Week10Assignment-ProjectProposal-ExecutionControlandClosure

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Strayer University, Washington *

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517

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Marketing

Date

Jan 9, 2024

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docx

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11

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1 Week 10 Assignment - Project Proposal: Execution, Control, and Closure: Plan for Creating a Marketing Campaign for a New Fitness App Student’s Name Institution Course Submission Date
2 Introduction Project execution, control, and closure typify vital phases in the lifecycle of any project. This comprehensive plan outlines how ShapeShifters Group will manage the execution of the marketing campaign for its new fitness app, control its progress, and ensure a successful closure. By addressing challenges, monitoring performance using Earned Value Management (EVM) metrics, and closing the project effectively, we aim to achieve our project goals and deliver a high-quality fitness app to our target audience. Plan for Project Oversight and Risk Mitigation Challenges Identified A. Delays in App Store Approval One of the primary risks to our project's success is the potential for delays in the approval process for our fitness app on various app stores. Usually, delays in app store approval present cascading effects, impacting the marketing campaign's timing and effectiveness (Angosto et al., 2020). Risk Mitigation To mitigate the risk of delays in app store approval, we have outlined a series of proactive steps: Early Submission : We will take a proactive approach by submitting our app for approval well in advance of our planned launch date. This strategy allows us to factor in potential delays and still meet our target launch date. Continuous Communication : Our team will establish and maintain open lines of communication with app store authorities throughout the approval process. Chaffey and Ellis-
3 Chadwick (2019) note that regular updates and engagement with app store representatives helps expedite the approval process and resolve any issues promptly. Contingency Planning : In the event of unforeseen delays, we have developed contingency plans that allow for adjustments to our campaign timeline. According to PMI (2017), these plans ensure minimal disruption to the overall marketing strategy. B. Low User Engagement Sustaining high levels of user engagement is a persistent challenge in the competitive app market. Maintaining user interest and interaction is critical for the long-term success of our fitness app. Risk Mitigation To address the challenge of low user engagement, we have devised a proactive strategy: User Engagement Metrics : We will establish and continuously monitor key user engagement metrics within the app. This data will include metrics such as daily active users, session durations, and user interactions. Real-time data analysis will provide valuable insights into user behavior, allowing us to identify trends and areas for improvement. Content Strategy Optimization : Based on the data collected, we will adapt and optimize our content strategy. This includes the development of interactive in-app challenges and the regular release of engaging content (Angosto et al., 2020). By analyzing user preferences and feedback, we can tailor our content to better meet user expectations. Feedback Mechanisms: We will implement feedback mechanisms within the app to encourage user input. Users will have the ability to provide suggestions, report issues, and share their experiences. This two-way communication will not only enhance user engagement but also assist in addressing user-related challenges promptly.
4 C. Subscription Conversion Rate Achieving a 20% conversion rate from free users to paid subscribers may be ambitious, given market competition and user expectations. Risk Mitigation To address the challenge of achieving our subscription conversion rate goal, we have developed a targeted approach: A/B Testing : We will implement A/B testing to assess different approaches aimed at encouraging users to upgrade to premium subscriptions. By experimenting with various strategies and analyzing the results, we can refine our conversion tactics based on data-driven insights. Value Proposition Enhancement : We will continuously assess and enhance the value proposition of our premium subscription. This includes offering exclusive content, features, and benefits that differentiate our premium offering from competitors. User Education: We will invest in educating users about the benefits of our premium subscription through in-app tutorials, emails, and targeted marketing campaigns. Clear communication of the value proposition can significantly boost conversion rates (Kotler & Armstrong, 2020). Overall, by proactively addressing these identified challenges and implementing effective risk mitigation strategies, ShapeShifters Group aims to ensure a smooth and successful execution of our marketing campaign for the new fitness app. Our commitment to proactive oversight and mitigation will serve as the cornerstone of our project's success. Measuring Project Performance Key EVM Metrics
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