Digital Marketing Strategy Evaluation for Port Fairy Caravan and Camping Park

Running Head: INFORMATION TECHNOLOGY PROJECT MANAGEMENT
Digital Marketing Strategy Evaluation for Port Fairy Caravan and
Camping Park
Name of the Student
Name of the University

1INFORMATION TECHNOLOGY PROJECT MANAGEMENT
Table of Contents
1. Introduction, Background and Business Objectives....................................................................2
2. Situational Analysis.....................................................................................................................5
2.1 Analysis of Current Situation................................................................................................5
2.2 Problem and Opportunity Statement (SWOT Analysis).......................................................5
2.3 Critical Assumptions and Constraints...................................................................................6
2.4 Analysis of Options...............................................................................................................6
2.5 Recommendations..................................................................................................................7
3. Financial Analysis (NPV, ROI, Cash Flow)................................................................................7
4. Budget Estimate...........................................................................................................................8
5. Preliminary Project Requirements.............................................................................................11
6. Schedule Estimate......................................................................................................................12
7. Potential Risks...........................................................................................................................16
Bibliography..................................................................................................................................17

2INFORMATION TECHNOLOGY PROJECT MANAGEMENT
1. Introduction, Background and Business Objectives
Port Fairy Caravan and Camping Park is a small hamlet in South West of Australia where
travelers can enjoy the essence of camping at reasonable costs. In addition to regular caravans
and camps, there are also luxury rooms for tourists who seek comfort during the stay. Along with
the camps and luxury rooms, all amenities including water, food, electricity and other essentials
are also provided. In other words, the service of the company undertaking the management of the
park is of very high quality. The only problem is that the due to lack of appropriate and effective
e-marketing strategies, the company invests a bit too much on marketing whereas the expected
benefits are not gained. The company expects a return on investment of at least 25%, which is
definitely not met at the current situation.
The business objective for this proposed project is to review the current digital marketing
strategies to identify issues, loopholes and problems and accordingly develop suitable
recommendations so that the company can undertake a much more cost efficient digital
marketing strategy to increase the number of customers and in turn the return on investment from
the services.
Based on the analysis of the objectives and work requirements for the project, the work
breakdown structure is developed and shown in the following table.
WBS Task Name
0 Digital Marketing Strategy Evaluation for Port Fairy Caravan and Camping Park
1 Evaluate Digital Marketing
1.1 Initiate Discussions with Management Regarding Current State of Affairs
1.2 Analyse the Requirements for Strategy Review for the Company
1.3 Gain Insight on the Current Digital Marketing Strategies Used

3INFORMATION TECHNOLOGY PROJECT MANAGEMENT
1.4 Discuss Speific Points Regarding Current Marketing Techniques Used
1.5 Access Marketing Statistics of the Company
1.6 Analyse the Current Marketing Trend through Digital Media Platforms
1.7 Review Success of Other Companies through Digital Marketing Strategies
1.8 Predict the Changes in Trends in the Near Future
1.9 Analyse the Internal Environment of the Company through SWOT Analysis
1.10 Determine How Many Customers have responded to the Marketing Posts Made by the Company in the Digital
Media
1.11 Propose a Digital Marketing Model to the Company
1.12 Submit Proposal on the Proposed Digital Marketing Model
2 Examine Customer Profiles
2.1 Request Access to Customer Profiles for Data Analysis
2.2 Agree to Not Disclose the Data
2.3 Follow Ethical Standards to Handle Such Sensitive Data
2.4 Inform Customers Regarding Data Access for Research Purposes
2.5 Sign Privacy Assurance Declaration and Send to the Customers
2.6 Receive Approval from the Customers to Access Data
2.7 Collect All Data Required for Analysis
2.8 Classification of Data As Per Categories
2.9 Verification of the Data
2.10 Conduct Detailed Data Analysis
3 Review Digital Presence
3.1 Analyse Social Media Handles Used by the Company
3.2 Review the Presence of the Company in the Social Media Platforms
3.3 Analyse Customer Interactions with the Company
3.4 Analyse the Number of Customers who respond to the Promotional Posts Every Data
3.5 Analyse Customer Feedbacks in the Social Media Platforms
3.6 Analyse Customer Reach of the Company in the Social Media
3.7 Evaluate the Marketing Strategies through Other Digitia Media Platforms
3.8 Analyse the Responses of the Company to Customer Queries