Project Management Plan For Tasman International Academies Marketing Campaign

WBS

Task Name

0

Planning marketing campaign to promote Tasman International Academies

1

   Preliminary research

1.1

      Defining the project objectives

1.2

      Competitive analysis

2

   Target the marketing audiences

2.1

      Characteristics of demographics

2.2

      Decision making for promotion

3

   Setting responsibilities of the project team

3.1

      Assign the project tasks among team members

3.2

      Delegating the powers

3.3

      Selection of advertising agencies

3.4

      Defining the functions for advertising agencies

4

   Creation of marketing advertisements

4.1

      Target the audiences

4.2

      Characteristics of the institution to advertise

5

   Competitive advantages of the institution

5.1

      Define positioning methods

5.2

      Apply of media channels

6

   Creating of advertising message

6.1

      Choosing the advertising model

6.2

      Structure the messages

6.3

      Testing the messages

6.4

      Choosing of media

7

   Budgeting

7.1

      Promotional plan

7.2

      Estimation of cost

8

   Creating of advertisements

8.1

      Determine pricing strategy

8.2

      Creating of detailed plan for the public events

8.3

      Analyze the customer relationship management

9

   Start to implement the marketing campaign

9.1

      Marketing campaign using advertisements

9.2

      Marketing campaign using social media

10

   Final review of marketing plan

10.1

      Sign off the plan

10.2

      Final review of marketing plan

Resource Name

Type

Initials

Max. Units

Std. Rate

Marketing Manager

Work

M

100%

$50.00/hr

Suppliers

Work

S

100%

$20.00/hr

Advertising Manager

Work

A

100%

$10.00/hr

Project Manager

Work

P

100%

$40.00/hr

Shareholders

Work

S

100%

$20.00/hr

Customers

Work

C

100%

$20.00/hr

Media Manager

Work

M

100%

$20.00/hr

Financial Analyst

Work

F

100%

$20.00/hr

Environmental Groups

Work

E

100%

$20.00/hr

WBS

Task Name

Resource Names

0

Planning marketing campaign to promote Tasman International Academies

1

   Preliminary research

1.1

      Defining the project objectives

Marketing Manager, Project Manager

1.2

      Competitive analysis

Marketing Manager

2

   Target the marketing audiences

2.1

      Characteristics of demographics

Advertising Manager

2.2

      Decision making for promotion

Marketing Manager, Media Manager

3

   Setting responsibilities of the project team

3.1

      Assign the project tasks among team members

Marketing Manager, Project Manager

3.2

      Delegating the powers

Advertising Manager

3.3

      Selection of advertising agencies

Advertising Manager, Marketing Manager

3.4

      Defining the functions for advertising agencies

Advertising Manager, Marketing Manager

4

   Creation of marketing advertisements

4.1

      Target the audiences

Marketing Manager, Project Manager

4.2

      Characteristics of the institution to advertise

Advertising Manager

5

   Competitive advantages of the institution

5.1

      Define positioning methods

Advertising Manager, Marketing Manager, Media Manager, Project Manager

5.2

      Apply of media channels

Marketing Manager, Media Manager

6

   Creating of advertising message

6.1

      Choosing the advertising model

Advertising Manager

6.2

      Structure the messages

Advertising Manager

6.3

      Testing the messages

Advertising Manager, Marketing Manager

6.4

      Choosing of media

Marketing Manager, Media Manager

7

   Budgeting

7.1

      Promotional plan

Marketing Manager, Project Manager, Shareholders, Customers, Suppliers

7.2

      Estimation of cost

Environmental Groups, Financial Analyst

8

   Creating of advertisements

8.1

      Determine pricing strategy

Financial Analyst, Shareholders

8.2

      Creating of detailed plan for the public events

Customers, Environmental Groups

8.3

      Analyze the customer relationship management

Advertising Manager, Customers, Environmental Groups

9

   Start to implement the marketing campaign

9.1

      Marketing campaign using advertisements

Marketing Manager

9.2

      Marketing campaign using social media

Project Manager

10

   Final review of marketing plan

10.1

      Sign off the plan

Marketing Manager

10.2

      Final review of marketing plan

Project Manager

WBS

Task Name

Cost

0

Planning marketing campaign to promote Tasman International Academies

$51,360.00

1

   Preliminary research

$2,640.00

1.1

      Defining the project objectives

$1,440.00

1.2

      Competitive analysis

$1,200.00

2

   Target the marketing audiences

$3,920.00

2.1

      Characteristics of demographics

$560.00

2.2

      Decision making for promotion

$3,360.00

3

   Setting responsibilities of the project team

$8,800.00

3.1

      Assign the project tasks among team members

$5,040.00

3.2

      Delegating the powers

$400.00

3.3

      Selection of advertising agencies

$960.00

3.4

      Defining the functions for advertising agencies

$2,400.00

4

   Creation of marketing advertisements

$2,560.00

4.1

      Target the audiences

$2,160.00

4.2

      Characteristics of the institution to advertise

$400.00

5

   Competitive advantages of the institution

$5,360.00

5.1

      Define positioning methods

$2,560.00

5.2

      Apply of media channels

$2,800.00

6

   Creating of advertising message

$8,560.00

6.1

      Choosing the advertising model

$720.00

6.2

      Structure the messages

$720.00

6.3

      Testing the messages

$4,320.00

6.4

      Choosing of media

$2,800.00

7

   Budgeting

$6,720.00

7.1

      Promotional plan

$4,800.00

7.2

      Estimation of cost

$1,920.00

8

   Creating of advertisements

$9,280.00

8.1

      Determine pricing strategy

$2,880.00

8.2

      Creating of detailed plan for the public events

$2,240.00

8.3

      Analyze the customer relationship management

$4,160.00

9

   Start to implement the marketing campaign

$2,080.00

9.1

      Marketing campaign using advertisements

$800.00

9.2

      Marketing campaign using social media

$1,280.00

10

   Final review of marketing plan

$1,440.00

10.1

      Sign off the plan

$800.00

10.2

      Final review of marketing plan

$640.00

Activity

Types of risks

Description

Preliminary research

Research and development

The research costs price, therefore the investments are nit leading with the data as well as results are becoming wasteful.  

Setting responsibilities of the project team

Lack of project responsibilities

The project manager has not allocated the roles to each of the project team members based on their skills and expertise into marketing field.

Creation of marketing advertisements

Promotion risks

The most expensive marketing campaign risks are area of promotions. It is used of paid advertising, selling to convey of company as well as benefits of product to the target customers. Advertising messages those have no impact are wasteful. It damages the brand of company.

  Creating of advertising message

Target market risks

The risk is to target of wrong customers to convey the advertising messages to them. There are missing out of the profitable market segments.

Budgeting

Budget risks

The total budget required for the marketing plan may exceed its limits due to addition of new resources into the plan.

Creating of pricing strategy

Pricing risks

The pricing strategies are fallen under the marketing umbrella. The business may have lower price strategies and others may have higher pricing based on higher end solutions.

Impact

Probability

Trivial

Minor

Moderate

Major

Extreme

Rare

Unlikely

Moderate

Research and development

Promotion risks

Likely

Budget risks

Pricing risks

Target market risks

Very likely

Lack of project responsibilities

Type of risks

Probability

Impact

Responses for the risks

Research and development

Moderate

Minor

The institution should use of various types of research as well as study to make sure about reliability of the marketing results. They should invest into development of their services and promotion to attract more customers.

Lack of project responsibilities

Very likely

Minor

The project manager should assign the team members to all the project activities based on their skills as well as knowledge to work into the marketing fields.

Promotion risks

Moderate

Moderate

The business should select of right media to reach the audiences with desired impact of the institution. The business should use of clear messages to target the customer along with general public.

Target market risks

Likely

Major

The business organization should target of right customers and profitable market segments. The company should alienate if they are selected of right customers for promotion of their institution. The customers should align with best product and services of the institution.

Budget risks

Likely

Minor

The budget is estimated properly so that there are no chances of any errors into estimation of marketing campaign.

Pricing risks

Likely

Moderate

The institution should pick up a pricing strategy which correlates with the brand as well as position. The company should provide of low price strategies with good quality of educational services to target customers.

Roles

Responsibilities

Marketing Manager

· Managing marketing and activities into the marketing departments

· Development of marketing strategies based on business objectives

· Coordinating the marketing campaigns with selling activities

· Identifying potential markets and maintaining of relationships among existing markets

· Selecting the channels for distribution of products and services among target group members

Suppliers

· Informing the end users related to content of promotion

· Producing of pamphlet and making available on website of institution

· Updating daily provision of the services with contract

· Providing rules for provision as well as expectations of the end users

· Delivering of services on time to the client organization

Advertising Manager

· Planning of advertising as well as promotional campaigns

· Negotiating the advertising contracts

· Initiating the market research and analyzing the market to understand target customers

· Development of pricing strategies for both products as well as services market to target customers

· Meeting with clients for providing of marketing along with technical advices

Project Manager

· Making of project related decisions

· Using of project management software to determine the project budget and project time required to complete the project work

· Allowing to produce of reports as well as charts

· Managing of the project risks and issues

· Monitoring along with reporting of progress report

Shareholders

· Providing of finance to company by purchase of shares

· Responsible for day-to-day management of company and making of decisions

· Attending the project meetings and discussing the financial issues with the financial manager

· Protecting of liabilities of the business organization

Customers

· Handling of the organizational guidelines as well as policies

· Assisting with the company’s sales and services

· Providing of feedback to the organizational promotional strategies

· Using the products and services with terms as well as conditions

· Applying of the products and services to meet with customer’s requirements

Media Manager

· Informing and educating public throughout various channels such as magazines, television and internet

· Establishment and monitoring of performance benchmarks and cost of media with the agencies

· Evaluation of the media efforts and preparation of measures of success

Financial Analyst

· Performing of the financial forecasting and reporting

· Analyzing the financial data and creating of financial models

· Performing of variance analysis

· Guiding of cost analysis processes and providing of marketing trends

· Conducting of market research and business intelligence

Environmental Groups

· Responsible for environmental protection as well as organization policing

· Ensuring to protect harmful effects of the radiation

· Conducting environmental research development

· Responsible for waste management

Roles

Marketing Manager

Suppliers

Advertising Manager

Shareholders

Project Manager

Customers

Media Manager

Financial Analyst

Environmental Groups

Coordinating the marketing campaigns with selling activities

R  

–

C

I

R

–

–

–

–

Development of marketing strategies based on business objectives

R

A

I

R

R

–

–

–

–

Updating daily provision of the services with contract

C

R

C

I

–

–

–

I

I

Development of pricing strategies

–

C

R

–

R

R

–

–

–

Planning of advertising as well as promotional campaigns

–

–

R

C

I

R

I

C

I

Responsible for day-to-day management of company and making of decisions

–

–

I

R

I

R

–

–

–

Making of project related decisions

C

–

–

–

R

R

–

I

I

Monitoring along with reporting of progress report

I

I

I

R

R

–

C

I

I

Handling of the organizational guidelines as well as policies

–

–

–

R

C

R

R

C

I

Establishment and monitoring of performance benchmarks and cost of media with the agencies

R

I

R

–

–

–

R

–

–

Informing and educating public

R

–

R

–

–

–

–

R

–

Performing of variance analysis

R

A

C

–

I

R

I

C

R

Guiding of cost analysis processes and providing of marketing trends

R

–

R

I

C

–

R

I

R

Responsible for environmental protection as well as organization policing

R

–

–

C

I

–

R

A

–

List of stakeholders

Collaborative assessment

Project Manager

The project manager signed the contract for customized business plan and access to interact with the customers directly. The manager is involved to schedule the tasks, milestones with set of business goals for achieve of project outcomes. The manager also encouraged among the team as it is good for the project and also for the team. 

Marketing Manager

The marketing manager collaborated to manage target audiences and marketing plan. The manager identified all work into marketing campaigns. The marketing team deals with array of requests, requirements for longer term campaigns. In order to get with available resources, it needs to set the project priorities as well as aligns with business strategy of organization. 

Advertising Manager

The advertising manager oversees different marketing techniques for promotion of the business. They used of advertising, public relations as well as sales to implement of marketing strategies in the business. The manager is team coordination among creative teams, sales departments along with finance departments. They are required to communicate with team to set project priorities, ensure for project milestones and expectations of budget. 

Financial Analyst

The financial analyst conducted cost presentation about real status of project. They are collaborated into the project by analyzing the financial data by monitoring of financial model for decisions support. It improves the financial data status by analyzing of project results and monitoring of project variances. 

List of stakeholders

Expectations

Media Manager

It is the expectations of stakeholders to deliver higher quality project by setting a strict timeframe and educating the public through various media Channels. Resource levelling in project planning is resolved the conflicts.

Marketing Manager

The marketing manager is expected to provide quality products to the customers, by promoting their products into social media which is most popular social media. They are expected to create brand which aligns with mission statement of organization. The manager directs internal and external media relations and then brand implementation in the institutions. The manager follows a strict deadline to campaign in 81 days.

Advertising Manager

The advertising manager placed the advertisements in media, includes of television as well as online. The manager also measures results to advertise the campaigns for determine the cost benefit ratio. The manager identifies the decision makers at medium as well as build of relationships with the project team. They review as well as approve of advertising media for print and web.

Financial Analyst

It is expected that the financial analysis is providing of sufficient funds on scheduled time and security of investments. The analyst guides the cost analysis procedures by establishment of policies as well as procedures.