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Project Plan Un i pup i l D i g i tal M ar k et i ng P r o j e c t

Project Plan Un i pup i l D i g i tal M ar k et i ng P r o j e c t. 15 th June 2014 Paul D e l aney. D a t e :. Au t ho r s :. Ve r s i on:. 1 . 0. S t a t u s :. F i nal. P age 1 o f 2 4. Do c u m ent C on t r o l. C o ntribu t o rs. N a m e / P o si t i o n. O rg ani z a t i o n.

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Project Plan Un i pup i l D i g i tal M ar k et i ng P r o j e c t

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  1. Project Plan UnipupilDigitalMarketingProject 15thJune2014 Paul Delaney Date: Authors: Version: 1.0 Status: Final Page1 of24

  2. Document Control Contributors Name/Position Organization ContactDetails PaulDelaney DSA paul.delaney@webelevate.ie 086232 4467 2of24

  3. Table of Contents 1 OVERVIEW......................................................................................................................................4 1.1 INTRODUCTION........................................................................................................................................4 1.1 UNIPUPILDIGITALMARKETINGPROJECT......................................................................................................5 2 PROJECTGOALSAND SCOPE............................................................................................................8 2.1 PROJECTSCOPE.......................................................................................................................................8 2.2 BUSINESS/MARKETINGGOALS...................................................................................................................9 2.3 FUNCTIONALGOALS.................................................................................................................................9 2.4 TECHNOLOGYGOALS................................................................................................................................9 2.5 QUALITYGOALS....................................................................................................................................10 3 ORGANIZATION.............................................................................................................................11 3.2 PROJECTORGANIZATION........................................................................................................................ 11 4 SCHEDULE ANDBUDGET................................................................................................................13 4.1 SUMMARYSCHEDULEANDMILESTONES...................................................................................................13 4.2 PROJECTPLANWITHSPRINTDETAIL.........................................................................................................15 4.3 BUDGET.............................................................................................................................................. 17 4.4 DEVELOPMENTENVIRONMENT(TECHNOLOGYPLAN)................................................................................. 17 5 6 7 8 9 10 11 12 RISK MANAGEMENT......................................................................................................................19 COMMUNICATION ANDREPORTING..............................................................................................20 DELIVERYPLAN..............................................................................................................................21 DIGITALMEDIACONTENT..............................................................................................................21 QUALITYASSURANCE....................................................................................................................22 DOCUMENTATION.....................................................................................................................22 MAINTENANCE/SUPPORT ..........................................................................................................23 LEGAL/LICENSES ANDLOCALISATION..........................................................................................24 3of24

  4. 1 Overview 1.1 Introduction Unipupil is a start-up company which is about to launch a ‘One Stop Global Educational Portal’ that connectsstudents with educationalinstitutionsallovertheWorld. ● Unipupil will promote educational institutions of all levels through free profile and paid featuredlistings,featured blogsanddisplayadvertising.Institutionscanpromoteandselltheir courses,classes, workshops,educationalproducts andmerchandiselocally, nationallyand internationally Theeducationalportalhas beendevelopedaroundaframeworkfor 6globalregions,offering detailed global search functionality. Todate, Unipupil has uploaded 145,000plus educational institutions Unipupil willappointanetworkofagentsin selected countriestoprovideadviceand supportto localstudentsconsidering travelling abroad and institutions ● ● ThekeyusersoftheUnipupilaresummarised in thisGoalAchievementDiagram. GoalAchievementDiagram–Unipupil Portal PupilattendsDublin LanguageSchoolmaystayinadvertised accommodation Forward Enquiry CallToAction Advertise Register List BuyAdvertising SearchPortal ListInstitution FindForeign LanguageCourse myLanguage StudentTenants FindanEnglish inDublin FindPupilsfor School Landlord, Dublin, Ireland LanguageSchool. Manager Dublin,Ireland Pupil, Madrid, Spain Personas Advertiser Pupil InstitutionManager 4of24

  5. Unipupilhasappliedallitsresourcestobuildingasolidplatformforitsglobaleducationalportal.IthasaUnipupilhasappliedallitsresourcestobuildingasolidplatformforitsglobaleducationalportal.Ithasa limited budgettoinvestinmarketing and sustaining adigitalmarketing campaign. Unipupilthereforeneeds toleveragethenewlowcosthighimpactopportunitiespresentedbydigitalmarketingandsocialmedia technologies. ThisdocumentsetsouttheDigitalMarketingProjectPlantobedelivered,inthe12weeksmonthsfrom MondayJune17thtoFriday5thSeptember,tosupportthelaunchofthenewwebbasedUnipupileducation portal. 1.1 Unipupil Digital Marketing Project Unipupilhasbeen selected asan IndustrypartnerbyDSA whohavesupplieraprojectteam todelivera digitalskillsbasedprojectforUnipupil.TheUnipupilDigitalmarketing project willprovideimpetusand energyto theUnipupillaunch and marketingefforts. Theapproach adopted bytheDigitalMarketing and SocialMediastrategyis to: ● Create a community of interest between students, Educational Institutions, agents and (ComplimentaryCompanies&EducationalInstitution)advertisers Enablestudentstoshareexperiencesandprovideadvicetoprospectivestudents (e.g.Unipupil Forum) Provideawidearray ofinformationandcontentfromthewebtoassiststudentsintheirchoice ofcountryand college ● ● ProjectDeliverables ThedeliverablesoftheUnipupil Digitalmarketing Projectareasfollows  Supportframework(Documentation,QuickReferenceGuidesandTrainingguides)forallDigital Marketing facilitiesdelivered UnipupilPortalUsers&Customers TheUnipupilpupilusersgroupsarepupils, educationalinstitutions,advertisersand agents. Thecustomersof theUnipupilbusinessareeducationalinstitutionsand advertisers. 5of24

  6. Competitors Unipupilistheonlyinternational education portaland hasno known competitors. There aremanynational education portalsin variouscountries. Technology ThenewUnipupil.comeducation portalishostedon AmazonEC2and isin Beta testsinceMid May. Ithasbeendeveloped in Drupal7afreeopen sourcecontentmanagementsystem which iswrittenin PHP. Drupalisused in2.1%ofallwebsites worldwide. Drupalisopen sourcesoftwaremaintainedand developed byacommunityof630,000+usersand developers. It'sdistributedunderthetermsofthe GNU GeneralPublicLicense(or"GPL"),whichmeans anyoneisfreetodownloaditand shareitwithothers. Components 6of24

  7. UnipupilTechnologyStack LAMP PHP Application MySQL Database Apache WebApp/Server OperatingSystem Linux AMAZONWEBSERVICESEC2PROVIDE CLOUDCOMPUTINGSERVICESTOUNIPUPIL 9 7of24

  8. 2ProjectGoalsandScope 2.1 Project Scope Therequirementsagreed as withinprojectscopeagreed withtheIndustrypartnerareasfollows • EngageUnipupiltargetaudiencebothPupilsand Institutions. • Build brand momentumusing socialnetworksandhigh-qualitycontent. • Implementadigitalmarketing campaign for‘Pupilsinbound intoIreland’ ApplyGrowth Hacking techniquesto accelerateportaltraffic. UseSearch EngineOptimisation toachieveaminimum of1,500uniqueuserloginsto Unipupil.com within 1 month ofproduction launch Ensurethedigitalmarketing facilitiesimplemented aresustainablebyproviding full documentation,training guidesand blogs o o o ProjectScope Digital Marketing Strategy SEO&Monitoring GrowthHacks PortalBlog/Forum &Responsiveness Unipupil .com Unipupil DigitalMarketing Project Social Media Brand EngageTarget Audience Quality Content 5 Landingpage 8of24

  9. 2.2 Business/Marketing Goals  UnipupilhasselectedtheglobalstudentinboundtoIrelandasitsinitialstrategicpriority.Theother educationalmarkets abroad will be addressed towards end 2014 through the appointmentof agents within thecountriesconcerned. ProvideUnipupilwithaDigitalMarketingStrategywhichtakesthebusinessthroughthenext12 months. TheinitialshorttermgoaloftheUnipupilDigitalmarketingProjectistoachieve1,500uniqueuser loginstotheUnipupilPortal withinonemonth oflaunch.   2.3  Functional Goals Deliverasetofdigitalmarketinginitiativesto supportthelaunchoftheUnipupil Portalincluding DesignandimplementaUnipupilHomepagewithengaging(inboundIreland)usercontent and linksto UnipupilPortal Design and implementaUnipupilFacebookPagetosupporttheUnipupillaunch Online PRcampaign includingBlog &Forum Management within theUnipupilPortal ContentMarketingstrategyand initialimplementation Twittermanagement ImplementUnipupilYouTubechannel Growth Hacking Implementation UnipupilBrand Guidelines Implement measurement and monitoring using Google Analytics and tools such as Hootsuite SEO&GoogleSearch reviewand analysis o o o o o o o o o o  Auditand validatetheUnipupil Portal Socialmedialinks Mobileand tabletresponsiveness SEOcapability. o o o  ProvidetheUnipupilbusinessteamwithasupportframeworkandatoolsettomanageand monitor allthefacilitiesdelivered afterprojectcompletion atend July 2014. 2.4 TechnologyGoals Applytheskillsand knowledgegained during Webelevate3.1   ApplyfullrangeofUX Design skillsand Digitalmarketing skills Gain experiencewith awiderangeofsocialmediafacilities(Website,Facebook,twitter, Drupal7 Blog/Forum and SEO) ManagetheintegrationofPaypalPaymentServiceswith Unipupil.Com  9of24

  10. 2.5 QualityGoals Itiscriticalthatthe work oftheUnipupil Digital Marketing Teambeatthelevelofaprofessionalsmallto mediumdigitalmarketingagency.Thiswillensuretheproject meetsthebusinessgoalsoftheindustry partnerand theeducationgoalsoftheDSAand itsstudents. Therethequalitygoals  TheworkoftheUnipupil Digital MarketingProjectTeam willbeimplemented tothehighest professionalstandards with broad oversightfrom AndreeaWadeDMmentorand fellow DSA mentors(Joe Wilde,DaveFarrellyetc) Allfacilitieswillbedocumentand tested and implemented in asustainablemannerin thecontext ofasupportframework. All work willpeerreviewedand signed offbytheUnipupil DMProjectManagerand theUnipupil MDbeforegoing live.   10 of24

  11. 3Organization 3.1.1 Dependencyonother Projects Project Org.:ProjectMgr Dependency Comment UnipupilPortal development FionaLeigh PortalLaunchdate July2014 Portalneedstobeof sufficientqualitytosustain publiclaunch 3.2 ProjectOrganization Unipupil DM ProjectStructure Unipupil FionaLeighMDHughMcGovernManagementInterns(2) DSAMentorTeam Andreea,Davidetc ProjectManager PaulDelaney AppDevTeam Digital MarketingLead UXLead DesignLead Brand/GraphicsLead Ronan Andrew Julie-AnnSherlock JackieAkello ShaneCollins ZaneBerharde 11 of24

  12. ProjectManager Role Organization:Name ProjectManager PaulDelaneyDSA 3.2.1 Project-internalFunctions Function Organization:Name Comment QualityAssurance Teamresponsibility Peersignoffofalldeliverables PMandIPsignoffbeforegolive ConfigurationMgmt JackieAkello ChangeMgmt Julie-AnnSherlock UXLead JackieAkello DesignLead ShaneCollins Graphics/BrandLead ZaneBernharde DigitalMarketingLead Julie-AnnSherlock 3.2.2 ProjectTeam Organization:Name Availability(hours) Notes PaulDelaney 20+hoursper weekfrom 2/6 Julie-AnnSherlock 20+hoursperweekfrom 2/6 ShaneCollins 20+hoursperweekfrom 2/6 JackieAkello 20+hoursperweekfrom 2/6 ZaneBernharde 20+hoursperweekfrom 2/6 12 of24

  13. 4ScheduleandBudget 4.1 SummaryScheduleandMilestones UnipupilDigital Marketing Project Semester3 –planonapage June July August Outc logi Uni Digi Mar Facili Implem Frame Intern Suppo 26-May 04-Aug 11-Aug 18-Aug 25-Aug 07-Jul 14-Jul 21-Jul 28-Jul 01-Sep 02-Jun 09-Jun 16-Jun 23-Jun 30-Jun Sprint1 Sprint2 Sprint3 Implement Close&Sustain Outcomes 1,500Unique Brand LandingPage Infographics logins GrowthHacks(withA/B testing) Support Framework Unipupil tal Marketing ties ented Documentation CustomerEngagement ContentManagement Trainingguides DESIGN DigitalMkt Technical Blogaswe go Portal Twitter Facebook LinkedIn Google+ YouTube OtherSM ‘Verify‘ Unipupil Framework ally rted Monitor&Measure Hootsuite Google Analytics SEO Business Development&Funding,InstitutionEngagement MD+2MScStudents+somePM assistance 13 of24

  14. Milestones Milestones Description MilestoneCriteria PlannedDate M0 StartProject IP/MentorSignoff 30thMay2014 Strategy,Requirements,Project Plangoalsandscopedefined ProjectPlan Strategy&Requirements M1 Sprint1 4weeks LandingPagewithCTA BrandGuidelines(+newlogo) ManageBlog/Forum PortalResponsiveness ReviewSEO CustomerEngagement IP/Mentor/PMSignoff June2nd to June30th2014 M2 Sprint2 3weeks GrowthHack1 TwitterManagement HootsuiteImplementation DesignInfographics IP/Mentor/PMSignoff July1st July21st to M3 Sprint3 3weeks GrowthHack2 YouTubechannel SEOUpdates GoogleAnalytics Implementation IP/Mentor/PMSignoff July21st August11th to M4 SupportFramework&Close 3weeks GrowthHack3 ContentMgmt&OnlinePR SupportFramework IP/Mentor/PMSignoff Documentandtrainstaffin allfacilitieswithIPsignoff August11th to September1st M5 CloseProject 5thSeptember August2014 14 of24

  15. 4.2 Project Planwith sprint detail Sprint 1Summary Sprint1 CustomerEngagement • • EngagewiththeUnipupiltargetaudiencebothPupils andInstitutions ManageUnipupilBlogandForum Brand • • Formulateaset of brandguidelinesto supporttheDigitalMarketingCampaign CreateLogo andselectimageryandphotographsalignedto theUnipupilvision Design • • Designstandardcallsto action(CTA)forallUnipupilDigitalMarketingchannels Createalandingpageto act asafocalpoint forinitialcallsto action Unipupil.ComPortal • TestUnipupil Portalforvariousresolutionsandmobile/tabletcapability • ReviewUnipupilSEOtools 6 15 of24

  16. Trellowillbeusedto managetheproject https://trello.com/b/gguFFFdw/unipupil-digital-marketing-project 16 of24

  17. 4.3 Budget Thisisazerobudgetproject.HowevertheIP hasagreed to fund asmallamountofexpenditureto ensureanyimagesusedarelicensed appropriately. 4.4 Development Environment (TechnologyPlan) Item Appliedfor Availabilityby Methods UseCase Requirementscapturing M0 Wireframes/Mockups Landingpagedevelopment M0 Tools Trello ProjectandSprintManagement M0 WordPress Websitedesign(themeused‘Capture’) M0 Hubspot DigitalMarketingCampaignManagement June16th PaypalPaymentServices (API’s) UnipupilPaymentServices June16th TaskManagementTools Seelistbelow M0 DrawingTools Seelistbelow M0 VideoProduction Seelistbelow M0 Languages Notapplicable Noappdevworkonproject appdevteamreassigned M2 TaskManagementtools  Googledrive:A good tooltoworkonand editprojectsin agroup. (This wasavaluablesourceforcollecting research andinteresting articlesonline) GoogleChat Googlehangouts Evernote Skype-Freecalls     Drawingtools     Photoshop Illustrator Gliffy invisionapp.com-Prototyping tool 17 of24

  18. Video Production        Camera:Canon D 5000 Videoediting software PremierePRO MediaEncoder Sound editing software AudacitySound editing AdobeAudition 18 of24

  19. 5RiskManagement Allidentified risksaredocumented,assessedand prioritized in theRiskManagementbytheProject Manager. Theplan alsodefinesthemitigation andcontingencymeasuresandwhoisresponsiblefor. TheRiskManagementPlan isupdatedmonthlyoron eventand communicated toallaffected stakeholders bytheProjectManager. Theriskstatusisreported tothelinemanagementinthemonthlyProjectReport. Riskregisterissummarizedbelow. Allmitigating actionshavebeen incorporatedintoprojectplan. Project Risks and MitigationPlans No. RiskDescription ImpactDescription Risk Index CountermeasuresandProgress 1 UnipupilBusiness DevelopmentDelay Lackofbusinessengagement withDMproject 9 Recruit2MSCstudents,meetwithbusiness developmentmentor/prospective securefunding agent/institutions.DevelopBusinessPlanand 2 FacilitiesprovidedbyDM projectarenotsustainedby Unipupil Projectdeliverablesareoneoff- discardedafterSept2014 9 Documentallfacilitiestoprofessionalstandard (QRGforeverydeliverable,eachteammember towriteblogofactivity) 3 Lackoftechnicalskillsto implementgrowthhack ideas Inabilitytoapplytechnical aspectsgrowthhackingideas 9 RequesttechnicalresourcefromDSAtocomplete 25+hourstechnicalworkaweekorteamlearns theskillsrequired 4 DelaywithUnipupilPortal Development NolaunchdateforUnipupil PortalbeforeendJuly,lackof opportunitytotestnewDM facilitiesagainstliveusers 6 ImplementUnipupilDMProjectregardlessof available UnipupilPortalStatus-assumeitwillnotbe 5 Lackoftechnicalresource tocompleteSEO/Google Analytics/Hootsuite SEO/GoogleAnalyticsworkmay beweak.Supportrequiredfrom secondleveltechnicalresources Shane/Paul. 6 RequesttechnicalresourcefromDSAtocomplete theskillsrequired 25+hourstechnicalworkaweekorteamlearns 6 EmploymentRisk-oneor morekeymembersofthe teamsecuresfulltime employment Seriouslyreducedtime contributiontoproject 6 Discussscenariowithteam-agreecontribution inhours 7 PoorQualityDMStrategy NomomentuminDMProject 6 Activementoringandoversight 8 Infringementofcopyright (images,logos,brandsetc) LaterlegalchalengetoUnipupil 6 Ensureallsourcedmaterialisattributedto owner/author.Getformalapprovalforanyimage usedinbrandingorproductdevelopment 9 Teammoraledipsdueto conflict Lessisdelivered,projectis underwhelming 4 Meetasateaminadedicatedroom,devotetime onThursdaystomeetandinteract 10 Clientchangesbusiness model DMProjectmustreactflexibly 4 EmbracechangeusingAgileprinciples 19 19 of24

  20. 6 Communication and Reporting Typeof Communication Method/Tool Frequency /Schedule Information Participants/ Responsibilities InternalCommunication: ProjectMeetings Meeting Weekly every Thursday 3pm Projectstatus, problems,risks, changedrequirements ProjectMgr ProjectTeam Sharingofproject data SharedProject Server When available Allproject documentationand reports ProjectMgr(s) ProjectTeam Members FinalProject Meeting Meeting M6 Wrap-up Experiences ProjectMgr ProjectTeam ExternalCommunicationandReporting: ProjectReport worddocument Weekly Projectstatus -progress -forecast -risks ProjectManager Sub-Project Managers Steering Committee Meeting Monthly June27th July31st August28th ProjectManager, IP,Mentorand ProjectTeam 20 of24

  21. 7 DeliveryPlan Deliverableswillbefullydocumentinworddocumentformat. Inordertoensurethatthedigitalmarketingcampaignissustainableallfacilitiesdeliveredwillhavea QuickReferenceGuide(QRG)providedfortheUnipupilMarketingTeam(toberecruited). Ident. Deliverable PlannedDate Receiver D1 DigitalMarketingStrategyandRequirements endMay2014 UnipupilMDFionaLeigh D2 UnipupilSocialMediaAudit end May2014 Unipupil MDFionaLeigh D3 NewUnipupilLogo end May2014 Unipupil MDFionaLeigh D4 UnipupilBrandguidelines endJune2014 Unipupil MDFionaLeigh D5 UnipupilPortalResponsivenessReport end June2014 Unipupil MDFionaLeigh D6 UnipupilInfographics end June2014 Unipupil MDFionaLeigh D7 UnipupilLandingPages end June2014 Unipupil MDFionaLeigh D8 UnipupilSocialMediaManagement end July2014 Unipupil MDFionaLeigh D9 UnipupilSEOPlan end July2014 Unipupil MDFionaLeigh D10 UnipupilE-CommercePaymentRequirements forintegrationwithPaypal end July2014 Unipupil MDFionaLeigh D11 SupportFrameworkforfacilitiesdelivered end August2014 Unipupil MDFionaLeigh 8 DigitalMediaContent     Unipupil Logo UnipupilInfographics UnipupilImagestosupportbrand UnipupilVideo 21 of24

  22. 9QualityAssurance Thereisa3step QA plan inplaceforallprojectdeliverables No QAPlanStep SignOffBy 1 Peerreviewbyteammemberofdeliverable Acolleaguewhoisnot theauthorofthe deliverable 2 ProjectManagerSignoff PaulDelaney-PM 3 IPsignoff Unipupil MDFionaLeigh 10Documentation 1. 2. 3. 4. 5. 6. UnipupilDigitalMarketingStrategy UnipupilDMPlan IPPresentation DetailedSpecificationsforall majordeliverables QRG’sforall newDigitalMarketingfacilities Hubspotuserdocumentationandvideotraining 22 of24

  23. 11Maintenance/Support Notapplicable 23 of24

  24. 12 Legal/Licenses Notapplicable and Localisation 24 of24

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