Assignment 2: Project Plan

Lawrence Kindlin School of Business

MKTG-6068: Project Management

Professor: Jonathan McKee

Paris Stokes, Isabel Paulo, Damian Hare, Rowan Greatrix

February 7, 2025
 Project Description

For this project, we are organizing an online auction fundraising campaign for a local dog rescue
organization. The primary objective is to raise $5,000 to support the rescue’s mission, which
includes providing shelter, food, and medical care for rescued dogs. We have a team as well as
two other volunteers involved who will be responsible for different aspects of the campaign.
These responsibilities will include sourcing auction items, promoting the event, and managing
the auction process. The online auction will be hosted on a designated platform where bidders
can place their bids, and the highest bid at the auction’s close will secure the item.

Key activities include:

●​ Sourcing donated auction items from businesses and individuals

Overall, the success of this project will mainly depend on the engagement of various
stakeholders involved in this project, such as the internal and external stakeholders.

Identify Stakeholders

Stakeholder Analysis
​
ID Name of What is How could How could they Inter Pow Leve Other comments
person/grou important to they block project est er l of
p/org them? contribute success? Supp
to the ort?
project?
Low, Med, High
1 Dog Rescue Raising funds Branding, Lack of High High High Primary organization
Organization to support and Access engagement that will benefits goals
(Main animal to committed for visibility and funds
Beneficiary) welfare Audience

2 Donors Positive brand Auction Lack of High High Med Needs strong
(Individuals exposure and items, perceived value, community interest,
& reinforce word-of-mou limited funds, engagement strategy,
Businesses) community th, and negative and personalization
stance. promotions. feedback.
3 Bidders and Getting Bidding, Low interest in High Med Med Key revenue holder
Auction valued items, word-of-mou bidding, aware of and stakeholder in the
Participants supporting th, and funds, and lack cause, requires
causes, and increased of marketing. valuable and engaging
helping the overall bidding items
community. awareness
for the cause.
4 Media and Engaging Provide high Lack of Low Med Low Require strong
Press Outlets community brand authenticity, marketing materials,
information, exposure and good communication
community credible messaging, and media
advocate, and news stories. outreach strategies.
credible
source.
5 Online Successful Reliable Technical issues Med Med High Needs proper set-up
Auction event and auction affecting and strategies to face
Platform positive brand website with customer journey, technical issues (ex
Providers exposure. positive as well as fees for customer support)
easy-to-use platform use.
consumer
experience
system.
6 Social Media Content Promoting Low interest, and High Med Med Requires interest and
Influencers engagement, the auction competing incentives to attend.
audience on social sponsorships.
reach, and media for
 alignment customer
with recognition
consumer and specific
interests. target
audiences.
7 Local Pet Supporting Promoting Limited Med Med Low Potential source for
Stores and pet welfare, events with resources, lack of donation, and may
Veterinarians community individuals marketing require partnership
involvement, of initial materials, and incentives.
and interest, and other priorities.
understanding donating
of consumers. items.
8 Fanshawe Supporting Guidance, Limited Low Med Med Credible source of
College student mentorship, availability, information.
Faculty/Advi projects, and academic
sors academic networking constraints, and
development, for need of
and high marketing understanding for
involvement materials and goals.
in student life. goals.
9 Community Interest in Participation Lack of Low Med Med Potential long-term
Members & supporting pet in the awareness supporters and
Potential rescue, auction, without proper continuous adopters.
Adopters adopting pets, spreading marketing
and helping awareness, materials.
the and
community. understandin
g of initial
goals.
10 Legal & Ensuring Approving Risks of closure Low High High Must ensure positive
Compliance fundraising guidelines when outcomes with ethical
Authorities legality, and and non-compliant decision-making in all
ethical providing with terms and processes.
standards are legal regulatory
met in all improvement changes (ex.
processes. s to move when office
forward. position changes)

Power/Interest Grid
 Takeaway

5. This assignment's most interesting takeaway was realizing that various stakeholders have
different degrees of influence and interest in the project. If properly engaged, certain
organizations such as media outlets can have a major impact on the project's success despite their
low interest and high power. Similar to this, effective marketing campaigns can be used to
motivate bidders and other stakeholders with minimal power but significant interest. This
information is useful for our future in marketing and project management since it emphasizes the
necessity of focused engagement tactics. Through effective communication and incentives,
projects can increase support and reduce resistance by concentrating on the correct stakeholders.