final group presentation for project management
DESCRIPTION
Final Group Presentation for Project Management Module at Hult International Business School conductedTRANSCRIPT
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Project ManagementDigital Marketing Presentation
Presented by Team Two:
Robin Ray
Suraj Atreya
Beatriz Briones
Alex Lund
Anna Arancon
Adriana Mancilla
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Outline What is the Project Project Plan SOW WBS Gantt Chart Overview Risks Communication and Meeting Overview Agile
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Description
This project is a digital marketing campaign that explores how the company can win new customers more cost-effectively, and increase customer lifetime value of existing customers using digital marketing techniques alongside existing offline marketing channels.
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Objectives
• Exploring successful social media channels• Initiate a successful strategy on mobile
marketing channels• Achieve a successful SEO digital marketing
strategy• Create an email marketing strategy aligned with
the digital marketing project• Create a successfully optimized site user website• Establish a customer retention and lifetime value
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Success Criteria
• Increase in number of followers by 28%, increase in prospective leads by 50%
• Increase in number of hits by 60%• Reduce Cost per Acquisition by 75%• Enhance brand awareness by 31%• Increase Customer Retention by 50%
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Stakeholders
Internal
• Project Manager• Project team members• Sponsor• CEO• Heads of marketing,
communications, finance, operations
• IT department• Shareholders• Investors• Project Management Office
External
• Government• Business Consultants• Tech companies• Marketing solution agencies• Competitors• Industry trade groups• Labor Unions• Customers
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Project Plan
• Increase leads by 50%• Reduce costs by 25%• Increase brand awareness
by 60%
Hard Benefits
• Brand awareness• Market penetration into
new areas• Integration with offline to
obtain a single customer view
Soft Benefits
• Increase in number of visitors by 60%
Reduce Cost per Acquisition by 75%
Increase in prospective leads by 50%
Success Criteria
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High Level Risk Management
HIGH riskLack of
engagement by key users
Involving users in decision
making process
Action PlanDescriptionImpact
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High Level ScopeRecommend a detailed Digital Marketing plan which complements the
firm’s existing marketing activitiesSupport on weekdays from 9am to 5pm, within 4 hours of raising a ticketProvide dedicated full time resources for the projectMonitor campaigns and produce reports once everyday
Providing IT infrastructureTraining on digital technologySupport on weekendsImplementation and detailed plan of offline activities
IN SCOPE
OUT OF SCOPE
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• Constraint on budget• Constraint on full time resources• Constraint on software and technology
Constraints
• project remains economically feasible• recommendations are accepted by the client• Digital marketing is an effective marketing tool
Assumptions
• There is a potential conflict or misunderstanding between the goals of the client and the project plan
• There are significant technical difficulties in building a digital marketing project
• The schedule for this project could be altered
Risks
Constrains, Assumptions, and Risks
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6 project phases
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• Social and mobile manager
Alex Lund
• Sales expert and PR manager
Robin Ray
• SEO manager
Anna Arancon
• IT and website manager
Suraj Atreya
• Market research manager
Betty Briones
• E-mail manager
Adriana Mancilla
We are a driven team of experts
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Social Media expert
Coordinate the efforts inside the
social media platforms.
Alex Lund
Sales Expert and PR
Manager
Control and manage the
organization's reputation and
public image
Robin Ray
Finance and Budget
Manager
Developing and implementing
budget and financial controls
Anna Arancon
Project Manager
Coordinate implementation of
the project
Adriana Mancilla
Technical Expert
Responsible for the implementation of the deliverables on
the project
Suraj Atreya
Market Research
Develop and execute market research to help drive data-based decision making
Beatriz Briones
Roles and Responsibilities
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High level activities
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Work-Breakdown Structure
Level 1: Digital Marketing Project
Level 2: High-Level Activities• Website, SEO, Social Media, Email, Mobile, Advertising, Market
Research, PR
Level 3: Breakdown Activity• Examples: Industry Analysis, Online Value Proposition Generation,
Selection of Approach, Email Campaign Development, On-Page Optimization, etc.
Level 4: Specific Units of Work• Examples: Identification of Domain Name, Structure Filename,
Submission of Website to Search Engines, Database purchase, etc.
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Gantt Chart
High-Level Activity
Breakdown Activity Duration Deadline Cost Resources
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Gantt Chart
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Risk Planning• Using a non-purified database• Email ad art may not display properly in every email box
•Poor traffic to the site•Use of website elements that cannot be detected by search engines
•Not an accurate definition of goals and budget•Agency doesn’t align with our corporate values and image
•Mistaken develop of material (surveys, interviews)•Misguidedly Data mining collection
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•Lack of newspapers interested in publishing the press release or any articles about the company changes.•General lack of public interest.
•Client requests for a critical change outside accepted deliverables•Website analytics data may not be captured due to blocking of cookies
•Selecting inappropriate channels• Selecting incorrect target markets
•Technical difficulties in launching the campaign •Selecting incorrect target markets
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Trigger point Potential outcome
ProbabilitySeverity
Accountability
Actions
From each of the we analyze..RISKS
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The press release did not get published on time
Reporters did not show for PR conference
Instead of showing the company in a positive light, the PR campaign creates a negative one
All consumer information is lost
Social Media Platforms stop being popular and not frequented by users
SEO Link building
Communication issue
Website submission was not accepted
None of the post titles show up in the URL
A sudden high percentage of increase on banner advertising
The software broke and the data is lost
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Communication Overview
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Communication Overview
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Communication Overview
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Agile Overview
Social Media
Content Development Engagement
SEOOn Site Optimization Off Site Optimization
Website Design Design Content Development
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Agile Overview
Website
Advertising
Mobile Marketing
Email Marketing
Mobile Marketing
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Agile Overview