The Scraptacular Memories Marketing Campaign Case Scenario

The Project Charter

            Any marketing campaign should be organized as a project, because  that is exactly what a marketing campaign is. Therefore the best way to start off any marketing campaign is with a project charter which should include basic information about the project's goals, the team doing the work, the work involved in the project, and when the work will be completed; such as:

Project Name:  Scraptacular Memories Marketing Campaign
Project Manager: Penny Parrish
Date: July 21, 2012
Project Number: 002
Project Justification:

            Scraptacular Memories is a bricks and clicks, full service, scrapbook supply shop; and crop studio dedicated to paper crafting. In the past several months the studio has been holding classes and teaching different techniques for making mini-scrapbooks from scratch, using inexpensive materials and techniques. The classes were most likely a big success due to the economic slump of the recent past, and the inexpensive supplies that are used. The mini-book making hobby has created an entire sub-group of crafters in the industry, and are referred to as designers in this project.

            The Scraptacular Memories store/studio  proprietor would like to increase sales and Website traffic, by reaching out to a global audience online. After a long period of economic crisis, now is the time to advertise this new and exciting version of an old time hobby, by emphasizing the global popularity which has inspired trans-continental swaps between croppers that have been arranged and posted on You Tube.

Additional areas of the project charter should include the following categories:  

Overview of Deliverables

Specific Project Objectives and Success Criteria

Primary Stakeholders and Roles

Key Assumptions

Project Team Members

Signatures (of all project team members and client/s)

     The latter is required by all project stakeholders directly in charge of the project, such as the hiring client and team members. Once the project charter is signed by all interested parties the work can begin, and nothing can be added or changed without agreement among the original signing participants. This procedure which kicks off a project outlines the scope of the project and helps avoid scope creep.Once the project charter is signed, the deliverables are carried out to completion in the time specified for each portion of the work to be done.

Click Here To See The Entire Project Charter

First Two Months (July-August)

            In the case of Scraptacular Memories, which already has a Website and blog, a mobile application will be designed and built in addition to the Website getting an upgrade. In the case of Scraptacular Memories, A rapid prototyping tool called Dreamweaver will be used to build and view any new design of the original Website. A presentation on Dreamweaver Functionality and samples of Websites built by Pennystar Web Design and Internet Marketing can be found under the Web Design link on this blog. In addition the Website and mobile application will be tested using the online Adobe Browser Lab to make sure the Website and mobile presence render correctly across different browsers and operating systems. An example of some differences that have occurred in a test of the Pennystar Web Designs and Internet Marketing  blog can be read here .

Month Three (September and beyond)

            Once the Website is updated and and mobile presence is launched, it is time to utilize different Software as a Solution (SaaS) programs to help the business maintain control of their campaign and it's target audience. Information on popular SaaS programs that will be utilized by Scraptacular Memories can be viewed here. 

          Scraptacular Memories will be using contact relationship management software (CRM) to keep track of their customers' response to the business and marketing campaign. In this particular case scenario Sales Force will be utilized as an online SaaS tool to aid the client in maintaining a relationship with their current and prospective customers. An entire write up on this subject of CRM can be found by clicking here:  Choosing CRM Software For A Small Business.


            Once the client has various types of SaaS in action, it will be time to reach out to the customers creatively and consistently. Animoto presentations will be put together and used as advertising media. A sample Animoto presentation on Firefox add-ons can be viewed below, right on this blog for your convenience:

          Email campaigns will also be put into action which will reach the customers in a creative manner, by introducing links to the the company Website and blog, news about upcoming events, coupons, available learning resources, and creative advertising such as the above video presentation. A sample email campaign may look like this:

            Any and all email campaigns will be executed in a professional manner and by following government rules and regulations. There will be no unethical practice or spamming included in any marketing project. However, we will utilize social networks and use the Social Campaigns procedure available through Constant Contact. Facebook will be utilized and a Facebook Fan Page will be created and maintained in order to grow a contact list to send email campaigns to. An explanation of issues surrounding privacy, can be found on this blog here.

            Last but not least, Mashups will be utilized in order to increase contacts and followers, on Facebook, and Twitter. The  Tweetalot application is an excellent mashup used to make "tweeting" a fun game while increasing Website and product viewers to add to the existing online customer contacts.

Conclusion In A Nutshell

           Once Pennystar Designs and Internet marketing completes Website updates, account set up of up all SaaS, and creates marketing media; the last step is to keep the marketing campaign active for an agreed upon maintenance fee or to teach a client how to increase sales, the company Website traffic, and sell products or services with the online tools the Marketing Campaign Project introduced the client to by showing them how to:

1. Monitor the customer base in the CRM software

2. Send out email blasts every week

3. Advertise on Facebook to a targeted audience with a specific budget

4. Share, blog, post, tweet, and pin information across all networks, everyday for free to:

• The Company Mobile App or Blog

• The Company Home Page

• The Company Facebook Page

• The Company Twitter Page

• The Company You Tube Account

• The Company Pinterest Account