INDUSTRY PARTNER PRESENTATIONUnipupil Digital Marketing Project29th May 2014

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Agenda

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Item Speaker Timing

Welcome – purpose of today’s IP presentation

Andreea Wade

2.45pm – 2.50pm 

Project summary

• Requirements

• Scope

• Information architecture

• Deliverables

• Project plan for semester 3 

• Project risks and mitigation plans 

Paul

2.50pm – 3.10pm

Questions and Answers All 3.10pm – 3.30pm 

Requirements• Engage Unipupil target audience both Pupils and

Institutions.

• Build brand momentum using social networks and high-quality content.

• Implement a digital marketing campaign for ‘Pupils inbound into Ireland’

• Apply Growth Hacking techniques to accelerate portal traffic.

• Use Search Engine Optimisation to achieve a minimum of 1,500 unique user logins to Unipupil.com within 1 month of production launch

• Ensure the digital marketing facilities implemented are sustainable by providing full documentation, training guides and blogs

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Project Scope

Unipupil Digital Marketing

ProjectBrand

Digital Marketing Strategy

Landing page

Engage TargetAudience

Portal Blog/Forum& Responsiveness

Growth Hacks

QualityContent

SEO & Monitoring

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Unipupil .com

Social Media

Sprint 1

Customer Engagement• Engage with the Unipupil target audience both Pupils and Institutions• Manage Unipupil Blog and Forum

Brand• Formulate a set of brand guidelines to support the Digital Marketing Campaign• Create Logo and select imagery and photographs aligned to the Unipupil vision

Design• Design standard calls to action (CTA) for all Unipupil Digital Marketing channels • Create a landing page to act as a focal point for initial calls to action

Unipupil.Com Portal• Test Unipupil Portal for various resolutions and mobile/tablet capability • Review Unipupil SEO tools

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Information Architecture

Unipupil.comThe new education portal is in Beta test since Mid May. It has been developed in Drupal 7 a free open source content management system which is written in PHP.Drupal is used in 2.1% of all websites world wide.

Drupal’s magic number is 30,000•There are 30,000 free add-on modules and features for Drupal•There are 30,000 Drupal developers worldwide

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Unipupil Technology Stack LAMP

Application

Database

Web App/Server

Operating System

PHP

MySQL

Apache

Linux

AMAZON WEB SERVICES EC2 PROVIDE CLOUD COMPUTING SERVICES TO UNIPUPIL

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Deliverables

Some early drafts

Unipupil Logo

Unipupil Landing Page Mockup

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State Transition Diagram

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Unipupil Top 5 Key Wordsbased on 11 respondents (5 Unipupil staff and 6 Team alla)

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Key WordKeyword

Scores%

RespondentsUnpupil Team

Team alla

Abroad 18.0 64% 64% 36%Study 17.2 64% 49% 51%

Education 13.4 45% 64% 36%

Visa 10.0 36% 0% 100%Student 8.7 36% 0% 100%

Key words are the DNA of online businessWhen people search online they use key words to find products and services.So Unipupil needs to embed these key words in all websites, blogs, social media channels and communications to present a consistent and optimised presence online.

Key WordKeyword

Scores % RespondentsUnpupil Team

Team alla

Abroad 18.0 64% 64% 36%

Study (Studies) 17.2 64% 49% 51%

Education 13.4 45% 64% 36%

Visa 10.0 36% 0% 100%

Student 8.7 36% 0% 100%

Find 8.5 27% 100% 0%

Institution 8.5 27% 100% 0%

Universitity (Universities) 7.0 27% 43% 57%

Course (Courses) 5.5 18% 100% 0%

English 5.1 18% 58% 42%

Accommodation 5.1 18% 58% 42%

Work 4.9 18% 0% 100%

School 4.9 18% 0% 100%

International 4.9 18% 62% 38%

Masters (Master) 4.9 18% 62% 38%

Fees 4.0 18% 0% 100%

Ireland 3.5 18% 0% 100%

Services 3.0 9% 0% 100%

Travel 3.0 9% 0% 100%

Classes 3.0 9% 100% 0%

Internship (Intern) 3.0 9% 100% 0%

Future 3.0 9% 100% 0%

Unipupil Top 22 Key Words

Project Plan

Team structure & Project Risks

26-May 02-Jun 09-Jun 16-Jun 23-Jun 30-Jun 07-Jul 14-Jul 21-Jul 28-Jul 04-Aug 11-Aug 18-Aug 25-Aug 01-Sep

                                                                                                                                                                                                                                                                                                                                                                                      

                                                                                                                                                                                                                                                                                                                 

Unipupil Digital Marketing ProjectSemester 3 – plan on a page

Sprint 1Implement

Close & SustainDE

SIGN

Digital M

kt

Tech

nical

Outcomes

1,500 Unique logins

Unipupil Digital

Marketing Facilities

Implemented

FrameworkInternally Supported

Support Framework

DocumentationTraining guidesBlog as we go

Support Framework

DocumentationTraining guidesBlog as we go

TwitterFacebook

Brand

Landing Page

Customer Engagement

Portal

Brand

Landing Page

Customer Engagement

Portal

Growth Hacks (with A/B testing)

Sprint 2 Sprint 3

Monitor & Measure

Business Development & Funding, Institution EngagementMD + 2 MSc Students + some PM assistance

Business Development & Funding, Institution EngagementMD + 2 MSc Students + some PM assistance

SEOGoogle

AnalyticsHootsuite

You TubeOther SM

‘Verify‘ Unipupil

Linked InGoogle+

June July August

Infographics

Content Management

Unipupil DM Project Structure

Project Manager

Paul Delaney

Digital Marketing Lead Julie-Ann Sherlock

UX Lead

Jackie Akello

Design Lead Shane Collins

Brand/Graphics Lead Zane Berharde

App ev Team

Ronan Andrew

Unipupil Fiona Leigh MDHugh McGovernManagement Interns (2)

DSA Mentor Team

Andreea, David etc

Project Risks and Mitigation Plans

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No. Risk Description Impact Description Risk Index

Countermeasures and Progress

1Unipupil Business

Development Delay

Lack of business engagement with DM

project9

Recruit 2 MSC students, meet with business development mentor/prospective

agent/institutions. Develop Business Plan and secure funding

2Facilities provided by DM project are not sustained

by Unipupil

Project deliverables are one off - discarded after Sept

20149

Document all facilities to professional standard (QRG for every deliverable, each team member

to write blog of activity)

3Lack of technical skills to implement growth hack

ideas

Inability to apply technical aspects growth hacking

ideas9

Request technical resource from DSA to complete 25+ hours technical work a week

or team learns the skills required

4Delay with Unipupil Portal Development

No launch date for Unipupil Portal before end July, lack of opportunity to test new DM facilities against live

users

6Implement Unipupil DM Project regardless

of Unipupil Portal Status - assume it will not be available

5

Lack of technical resource to complete

SEO/Google Analytics/Hootsuite

SEO/Google Analytics work may be weak. Support

required from second level technical resources

Shane/Paul.

6Request technical resource from DSA to

complete 25+ hours technical work a week or team learns the skills required

6

Employment Risk - one or more key members of

the team secures full time employment

Seriously reduced time contribution to project 6

Discuss scenario with team - agree contribution in hours

7Poor Quality DM

StrategyNo momentum in DM Project 6 Active mentoring and oversight

8Infringement of

copyright (images, logos, brands etc)

Later legal chalenge to Unipupil 6

Ensure all sourced material is attributed to owner/author. Get formal approval for any

image used in branding or product development

9Team morale dips due to

conflictLess is delivered, project is

underwhelming 4

Meet as a team in a dedicated room, devote time on Thursdays to meet and

interact

10Client changes business

modelDM Project must react

flexibly 4 Embrace change using Agile principles

Any Questions?20