INDUSTRY PARTNER PRESENTATION Unipupil Digital Marketing Project 29th May 2014.
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Transcript of INDUSTRY PARTNER PRESENTATION Unipupil Digital Marketing Project 29th May 2014.
INDUSTRY PARTNER PRESENTATIONUnipupil Digital Marketing Project29th May 2014
2
Agenda
3
Item Speaker Timing
Welcome – purpose of today’s IP presentation
Andreea Wade
2.45pm – 2.50pm
Project summary
• Requirements
• Scope
• Information architecture
• Deliverables
• Project plan for semester 3
• Project risks and mitigation plans
Paul
2.50pm – 3.10pm
Questions and Answers All 3.10pm – 3.30pm
Requirements• Engage Unipupil target audience both Pupils and
Institutions.
• Build brand momentum using social networks and high-quality content.
• Implement a digital marketing campaign for ‘Pupils inbound into Ireland’
• Apply Growth Hacking techniques to accelerate portal traffic.
• Use Search Engine Optimisation to achieve a minimum of 1,500 unique user logins to Unipupil.com within 1 month of production launch
• Ensure the digital marketing facilities implemented are sustainable by providing full documentation, training guides and blogs
4
Project Scope
Unipupil Digital Marketing
ProjectBrand
Digital Marketing Strategy
Landing page
Engage TargetAudience
Portal Blog/Forum& Responsiveness
Growth Hacks
QualityContent
SEO & Monitoring
5
Unipupil .com
Social Media
Sprint 1
Customer Engagement• Engage with the Unipupil target audience both Pupils and Institutions• Manage Unipupil Blog and Forum
Brand• Formulate a set of brand guidelines to support the Digital Marketing Campaign• Create Logo and select imagery and photographs aligned to the Unipupil vision
Design• Design standard calls to action (CTA) for all Unipupil Digital Marketing channels • Create a landing page to act as a focal point for initial calls to action
Unipupil.Com Portal• Test Unipupil Portal for various resolutions and mobile/tablet capability • Review Unipupil SEO tools
6
Information Architecture
Unipupil.comThe new education portal is in Beta test since Mid May. It has been developed in Drupal 7 a free open source content management system which is written in PHP.Drupal is used in 2.1% of all websites world wide.
Drupal’s magic number is 30,000•There are 30,000 free add-on modules and features for Drupal•There are 30,000 Drupal developers worldwide
8
Unipupil Technology Stack LAMP
Application
Database
Web App/Server
Operating System
PHP
MySQL
Apache
Linux
AMAZON WEB SERVICES EC2 PROVIDE CLOUD COMPUTING SERVICES TO UNIPUPIL
9
Deliverables
Some early drafts
Unipupil Logo
Unipupil Landing Page Mockup
12
State Transition Diagram
13
Unipupil Top 5 Key Wordsbased on 11 respondents (5 Unipupil staff and 6 Team alla)
14
Key WordKeyword
Scores%
RespondentsUnpupil Team
Team alla
Abroad 18.0 64% 64% 36%Study 17.2 64% 49% 51%
Education 13.4 45% 64% 36%
Visa 10.0 36% 0% 100%Student 8.7 36% 0% 100%
Key words are the DNA of online businessWhen people search online they use key words to find products and services.So Unipupil needs to embed these key words in all websites, blogs, social media channels and communications to present a consistent and optimised presence online.
Key WordKeyword
Scores % RespondentsUnpupil Team
Team alla
Abroad 18.0 64% 64% 36%
Study (Studies) 17.2 64% 49% 51%
Education 13.4 45% 64% 36%
Visa 10.0 36% 0% 100%
Student 8.7 36% 0% 100%
Find 8.5 27% 100% 0%
Institution 8.5 27% 100% 0%
Universitity (Universities) 7.0 27% 43% 57%
Course (Courses) 5.5 18% 100% 0%
English 5.1 18% 58% 42%
Accommodation 5.1 18% 58% 42%
Work 4.9 18% 0% 100%
School 4.9 18% 0% 100%
International 4.9 18% 62% 38%
Masters (Master) 4.9 18% 62% 38%
Fees 4.0 18% 0% 100%
Ireland 3.5 18% 0% 100%
Services 3.0 9% 0% 100%
Travel 3.0 9% 0% 100%
Classes 3.0 9% 100% 0%
Internship (Intern) 3.0 9% 100% 0%
Future 3.0 9% 100% 0%
Unipupil Top 22 Key Words
Project Plan
Team structure & Project Risks
26-May 02-Jun 09-Jun 16-Jun 23-Jun 30-Jun 07-Jul 14-Jul 21-Jul 28-Jul 04-Aug 11-Aug 18-Aug 25-Aug 01-Sep
Unipupil Digital Marketing ProjectSemester 3 – plan on a page
Sprint 1Implement
Close & SustainDE
SIGN
Digital M
kt
Tech
nical
Outcomes
1,500 Unique logins
Unipupil Digital
Marketing Facilities
Implemented
FrameworkInternally Supported
Support Framework
DocumentationTraining guidesBlog as we go
Support Framework
DocumentationTraining guidesBlog as we go
TwitterFacebook
Brand
Landing Page
Customer Engagement
Portal
Brand
Landing Page
Customer Engagement
Portal
Growth Hacks (with A/B testing)
Sprint 2 Sprint 3
Monitor & Measure
Business Development & Funding, Institution EngagementMD + 2 MSc Students + some PM assistance
Business Development & Funding, Institution EngagementMD + 2 MSc Students + some PM assistance
SEOGoogle
AnalyticsHootsuite
You TubeOther SM
‘Verify‘ Unipupil
Linked InGoogle+
June July August
Infographics
Content Management
Unipupil DM Project Structure
Project Manager
Paul Delaney
Digital Marketing Lead Julie-Ann Sherlock
UX Lead
Jackie Akello
Design Lead Shane Collins
Brand/Graphics Lead Zane Berharde
App ev Team
Ronan Andrew
Unipupil Fiona Leigh MDHugh McGovernManagement Interns (2)
DSA Mentor Team
Andreea, David etc
Project Risks and Mitigation Plans
19
No. Risk Description Impact Description Risk Index
Countermeasures and Progress
1Unipupil Business
Development Delay
Lack of business engagement with DM
project9
Recruit 2 MSC students, meet with business development mentor/prospective
agent/institutions. Develop Business Plan and secure funding
2Facilities provided by DM project are not sustained
by Unipupil
Project deliverables are one off - discarded after Sept
20149
Document all facilities to professional standard (QRG for every deliverable, each team member
to write blog of activity)
3Lack of technical skills to implement growth hack
ideas
Inability to apply technical aspects growth hacking
ideas9
Request technical resource from DSA to complete 25+ hours technical work a week
or team learns the skills required
4Delay with Unipupil Portal Development
No launch date for Unipupil Portal before end July, lack of opportunity to test new DM facilities against live
users
6Implement Unipupil DM Project regardless
of Unipupil Portal Status - assume it will not be available
5
Lack of technical resource to complete
SEO/Google Analytics/Hootsuite
SEO/Google Analytics work may be weak. Support
required from second level technical resources
Shane/Paul.
6Request technical resource from DSA to
complete 25+ hours technical work a week or team learns the skills required
6
Employment Risk - one or more key members of
the team secures full time employment
Seriously reduced time contribution to project 6
Discuss scenario with team - agree contribution in hours
7Poor Quality DM
StrategyNo momentum in DM Project 6 Active mentoring and oversight
8Infringement of
copyright (images, logos, brands etc)
Later legal chalenge to Unipupil 6
Ensure all sourced material is attributed to owner/author. Get formal approval for any
image used in branding or product development
9Team morale dips due to
conflictLess is delivered, project is
underwhelming 4
Meet as a team in a dedicated room, devote time on Thursdays to meet and
interact
10Client changes business
modelDM Project must react
flexibly 4 Embrace change using Agile principles
Any Questions?20