Project ManagementDigital Marketing Presentation

Presented by Team Two:

Robin Ray

Suraj Atreya

Beatriz Briones

Alex Lund

Anna Arancon

Adriana Mancilla

Outline What is the Project Project Plan SOW WBS Gantt Chart Overview Risks Communication and Meeting Overview Agile

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.

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

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%

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

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

High Level Risk Management

HIGH riskLack of

engagement by key users

Involving users in decision

making process

Action PlanDescriptionImpact

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

• 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

6 project phases

• 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

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

High level activities

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.

Gantt Chart

High-Level Activity

Breakdown Activity Duration Deadline Cost Resources

Gantt Chart

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

•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

Trigger point Potential outcome

ProbabilitySeverity

Accountability

Actions

From each of the we analyze..RISKS

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

Communication Overview

Communication Overview

Communication Overview

Agile Overview

Social Media

Content Development Engagement

SEOOn Site Optimization Off Site Optimization

Website Design Design Content Development

Agile Overview

Website

Advertising

Mobile Marketing

Email Marketing

Mobile Marketing

Agile Overview