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Scope of Work
Top Students/Top Parents
Dylan Emerson and Tiggy Hutchinson

Name of the project: Top Students/Top Parents

Name and contact information of the client, include name, address, phone, email:
Kathleen Burns, (719) 566-0534, tstp@msn.com.

Purpose of the project: From the client herself, the purpose of the project is to “teach
parents how to help their children become all they can be.” To achieve this, the team will
be helping Kathleen drive a marketing campaign so her book can reach more parents that
need guidance.

Objectives and Success Criteria:

• Objective 1 is to create a marketing campaign through Amazon.
o This objective will be successful if we develop ads for Top Students/Top
Parents that are advertised through Amazon.
• Objective 2 is to create a social media presence for Top Students/Top Parents.
o This objective will be successful if we’re able to begin allocating followers
that support Kathleen’s book.
• Objective 3 is to research press releases and see if they’ll be advantageous for
Kathleen.
o This objective will be successful if the team learns about press releases and
can utilize them to bring more attention to Kathleen’s book.
• Objective 4 is to teach Kathleen how to use social media so she can reach out to a
wider audience.
o This objective will be successful if Kathleen learns how to operate her own
social media platforms.
• Objective 5 is to get Kathleen on a Living Local segment on FOX21 News.
o This objective will be successful if we are able to get in contact with
producers of Living Local and acquire and interview segment for Kathleen.

High-level requirements – the deliverables:

• The team will make Top Students/Top Parents available through Amazon.
• The team will create a Facebook page for Top Students/Top Parents.
• The team will create an Instagram page for Top Students/Top Parents.
• The team will create a Twitter handle for Top Students/Top Parents.
• The team will write a short pamphlet to teach Kathleen how to successfully use
social media.
• The team will write a press release for Top Students/Top Parents to publish in a
newspaper.
• The team will get in contact with the producers of Living Local to secure Kathleen
an interview on FOX21 News.
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Assumptions:
• Our first assumption is that people will notice the Top Students/Top Parents social
media pages.
• Our second assumption is that people will be receptive to the book.
• Our third assumption is that people will sign up for our email list.
• Our fourth assumption is that the Living Local producers will be interested in
Kathleen’s book and story.

Constraints:
• The first constraint is that Kathleen might not be able to manage her social media
platforms.
• The second constraint is that there are a lot of shady email lists out there, so we
should start our own.
• The third constraint is that developing an email list from scratch takes time before
we’ll see any kind of payoff.

High-level Project Description and Boundaries:

Included in this project is the means to increase visibility of the new edition of
Top Students/Top Parents, due to be published on April 1. This primarily includes
creating social media pages for the book, writing a press release for the book, and
creating a marketing campaign for the book through places like Amazon. These days,
almost everyone is on social media and by establishing a presence on social media, we
will be able to open up the book to a larger audience. This also goes for writing a press
release, where the announcement about Top Students/Top Parents Second Edition
would be released through newspapers or other news outlets to garnish more attention.
Some activities outside of the project include getting the attention of young
mothers and parents that homeschool. Especially during times like a pandemic, schools
fear that younger children may struggle to learn how to read when they’re unable to go
to school. By getting the attention of young mothers and parents that homeschool, we’ll
be able to effectively help them learn how to teach their children to read successfully.
Another activity outside of the project would be populating an email list, where we
have to rely on young parents who are interested in learning about how to give their
children a head start and will sign up for our email list. This email list will be used to
receive notifications about when the book will be published, as well as when a blog
post has been made, among other possible ideas.
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High-level Risks:
• Creating a marketing campaign through Amazon.
o The team will use Amazon ads to market Top Students/Top Parents
o Probability that it will occur-high
o Impact on the project-low
o Planned mitigation actions – The team will research how to use ads on
Amazon. The team will ensure that Kathleen has the tools to be able to
manage Amazon ads. If the team sees that ads are not effective, they will
remove them and try a different strategy.
• Finding resources that aren’t fraudulent.
o One of our biggest concerns is finding people that will help us without
taking our money and running. Whether this be “professional” website
designers or other marketing companies, it’s important that we find the right
people.
o Probability that it will occur: Low.
o Impact on the project: Medium.
o We’re going to keep as much as possible within the innovation team in
order to prevent fraudulent third-parties from setting us back.
• Creating an email list from scratch.
o Kathleen has already built a portfolio of emails and young mothers
interested in her book. We’re worried about possibly losing those contacts
when we create an email list option of the Top Students/Top Parents website.
o Probability that it will occur: Low.
o Impact on the project: High.
o Our team is going to do a lot of research on email lists to ensure we can
make the shift on the website as seamless as possible.

Summary Milestone Schedule:

• Milestone 1 Initial team meeting
o Team leads will listen to ideas and start delegating tasks to the other team
members.
o 2/1/2021
• Milestone 2 Social media pages and Amazon ads will be up and running
o The team will set up several social media platforms and link them together,
making it easier for the client to use.
o 3/1/2021
• Milestone 3 Social Media Pamphlet
o A social media pamphlet will be written to help Kathleen learn to operate
her own social medias.
o 3/20/2021
• Milestone 4 Press Release
o A press release will be written to announce the release of the book and its
purpose.
o 4/23/2021

• Milestone 5 Living Local

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o Kathleen will be interviewed by Living Local and make an appearance on

FOX21 News to announce the release of Top Students/Top Parents.
o 4/29/2021

Stakeholder List:
• Kathleen Burns
o The client. Top Students/Top Parents holds a special place in Kathleen’s
heart because she believes it will help families give their children the best
start. How well the team does on promoting her book through the newspaper
and social media could have a direct impact on how well the book sells.
• UCCS Innovation Program
o The middleman between the client and the innovation team who provides
teams to clients in need. If the innovation team fails to perform well or gives
the client a negative experience, the client may not return to the UCCS
Innovation program and dissuade other possible clients from applying. This
could lead to closing the Teams class in the long term if teams repeatedly
underperform.

Signatures and emails:

Tiggy Hutchinson - chutchi3@uccs.edu

Dylan Emerson - demerson@uccs.edu

emily llamas
Emily Llamas - ellamas@uccs.edu

Brooke Tapia - btapia@uccs.edu

Kathleen Burns –– tstp@msn.com