In January 2016, True&Co launched its Try-On Truck on a national tour, starting with 4 key West Coast markets. As a project manager working on the truck, I was helping create and manage the work-plan, holding stakeholders to key deadlines for deliverables, strategizing launch plans and locations for each city, and execution of the launch itself.
Since the truck came to life in just 4 months, there was lot to manage in the buildout phase. My team was responsible for ensuring the agencies we worked with have everything they needed, planning the inventory we'd need to stock and prep for the truck, and helping bring the visual designs and visual merchandising to life. By managing the work plan and holding members of various different internal teams accountable for their pieces, I was able to ensure we didn't lose ground and miss our deadlines. The outcome of all that hard work was our incredible truck itself.
On the strategic side, I was involved in the determination of locations, the structuring of bra fitting appointments and customer flow, and the determination of our marketing strategy. When it came to communicating the tour to customers, we wanted creative assets that would show off the beauty of the truck while still clearly communicating our value proposition: fit experts who would tailor a bra fitting to your needs, helping you find beautiful lingerie fit to you.
I took personal ownership of creative, engineering and marketing requests, making sure those key deliverables came through on time and coordinating between those teams and the retail team. Since the project had both online and offline elements, we needed print collateral, marketing emails, and landing pages, all of which had to be flexible enough to accommodate tour changes as they arose.
From an operational standpoint, I was involved in every aspect of the tour, from scheduling tour dates and planning the travel to managing the customer appointment technology and ensuring each new location got added to our website. Once the truck was built we had to get the retail team the help they needed to run the tour, obtain the necessary permits for every location, and operationalize the customer experience we had dreamed up. There were certainly operational changes, particularly when we bumped up against Super Bowl 50 in the Bay Area. With the help of the whole team, however, we were able to get all the necessary permits and activate our truck at 14 locations in 4 cities.