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

Facebook Privacy Issues Report

Because Consumer Reports Says So

            It has often been heard or repeated that the social networking site known as Facebook has serious dangers when it comes to privacy, exploited children, and offending one's place of business to the extent of losing one's job. Well despite all the reports out on the internet, many of them are written in a skeptical manner using rhetoric and scare tactics to encourage readers to believe what the journalist wants them to believe. Logic, of course, which we know doesn't always exist on the internet; needs to be personally utilized when needing to obtain information in a responsible manner. Of course writing responsible articles that can be easily understood,  leaving out bias opinion, and rhetoric is the only way to tell the whole truth.

            Last month Consumer Reports dot org published an article Facebook & your privacy: Who sees the data you share on the biggest social network? (June, 2012) online describing the findings of their annual "State of the Net" study. Apparently, Consumer Reports surveyors feel they have an accurate account of what people think and do in regards to Facebook usage after only asking 2,002 American online consumers; of which only 1,340 were actually Facebook subscribers. The estimates are a bit astounding when you consider they took the information from only 1,340 relevant participants speaking for a Website with a subscription base of hundreds of millions, not two, or three, but around 900 million subscribers worldwide with 150 million in the US alone. The journalist even admits that when the survey was taken they used the data gathered from that very small group to project national totals with a 95 percent confidence rate. Really? This is the largest social network that exists anywhere and Consumer Reports  conclusions are based on what 1,340 people have to say about it. That is so ridiculous that those figures will not be even be repeated here.

            The only place with the real answers to the annual state of the net survey questions regarding Facebook users habits on the extremely successful Website would most likely be locked up in the Facebook headquarters somewhere. The journalist claims that Mark Zuckerberg falsely claims that user data is protected, so why couldn't the journalist get the real data he needed instead of polling a small group if it was so easy?

             According to the Consumer reports article, all of your information can be gotten a  hold of through an app by stating, "Even if you have restricted your information to be seen by friends only, a friend who is using a Facebook app could allow your data to be transferred to a third party without your knowledge" (Consumer Reports, 2012). I want to know which app that is, they do not name an app. The article suggests that all apps are bad, by not naming one specifically. I play Farmville by Zynga (which is an app) on my Facebook page; and if you are not my friend I cannot play with you, period! I wish I could I would level up faster.

            As with any online excursion, dangers may exist for non-experienced users in the form of malware. There have been attacks on Facebook, sure; but the company works hard to monitor and control such issues they acquire along with Google and other companies; it's not just Facebook that is susceptible to criminals online.

            The article then goes on to explain how many people share and do not share, with many not even aware there are privacy controls on Facebook, as well as insinuates that Facebook privacy controls are a difficult maze, that the company falsely claims to protect user data, and that dangers exist on the social networking phenomenon known as Facebook. The journalist makes sure to mention the Craigslist killer in the article as well.

            Let's get real folks. when a person signs up for Facebook, the policies governing the Website are displayed in black and white for the user to read before completing their profile information and account registration. If someone wishes not to have data collected about their social networking habits, then they do not have to check the "I accept these terms" box and are free to move on and pay for a subscription to My Life dot com, or somewhere else on the internet.

            In addition, if you do not know how to work the safety features on something you shouldn't be using it. That goes for a Website, a car, or a barbeque lighter. Consumers do need to take the time to learn how to use a Website that displays information and gather's data before signing on. In addition, getting fired or robbed because of Facebook is as ridiculous as is bringing up the Craigslist killer in the article. That was the brightest red herring I ever saw!

            The fact is, if someone is going to act like a jerk and then post it on Facebook for the world to read, they probably deserved to get fired. Such as the teacher who posted a bunch of derogatory remarks about her students on her public wall of display! In fact, Facebook heads up a campaign to stop bullying which now has over a hundred million people (and rising) taking a pledge to end bullying. In addition, there is also an amber alert system in place that has been very useful, as I have experienced its success personally when a friend of mine's daughter was missing for a while, and later found safe and sound at a friend's house in New Jersey. In addition, I met my wonderful fiancé on Craigslist, and I am still alive.

            It is never a good idea for someone to tell the world when they are going on vacation and leaving their home unoccupied, that is why in the old days we put our newspaper delivery on hold so papers wouldn't pile up on the front stoop alerting the whole town that no one has been home for a while. It is the same safety considerations, or lack thereof; that can get one into trouble on Facebook. That is not Facebook's fault. A word of advice to Facebook users, wait until you get home from vacation to post those lovely photos!

            The article also mentions that small and large businesses have seen record increases in revenue due to their using Facebook to advertise, in addition to allowing them more control over their advertising budget by reaching specific target markets; but very briefly. This is the sentence that I want my customers to see!

            The bottom line is that users need to be responsible for their own postings and privacy settings, and as far as children are concerned; there is this thing called parenting that will keep children safe. Children are not supposed to have profiles on Facebook until they are at least 13, after that mom and dad just need to pay attention to what their tweens and teens are doing. Problem solved.

            It is always a good idea, when using any product, to keep up with the latest changes and updates surrounding that product. We all do it for our operating systems and install updates accordingly. It is a good idea to keep up with Facebook news (or any social site announcements) and check personal profile settings regularly; especially after major updates. One excellent way to keep up on internet news in the social online world is to visit the Website known as Mashable dot com. This website is dedicated to informing the online world of massive networking news, and they do it without bias; as is stated in their mission statement in the "About Us" section of their Website. If you would like to visit the Mashable Website just look to the right of this bog, in my live feeds (as they are always on top of all internet news there) and caught up now! do not let a traditional media sway your opinion of Facebook privacy.

Reference: 

Consumer reports Web Site (June, 2012). Facebook & your privacy: Who sees the data you share on the biggest social network?. Retrieved July, 17, 2012 from http://www.consumerreports.org/cro/magazine/2012/06/facebook-your-privacy/index.htm

 What is Pennystar Web Designs and Internet Marketing?

     I bought my first computer in 2007. I did not know much about computers at the time, except for how to send an email and surf the internet. I found the internet fascinating and became interested in how the Web sites worked.

     After many years in sales and marketing in the New York, tri-state area, I decided to go back to college and learn all about information technology. I graduated with a 3.87 and received my Associate of Arts in Information Technology, Visual Communications, on March 31, 2010 from the University of Phoenix. Graduation took place at the Independence Events Center, Home of The Mavericks Hockey Team, on May 8th, 2010. It was one of my proudest moments having only gone back to school in July of 2008!

     I have been continuing my education to receive a Bachelor's Degree in IT, and have collected some wall hangings along the way. I  am currently attending Kaplan University with a 4.0 grade point average increasing my knowledge while I work, so I am always tuned in to learning about the newest technology and what is used for.

      The World Wide Web gives anyone the opportunity to display their business online, and reach a global audience. However, one must have the skills to use the proper tools necessary to make that presence known.

     I now offer my Web design services to the public, and can build a Web site for anyone, anywhere, right from my desk in Kansas City. If you are a small business owner, thinking about a Website, and wanting an internet presence, just contact me, we can talk for free.   pennystar67@yahoo.com