Change in E-Marketing Strategy

This report focuses on analyzing and evaluating the e-marketing strategy of Port Fairy Caravan and Camping Park Pty Ltd. It discusses the current situation, opportunity statement, critical assumptions and constraints, analysis of options and recommendations, financial analysis, and project scope.

Running head: CHANGE IN E-MARKETING STRATEGY
Change in e-marketing strategy
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CHANGE IN E-MARKETING STRATEGY
Table of Contents
Introduction................................................................................................................................3
Project background.....................................................................................................................4
Organizational mission statement..............................................................................................4
Description of current situation..................................................................................................5
Opportunity statement................................................................................................................6
Critical assumptions and constraints..........................................................................................7
Analysis of options and recommendations................................................................................8
Financial Analysis......................................................................................................................9
Return on investment.............................................................................................................9
Payback figures....................................................................................................................10
Project preliminary scope.........................................................................................................10
Budget estimate........................................................................................................................11
Cost model and baseline.......................................................................................................13
Schedule estimate.....................................................................................................................14
List of potential risks................................................................................................................14
Conclusion................................................................................................................................14
Reference..................................................................................................................................16

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CHANGE IN E-MARKETING STRATEGY
Introduction
The notable determination of this report is to focus on analysing and evaluation of the
e-marketing strategy of Port Fairy Caravan and Camping Park Pty Ltd.
The e-marketing strategy of commercial establishments generally includes the
personal branding procedure, content marketing procedures, SEO optimization, conversion
optimisation, email marketing and the different types of social media marketing.
The organizational value associated with the e-marketing strategy shall be evaluated
in this report. This report should be focussing on a project which will aim to identify whether
the existing e-marketing strategy is useful in this organization (Frost & Strauss, 2016). This
project shall be focusing on the feasibility, cost and identification of the different types of
risks associated with this project. Schedule estimation of this project shall be illustrated
using a WBS (Habibi et al., 2015). The alternative solutions of the identified risks shall also
be discussed in this report. Significance of the leaderships skills required in these kinds of
projects shall also be introduced in this report.
This report shall be presented as an employee of South West Advertising Inc, the
priority of this project shall be very much higher as compared with the other projects which
are undergoing in this advertising organization (Hayes, 2018). The entire booking facilities of
Port Fairy Caravan and Camping Park along with the current e-marketing channels of this
organization shall be taken under consideration to analyse or review the existing e-marketing
strategy.

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CHANGE IN E-MARKETING STRATEGY
Project background
The needs and expectation of the consumers of the camping parks keeps on changing
every moment which is the prime reason behind analysing and evaluation of the e-marketing
strategy.
The budget which is allocated for this projects is $145,000 and it has to be completed
within 3years (Huang & Chen, 2018). The diverse categories of e-marketing channels of this
firm shall be evaluated in this project. The budget contingency reserve of this project is
approximately 10%.
Having the experience to work in medium sized enterprises using virtual teams this
report shall be very much useful as it will state how a high priority project needs to be
conducted (Iddris & Ibrahim, 2015). This project shall be different categories of stakeholders
involved such as stakeholders of the e-marketing channels.
Dorothy Boyd is the main IT liaison and Avery Bishop is the liaison of Port Fairy
Caravan and Camping Park. This project shall be considered as a successful project if it is
completed on the estimated time, scope and significance of communication among each of
the stakeholders.
There are diverse categories of risks associated with this project which shall be
discussed in this report as there is an urgent need of reporting the processes of this
assignment. The following unit of this report shall be describing the current situation of this
project.
Organizational mission statement
The evaluation of the current e-marketing procedure can be very much useful in this
organization as it would successfully contribute to complete the organizational objective

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CHANGE IN E-MARKETING STRATEGY
which is to provide better services to each of the vacationers especially during the festive
seasons (Katsonis, Sfakianakis & Myloni, 2019). The leadership skills of the project manager
such as the decision making anility and management of the available resources are the very
much required in this project.
Description of current situation
There are diverse categories of e-marketing channels which get themselves attached
with this organization. There are numerous accommodations associated with the cabins
offered in these park. The current e-promotion of this form includes a community based
website, community notice boards, online new letters, mobile apple and a wide range of
social media platforms (Ivanauskiene et al., 2015). The cost of each of these advertising
schemes is a huge concern for the primary stakeholders of this organization. This is having a
direct impact on the economic growth of this organization, which is one of the main reasons
behind the conduction of this project. Huge amount of money is also required to pay to
Google for the promotional purposes also which has to be restricted in the first place in order
to maintain the organizational growth of this park. The estimated budget of this project is
$145,000 at a discount rate of 9%. The expected return on investment of this project is
expected to be 25%.
The evaluation of the marketing channels shall be done using the services offered in
this business such as changes in bulk bookings, assessment with the competitors, ROI and a
set of endorsements (Shaltoni, 2016). The evaluation of e-marketing strategy shall also
involve the management of the bulk bookings of the parks as well as the management off the
financial records.

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CHANGE IN E-MARKETING STRATEGY
SWOT Analysis
Strength The prime strength of this project can be the enhanced ability of the parks
to deal with the expectations of the consumers during the festive seasons.
Weakness There are many distant stakeholders associated with this project such as
Dorothy Boyd who is the main internal IT liaison, data from these
stakeholders regarding the change might not be accessed easily.
Opportunity Business growth of these park can be maintained using this project as well.
Threat Threats like limited budget and time are the biggest threats of this project.
Opportunity statement
Based on the current situation it can be said that there are diverse categories of issues
associated with each of the e-marketing channels in terms of the changes in bookings,
comparison with the market competitors of this commercial establishment (West, Ford &
Ibrahim, 2015). This issue can be a huge concern for this organization as it usually
experiences huge number of clients especially during the festive seasons. The
accommodation issues of these parks has to be resolved in order to accommodate each of the
visitors of these parks (Mandal & Joshi, 2017). The availability of the each of the features
like kitchenette, lounge, and shower room can be very much useful to deal with the
expectation of the consumers of these parks. This issues can have a huge impact on the
growth and productivity of these business parks.
Change in terms of the e-marketing strategy can be very much useful for the park as it
can help to deal with the increasing overhead cost associated with this firm (Odiko et al.,

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CHANGE IN E-MARKETING STRATEGY
2018). The risks of reputational loss can be also be successfully avoided using the updated e-
marketing strategy.
Critical assumptions and constraints
There are diverse categories of critical assumptions which must be taken under
considerations while evaluating the current e-marketing strategy which are being adopted by
this organization.
The incorporation of a responsive user friendly mobile based application can allow
the consumers to lodge complaints coming from the consumers of this parks. 24 hours service
must be available for each of the stakeholders of this organization as well as the people who
wants to book their rooms of preferred choices (Sharif & Butt, 2017). Blogging facilities can
be very much useful in this project as it can help to determine the characteristic feature of
each of the project team members involved in this project.
There are two categories of constraints associated with this project such as the
business constraints and the technical constraints. The business constraint of this project
includes the limited budget of this project along with the limited time of this project
(Pogorelova et al., 2016). Resource management is one of the prime constraints associated
with this project as the evaluation procedure of this project is very much depended on human
resources like the two e-marketing specialists, customer survey specialist, status reporting
team and camping specialist consultant.
Review coming from the vacationers shall be very much significant in this project as
they should not be forces to make any sort of biased while answering the survey questions
(Roumieh et al., 2018). The review should be very much reliable and it is possible if the
security of the data is maintained after the data are collected from the vacationers.

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CHANGE IN E-MARKETING STRATEGY
Examination of the customer profiles must not have any impact on the life of the
vacationers, this is one of the most significant constraints associated with this project (Chong,
Man & Kim, 2018). Selection of the messaging strategies can also be one of the source of
concern in this project and it also falls under the category of the project constraints.
Analysis of options and recommendations
The data collection from the vacationers must be kept in the cloud servers so that the
reliability of the data is maintained and it can be used to revise the existing e-marketing
strategy which is adopted in this parks (Skudiene, Auruskeviciene & Sukeviciute (2015).
Building of the user persona as well as the buyer persona can have a huge impact in this parks
as these personas shall allow the vacationers to understand the simplicity of bulk booking
options in these parks.
The existing digital assets of these perks can be replaced with animated illustrations
which might be very much useful to attract the more vacationers in these parks. These
illustrated animations can also be very much essential to resolve the identified risks of this
parks (Chong, Bian & Zhang, 2016). Presentation of each of the process required in bulk
booking procedure can be very much useful for the consumers of these parks. The patents and
the trade secrets of this business can be enhanced using these advanced e-marketing
strategies.
The recommendations of this project are listed as followings:
1. The selection of the messaging service must be enhanced in such a way so that it is
also responsible for the improving the engagement between the customer and the
internal stakeholders of this business.
2. Identification of the target audience is one of the most significant success criteria of
this project.

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CHANGE IN E-MARKETING STRATEGY
3. Content of the existing e-marketing strategies can be replaced with updated contents.
4. The different ways to reach the potential customers must be identified from the new e-
marketing strategies as well.
5. Experienced and qualified stakeholders of this business must be involved to review
the existing e-marketing strategies.
Financial Analysis
This unit of this report shall be discussing the NPV of this project. The initial phase of
this project is subjected to be completed within $90000 and a discount of 9% is allowed on
the NPV. Thus, based on the three year calculation it can be said that the NPV of this project
is 122,074.92. The following diagram can be very much significant to understand the total
NPV of this project.
Figure 1: NPV of this project
(Source: Created by the author)

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CHANGE IN E-MARKETING STRATEGY
Return on investment
It is one of the most significant Key Performance Indicators in this project as it helps
to determine the profit of the investment which is made by the steering committee of this
project (Chiang, 2018). Considering the 5% ROI in this project it can be said that the ROI of
this project is 0.27.
Figure 2: ROI of this project
(Source: Created by the author)
Payback figures
Considering the amount which is spent in the initial phase of this project which is
$90000 it can be said that the payback period of this project is 1.64 years.
Figure 3: Payback of this project
(Source: Created by the author)
Project preliminary scope
The preliminary scope of this project is the analysis and evaluation of the existing e-
marketing, the initial financial resources which was allocated in this project is $9000.

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CHANGE IN E-MARKETING STRATEGY
However, it can be said that this this resource might not be enough to complete this project
within the scheduled time (Cameron & Green, 2015). The preliminary project requirements
involves human resources like E-marketing specialists and customer survey specialists. The
other essential scope of this project is the identification of the new markets for this
organization using the revised e-marketing strategy. Feedback coming from the vacationers
must be considered while reviewing the existing e-marketing plan (Taiminen & Karjaluoto,
2015). The introductory scope of this project also included that each of the stakeholders of
this business must be enhanced as an outcome of this project.
Budget estimate
The budget which was allocated for each of the resources in this project can be
understood using the below pictorial diagram which was created using MS project.

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ID Outline
Number
Task
Mode
Task Name Duration Start Finish PredecessorsResource
Names
Cost
0 0 Evaluation of existing
e-marketting strategy
70 days Mon
02-09-19
Fri 06-12-19 $88,436.00
1 1 Phase 1: Evaluate digital
marketting
14 days Mon 02-09-19 Thu 19-09-19 $21,680.00
2 1.1 Evaluate digital
marketting goals
2 days Mon 02-09-19 Tue 03-09-19 E-marketting
specialist 1
$2,400.00
3 1.2 Reexamine customer
profile
3 days Wed 04-09-19 Fri 06-09-19 $9,920.00
4 1.2.1 Analyse customer
profile
2 days Wed 04-09-19 Thu 05-09-19 2 Customer
Survey
specialist
$7,360.00
5 1.2.2 Document customer
profile
1 day Fri 06-09-19 Fri 06-09-19 4 E-marketting
specialist
2,E-marketting
$2,560.00
6 1.3 Looking at digital
presence
5 days Mon 09-09-19 Fri 13-09-19 5 E-marketting
specialist 2
$6,800.00
7 1.4 Identify the success
criteria of this
organization.
3 days Mon 16-09-19 Wed 18-09-19 6 Status
reporting
team
$1,920.00
8 1.5 Holding meetings 1 day Thu 19-09-19 Thu 19-09-19 7 Status reporting team $640.00
9 2 Phase 2: Examine
Customer profiles
14 days Fri 20-09-19 Wed 09-10-19 $30,240.00
10 2.1 Review of the profiles 4 days Fri 20-09-19 Wed 25-09-19 8 Customer Survey specialist ,E-marketting specialist 1,E-marketting specialist 2$14,720.00
11 2.2 Identify the issues in
e-marketting strategy
7 days Thu 26-09-19 Fri 04-10-19 10 Customer
Survey
specialist
$7,840.00
12 2.3 Analysis of the profiles 2 days Mon 07-10-19 Tue 08-10-19 11 E-marketting specialist 1,E-marketting specialist 2$5,120.00
13 2.4 Holding meetings 1 day Wed 09-10-19 Wed 09-10-19 12 E-marketting specialist 2,E-marketting specialist 1$2,560.00
14 3 Phase 3: Review Digital
presence
14 days Thu 10-10-19 Tue 29-10-19 $9,128.00
15 3.1 Identify the social
media platforms
7 days Thu 10-10-19 Fri 18-10-19 13 Camping
specialist
consultant
$4,648.00
16 3.2 Identify the cost
mitigation procedure
of the social media
platforms
6 days Mon 21-10-19 Mon 28-10-19 15 Status
reporting
team
$3,840.00
17 3.3 Holding meetings 1 day Tue 29-10-19 Tue 29-10-19 16 Status reporting team $640.00
18 4 Phase 4: Evaluate
messaging strategies
14 days Wed 30-10-19 Mon 18-11-19 $9,844.00
19 4.1 Identify the gap in
messaging strategies
9 days Wed 30-10-19 Mon 11-11-19 17 Camping
specialist
consultant
$5,976.00
20 4.2 Evaluating task 4.5 days Tue 12-11-19 Mon 18-11-19 19 Camping specialist consultant$2,988.00
21 4.3 Holding meetings 0.5 days Mon 18-11-19 Mon 18-11-19 20 Customer Survey specialist ,Status reporting team$880.00
22 5 Phase 5: Review
marketting ROI
14 days Tue 19-11-19 Fri 06-12-19 $17,544.00
23 5.1 Identify the future
implications
8 days Tue 19-11-19 Thu 28-11-19 21 E-marketting
specialist 2
$10,880.00
24 5.2 Review the ROI 5 days Fri 29-11-19 Thu 05-12-19 23 E-marketting specialist 1$6,000.00
25 5.3 Completion of project
status report
1 day Fri 06-12-19 Fri 06-12-19 24 Camping
specialist
consultant
$664.00
E-marketting specialist 1
Customer Survey specialist ,E-marketting specialist 1,E-marketting specialist 2
E-marketting specialist 2,E-marketting specialist 1
E-marketting specialist 2
Status reporting team
Status reporting team
Customer Survey specialist ,E-marketting specialist 1,E-marketting specialist 2
Customer Survey specialist
E-marketting specialist 1,E-marketting specialist 2
E-marketting specialist 2,E-marketting specialist 1
Camping specialist consultant
Status reporting team
Status reporting team
Camping specialist consultant
Camping specialist consultant
Customer Survey specialist ,Status reporting team
E-marketting specialist 2
E-marketting specialist 1
Camping specialist consultant
S S M T W T F S S M T W T F S
21 Jul '19 25 Aug '19 29 Sep '19 03 Nov '19 08 Dec '19 12 Jan '20 16 Feb '20
Figure 4: Scheduling of the project
(Source: Created by author)

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CHANGE IN E-MARKETING STRATEGY
Cost model and baseline
Figure 5: Baseline-Cost of this project
(Source: Created by author)
Figure 6: Cost overruns of this project
(Source: Created by author)

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CHANGE IN E-MARKETING STRATEGY
Schedule estimate
The level 3 WBS diagram will be representing the scheduling of this project in a
detailed manner.
Figure 7: Estimate scheduling
(Source: Created by author)
List of potential risks
The potential risks associated with this project are listed as followings:
 Selection of poor quality resources in this project.
 Ineffective change management plan
 Lack of acceptance of the new e-marketing strategy.
 Resistance to change.
Conclusion
This report helps in concluding the background of this project as the project has to be
completed with a period of 3 years and the total budget of this project is $$145,000. The
current situation of this project can also be concluded from this report as the initial phases has
to be completed within $90000 with a discount rate of 9%. The external environment of this

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project can be understood from the SWOT analysis table in terms of the ability of deal with
the expectation of the consumers which is the prime strength of this project. The
communication issues between the distant stakeholders are the prime weakness of this project
as well. Whereas, the business growth and the limited budget are the prime opportunity and
threat associated from this project. This report also identifies the critical assumptions in terms
of the usefulness of a user friendly mobile application and constraints associated with the
project in terms of the business and technical constraints. This report also recommends that
buyer persona can a better e-marketing strategy as compared with the existing strategies. The
NPV of this project is 122,074.92 whereas the ROI of this project is 0.27. The payback figure
which was identified from this report is 1.64 years. The report successfully illustrated the cost
model and baseline and a list of potential risks like ineffective change management plan and
lack of acceptance of a revised e-marketing strategy.

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CHANGE IN E-MARKETING STRATEGY
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