IT Project Management: Digital Marketing Strategy for Caravan Park

This project management assignment evaluates the digital marketing strategy of the Port Fairy Caravan and Camping Park. It begins with an introduction outlining the park's services and business objectives, highlighting the need for a more cost-effective marketing approach to improve customer reach and return on investment. The project includes a detailed situational analysis, incorporating a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. It proposes recommendations for the company, such as deploying a digital marketing team and following a cost-effective digital marketing model. The assignment presents a financial analysis, including NPV, ROI, and cash flow projections, demonstrating a positive ROI based on the proposed strategies. It also provides a budget estimate, a preliminary project requirements section, and a schedule estimate. Finally, it identifies potential risks associated with the project and provides recommendations to the company.

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

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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

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3.9 Analyse Customer Satisfaction to the Query Replies
3.10 Develop Plan to Increase Social Media Presence and Engagement with Customers
3.11 Prepare Draft Report Regarding Social Media Presence
4 Evaluate Messaging Strategies
4.1 Analyse the Messaging Strategy of the Company to the Customers
4.2 Review the Marketing Aggresiveness of the Messages
4.3 Determine Average Response Time to the Customer Messages
4.4 Determine if Customers like the Current Marketing Aggressiveness of the Company
4.5 Review Negative Feedbacks of the Customers
4.6 Review Positive Feedbacks of the Customers
4.7 Collect Messaging Data
4.8 Prepare Plans for Improving the Messaging Services
4.9 Prepare Draft Report Regarding Social Media Messaging Techniques
5 Review Marketing ROI
5.1 Request Company to Give Access to Marketing and Business Data
5.2 Agree to Not Disclose the Data
5.3 Agree to Ethical Standards to be Followed for Handling the Data
5.4 Receive Temporary and Selective Access to the Business Data
5.5 Collect Data As Required
5.6 Classification of Data As Per Categories
5.7 Detailed Analysis of Data
5.8 Classification of Statistical Data
5.9 Analyse Proposed Investment Data
5.10 Calculate Expected ROI
5.11 Develop Recommendations based on the ROI
5.12 Develop Plan to Increase Business Profitability
5.13 Documentation and Submission of the Final Review Report

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2. Situational Analysis
2.1 Analysis of Current Situation
Currently, there are no spaces for complaints against the services provided by the
company as they have been top notch and appropriately meeting the standards. However, one problem
area that the company currently faces is the lack of customer reach in spite of investing a considerable
amount of money for marketing strategies (including digital and non-digital marketing). With a huge
amount of investment, the company naturally expects high amount of return on investment but that is
definitely not the case. Hence, the company needs to undertake better and cost effective marketing
strategies that will allow them to earn more cost benefit and return on investment.
2.2 Problem and Opportunity Statement (SWOT Analysis)
The main problem that company currently faces is the over-expenditure of resources on
digital marketing and the opportunity is to develop a new digital marketing strategy that will be
much more cost effective. The situation is further explored using SWOT analysis as shown in the
following table.
Strengths Weaknesses
The strength of the company is the quality of the
services it provides to the customers at very
reasonable costs. Furthermore, the nature of
business is very interesting, especially for tourists
who seek relaxation at the heart of nature.
The main weakness is that the company
management does not have a very clear idea about
cost effective digital marketing techniques that can
enhance the profitability of their business.
Opportunities Threats
With some changes in the marketing strategies and
increasing cost effectiveness, the company will be
The main threat at this current situation is the
problem of over-expenditure in the marketing

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able to increase their profitability and popularity
among the customers.
department that can cause serious financial
problems for the company.
2.3 Critical Assumptions and Constraints
The critical assumptions made for the project are listed as follows.
 It has been assumed that only digital marketing is sufficient to attract more
customers.
 It has been assumed that following a specific and cost effective marketing strategy
will be sufficient for attracting new customers.
 It has been assumed that the company has sufficient financial power to invest in
the proposed project.
The main constraint of the project is the lack of sufficient digital marketing knowledge of
the company management. Hence, it is required to deploy an effective and efficient digital
marketing team who will handle all the marketing aspects of the company.

7INFORMATION TECHNOLOGY PROJECT MANAGEMENT
2.4 Analysis of Options
There are two options for the company at the current situation – deploy a digital
marketing team who will handle the marketing aspects of the company but will require payment
of wages or develop and deploy a new digital marketing strategy without any additional staffing.
The second option will save some costs but the project deployment will not be effective as the
current staffs do not have sufficient idea about cost effective digital marketing techniques. On
the other hand, for the first option, while wages are to be paid to the marketing team, it will also
ensure the marketing is handled efficiently thus increasing the profitability of business for the
company.
2.5 Recommendations
Based on the analysis of the situation, the recommendations are suggested for the
company as follows.
 Deploy a digital marketing team who will handle the marketing process through
the digital media.
 Follow a specific and cost effective digital marketing model instead of trying
different models and techniques all together.
 Strongly emphasize on the customer requirements and likings and ensure they
have a good experience during the trip so that there are high chances they will
refer their friends and family to come and visit the park.
3. Financial Analysis (NPV, ROI, Cash Flow)
The financial analysis based on the given data by the company is shown in the following
table.

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Cost-Benefit Analysis for
Port Fairy Caravan and
Camping Park
Analysis Variables:
Discount Rate Used 9.00%
Annual Benefits $ -
Annual Operational Costs $ -
One-Time Development Cost $ -
Year of Project
0 1 2 3 TOTALS
Economic Benefit $0.00 $
90,000.00
$
130,000.00
$
150,000.00
Discount Rate 1.0000 0.9174 0.8417 0.7722
PV of Benefits $0.00 $82,568.81 $109,418.40 $115,827.52
NPV of all BENEFITS $0.00 $
82,568.81
$
191,987.21
$
307,814.73
$
307,814.73
One-Time COSTS $ -
Recurring Costs -$90,000.00 $
(20,000.00)
$
(20,000.00)
$
(15,000.00)
Discount Rate 1.0000 0.9174 0.8417 0.7722
PV of Recurring Costs -$90,000.00 $
(18,348.62)
$
(16,833.60)
$
(11,582.75)
NPV of all COSTS $
(90,000.00)
$
(108,348.62)
$
(125,182.22)
$
(136,764.98)
$
(136,764.98)
Overall NPV $
171,049.75
Overall ROI
1.2507
The above table shows the cash flow, NPV and ROI of the project. It also shows that at
the currently proposed investment amounts and expected cash flow, the return on investment is
1.25 i.e. 25%, which is desired by the company. However, in order to achieve this goal, the
company needs to deploy a better and cost effective digital marketing strategy and model.
4. Budget Estimate
WBS Task Name Duration Resource Names Cost
0 Digital Marketing Strategy Evaluation for Port Fairy Caravan
and Camping Park 55 days $51,296.00

9INFORMATION TECHNOLOGY PROJECT MANAGEMENT
1 Evaluate Digital Marketing 12 days $7,136.00
1.1 Initiate Discussions with Management Regarding Current State
of Affairs 1 day Project Manager $168.00
1.2 Analyse the Requirements for Strategy Review for the Company 1 day Project Manager $168.00
1.3 Gain Insight on the Current Digital Marketing Strategies Used 1 day Project Manager $168.00
1.4 Discuss Speific Points Regarding Current Marketing Techniques
Used 1 day Project Manager $168.00
1.5 Access Marketing Statistics of the Company 1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$808.00
1.6 Analyse the Current Marketing Trend through Digital Media
Platforms 1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$808.00
1.7 Review Success of Other Companies through Digital Marketing
Strategies 1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$808.00
1.8 Predict the Changes in Trends in the Near Future 1 day
Project Manager, Caravan
and Campaign Specialist
Consultant
$808.00
1.9 Analyse the Internal Environment of the Company through
SWOT Analysis 1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$808.00
1.10 Determine How Many Customers have responded to the
Marketing Posts Made by the Company in the Digital Media 1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$808.00
1.11 Propose a Digital Marketing Model to the Company 1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$808.00
1.12 Submit Proposal on the Proposed Digital Marketing Model 1 day
Caravan and Campaign
Specialist Consultant,
Project Manager
$808.00
2 Examine Customer Profiles 10 days $6,400.00
2.1 Request Access to Customer Profiles for Data Analysis 1 day Customer Survey Specialist $640.00
2.2 Agree to Not Disclose the Data 1 day Customer Survey Specialist $640.00
2.3 Follow Ethical Standards to Handle Such Sensitive Data 1 day Customer Survey Specialist $640.00
2.4 Inform Customers Regarding Data Access for Research Purposes 1 day Customer Survey Specialist $640.00
2.5 Sign Privacy Assurance Declaration and Send to the Customers 1 day Customer Survey Specialist $640.00
2.6 Receive Approval from the Customers to Access Data 1 day Customer Survey Specialist $640.00
2.7 Collect All Data Required for Analysis 1 day Customer Survey Specialist $640.00
2.8 Classification of Data As Per Categories 1 day Customer Survey Specialist $640.00
2.9 Verification of the Data 1 day Customer Survey Specialist $640.00

10INFORMATION TECHNOLOGY PROJECT MANAGEMENT
2.10 Conduct Detailed Data Analysis 1 day Customer Survey Specialist $640.00
3 Review Digital Presence 11 days $7,040.00
3.1 Analyse Social Media Handles Used by the Company 1 day Social Media Specialist $640.00
3.2 Review the Presence of the Company in the Social Media
Platforms 1 day Social Media Specialist $640.00
3.3 Analyse Customer Interactions with the Company 1 day Social Media Specialist $640.00
3.4 Analyse the Number of Customers who respond to the
Promotional Posts Every Data 1 day Social Media Specialist $640.00
3.5 Analyse Customer Feedbacks in the Social Media Platforms 1 day Social Media Specialist $640.00
3.6 Analyse Customer Reach of the Company in the Social Media 1 day Social Media Specialist $640.00
3.7 Evaluate the Marketing Strategies through Other Digitia Media
Platforms 1 day Social Media Specialist $640.00
3.8 Analyse the Responses of the Company to Customer Queries 1 day Social Media Specialist $640.00
3.9 Analyse Customer Satisfaction to the Query Replies 1 day Social Media Specialist $640.00
3.10 Develop Plan to Increase Social Media Presence and
Engagement with Customers 1 day Social Media Specialist $640.00
3.11 Prepare Draft Report Regarding Social Media Presence 1 day Social Media Specialist $640.00
4 Evaluate Messaging Strategies 9 days $5,760.00
4.1 Analyse the Messaging Strategy of the Company to the
Customers 1 day E-Marketing Specialist $640.00
4.2 Review the Marketing Aggresiveness of the Messages 1 day E-Marketing Specialist $640.00
4.3 Determine Average Response Time to the Customer Messages 1 day E-Marketing Specialist $640.00
4.4 Determine if Customers like the Current Marketing
Aggressiveness of the Company 1 day E-Marketing Specialist $640.00
4.5 Review Negative Feedbacks of the Customers 1 day E-Marketing Specialist $640.00
4.6 Review Positive Feedbacks of the Customers 1 day E-Marketing Specialist $640.00
4.7 Collect Messaging Data 1 day E-Marketing Specialist $640.00
4.8 Prepare Plans for Improving the Messaging Services 1 day E-Marketing Specialist $640.00
4.9 Prepare Draft Report Regarding Social Media Messaging
Techniques 1 day E-Marketing Specialist $640.00
5 Review Marketing ROI 13 days $24,960.00
5.1 Request Company to Give Access to Marketing and Business
Data 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00

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5.2 Agree to Not Disclose the Data 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.3 Agree to Ethical Standards to be Followed for Handling the Data 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.4 Receive Temporary and Selective Access to the Business Data 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.5 Collect Data As Required 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.6 Classification of Data As Per Categories 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.7 Detailed Analysis of Data 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.8 Classification of Statistical Data 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.9 Analyse Proposed Investment Data 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.10 Calculate Expected ROI 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.11 Develop Recommedations based on the ROI 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.12 Develop Plan to Increase Business Profitability 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5.13 Documentation and Submission of the Final Review Report 1 day
Customer Survey Specialist,
Social Media Specialist, E-
Marketing Specialist
$1,920.00
5. Preliminary Project Requirements
The project requires the access to company business and customer data in order to aid the
review of the digital marketing strategies of the company. The project team should be provided
with suitable digital resources that they can use to review and analyse the current strategies of the