DIGITAL MARKETING COMMUNICATIONS SAMPLE PLAN

Action

  The campaigns will commence on the 4th of April 2020, where they will run until the 4th April 2021. The Table below (Table 1), is a representation of the expected activities, the time that the task will place, and the duration with which the entire process will take place. The schedule could be adjusted depending on various factors such as the environment or the availability of the resources required for its completion (Meredith, et al., 2017). Some of the critical activities incorporated in the schedule include, consultation with the key stakeholders of the project and acquisition of the necessary resources (Kerzner, 2017). All these factors are important for successful facilitation of the project (Fuller, et al., 2017). According to Niazi, et al.( 2016) there is a need to have activities undertaken within the scheduled time, to ensure that the project is within the time frame allocated, and ultimately help in keeping up with the allocated budget. 

Table 1 Project Schedule

A bottom approach method is an effective way of undertaking calculations in project management (Martens & Carvalho, 2017). The approach has, therefore, been incorporated in obtaining the total costs of the project, as shown in the table below (Table 2).  The table entails the number of sales, the profit margin, and the return on investment of the entire project in a given year.  According to the budget, the resources will have the largest share of the budget, which is $20,000, since they will be the most significant determinant of the success of the project. This will be 34.4% of the overall budget. Consultation and research before commencement of the project will also have a massive share of 13.5 % since a comprehensive study and planning is a significant factor that determines the success of a project (Loosemore & Cheung, 2015). Other activities that will be involved in the management include the costs of the marketing programs, the salaries, and other miscellaneous expenses.

Activity  Costs  Percentage 
Consultation fees $8000 13.7%
Acquiring of resources  $20000 34.4%
Allowances for stakeholders  $5000 8.6%
Video processing and editing fees  $5000 8.6%
Social media  and email management costs  $10000 17. 2%
Miscellaneous  $10000 17.2%
Total  $58 100%

Table 2 Budget for the project

Controls

  The key performance indicators are highlighted in the table below (Table 3). They are a representation of the controls in place in the course of the project, which will determine the success of the overall project (Meredith, et al., 2017). Through credible sources, the amount of time used to finish up the project, the number of visits from the prospective consumers, the mail responses, and the development blog would all get monitored. According to Myung (2018), this is to ensure that all the project estimations and projections were running smoothly and that at the end of the project, the projected goals and objectives were attained. 

KPIs Data source 
Project schedule Use of internal database 
Increased conversion rates of the website  Use Google analytics
Increased search Volume  Use of metrics nad forecasts 
All marketing ideas were effectively incorporated  Google analytics
Increased social media and video visits    Google analytics 
Email responses  Measuring the bounce rate on the  email campaign landing pages 

Table 3 Key performance Indicators 

Ethical issues

  To attain the set goals and objectives of the project, there will be a need to observe the ethical guidelines necessary for any given project. According to Moylan, (2016), ethics  are a representation of the moral standards and expectations of any given project. They ensure that a s project is in line with the set laws and regulations in place (Fleming & Koppelman, 2016).  Major ethical guidelines to be considered will include honesty, responsibility, and respect for the target population (Pheng, 2018). The guidelines will ensure that all the prospective target persons are given the utmost respect and that through engaging them, their wellbeing and rights will be considered in the course of the entire project (Schwalbe, 2015).  Another ethical issue to be observed is the privacy of the target population (Galvão, et al., 2017). In no way will their personal information be interfered with, where they will have the right to withdraw from accessing any of the videos, emails, or social media, depending on their response to the project (Hollmann, 2017). No form of coercion will be tolerated in the entire project as a way of making sure that all the ethical guidelines are fully considered (Ika & Donnelly, 2017).  Before engaging the prospective consumers from china, the involved parties will have to agree to the terms and conditions as a way of indicating that they gave their consent before getting engaged in any of the three forms of campaigns (Meredith, et al., 2017).  Other ethical considerations to be incorporated in the project to include accountability, diligence, and discipline (Liu, et al., 2019). Failure to observe the ethical guidelines may lead to derailment of the project, a factor that would affect the time projected and ultimately, the overall budget, which is detrimental for the overall performance.  

 Conclusions 

 It is evident that Dolce and Gabbana has failed to capture the Chinese market base, where some of their earlier errors could be fixed. The firm’s first campaigns in China failed since it appeared that the company was derogatory to the Chinese culture and people. However, in this case, the campaigns will seek to rectify the company’s brand and make it gain its popularity amongst the people of China through the use of online campaigns, which will involve the use of video, social media, and email marketing. A significant opportunity for these campaigns is that most of the Chinese target markets are indoors due to the Corina Virus pandemic and are likely to use their online platforms in communication and engagement.  In the course of the campaigns, all the ethical considerations required for a project will be followed to the later, where they will be up to the set standards.  At the end of the project, it is anticipated that Dolce nad Gabbana will get to attract more  Chinese consumers as compared to the past and ultimately increase its sales in China.

References

Fleming, Q. W. & Koppelman, J. M., 2016. Earned value project management. s.l.:Project Management Institute..

Fuller, M. A., Valacich, J. S., George, J. F. & Schneider, C., 2017. Information Systems Project Management: A Process and Team Approach. s.l.: Prospect Press.

Galvão, G. D. A. et al., 2017. Compliance and ethics for project management governance. In ECMLG 2017 13th European Conference on Management, Leadership and Governance: ECMLG 2017. 

Hollmann, J. K., 2017. Systemic Risks and Parametric Modeling. In Handbook of Research on Leveraging Risk and Uncertainties for Effective Project Management. pp. 61-75.

Ika, L. A. & Donnelly, J., 2017. Success conditions for international development capacity building projects. International Journal of Project Management, pp. 35(1), 44-63.

Kerzner, H., 2017. Project management: a systems approach to planning, scheduling, and controlling.. s.l.: John Wiley & Sons.

Liu, F. et al., 2019. Solving multiple-criteria R&D project selection problems with a data-driven evidential reasoning rule.. International Journal of Project Management, pp. 37(1), 87-97.

Loosemore, M. & Cheung, E., 2015. Implementing systems thinking to manage risk in public private partnership projects.. International Journal of Project Management, pp. 33(6), 1325-1334.

Martens, M. L. & Carvalho, M. M., 2017. Key factors of sustainability in project management context: A survey exploring the project managers’ perspective. International Journal of Project Management, pp. 35(6), 1084-1102.

Meredith, J. R., Mantel Jr, S. J. & Shafer, S. M., 2017. Project management: a managerial approach.. s.l.:. John Wiley & Sons.

Moylan, W. A., 2016. Ethics in Project Management. In Gower Handbook of People in Project Management. pp. 369-384.

Myung, S., 2018. Developing Key Performance Indicators for Shipbuilding PLM. In IFIP International Conference on Product Lifecycle Management .. pp. 593-599.

Niazi, M. et al., 2016. Challenges of project management in global software development: A client-vendor analysis.. Information and Software Technology, pp. 80, 1-19.

Pheng, L. S., 2018. Project Ethics and Professional Conduct. In Project Management for the Built Environment. pp. 195-201.

Schwalbe, K., 2015. Information technology project management. s.l.:Cengage Learning.

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