media Project Charter Template

  • 1. Social Media Project Charter Purpose Use the Social Media 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 social 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] Social Media 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 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 9 4. Risk Identification 9 4.1 Risk Categories 4.2 Other Risks 5. Project Stakeholders 13 6. Communication Plan 14 7. Decision Rights 15 8. Approval 15
  • 4. 1 – Project Overview The following table includes the basic information associated for the social media project. Please contact the project manager with any additional questions or comments. Project Title Social Media Initiatives Project Sponsor Marketing/Sales Director Project Manager Marketing Manager Project Manager Contact 1234 Marketing Manager IT Manager Project Team Members Sales Manager Customer Service Manager Customer Service Representatives Project Start Date October 1, 2012 2 - Project Description 2.1 Project Purpose Social media is emerging as a key factor in the online opportunities available for sales, marketing, and customer service. <Insert Organization Name> needs to develop an official social media strategy to leverage these opportunities and achieve benefits in the following areas: 1. Marketing  Improving brand image  Increasing mind share  Gaining customer insights
  • 5. 2. Sales  Increasing revenue  Acquiring customers  Gaining customer insights 3. Customer Service  Increasing customer retention  Increasing customer satisfaction  Reducing cost of service This project will identify the opportunities available and realistically achievable, as well as develop a plan to execute a social media strategy effectively across the major social media channels. 2.2 Background Consumers are rapidly adopting social media, yet adoption of social media by organizations has lagged. <Insert Organization Name> must follow customers, prospects and partners into the social media world. Extended public social media services, such as Facebook, Twitter, and LinkedIn, comprise extensive networks of users who are self- organized into groups and communities. Users also join groups and communities that are organized around attributes such as products, lifestyles, entertainment, institutions, politics, and geographic locations. Customers will interact via social media whether or not <Insert Organization Name> is participating; <Insert Organization Name> can leverage the growth of social media to increase customer engagement, gauge brand perception, and respond directly to customer service issues. <Insert Organization Name> has an opportunity to bring benefits to sales, marketing, and service by engaging customers in conversation in the social media sphere.
  • 6. 2.3 Project Scope The scope for the social media project includes:  Establishing a presence on Twitter, YouTube, Facebook, and LinkedIn  Developing a standard process for maintaining and updating social media sites  Developing an acceptable use policy for employees engaged in social media on behalf of <Insert Organization Name>  Integrating accounts to leverage content across multiple channels  Implementing a strategy for acquiring fans and followers  Executing a maintainable, scalable plan that is concentrated on achieving the specific benefits outlined in the Project Purpose of this document  Vendor selection and implementation of social media monitoring tools within our CRM It is understood that the project will unfold in three phases: 1. One-sided interactions while building a fan/followers base 2. Increased participation and diversification of social media presence 3. Multi-faceted conversations and CRM integration 2.4 Project 1. Regular, consistent updates to Facebook page and Twitter account Deliverables  Updating Facebook status, responding to fans, posting photos and starting discussions; responding to fan comments promptly and resolving their issues (offline if required)  Posting tweets that include company news, open-ended questions, re-tweets of relevant content, links to our YouTube and Facebook accounts, and links to our blog  Monitoring Twitter for mentions of our brand and industry and responding where appropriate 2. Regular conversations and contributions on LinkedIn
  • 7. Establish a group for our customers and prospects and instigate discussions 3. Predictable production of videos  Posting of product announcement, company news, product news, informative/educational, and entertaining videos to our YouTube channel 4. Monthly reporting and analysis  Report metrics as applicable to specific goals  Examples include number of fans/followers, discussions started and participated in, views, re-tweets, links clicked, brand mentions, sentiment of customer discussions, anecdotal evidence of increased customer satisfaction through issue resolution 2.5 Project Timeframe Start date: July 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. Project Manager  Oversee all social media efforts and resource allocation  Collect and reporting project metrics 2. Project Sponsor  Project approval and executive representation 3. IT Support  Establish corporate social media accounts  Install monitoring and/or aggregating software 4. Customer Service Representative
  • 8. Establish customer service goals and processes to be used when interacting with customers via social media  Provide response mechanism and personnel to respond to customer requests and issues 5. Marketing Representative  Establish marketing objectives for social media  Monitor channels for brand mentions and identify branding opportunities  Develop strategies for cross-platform promotion  Harvest customer insight 6. Sales Representative  Establish sales strategy for social media (e.g. exclusive discounts, interaction with online store, offline opportunities)  Harvest customer insight 7. Staff responsible for manning social media channels  Publish content via social media accounts  Participate in online discussion  Implement cross-platform marketing promotion  Promote sales initiatives  Respond to customer comments, questions and issues  Grow fan/follower base by interacting with customers and prospects wherever our organization or industry is mentioned
  • 9. 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?  Growth of follower/fan base  Level of interaction with followers and group members  Relevance of discussion as gauged by audience participation  Contact points for customer service opportunities  Successful implementation and use of monitoring tools  Adherence to acceptable use policy while attaining objectives 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 social media implementation. They may or may not be applicable depending on which social media opportunities are driving your initiative (sales, marketing, and customer service). Add and delete rows and examples as they fit to the organization.
  • 10. 4.1 Risk Categories Risk Category Probability Risk Mitigation Strategy Security High Risk of employees  Implement policies that downloading malware, indicate appropriate conduct viruses, etc. from social by employees. media services. Privacy High Risk of inappropriate  Implement separate social exchange of information network accounts for between personal and business purposes. business contacts.  Train employees to never use personal accounts to interact with business contacts and never use their business account to interact with personal contacts. Inappropriate High Employees representing  Select your social media team Content the organization on carefully and ensure they are social media channels fully trained on both official may post something company policy and social inappropriate to the media etiquette. nature of your business.  Ensure consistent monitoring by business units. Time Wastage by Medium Use of social media for  Process for accounting for Employees business purposes is time spent focused on linked intrinsically to organization objectives must personal use and time be documented. spent may not be optimized to meet organization goals.
  • 11. Risk Category Probability Risk Mitigation Strategy Control Over Medium Fully participating in  Train every person charged Brand Image social media means with interacting with relying on front-line customers and prospects via staff for dissemination social media regarding what of positive branding. constitutes acceptable brand presentation. Bandwidth Low An increase in  Plan for any bandwidth bandwidth requirements requirements with IT to support social media network staff. efforts, particularly when using video social media such as YouTube. Competitors Low The ability for a  In a public social network, Poaching Client competitor to view lists you cannot prevent this. Lists of clients that have Monitor your own brand as joined your well as monitor competitors. organization’s social If client secrecy must be media groups. maintained, then you should use a private social network, not a public network. (SocialText, Lithium, private SharePoint site, etc.] Increased Cost of Low Additional resources  Augment existing customer Servicing may be allocated to service responsibilities with Customers social media without social media requests. seeing immediate ROI.  If a dedicated resource is not available, dedicate a specific amount of time per employee to be spent addressing customer concerns via social media.
  • 12. 4.2 Other Risks Other Risks Probability Risk Mitigation Strategy 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 social media success. Stability of High Evolving medium could  Clarify expectations with Requirements mean rapid change to content owners (sales, requirements and on- marketing, customer service) the-fly adaptation. and social media front-line staff Lack of Relevance, Medium Response time is critical  Ensure staff is equipped with Audience to achieving objectives, adequate monitoring tools Disinterest particularly in customer and know how to use them. service.  Develop process for issue escalation as required.  Empower social media representatives to resolve customer issues with an adequate level of autonomy. Lost Opportunities Medium Primary sales objectives  Test offers and integration due to Dead Ends cannot be met without a with online sales processes functioning process for before promoting. conversion.  Offer incentives to social media staff relative to conversions.
  • 13. 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 Project Manager stakeholders, obtaining metrics and compiling weekly reports on project status, conducting meetings. Project approval, negotiating for resources, Executive Sponsor reviewing reports, attending quarterly meetings. Ensuring adequate IT resources are available for the duration of the project, providing IT Manager technology support, managing security, privacy, archival of content, attending quarterly meetings. Defining and promoting integrated sales tactics, monitoring social media activities for acceptable Sales Manager use, reviewing reports, attending monthly meetings. Defining and enforcing marketing strategy, Marketing monitoring social media activities for acceptable Manager use, reviewing reports, attending monthly meetings.
  • 14. Defining and enforcing customer service Customer Service strategy, monitoring social media activities for Manager acceptable use, reviewing reports, attending monthly meetings. Posting social media content on official Social Media channels, triaging comments and escalating as Representative(s) required, maintaining a positive brand image at all times, attending monthly meetings. 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, from the previous quarter. Executive Sponsor  Review roadblocks and workarounds.  Evaluate resource allocation.  Plan for continued initiative.
  • 15. 7 – Decision Rights To support the timeline of the social media project and respect executive time, the project manager has decided on the following decision rights procedure: 1. Any e-mail or voicemail sent to executive sponsor or project sponsor that requires a go or no-go decision will specify a decision date or time within reasonable limits. 2. A non-answer from the executive sponsor or project sponsor by the specified date or time will imply approval and the project may continue. 3. If the executive sponsor or project sponsor does not agree or requires further clarification, they must contact the project manager within the specified timeline. 8 – Approval ___________________________________ _______________________________ Project Approver Signature Date ___________________________________ _______________________________ Project Sponsor Signature Date ___________________________________ _______________________________ Project Manager Signature Date