Transcript Kaplan University School of Business and Management GB530
Kaplan University School of Business and Management GB530 Marketing Management Personal Marketing Plan Units 5 and 6
Matthew R. Wilson
June 5, 2012
Vision Personal Marketing Plan A. Vision
a. Strategic Intent
It is my intent to secure an executive level position as a financial analyst and examiner within the banking & investment industry.
b. Desired Company and Job
Company: Job Title:
California Department of Financial Institutions Financial Institutions Manager
B. Marketing Summary Marketing Summary Personal Marketing Plan
a. SWOT Analysis
Strengths
Strong critical thinking/analytical skills
Ability to communicate complex ideas and strategies in simple, concise ways
Self-reliant; resourceful; self-motivating Weaknesses
Can become impatient when co-workers do not deliver or finish work as promised
Commitment to getting the details right can require more time up front to complete work; but, higher quality work typically is the result.
May not have a sufficiently competitive level of Accounting knowledge and experience.
Marketing Summary Personal Marketing Plan B. Marketing Summary (continued)
a. SWOT Analysis
Opportunities
Completing an MBA in Finance; estimated graduation date 9/2013
20 years experience as executive strategist and operations troubleshooter
15 years of volunteer teaching to ESL & limited English-speaking adults in the areas of reading/writing, Christian apologetics and critical thinking.
Threats
Industry is extremely competitive; lots of qualified candidates
Banking regulatory system are under serious public pressure; major reform within these systems may result
Continued inability to secure gainful employment may lead to loss of home, further financial strain, and potential need to quit the MBA program.
Marketing Summary Personal Marketing Plan B. Marketing Summary (continued)
b. Competition
Major competition will consist of younger, college graduates with a greater competitive attitude. They will be mobile, without family ties which prevent them from moving out of state and gaining job placement advantage. They will also not require as substantial a salary – no family, no mortgage payment, no major debt other than tuition/loans. Moreover, they will have greater practical knowledge of how to use the internet and technological software/applications to promote themselves.
c. Core Competency
The ability to analyze, interpret, and communicate financial data and associated processes in a clear, concise, and simple manner.
Target Markets Personal Marketing Plan C. Target Markets
Industry Demographic
= banking and investment institutions regulation and monitoring = Federal or State government agencies
Culture
= conservative, professional dedication to integrity, clarity of communication, and consumer well-being
Three example firms or organizations
1. California Department of Financial Institutions 2. Office of the Comptroller of the Currency 3. U.S. Securities and Exchange Commission
Three reasons why your chosen segments are attractive target
markets. 1. Serve to protect the financial livelihood of the general public 2. Ideal opportunity to utilize critical thinking/investigative analysis skills 3. Good pay & benefits
Positioning Statement Personal Marketing Plan D. Positioning Statement
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To ensure a sense of trust and well-being in financial institutions, Matthew Wilson brings 20 years of critical thinking and operational troubleshooting experience to the task of evaluating the performance of public banking and investment institutions. With integrity, accountability, and a love for people, he safeguards the sustainability of financial business by identifying risks, creating solutions, and clearly communicating those solutions to business partners.
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Two words or phrases that are related to the skills and/or knowledge you would like to offer to the market
The ability to communicate complex concepts and processes in simple-to understand ways
Critical thinker; troubleshooter
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Two words or phrases that identify personal traits you would bring to the job market
People-driven
Performance-oriented
Marketing Mix Personal Marketing Plan E. Marketing Mix
• Matthew Wilson’s marketing mix provides key differentiations:
Product
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Matthew Wilson brings the following distinctive traits:
Experience:
With over 20 years of strategic management experience in a variety of industries – healthcare, hospitality, casino/gaming, and real estate – DFI will gain a leader with strong analytical and financial planning skills, excellent communication skills, and a proven ability to get results.
High Integrity:
Committed to a transparent work ethic that honors integrity and social responsibility, Matthew Wilson brings a personal character that DFI seeks to represent the public’s safety and financial concerns.
Resourceful:
Utilizing minimal supervision or training, Matthew Wilson possesses an extraordinary ability to gather, learn, and evaluate massive amounts of new information in a short period of time. His resourcefulness is demonstrated by the fact that he successfully achieved strategic objectives in a wide variety of industries and positions with no formal training.
Marketing Mix Personal Marketing Plan E. Marketing Mix (continued) Product
MBA Student:
MBA graduate program student with a specialty in Finance; B.S. in Business Administration; 4.0/4.0 G.P.A. and long-standing member of the Golden Key Honors Society. Due to graduate 9/2013.
Volunteer ESL/Bible Teacher:
and linguistic differences.
The ability to formally present and communicate complex ideas in ways that persuade and engage people is key to a financial examiner’s success. With over 15 years of volunteer teaching and front-of-class trainer experience, Matthew Wilson demonstrates a gift for teaching and communicating with audiences from multi-cultural backgrounds
Reliable/Stable:
In an age when younger generations seek quick employment opportunities as a means to move up the ladder and often lack the stability or loyalty worth a company’s investment, Matthew Wilson seeks stability in an opportunity to gain employment, settle in, and grow within that organization. His career goal to find stability makes him extremely reliable and a consistently loyal asset to any company.
Marketing Mix Personal Marketing Plan Price
• •
Salary Range: Source:
$92,115 to $96,681 California State Controller’s Office (SacBee, 2012, June 1).
Marketing Mix Personal Marketing Plan Place
Geographical:
of the time.
Limited to Northern California with travel availability 50%
Distribution channels:
Two direct channels:
i. Hardcopy submissions of resume & applications to DFI ii. Email Judy Ford – Hiring Manager for DFI
Two indirect channels:
i. Use of social networking (LinkedIn) to connect with DFI workers ii. Volunteer work with CFA Society of Sacramento
Marketing Mix Personal Marketing Plan
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Promotion
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Personal promotion will communicated in a variety of ways: Word-of-Mouth:
This method will incorporate networking with CFA Society in Sacramento and volunteering for their key events with government officials, senior management staff at various financial institutions, and other financial professionals. This will provide exposure in a non-threatening environment so that “insiders” can get to know Matthew Wilson’s work ethic.
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Direct Marketing:
Piggy-backing on the word-of-mouth results will be direct marketing through the employer/employee job board LinkedIn. By connecting directly with those people from the Department of Financial Institutions and the Chartered Financial Analysts associations, direct contact and deeper relationships can be made with potential hiring staff.
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Personal Selling:
The promotional strategy here is to call and request an informational interview with at least two of the senior financial examiner managers. The purpose of these interviews is not to gain a job directly; instead, it is to gather valuable information on job qualifications, possible mentoring opportunities, and general exposure.
Marketing Mix Personal Marketing Plan Promotion (continued)
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Interactive Marketing:
This method will seek to solicit interactive dialogue pertaining to issues surrounding banking security and public trust through a personal website blog and interlinked Facebook page. Both the Facebook and a Twitter account will act as communication vehicles to catch the attention of DFI and OCC personnel. The blog will help provide a hub for all interactions and provide useful data from the DFI website.
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Sales Promotion:
Although availability may be limited to six-month periods, soliciting work as an intern for minimal or no pay within the Department of Financial Institutions agency can prove invaluable. Not only does it provide exposure to DFI managers and staff, the experience of working inside the organization can be leveraged later when applying for a permanent position. •
Events & Experience:
Almost monthly, the Department of Financial Institutions sponsors a variety of financial educational events throughout California. By volunteering to support or participate in some of these events locally, profitable relationships will be built and communication strengths can be witnessed. Working, in particular, with the organizations Youth Financial Education events will prove excellent opportunities for personal promotion.
Implementation Personal Marketing Plan
F. IMPLEMENTATION
The following benchmarks delineate the tasks and events necessary to implement this marketing plan:
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Next Steps in Next Quarter:
Establish a personal website with blog, and Facebook homepage Determine which CFA and DFI events are available and make necessary arrangements to participate in them Have personal business cards made •
Next Steps in Next 6 Months:
Connect with five DFI employees via LinkedIn and send introduction letter Have successfully posted four, consecutive, weekly blogs and gained 50 responses Build Facebook account to 250 “friends” reaching an average monthly increase of 15 new contacts
Implementation Personal Marketing Plan F. IMPLEMENTATION (continued)
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Next Steps in 1 Year:
Complete CPA certification testing Secure an entry level position with DFI as Financial Examiner Have participated in two major DFI events •
Next Steps in 5 Years:
Graduate with an MBA in Finance with honors; 4.0/4.0 G.P.A.
Promoted to Senior Financial Examiner securing $84,000 annual salary Pay off all student loans Have written five nationally syndicated articles on financial education and institutions
References
DFI. (2012). Department of Financial Institutions website. Retrieved from: http://www.dfi.ca.gov.
Fast Company. (2009). The brand called you. Retrieved from: http://www.fastcompany.com/magazine/10/brandyou.html Kotler, P., & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. NetMBA. (2010). The marketing mix. Retrieved from: http://www.netmba.com/marketing/mix/.
OCC. (2012). Office of the Comptroller of the Currency website. Retrieved from: http://www.occ.treas.gov/.
SacBee. (2012, June 1). State worker salary search. Retrieved from: http://www.sacbee.com/statepay.
SEC. (2012). Securities and Exchange Commission website. Retrieved from: http://www.sec.gov/jobs.shtml.