Transcript TEMPLATE Personal Marketing Plan Use this template as your guide to success!

Personal Marketing Plan
TEMPLATE
Use this template as your guide to success!
READ THIS FIRST!
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This PowerPoint document covers expectations for your Personal Marketing Plan.
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You should use this “template” document as your guide to success.
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Words included in colors in this template are meant to assist you in your
completion.
This marketing plan is for your own professional development, career strategy, or
simply personal development. This is about you!
It is not about a business you might develop. This is used whether advancing
within your organization to a new position, leaving your present organization in
order to pursue your next advancement, making a career change, planning to get
involved with your community, or just enhancing your personal direction towards
a hobby, social status, or other area. Think Brand enhancement and you are the
Brand!
NOTE – Don’t leave any of the color worded instructions on your submission!!
Vision – Your name’s
Personal Marketing Plan
A. Vision
(also known as Marketing Objective): This section
should incorporate two components:
a. Strategic Intent
 This is your ultimate career goal (what you wish to
accomplish) and the name of your profession.
b. Desired Company and Job
 Identify the name of the company and the job title or position
which represents your strategic intent.
Marketing Summary – Your name’s
Personal Marketing Plan
B. Marketing Summary
: This section should include three
elements: SWOT, Competition and Core competency
a. SWOT Analysis Looking at your significant life events and
accomplishments, complete a SWOT analysis on yourself in your chosen career
field. Be sure to include at least three items in each of the four S-W-O-T sections
and remember that Strengths and Weakness relate to internal factors and
Opportunities and Threats relate to external factors.
Strengths
Weaknesses
Opportunities
Threats
Marketing Summary – Your name’s
Personal Marketing Plan
B. Marketing Summary (continued)
b. Competition
 Describe the types of other professionals that will be
competing with you by applying the 4P’s marketing mix
method (product, price, place, promotion) to your
competition.
c. Core Competency
 Identify the one core competency (skill or knowledge set) that
you plan to develop in yourself and use to drive your success
as you move along your career path. Hopefully you will
develop many skills and knowledge bases, but for this
assignment, identify the one skill or knowledge base that you
think is most important to your long-run success.
Target Markets – Your name’s
Personal Marketing Plan
C. Target Markets
: This section should describe the type of
organizations that you want to target. These are the organizations that will benefit
from your expertise. Include information about the following:
 Industry (e.g. toy manufacturing, education services)
 Demographic (e.g. large vs. small)
 Culture including behavioral characteristics (e.g. conservative vs.
progressive corporate culture that you wish those organizations to possess)
• Identify at least:
 Three example firms or organizations
1.
2.
3.
• In addition identify:
 Three reasons why your chosen segments are attractive target
markets.
1.
2.
3.
Positioning Statement – Your name’s
Personal Marketing Plan
D. Positioning Statement
•
:
State the outcome you desire to establish in the minds of your target firms.
• Remember, positioning originates in the mind of the consumer, and in
this case the consumer is the potential employer. Thus, what attitudes
and mindset do you want them to have concerning you? Build upon your
SWOT analysis, competitive analysis and core competencies.
• Two words or phrases that are related to the skills and/or knowledge you
would like to offer to the market (e.g. significant selling skills, ability to
execute a creative advertising campaign, full understanding of standard auditing
procedures)
• Two words or phrases that identify personal traits you would bring to the
job market (e.g. hardworking, detail oriented, fun loving). Think of it this way:
after an interview has wrapped up, if you could secretly listen to the postinterview conversation, what would you like to hear said about you?
Marketing Mix – Your name’s
Personal Marketing Plan
E. Marketing Mix
:
• This and the next few slides cover how you will use your four
marketing mix tools (product, price, place, and promotion) to
support your positioning statement. For each element of the
marketing mix, identify the feature with a short explanation of
why and how that feature would be a benefit to the hiring
company.
Product
• Remember, YOU ARE THE PRODUCT. Thus, what product do you
want to present to the marketplace? Identify six key product
features (what you offer) and say how these features
will be of benefit to the hiring company – these are
features that you intend on possessing at the time of your job
search. (e.g. experience, training, successes, professional
activity, graduate education).
Marketing Mix – Your name’s
Personal Marketing Plan
Price
• What will it cost the market to hire you? Research the starting
salaries for your chosen field and list that salary (or salary
range) and include the source where you obtained your
information (also list it on the References slide).
Marketing Mix – Your name’s
Personal Marketing Plan
Place
 Geographical preferences or limitations (e.g. plan to look for a
job in Michigan only).
 Identify the Distribution channels your job search will utilize.
 Two direct channels you will use to distribute yourself (or the
materials that represent you)
 Two indirect channels Direct channels involve you connecting
directly with the targeted firms, while indirect channels involve
you using an independent intermediary (like your Uncle in the
industry) to distribute your materials for you. Mailing (e-mail or
snail mail) resumes directly to a firm is a direct channel.
Marketing Mix – Your name’s
Personal Marketing Plan
Promotion
• How will you communicate with the market that you are available and qualified to
be their employment solution?
• What promotional tactics will you employ and why are they appropriate?
• List no less than 5 promotional techniques that you will use. Each should be
specific, and you should attempt to "think out of the resume/e-portfolio box"!
• Resume & e-portfolio cannot be on your list of five unless it is because you plan
to do something significantly out of the ordinary or unique in relation to a
resume or e-portfolio.
• For each technique:
• Explain the specifics of that tactic
• Offer reasons why this tactic will be successful for you.
• Take the time to review the myriad of potential promotional tactics available
by considering the many ways that firms and organizations promote
themselves to their target audiences. One way to do this is to go through the
textbook chapters on promotion and write down all of the promotional tactics
used as examples, and then creatively consider how you could translate those
ideas into workable tactics for your personal promotion. Don’t forget business
cards!
Implementation – Your name’s
Personal Marketing Plan
F. IMPLEMENTATION : Describe a plan that states
specifically what needs to be done and when each item will get
done. This plan should include any "product development" efforts
that still need to occur and should include your schedule for the
creation of your promotional materials and related efforts.
• Next Steps in Next Quarter
• Next Steps in Next 6 Months
• Next Steps in 1 Year
• Next Steps in 5 Years