marketing me revised(1)

8/2/2019 Marketing Me Revised(1)

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Marketing Me

Career Guide

Personal Marketing Plan(In preparation for career success!)

Copy r i gh t D r. Gwen do l yn Ca t ch i ng s , 2011


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Marketing Finding the right combination of product,

price, promotion and distribution strategy to

meet the needs of your target market.

Just as IBM and Xerox market office products,

AT&T (telecommunications equipment), andJackson State University (education), you willforever market yourself!


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Personal Marketing Plan

A thorough assessment of your strategy forconvincing a company to buy your product, i.e.

YOU. Key questions: What do you have to sell? (product, S) Who do you want to sell your product to? (target

market) How will you sell yourself? (promotion, distribution) What may interfere with your success? (WTT) When and what activities will you engage in?

(timeline) How much money will you need from now until you

get a job? (expense budget)


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I. The Organization/Product* Like IBM, Xerox, AT&T, Jackson State

University, you are a multi-facetedorganization with great potential!

Organizations Name:


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The Product Just like Michael Jordan, Oprah, and

Beyonce, YOU are the product with avery unique set of knowledge, skills andabilities (KSAs) that some organizationwill want/need.

You must thoroughly assess yourproduct and identify ways to improve it.


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Mission Statement* Two parts: (total 3-4 lines)

(1) your mission for you and (2) your mission in relationship to others

This is about who you are, the person; notwhat you do!

Your values, philosophy, purpose Your contribution to society; the greater

community; the world


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Geographic Location*

This is where you currently reside.

Address:


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SWOTT(assessment tool)

1. Strengths

2. Weaknesses3. Opportunities

4. Threats

5. Trends


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1. Strengths*(at least 10)

These are the things you do well, both

personally and professionally.An extensive listing of all of the great

things about you.

Your positives. Internal to you!


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2. Weaknesses*(at least 5)

These are aspects of your personal andprofessional life that you need toimprove (all of them)!

Requires reflection and self-analysis

Will currently be a negative (but witheffort you will turn them into positives).

Internal to you!


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3. Opportunities*(at least 5)

These are things that are available to

you and can benefit you, but you havenot taken advantage of them yet.

These things can help you reach yourgoals.

Positive things in your environment.

External to you!


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4. Threats*(at least 5)

These are things that have the potentialto harm you, derail you, keep you from

reaching your goals. Negatives (but can be turned into

positives)

Things in your environment.

External to you!


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5. Thrends*(at least 5)

These are economic patterns that willhave a positive or negative effect on

your career outlook. Usually move up or down; positive ornegative; increase or decrease

In the environment; usually based onresearch data External to you!


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Product Life Cycle Stage* (choose only 1)

Introductory just starting your career Growth have been working in your

chosen profession for 1-10 years Maturity Have been working in your

chosen professional 11-25 years; have

reached your peak Decline almost ready to retire


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Differentiation*(at least 5)

Describe how you are different fromyour competition; those things that setyou apart from others.

Personal and professional

Be specific and realistic!


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Positioning*

Based on your qualifications, how doyou want your potential employers toview you?

What image do you want to project?

What is your positioning strategy? Ex.: professional prompt, neat, proper

grammar, proper attire, courteous


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II. Marketing Research

Consumer Analysis (an thoroughexamination of various aspects ofpotential employers; those who may beable to use you)

A. Segmentation/Criteria

B. Target Market


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A. Segmentation

In identifying potential employers, youfirst must divide the market to make it

easier to manage. By demographics, psychographics, behaviors, geographics, product-related


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Criteria*

A list of the key qualities, features andcharacteristics your potential employersMUST possess.


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1. Demographics*

Characteristics of your potentialemployers based on IndustryYears in Business Size (# of employees)

Sales/Revenues Diversity


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3. Behaviors*

How your potential employers shouldbehave or act

The kinds of things you want them todo as an employer

The kinds of things you want them todo as a good corporate citizen

Both internally and externally


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4. Geographics*

Where do you want your potentialemployers to be located; what are

some places you are willing to work Be specific


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5. Product-related*

How do you want potential employersto use you? Full-time/part-time employee Contract worker Entry-level; manager

Independent contractor Consultant


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B. Target Market/s

The specific industries that you wouldlike to work in; that you will focus your

job search on Within those industries, who are the

companies that you will focus on?

Make a list of those industries andcompanies


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Targeting*

After you divide the market(segmentation), now you can more

easily identify employers who you wantto work for, i.e., your target market/s. Primary market 1st choice

Secondary market 2nd choice


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III. Marketing Mix 4 Ps

1. Product Strategy the knowledge, skills andabilities that you have developed

2. Pricing Strategy how you will price yourself3. Promotion Strategy how will you let

potential employers know you are availableand what you have to offer

4. Place/Distribution Strategy places you arewilling to go to find the ideal job


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1. Product Strategy*

Type a tangible product (that includesyour knowledge, skills, abilities,

personality, interest, etc.) Features key aspects of the product

Identification your brand name, label,packaging


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2. Pricing Strategy*

Compensation Package Salary the minimum you will accept

Benefits the extras (i.e., medical,health/life insurance, 401K ) Relocation financial assistance in moving

to your new job (also temporary housing)

Signing Bonus an extra amount paid foraccepting the job offer

Stock/Options a piece of the company


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3. Promotion Strategy*

Personal Selling face to face discussionswith potential employers

Advertising paid promotion (ads) Sales Promotion enticements to motivate

potential employers to hire you

Public Relations goodwill activities in thecommunity to position yourself favorably

Internet online resources you will use


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Market Penetration*

How much of the market will youattempt to reach?

% Week 1Additional % Week 2Additional % Week 3

Additional % Week 4 (and continue untilyou get a job)


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4. Place/Distribution Strategy*

Channels - paths Direct Channel: Will you go directly to

potential employers, i.e., job fairs? Indirect Channel: Will you use

intermediaries (entities between you and

the customer/employer) to help marketyourself, i.e., career services,monster.com, employment agency


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Other Potential Intermediaries*

Family

Friends/Peers

Professors

Pastor

Neighbors Businesses

Organizational Members


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IV. Marketing Mix Effectiveness

Are you the right product (or do youneed to make changes)?

Are you asking the right price (or doyou need to lower/raise it)?

Is your promotional strategy working

(or should you make changes)?Are you using the right distribution

channels (should you add or remove)?


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V. Expense Budget

Includes all of your personal,professional and educational expenses

from now until you get a job List each item with the associated

expenses (annual costs) Multiply annual expenses by number of

years Total - sum of all expenses


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Budget Format*

Housing

Education

MarketingClothing

Travel (auto/gas)

FoodMisc.__________

TOTAL

$

$

$$

$

$$___________

$


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VI. Timeline*

How long do you have to prepare for ajob?

When will you start implementing yourplan?

What are the key milestones/activities

during this process? What is your deadline for having a job?


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VII. Control/Monitor

This is a plan for your future. It mayor may not work so you have to

carefully watch and see what happens;make changes if/when needed.

1. Feedback Mechanism

2. Evaluation Process

3. Performance objectives


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1. Feedback Mechanism*

What process will you put in placeto monitor your progress? What tools will you use to

gather information on your activities? (i.e.,logs, tickler, files)

track your results? (i.e., chart,spreadsheet)


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2. Evaluation Process*

What process will you put in place tocheck to see if your plan is working? Continuously assess your qualifications Re-examine your criteria, segmentation

targeting and positioning monthly Review the product, price, promotion,

distribution strategies monthly


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3. Performance Objectives*

These are quantifiable measures thatwill tell you if your marketing plan is

working? You decide! Number of resumes mailed Number of employers contacted

Number of interviews Number of job offers

marketing me revised(1)

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