Marketing Campaign Plan for Tasman International Academies (TIA)

This report outlines a business plan for a marketing campaign designed to promote Tasman International Academies (TIA). The project, estimated to take 81 days with a budget of $51,360, focuses on targeting the right customers and profitable market segments through various marketing techniques, including advertising and public relations. Key project roles are assigned based on skills and expertise, with a strong emphasis on risk management, identifying potential issues such as research and development risks, budget constraints, and pricing challenges. Effective human resource management and stakeholder collaboration are highlighted as crucial for project success, ensuring clear communication and engagement among team members from diverse cultural backgrounds. The plan also addresses pricing strategies and aims to deliver high-quality educational services at competitive prices to attract the target market.

580Developing a plan for Business Project
Yanjing chen
140718389

Yanjing Chen 140718389 580
Table of Contents
Executive Summary......................................................................................................2
Introduction...................................................................................................................2
Task-1 Plan a Business Project....................................................................................2
Task Indication and structure....................................................................................2
Network diagram and scheduling..............................................................................5
Resource identification and allocation and, budgeting.............................................7
Risk Management...................................................................................................10
Human Resource management..............................................................................12
Task-2 Collaborate with key stakeholders....................................................................0
Conclusion....................................................................................................................4
References...................................................................................................................5
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Yanjing Chen 140718389 580
Executive Summary
The report is based on business plan for planning a marketing campaign to promote
an institution, Tasman International Academies (TIA). The total time taken to
complete the business plan is 81 days with a budget of $51, 360. The main role into
the project is project manager, responsible for allocation of the roles to each of the
project team members based on their skills and expertise into marketing field. The
identified risks into the marketing and business plan for promotion are research and
development risk, lack of project responsibilities, promotion risks, target market risks,
budget risks and pricing risks. The business organization should target of right
customers and profitable market segments. The marketing managers also uses of
various marketing techniques for promotion of the business and the techniques are
advertising, public relations as well as sales to implement of marketing strategies in
the business. It may be possible that each of the stakeholders is from various culture
and they are not able to understand each other’s language. All the project
stakeholders should engage as well as worked together towards the business
solutions. Therefore, there should be proper communication among the project team
members to collaborate with each other members. All the risks are to be identified
properly and it is managed with response plan. Proper collaboration leads to proper
expectations and involvement into the business plan. The company should provide
of low price strategies with good quality of educational services to target customers
so that a proper business plan is implemented.
Introduction
The report is based on the business plan for planning a marketing campaign to
promote an institution. The name of the business is Tasman International Academies
(TIA).TIA is extended to provide warm welcome to the TIA family. The institution is
required to plan a marketing campaign for their institution so that they can promote
their business with understanding the requirements of thee international students
living as well as studying into the foreign countries. The institution is provided of
quality English language as well as Diploma level courses into productive
environment. The students are always looking for social media for marketing
campaign options when making of offline decisions.
Task-1 Plan a Business Project
Task Indication and structure
a. The scope of project DTL (Detailed Task List)
WBS Task Name
0 Planning marketing campaign to promote Tasman
International Academies
1 Preliminary research
1.1 Defining the project objectives
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Yanjing Chen 140718389 580
1.2 Competitive analysis
2 Target the marketing audiences
2.1 Characteristics of demographics
2.2 Decision making for promotion
3 Setting responsibilities of the project team
3.1 Assign the project tasks among team members
3.2 Delegating the powers
3.3 Selection of advertising agencies
3.4 Defining the functions for advertising agencies
4 Creation of marketing advertisements
4.1 Target the audiences
4.2 Characteristics of the institution to advertise
5 Competitive advantages of the institution
5.1 Define positioning methods
5.2 Apply of media channels
6 Creating of advertising message
6.1 Choosing the advertising model
6.2 Structure the messages
6.3 Testing the messages
6.4 Choosing of media
7 Budgeting
7.1 Promotional plan
7.2 Estimation of cost
8 Creating of advertisements
8.1 Determine pricing strategy
8.2 Creating of detailed plan for the public events
8.3 Analyze the customer relationship management
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Yanjing Chen 140718389 580
9 Start to implement the marketing campaign
9.1 Marketing campaign using advertisements
9.2 Marketing campaign using social media
10 Final review of marketing plan
10.1 Sign off the plan
10.2 Final review of marketing plan
b. A work break down structure
Figure 1: Work breakdown structure
(Source: Created by student)
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Yanjing Chen 140718389 580
Network diagram and scheduling
a. Gantt chart
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Yanjing Chen 140718389 580
Figure 2: Gantt chart
(Source: Created by student)
b. Network diagram and critical path
Figure 3: Network diagram and critical path
(Source: Created by student)
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Yanjing Chen 140718389 580
Resource identification and allocation and, budgeting
a. Resource list
Resource Name Type Initials Max.
Units
Std.
Rate
Marketing
Manager Work M 100% $50.00/hr
Suppliers Work S 100% $20.00/hr
Advertising
Manager Work A 100% $10.00/hr
Project Manager Work P 100% $40.00/hr
Shareholders Work S 100% $20.00/hr
Customers Work C 100% $20.00/hr
Media Manager Work M 100% $20.00/hr
Financial
Analyst Work F 100% $20.00/hr
Environmental
Groups Work E 100% $20.00/hr
b. Resource assignment
WBS Task Name Resource Names
0 Planning marketing campaign to promote
Tasman International Academies
1 Preliminary research
1.1 Defining the project objectives Marketing Manager, Project
Manager
1.2 Competitive analysis Marketing Manager
2 Target the marketing audiences
2.1 Characteristics of demographics Advertising Manager
2.2 Decision making for promotion Marketing Manager, Media
Manager
3 Setting responsibilities of the project team
3.1 Assign the project tasks among team
members
Marketing Manager, Project
Manager
3.2 Delegating the powers Advertising Manager
3.3 Selection of advertising agencies Advertising Manager,
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Yanjing Chen 140718389 580
Marketing Manager
3.4 Defining the functions for advertising
agencies
Advertising Manager,
Marketing Manager
4 Creation of marketing advertisements
4.1 Target the audiences Marketing Manager, Project
Manager
4.2 Characteristics of the institution to
advertise Advertising Manager
5 Competitive advantages of the institution
5.1 Define positioning methods
Advertising Manager,
Marketing Manager, Media
Manager, Project Manager
5.2 Apply of media channels Marketing Manager, Media
Manager
6 Creating of advertising message
6.1 Choosing the advertising model Advertising Manager
6.2 Structure the messages Advertising Manager
6.3 Testing the messages Advertising Manager,
Marketing Manager
6.4 Choosing of media Marketing Manager, Media
Manager
7 Budgeting
7.1 Promotional plan
Marketing Manager, Project
Manager, Shareholders,
Customers, Suppliers
7.2 Estimation of cost Environmental Groups,
Financial Analyst
8 Creating of advertisements
8.1 Determine pricing strategy Financial Analyst,
Shareholders
8.2 Creating of detailed plan for the public
events
Customers, Environmental
Groups
8.3 Analyze the customer relationship Advertising Manager,
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Yanjing Chen 140718389 580
management Customers, Environmental
Groups
9 Start to implement the marketing
campaign
9.1 Marketing campaign using
advertisements Marketing Manager
9.2 Marketing campaign using social media Project Manager
10 Final review of marketing plan
10.1 Sign off the plan Marketing Manager
10.2 Final review of marketing plan Project Manager
c. Project budget and statement
WBS Task Name Cost
0 Planning marketing campaign to promote
Tasman International Academies $51,360.00
1 Preliminary research $2,640.00
1.1 Defining the project objectives $1,440.00
1.2 Competitive analysis $1,200.00
2 Target the marketing audiences $3,920.00
2.1 Characteristics of demographics $560.00
2.2 Decision making for promotion $3,360.00
3 Setting responsibilities of the project team $8,800.00
3.1 Assign the project tasks among team members $5,040.00
3.2 Delegating the powers $400.00
3.3 Selection of advertising agencies $960.00
3.4 Defining the functions for advertising agencies $2,400.00
4 Creation of marketing advertisements $2,560.00
4.1 Target the audiences $2,160.00
4.2 Characteristics of the institution to advertise $400.00
5 Competitive advantages of the institution $5,360.00
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Yanjing Chen 140718389 580
5.1 Define positioning methods $2,560.00
5.2 Apply of media channels $2,800.00
6 Creating of advertising message $8,560.00
6.1 Choosing the advertising model $720.00
6.2 Structure the messages $720.00
6.3 Testing the messages $4,320.00
6.4 Choosing of media $2,800.00
7 Budgeting $6,720.00
7.1 Promotional plan $4,800.00
7.2 Estimation of cost $1,920.00
8 Creating of advertisements $9,280.00
8.1 Determine pricing strategy $2,880.00
8.2 Creating of detailed plan for the public events $2,240.00
8.3 Analyze the customer relationship management $4,160.00
9 Start to implement the marketing campaign $2,080.00
9.1 Marketing campaign using advertisements $800.00
9.2 Marketing campaign using social media $1,280.00
10 Final review of marketing plan $1,440.00
10.1 Sign off the plan $800.00
10.2 Final review of marketing plan $640.00
Risk Management
a. Risk associated with each activity
Activity Types of
risks
Description
Preliminary
research
Research and
development
The research costs price, therefore the
investments are nit leading with the data as
well as results are becoming wasteful.
Setting
responsibilities of
the project team
Lack of project
responsibilitie
s
The project manager has not allocated the
roles to each of the project team members
based on their skills and expertise into
marketing field.
Creation of
marketing
advertisements
Promotion
risks
The most expensive marketing campaign risks
are area of promotions. It is used of paid
advertising, selling to convey of company as
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Yanjing Chen 140718389 580
well as benefits of product to the target
customers. Advertising messages those have
no impact are wasteful. It damages the brand
of company.
Creating of
advertising
message
Target market
risks
The risk is to target of wrong customers to
convey the advertising messages to them.
There are missing out of the profitable market
segments.
Budgeting Budget risks The total budget required for the marketing
plan may exceed its limits due to addition of
new resources into the plan.
Creating of pricing
strategy
Pricing risks The pricing strategies are fallen under the
marketing umbrella. The business may have
lower price strategies and others may have
higher pricing based on higher end solutions.
b. Risk Analysis
Impact
Probabilit
y
Trivial Minor Moderate Major Extreme
Rare
Unlikely
Moderate Research and
development
Promotion
risks
Likely Budget risks Pricing
risks
Target
market
risks
Very
likely
Lack of project
responsibilities
Green colour- Low level risks
Orange colour- Medium risks
Red colour- High risks
c. Response Plan
Type of risks Probabilit
y
Impact Responses for the risks
Research and
development
Moderate Minor The institution should use of various types of
research as well as study to make sure about
reliability of the marketing results. They should
invest into development of their services and
promotion to attract more customers.
Lack of project
responsibilities
Very likely Minor The project manager should assign the team
members to all the project activities based on
their skills as well as knowledge to work into
the marketing fields.
Promotion
risks
Moderate Moderate The business should select of right media to
reach the audiences with desired impact of the
institution. The business should use of clear
messages to target the customer along with
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