BBS013-1: Marketing Project Plan for LogMeln's Collaborative Tool

This report presents a comprehensive marketing project plan for LogMeln, a software developer launching a new online collaborative tool. The plan outlines key elements such as rationale, project plan milestones, potential return on investment, project budget, Gantt chart, and work breakdown structure. It details the rationale behind the marketing campaign, focusing on spreading awareness and driving sales. The report also covers project milestones, including decision points and target dates, and analyzes potential ROI, including increased sales and brand trust. A detailed budget is provided, alongside a Gantt chart for project management. The second part of the report includes a personal reflection on the skills developed during the project, highlighting communication, research, and problem-solving abilities. The project aims to meet the expectations of the tutor and to assure the successful completion of the tasks.

Marketing Project
Plan

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Summary of the case study or the business case company..........................................................1
Key findings.................................................................................................................................1
Conclusion...................................................................................................................................4
PART 2............................................................................................................................................5
Personal reflection.......................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing project plan can be defined as a document which is required to be formulated
by an entity which is planning to launch a new product or service in the market in upcoming
period so that large number of targeted clients may get detailed information regarding it. With
the help of it, an organisation can spread awareness about the future offerings so that the
possibility of higher revenues could be enhanced (Galli, 2020). Present report is based upon a
software developer entity which is aiming to launch a new online collaborative tool within the
new three months. The organisation which is selected for this report is LogMeln which is a web
developer and develop collaborative tools. For this purpose, a specific project plan is required to
be formulated. This assignment covers various topics such as formulation of the plan with
different tools such as project plan milestones, potential return on investment, project budget,
gantt chart and work breakdown structure. Apart from this, a personal reflection on the
formulation of the plan will also be covered at the end of the report.
PART 1
Summary of the case study or the business case company
LogMeln is a provider of software as a service and cloud-based entity which is focused
with launching of collaboration tools so that the user’s expectations could be met. It was founded
in year 2003 in Budapest. The founders of it are Marton Anka and Michael K. Simon. The
organisation is aiming to launch a new online collaborative tool in the market in upcoming three
months. For this purpose, the entity is planning to develop a project plan so that the marketing
campaign could be organised. The new tool will allow the users to share documents, join
meetings with the help of phone, schedule meetings etc. It will help the individuals to meet with
each other by a web-based link. The main aim of the new collaborative tool is to reach to various
sectors by different types of packages that are offered by it for subscription.
Key findings
Marketing project plan is a type of detailed document which is focused with different
types of elements that are required to be focused by the organisations while launching a new
product or service in the market. As LogMeln will be launching a new collaborative tool for the
users so it will be very important for it to make sure that it is focused with formulation of the
plan for spreading awareness about the new tool among targeted clients (Jiang, 2017). The
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marketing campaign will help to make sure that large number of clients are aware of the details
of the new tool. It will also facilitate the execution of future activities when the tool will be
launched in the market after three months. There are various key elements that are required to be
focused while planning to develop the project plan for marketing campaign. All of them are
described below in detail:
Rationale: Marketing Campaign project plan is very important for LogMeln because it
can help the entity to spreads awareness about the new collaborative tools which will be offered
to the users. If the organisation will not be able to develop the marketing campaign then it may
leave negative impact upon the launching of the new service in the market. Main reason of it will
be lack of awareness among the targeted audiences about the new service. When the marketing
campaign will be developed systematically then it will help to meet the targeted goals such as
higher sales and profitability with high level of customer engagement.
Project plan milestone: It could be defined as the specific point in time in the project
lifecycle which is mainly used for the purpose of analysing that the project is able to meet the
predetermined goals or not. Apart from this, it is also used for the purpose of analysing progress
of the project so that it could be analysed that the plan will be able to work effectively. As
LogMeln is planning to develop a marketing campaign for its new collaborative tool so it is very
important for it to analyse the milestones for the project. The main milestone will be related to
decision points. While paying attention towards it the management team of the organisation will
be responsible for making sure that the decisions that are formulated by the members are able to
result positively. Another milestone which is required to be focused will be soft target dates. If it
will be taken in to consideration then it will help to make an estimation of the duration in which
the whole marketing campaign will be completed and result positively (Junttila, 2017).
Potential return on investment: All the benefits that are generated by an organisation
with the help of a project are known as returns from the same. When the marketing campaign
will be developed by LogMeln then it will result in various benefits to the organisation. All of
them are listed below:
 Marketing campaign will help to spread awareness about the new collaborative tool
which will be launched by LogMeln in the market.
 It will help to enhance sales for the upcoming period when the entity will introduce new
tool in the market.
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 With the help of marketing campaign, the organisation can build trust with prospects
which will return in higher profits and revenues in future.
 The knowledge base will get strengthen with the help of the marketing campaign which
will be organised by LogMeln for new collaborative tool.
Project plan and budget: Project plan can be defined as the plan which is focused with
key elements of a project. With the help of it, all the stakeholders who are involved in the project
may get aware of all the details of the project. As the marketing campaign plan will be developed
by LogMeln for the purpose of spreading awareness about the new collaborative tool so it will be
very important to develop the plan properly. All the key elements of it are as follows:
 Scope statement or objective: The project of marketing campaign of new collaborative
tool will be required to be completed within 3 months so that it can help to spread
awareness about the tools which will be introduced after this duration (Melidis, 2020).
 Requirements: While working on any type of project it is very important for the
managers to analyse the major requirements of the same so that resources for meeting
them could be arranged. Some of the major requirements of LogMeln’s marketing
campaign will be detailed information of market, skilled labour, funding etc.
 Stakeholder list: The main key stakeholders for the marketing campaign project plan
will be the board of directors, marketers, employees, investors, customers, government
etc. All of them have right to get detailed information of the project so that they can
formulate future decisions such as buying the products, investing money etc.
Requirements of the stakeholders are required to be met as they facilitate the execution of
business.
 Communication strategies: While working on a project it is very important for all the
managers to make sure that they are able to interact with all the stakeholders properly.
Some of the strategies which will be used by LogMeln to communicate its marketing
campaign will be formal meetings, informal meeting, mail, video conferencing etc. With
the help of all of them information of project could be shared with the stakeholders.
 Resources: The main resources which will be required for LogMeln’s marketing
campaign project plan will be monetary resources, human capital, detailed information of
the market etc. It will help to meet the objective of the project (Partanen, 2019).
 Budget: The budget for the marketing campaign of LogMeln will be as follows:
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Particulars Amount
Marketing research 1200
Salaries to staff 15000
Advertisement 3000
Marketing consultants 2500
Total 21700
Gantt chart of the plan: The Gantt chart for the project is as follows:
Work break down structure:
Conclusion
The detailed project plan of the marketing campaign of new collaborative tool of LogMeln
is focused with spreading the awareness of the new collaborative tool which will be launched in
the market in upcoming three months. While developing the marketing campaign various
elements are required to be focused by the management of the organisation. These are
requirements, resources, budget, milestones etc. With the help of all of them the expectations of
the project could be met.
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PART 2
Personal reflection
While studying in the university different projects were assigned to the students and it is
very important for all of them to make sure that they complete each one of them properly. For
this purpose, they are required to have great communication, academic, decision making,
problem solving, critical thinking etc. skills. All of them can hep a person to complete the
assigned project properly. If a student is having lack of any of the qualities then it may leave
negative impact upon successful completion of the project. When I was completing my course in
the college then a project for a software developer company was assigned to me as well as other
classmates of mine. All of us were required to develop a marketing campaign project plan for the
new collaborative tool which will be launched by the entity in upcoming three months (Ponzini
and Schofield, 2019).
While planning to develop the plan for the organisation I was required to get proper
details of it from the tutor so that I can assure the successful completion of the tasks. I asked
different questions from tutor which were related to the project and the reflection. Main purpose
of it was to get detailed information of the steps that are required to be taken by me so that I can
complete the whole project properly. While planning to meet the expectations of tutor for the
project I was required to have various skills such as communication, numeracy, ICT,
collaboration, problem solving etc. All of them are the major qualities that are required by a
person who is willing to complete the difficult tasks successfully. While working on the project I
interacted with tutor on regular basis so that I can assure that all the steps that are taken by me
for the completion of project are correct or not. I was good in verbal as well as non-verbal
communication and due to this I took par in class room discussion and presentations. It helped
me to complete my project properly because different key aspects were discussed in class. Apart
from this, the good communication of mine was also beneficial for me in report writing as I was
able to interact with others properly which facilitated me to add right arguments (Terwilliger,
2019).
During the course I attended different seminars and conferences which were conducted in
my university campus and outside the campus. It helped me to enhance my numeracy skills and
improved knowledge for using statistics or submission of project. It was one of the key elements
that contributed in my success and improved knowledge about different aspects that are required
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to be focused while completing a project like marketing campaign for entities like LogMeln.
With the help of all the seminars and conferences I was able to develop creative ideas for
development of marketing campaign for the organisation so that it can spread awareness about
the new collaborative tool of it going to be launched in upcoming three months.
When working on a project it is very important for all the individuals to make sure that
they are good in researching and using information technology. For this purpose, all of them are
required to develop ICT skills, with the help of them presentations could be made, information
about the topics could be gathered and different factors could be analysed. If an individual is not
having ICT skills then it will eb very difficult to complete a project properly. It will affect the
knowledge of the person because no online sources could be used because of lack of these
qualities. Apart from this, the information which will be added to the report will be limited and
restricted to personal knowledge. I was having impressive ICT capabilities which helped me to
use the Microsoft office programs during the unit. With the help of these qualities I was able to
complete the project systematically and in a specific time limit (Toivonen, 2016).
Problem solving skills are also some of the qualities that are required by an individual
who is working on a project because with the help of these qualities a person will be able to deal
with all the negative situations which may leave negative impact upon the project. My
capabilities of dealing with the issues were also very good which helped me to gather detailed
information of the key aspects of marketing campaign project plan. It facilitated me to complete
the whole project in systematic manner. While working on the project I faced a negative situation
which was lack of knowledge about the milestones that should be focused while developing a
plan for marketing campaign. In order to deal with this situation, I asked several questions to the
tutor which helped me to gather information about the key milestones that should be focused by
me to complete the project properly.
All the university students are also required to have good abilities to work with others so
that they can help each other for completing all the projects. I have good collaborative working
skills which were used by me during the completion of the project of development of marketing
campaign project plan. I took help to my class mates so that they can help me to complete the
project. I also helped some of my fiends who were not having good ICT skills. Our working with
others capabilities helped all of us to meet expectation of tutor and submit the assignment on
time. It also facilitated us to score good marks in examination so that we can meet all our
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academic goals and objectives. If I was not having skills to complete the project then it would
have affected the successful completion of the project (Vantamay, 2019). Apart from this, lack of
the capabilities would have resulted in failure in the attainment of academic goals such as
scoring higher marks in the submission of the assignment.
CONCLUSION
From the above project report it has been concluded that marketing campaign is a type of
plan which is focused with development of different ideas so that detailed information of the
product or services could be shared with the targeted audiences. While developing it, it will be
very important for the managers to make sure that they are paying attention towards key
requirements, resources, milestones, rationale, budget and project plan of it. It will help to meet
the future goals and objectives. While reflecting on an event it is very important for individuals
to have good communication, problem solving, collaboration and ICT skills.
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REFERENCES
Books and Journals:
Galli, B. J., 2020. Using marketing to implement a strategic plan: Reflection of practiced
literature. In Start-Ups and SMEs: Concepts, Methodologies, Tools, and
Applications (pp. 1518-1532). IGI Global.
Jiang, W., 2017, October. Analysis of the O2O marketing model about" old network" website.
In Second International Conference On Economic and Business Management (FEBM
2017). Atlantis Press.
Junttila, A., 2017. Handbook for Small-Budget Experiential Marketing Campaigns.
Melidis, A., 2020. Personalized marketing campaign for upselling using predictive modeling in
the health insurance sector (Doctoral dissertation).
Partanen, E., 2019. Experiential marketing campaign handbook: case Herceg-Novi.
Ponzini, G. T. and Schofield, C. A., 2019. Randomized controlled trials evaluating the
effectiveness of a direct-to-consumer marketing campaign for social anxiety
disorder. Stigma and Health. 4(4). p.450.
Terwilliger, J. D., 2019. S4HE Marketing Campaign.
Toivonen, K., 2016. Marketing plan and campaign for Riosol Oy.
Vantamay, N., 2019. “3S Project”: A Community-Based Social Marketing Campaign for
Promoting Sustainable Consumption Behavior Among Youth. Jurnal Komunikasi:
Malaysian Journal of Communication. 35(4).
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