Project Background
This project is taken by Brainstomers that is an organization consisting of four people who are working for developing a lead generation solution for Two Minds Technology Company. Two Minds has the biggest education support platform for engineers in the world and runs various programs and applications to engage them. The applications that the company has developed are the most downloaded ones in the Engineering space. The company uses various platforms to connect the students of colleges with companies in order to get the study materials or them. The company also allows user generated materials from platform visitors to increases interactivity on the portal. Currently the company is looking for promoting its skills development programs for which the company needs to target users through lead generation.
- Analysis of current IT systems and website to support the development plan for the marketing project
- Make recommendations to overcome flaws in marketing using AS-IS model
- Conduct research on global trends of marketing used by colleges in Australia to attract candidates
- Propose lead generation solutions for Two Minds Technology
- Develop advanced targeting methods for lead generation such that more and more students can be reached.
- Perform gap analysis to understand gaps between the objectives of the organization and its current to help identify possible solutions
- Implement a string lead generation tool on the website that would bring more visitors to the website
|
Name |
Roles |
Interest |
Influence on project |
Responsibilities |
Need for communication |
|
Deepika Rani |
Project Manager |
High |
High |
Responsible for managing all project activities including planning, resource allocation, scheduling, project execution, monitoring, and control |
Must know all the activities of the project as they are progressing and thus, is reported by project team on weekly schedules (Zellner, 2011). |
|
Manjodh Singh |
Technical Lead |
Moderate |
Moderate |
Identify the technical requirements and prepare technical project documents |
Need to be communicated about the goals of the project such that technical requirements can be identified. The goals would be communicated to him by the project manager |
|
Ravinder Kaur |
Project Analyst |
High |
Moderate |
Would have to analyze all the requirements for forming the basic activities required in the project |
Need to be communicated about the high level requirements of the project such that these requirements can be analysed. The requirements would be communicated to him by the technical lead (Breyfogle, 2004). |
|
Arshdeep Kaur |
Project researcher |
High |
Moderate |
Conducting research on lead generation to understand how universities and colleges attract students and explore possible solutions |
The research needs to understand the goals of the project such that appropriate research can be and he would be communicated about goals by the project manager |
|
Shamsheer Syed |
Project Guide |
Moderate |
High |
Help with suggestion of appropriate tools for the project |
He would be communicated about the progress and issues faced such that the suggestions can be taken for solving them by the project manager |
|
Danish Abbasi |
Supervisor |
High |
Moderate |
Supervise the project activities and ensure that the team fulfils all the project requirements |
The project team has to work with supervisor on the daily basis and thus, a close coordination is required between the core project team and supervisor for execution (Young, 2008). |
Requirement traceability can help project deliverables meet client expectations. It can be used to verify if all required functionalities on a project are met using a traceability matrix. For this, it is essential that all the requirements of the project throughout the project life cycle are monitored and tracked.
The requirements that would be traced on a project include business, functional, non-functional, compliance, and other supporting requirements related to the project or product development activities (CDC, 2006).
|
Requirement |
Type |
Description |
KPI |
|
Project will increase the attraction of users |
Functional |
Improve experience of users |
Reliability |
|
Better Gap analysis |
Functional |
Saves lot of time in customer acquisition |
Less loss due to customer loss |
|
Improved accessibility |
Functional |
Improve business by understanding users in a proficient manner. |
Better option for users for advertising |
Project goals should be smart which means that they should be specific, measurable, achievable, realistic, and time bound such as defined below:
- Development of a lead generation plan to improve the capability of Two Minds to attract more students to the portal by 15th Sept 2017
- Come up with AS-IS analysis of the current systems used in Two Minds Technologies for identification for the scope of improvement by 16th Sept 2017
- Compare current digital marketing practices used by Two Minds Technologies with the lead generation project goals to identify gaps and come up with the best possible IT solution for the organization by 20th Sept 2017.
Competition is increasing in the education domain as world class institutes and universities with good placement records are coming up with world-class infrastructure and environment. These institutions work hard to attract students who have passion to achieve things in life. Some of the most common strategies that these universities use to attract talent may be appropriate to explore here as it would help devise strategies for two Minds to attract the same talent (Monteleone, 2016).
Universities use digitization for capturing all the engineering industry information and use the same while marketing and advertising through social media to gain momentum. Social media being an inexpensive told for marketing has become an essential tool for them. Advertisements through social media marketing has become a primary tool for all the universities and colleges that want to reach out to Engineering students and the same is also being used by Two Minds to attract students to their website (Sreedharan, 2015).
Parent marketing: To reach students, they do extensive targeted marketing but they also reach out to parents of the students as they play a key role in taking decisions about student’s education. Monthly meetings are organized with parents to understand their concerns and requirements. Parent marketing can also be done on digital media by creating advertisements that directly speak to the parents for their kids which has been used by the institutions to attract parents who are the key decision makers on getting their kids enrolled in specific educational programs or colleges (Abrahamsson, Corral, Oivo, & Russo, 2015)..
Connection with students: Organizations creative impressive social media company profiles on LinkedIn, Facebook, Twitter and Instagram where they connect with students directly. These companies generate various posts and activities to engage students with their brand on the social media. This includes allowing students to post feedbacks as well as ask questions to the organizations through social media (K. Coperich & Cudney, 2016).
Requirement Analysis
Awareness Events: Organizations arrange for various conferences, congresses, webinars and webcasts in which students are invited to be a part of such that awareness of the latest happenings in the education domain can be created in students (ePravesh, 2015)
Upon the exploration of the current gaps in the company’s strategies and the market trends in the education industry, some possible solutions can be recommended for Two Minds for lead generation such as:
Big Data Application: Big data is the latest technology that is data driven and can be used for behavioral targeting. Students can be made to view advertisements that are most relevant to their preferences and interests through the use of this technology (Bain, 2014). This involves an analysis of the previous browsing activity of students including the pages viewed by them, searches made by them and advertisements clicked by them. With this, students can also be provided with the location based information such that targeted campaign could be delivered to the right students at the right time (Price, 2014).
Chatbot: Chatbots can be installed on the company portal such that student would be allowed to chat with the brand representatives as well as with other students. With chatbots installed, the engagement of the students on the website would increase (GOULD & AUTOMABOTS, 2016). Chatbots would engage engineering students coming on the website making them stay for a longer duration on the website. A longer duration of visit means they would have more exposure to advertisements and thus, the chances of clicking on the websites would increase which would get the company more revenues from the advertisers (Abbasi & Kazi). Moreover, with more ad clicks, advertisements would also get benefited which would increase the brand value of Two Minds thereby attracting more advertisers to their portal (Benotti, Martínez, & Schapachnik, 2014).
RSS Feed: RSS feeds would allow students to subscribe to the site such that they remain updated about the latest happenings on the portal even when they are not visiting it. This will help Two Minds use optmized content to reach out to students through their blogs and pages that would be delivered through RSS. This is a less intrusive way in which the company can communicate with engineering students across globe (Lemley, 2015). RSS feeds can help students subscribe to specific topics of interest such that with RSS feed; they are updated with latest blogs or updates on the website automatically without them visiting. This would give the company an opportunity to engage with the students more such that the brand awareness would increase and it can also lead students to click on Ads posted on specific website pages. Moreover, if the content is liked by the student, there are high chances of getting visits on the website which would further give an opportunity to two Minds to engage them.
For management of this project, a qualitative research methodology would be used in which the data on the project would be analyzed upon collecting the data about the project progress using PMBOK stages. The data on stage requirements and project progress would be collected as follows:
Requirement Traceability
Initiating: In this stage a project charter is prepared and is approved such that after this approval, project would activities would be initiated. The project charter has already been approved for the current lead generation project.
Planning: At this stage, the budget, scope, WBS, communication plan, and risk management plan are defined. While the project charter gave a detailed WBS, Budget and project scope, the project plan would have the detailed analysis of project scope, communication plan, and risk management plan.
Executing: At this stage, the project is executed as per plan and its activities are tracked and measured with KPIs and quality metrics. This may also include forecasting of the project outcome or progress.
Controlling: In this stage, the project deliverables would be checked for performance and the efforts put on the project would be tracked.
Closing: At this stage, all the project objectives are fulfilled and reporting finally so that project can be considered as complete and thus, closed.
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Price, C. (2014, September 2). Attracting the right audience with big data insights. Retrieved August 30, 2017, from The Telegraph: https://www.telegraph.co.uk/sponsored/technology/4g-mobile/engaging-customers/11070094/attract-right-audience-big-data.html
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