Marketing Campaign Plan for New Fitness App: EVM & Risks

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.

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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

5 To effectively measure project performance throughout the execution of our marketing campaign for the new fitness app, ShapeShifters Group will employ Earned Value Management (EVM) metrics. These metrics offer valuable insights into both cost and schedule performance, enabling us to proactively manage the project's progress and make data-driven decisions. The selected EVM metrics for our project are as follows: Cost Performance Index (CPI) The Cost Performance Index (CPI) is a metric used to assess cost efficiency by comparing the value of work performed (Earned Value, EV) to the actual cost incurred (Actual Cost, AC) (Kingsnorth, 2016). Rationale : The CPI metric is instrumental in ensuring that project costs are effectively controlled and aligned with the established budget. A CPI above 1 indicates that the project is under budget, demonstrating cost efficiency (Kotler & Armstrong, 2020). Conversely, a CPI below 1 indicates cost overruns, prompting us to take corrective actions promptly. By monitoring CPI, we can proactively address budget-related challenges, allocate resources efficiently, and maintain fiscal responsibility throughout the project. Schedule Performance Index (SPI) The Schedule Performance Index (SPI) is a metric used to evaluate schedule efficiency by comparing the value of work performed (Earned Value, EV) to the planned value (Planned Value, PV). Rationale: SPI is a vital metric for assessing whether the project is progressing according to the established schedule. An SPI above 1 indicates that the project is ahead of schedule, signifying schedule efficiency (Kingsnorth, 2016). An SPI below 1 signals schedule delays, prompting us to take corrective actions to bring the project back on track. Monitoring SPI allows

6 us to manage the project's timeline effectively, allocate resources to meet deadlines, and deliver results within the expected timeframe. Variance Analysis (VAC) Variance Analysis (VAC) is a technique used to compare and analyze discrepancies between planned and actual costs and schedules (Kotler & Armstrong, 2020). It helps identify variances in cost and schedule performance. Rationale : Variance Analysis is a critical component of our EVM metrics as it provides an early warning system for potential budget overruns or savings. By regularly conducting variance analysis, we can quickly identify deviations from the project plan and take corrective actions as necessary. VAC serves as a proactive tool for managing project costs and schedules, ensuring that we remain aligned with our initial project objectives and financial targets (PMI, 2017).These metrics were chosen because they provide a comprehensive view of project performance, allowing us to identify and address cost and schedule issues effectively. Project Closure Plan Project closure is a pivotal phase in the project lifecycle, and its proper execution is essential for a smooth transition and future improvements. ShapeShifters Group recognizes the significance of closing the marketing campaign project for the new fitness app efficiently. Our closure plan encompasses the following key components: Final Deliverables Ensuring that all project deliverables are completed and delivered to stakeholders is a fundamental aspect of our closure plan. This includes marketing materials, reports, and any other items defined in the project scope. By meticulously addressing this component, we demonstrate

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7 our commitment to fulfilling our obligations and delivering the promised results to our stakeholders. Transition Plan The transition plan outlines the process for transferring project responsibilities to the relevant teams or departments. In our case, this primarily involves transitioning responsibilities to the customer support and maintenance teams, who will continue to manage the app's user experience and functionality. A well-defined transition plan ensures that the app's users will experience a seamless shift without any disruptions in service (Chaffey & Ellis-Chadwick, 2019). Stakeholder Communication Effective communication with stakeholders is crucial during project closure. We will proactively inform our stakeholders about the project's closure, express our gratitude for their invaluable support, and highlight key achievements. This communication reinforces our commitment to transparency and maintains positive relationships with stakeholders, fostering trust and goodwill. Feedback Gathering Collecting feedback is an integral part of our closure plan. We will actively seek input from various sources, including users, investors, and team members. This feedback-gathering process serves multiple purposes. It helps us identify the project's strengths and areas for improvement, providing valuable insights for future projects. Besides, it demonstrates our dedication to continuous improvement and customer-centricity. Archiving Project Documents

8 Properly archiving all project documents, data, and reports is a crucial step in preserving institutional knowledge and ensuring access to historical project information (PMI, 2017). Archiving facilitates future reference, audit, and analysis, supporting data-driven decision- making and enhancing our organizational memory. Per se, by diligently executing these components of our closure plan, ShapeShifters Group will not only conclude the marketing campaign project effectively but also lay the groundwork for future endeavors. Performance Evaluation for Project Effectiveness Ensuring the effectiveness of our marketing campaign project for the new fitness app is paramount to ShapeShifters Group. To comprehensively measure project success, we will evaluate key aspects that encompass scope, cost, time, and quality. Scope (Assessment of Goal Achievement) We will conduct a thorough assessment to determine whether all project goals and objectives have been met. This includes scrutinizing the achievement of critical targets, such as download numbers, user engagement rates, and subscription conversion rates. Our aim is to align the outcomes with the predefined project objectives to gauge the campaign's overall success. Cost (Cost Effectiveness Analysis) To evaluate the financial efficiency of the project, we will compare the actual project cost with the initially estimated budget. This analysis will provide insights into whether the project was executed within the allocated financial resources and if cost overruns or savings occurred. By assessing cost effectiveness, we can make informed decisions about resource allocation in future projects. Time (Schedule Adherence and Efficiency)

9 Timeliness is a crucial factor in project success. We will review the project timelines and milestones to assess adherence to the original schedule. Also, we will evaluate the efficiency of project completion, analyzing whether tasks were accomplished within the designated timeframes. Any deviations from the planned schedule will be closely examined to identify the root causes and potential areas for improvement. Quality (User Feedback and Performance Metrics) Quality is a multifaceted aspect that includes user satisfaction, app performance, and adherence to industry standards (PMI 2017). We will actively collect user feedback to gauge their level of satisfaction and identify areas for enhancement. App performance metrics, such as responsiveness, reliability, and functionality, will be assessed to ensure the app meets or exceeds industry benchmarks. Adherence to industry standards, both in terms of design and functionality, will be reviewed to guarantee that our product aligns with best practices. Generally, by evaluating these key aspects of scope, cost, time, and quality, we will obtain a comprehensive understanding of the project's effectiveness. Conclusion ShapeShifters Group's comprehensive plan for executing, controlling, and closing the marketing campaign for its new fitness app reflects a meticulous approach to project management. By proactively addressing challenges such as potential delays in app store approval, low user engagement, and ambitious subscription conversion goals, and by utilizing Earned Value Management (EVM) metrics for performance measurement, the company aims to ensure a successful project outcome. The closure plan, with its focus on delivering final deliverables, facilitating a seamless transition, gathering stakeholder feedback, and archiving

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10 project documents, underscores ShapeShifters Group's commitment to excellence and continuous improvement, setting the stage for future endeavors in the fitness app market.

11 References Angosto, S., Fernández, J. G., Valantine, I., & Puyana, M. G. (2020). The Intention to Use Fitness and Physical Activity apps: A Systematic review. Sustainability , 12 (16), 6641. https://doi.org/10.3390/su12166641 Chaffey D. & Ellis-Chadwick F. (2019). Digital marketing: strategy implementation and practice (Seventh). Pearson. Kingsnorth, S. (2016). Digital Marketing Strategy: A Practical Approach to Integrated Online Marketing . Kogan Page. Kotler, P., & Armstrong, G. (2020). Principles of marketing (Eighth European). Pearson. Project Management Institute. (2017) . A guide to the project management body of knowledge . (PMBOK® Guide) - Sixth Edition. PMBOK Guides.

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