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Milestones#

Overall project timeline and extensions focusing on macro deliverables on longer timelines.

gantt title Strategic Planning 2019 dateFormat YYYY-MM-DD axisFormat %b/%d section Tasks Business Strategy :active, a1, 2019-06-03, 7d Marketing Strategy :a2, after a1, 14d Brand Strategy :a3, after a2, 7d Integrated Marketing Communications :a4, after a3, 28d Testing & Deployment :a5, after a4, 28d Content Development & Marketing :a6, 2019-07-14, 56d Analytics & Adaptation :a7, after a4, 56d

Project Deliverables#

In-depth sub-project timelines for each macro deliverable.

Business Strategy#

Strategy is an organizations long-term course of action designed to deliver a unique customer experience while achieving its goals.2

gantt title Business Strategy 2019 axisFormat %b/%d section Tasks Marketing Research :active, a1, 2019-06-03,1d Skills Inventory :1d Audience Research :1d Five Forces Analysis :1d Business Positioning :1d Develop Business Plan :2d

Marketing Strategy#

Marketing Strategy is the means by which a marketing goal is to be achieved, usually characterized by a specific target market and a marketing program to reach it.2

gantt title Marketing Strategy 2019 axisFormat %b/%d section Tasks Content Strategy :a1, 2019-06-10, 1d Multi-Channel Marketing Strategy :3d Lead Funnels :1d Sales Funnels :1d Re-engagement Funnels :1d Marketing Plan :7d

Brand Strategy#

A brand is a company’s promise to deliver a specific set of features, benefits, services and experiences consistently to buyers.2

gantt title Brand Strategy 2019 axisFormat %b/%d section Tasks Brand Positioning :a1, 2019-07-04, 1d Brand Communication :3d Brand Identity :1d Product and Service Branding :2d

Integrated Marketing Communications#

Integrated Marketing Communications is the concept of designing marketing communications programs that coordinate all promotional activities -- advertising, personal selling, sales promotion, public relations, and direct marketing -- to provide a consistent message across all audiences and to maximize the promotional budget and impact of the communications.2

gantt title Integrated Marketing Communications 2019 axisFormat %b/%d section Tasks Promotional Mix Evaluation :a1, 2019-07-12, 2d Channel Strategies :1d Promotion Target Audience and Objectives :1d Promotion Strategy and Budget :1d Direct Marketing and Sales Management :1d Execution and Evaluation :1d
gantt title Client Facing Experience 2019 axisFormat %b/%d section Tasks Website Development :a7, 2019-07-19, 14d Social Channels Development :3d Business Tools and Resources :4d

Content Development and Marketing#

Content Marketing is the process of creating and distributing content across the web that users find valuable and relevant, driving visitors to the website. 1

gantt title Workflow and Content Strategy 2019 axisFormat %b/%d section Setup Topic Brainstorming :a1, 2019-07-14, 1d Topic Competition :1d Topic Research :1d Content Templates :2d Content Calendar :1d
gantt title Content Creation 2019 axisFormat ' section Cycle Write Drafts for Scheduled Topics :a1, 2019-07-14, 2d Revise and Refine Key Content :1d Gather Assets and Finalize Content :1d Schedule Multi-Channel Publishing :1d Re-purpose for Reports, Newsletters, etc :1d

Testing & Deployment#

Usability Testing ensuring that it is easy for visitors to navigate and, in general, to find desired content quickly and efficiently on a website. 1

gantt title Testing Strategy 2019 axisFormat %b/%d section Tasks Run Automated Tests :a1, 2019-09-10, 1d Internally Audit Website Usability :1d Deploy Test Website for Auditors Feedback :2d Evaluate and Revise Experience :3d Redeploy to Auditors for Pre-Launch Feedback :2d

Deployment Strategy is a way to change or upgrade an application. The aim is to make the change without downtime in a way that the user barely notices the improvements. 5

gantt title Deployment Strategy 2019 axisFormat %b/%d section Tasks Assets Compression :a1, 2019-09-20, 1d Refactor Render Blocking Code :3d Bundling and Code Splitting :1d Building Production Code :1d Deploying Production Code :1d Testing Deployed Code :1d Final Website Setup and Launch :1d

Analytics and Adaptation#

Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.3

gantt title Analytics and Tracking 2019 axisFormat %b/%d section Tasks Setup Google Analytics :a1, 2019-09-29, 1d Setup Event Based Tracking :1d Setup Ecommerce Tracking :1d Setup AdSense :1d Define Conversion Metrics :3d

Marketers can also find web analytics data useful for improving products/services and Evaluating the success of a marketing campaign. 4

gantt title Evaluation and Adaptation 2019 axisFormat ' section Weekly Review Traffic Metrics :a1, 2019-10-06, 1d Review Goals Progress :1d Identify Areas of Improvement :1d section Monthly Analyze Data and Traffic :a1, 2019-10-06, 1d Deploy Winning Experiments :1d Evaluate and Revise Experiments :1d

  1. Referenced from "Roberts, Zahay (2013). Internet Marketing: Integrating Online and Offline Strategies (3rd ed.). South Western Cengage Learning". ↩↩

  2. Referenced from "Crane, F. G., Kerin, R. A., Rudelius, W., & Hartley, S. W. (2014). Marketing (9th ed.). Whitby, Ontario: McGraw-Hill Ryerson". ↩↩↩↩

  3. Referenced from "https://www.clickinsight.ca/res/web-analytics-definitions-3#wa [Accessed on 6 June 2019]" summarized from "Web Analytics Association (2008). Web analytics definitions – draft for public comment". ↩

  4. Referenced from "Bekavac, Praničević (2015). Web analytics tools and web metrics tools: An overview and comparative analysis. Croatian Operational Research Review. CRORR 6(2015), 373–386" ↩

  5. Referenced from "https://docs.openshift.com/dedicated/dev_guide/deployments/deployment_strategies.html" [Accessed on 6 June 2019] ↩