Marketing & Stakeholder Communication Insights
Tilly's Toys Digital Marketing Campaign
Campaign Reporting | Stakeholder Analysis | KPI Communication | Marketing Insights
This project focused on developing a structured stakeholder communication plan for a digital marketing campaign promoting a new educational toy product line. The objective was to ensure stakeholders received relevant performance updates, campaign insights, and project information through appropriate communication channels.
Campaign performance data, stakeholder influence levels, communication preferences, and project challenges were analyzed to create an effective communication framework supporting collaboration and informed decision-making.
Project Objective
The objective was to create a clear stakeholder communication strategy that aligns campaign updates, business insights, performance metrics, and project risks with stakeholder needs, influence levels, and communication preferences.
Campaign Performance Highlights
- Instagram engagement peaked among users aged 29–41.
- Video advertisements achieved a 12% higher click-through rate than non-video ads.
- Email campaign conversions increased by 2% month-over-month.
- Incremental sales exceeded campaign targets by 5%.
Project Challenges
- Designer resignation caused delays in promotional email production.
- Team members experienced onboarding challenges with a new analytics platform.
- Communication processes required refinement to maintain project alignment.
Figure: Campaign Communication Overview
The communication plan aligns stakeholder information requirements with campaign performance updates, communication frequency, and preferred communication methods.
Figure: Stakeholder Influence & Interest Map
The stakeholder map categorizes stakeholders based on their level of influence and interest, helping prioritize communication efforts and engagement strategies.
Stakeholder Communication Strategy
- Executive stakeholders receive concise KPI summaries and strategic updates.
- Marketing teams receive detailed campaign findings, action plans, and operational updates.
- Project managers receive schedule, risk, and resource-related communications.
- IT teams receive technical implementation and platform support updates.
- External agencies receive creative guidance and campaign performance feedback.
Key Findings
- Stakeholder-specific communication improves project transparency.
- Performance insights help support data-driven decision-making.
- Communication planning reduces project risk and stakeholder uncertainty.
- Structured reporting improves collaboration across teams.
- Clear communication channels support efficient campaign execution.
Project Impact
This project demonstrates practical application of stakeholder analysis, campaign reporting, communication planning, marketing performance evaluation, and business communication strategy.
The communication framework supports alignment between stakeholders, improves information sharing, and enhances project coordination throughout campaign execution.
Supporting Documents & References
Stakeholder Communication Plan – Project Presentation
Project Conclusion
By aligning communication methods with stakeholder influence, interest, and information requirements, the communication plan supports effective collaboration, project visibility, and campaign success.
The project highlights the importance of structured communication, performance reporting, and stakeholder engagement in achieving marketing objectives and maintaining project alignment.
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