Cathie Tedrick Personal Marketing Plan Kaplan UniversitySchool of Business and Management GB530 Marketing Management January 11, 2011
Vision a. Strategic Intent • Work for a not-for-profit association or state agency that helps improve partnerships, increase participation, and promote the organizations successes. • In the communications field providing marketing, public relations, communications and association promotion. b. Desired Company and Job • Washington State agency, such as Department of Health • Marketing and Promotions Manager
Marketing Summary a. SWOT Analysis Strengths 1) Creative 2) Critical thinker 3) Reliable; meets deadlines Weaknesses 1) Expect same high standards I put on myself for all team members 2) Hard time delegating work to others 3) Quick thinker; impatient with those who have to “mull things over” Opportunities 1) New message development/framing; developing web site & social media 2) Develop communications and graphic standards, and branding 3) Improve media and public relations Threats 1) Competition has more experience in a specific area where I am lacking 2) Competition has more management experience 3) Supervisor doesn’t allow job growth opportunities in current job
Marketing Summary (continued) b. Competition Product – Communication professional with over 20 years experience; more marketing experience Price – Willing to take less money for the same job; more flexibility in work hours and with traveling Place – Brings more experience and knowledge in specific areas Promotion – Interviews better; better self-salesmanship c. Core Competency Marketing management
Positioning Statement a. Two words or phrases that are related to the skills and/or knowledge I would like to offer to the market: 1) Extensive experience managing a communications program and developing education, outreach and promotional plans. 2) Demonstrated writing skills with the ability to creatively communicate complex information in a clear and concise manner. b. Two words or phrases that identify personal traits I would bring to the job market : 1) Excellent organizational skills and attention to detail. 2) Productive work skills – both independently and in a team – and am dependable, responsible and able to meet deadlines successfully.
Marketing Mix a. Product – Creative and multitalented communications professional with extensive experience in writing, print and web design, and social media. – Innovative creator of effective promotional strategies, educational campaigns and marketing plans. – Experienced with concept development, team coordination, and project management. – Exceptional collaborative and interpersonal skills with well- developed written and verbal communication abilities. – Dynamic team player with ability to work with people from all backgrounds, experiences and status. – Proficient in managing program budgets and contracts.
Marketing Mix (continued) c. Place – Geographical » South Puget Sound area for next five and ½ years » Open to expanding to the I-5 corridor after children grown – Distribution channels » Two direct channels Careers.wa.gov – State of Washington CareerBuilder.com » Two indirect channels - Olympia Communicators Group helps communication professionals and employers connect. - Former colleague who owns a business that works with lots of different associations and can help me get my name out there.
Marketing Mix (continued) d. Promotion • Show quality of work and creativity by sharing with the potential employer a portfolio of previous marketing, outreach and communication materials developed. • Submit several letters of recommendations from key employers, such as the Union President, a Senator I worked for, and my recent supervisor which shows a history of good working relationships. • Create a PowerPoint presentation that highlights my career and my achievements at each of my former positions to highlight my public speaking abilities. • Highlight my expertise in using social media to share key messages. • Provide writing samples from each of my previous positions that shows creative and effective messaging.
Implementation – Next Steps in Next Quarter • Continue with MBA by taking Global Economics – Next Steps in Next 6 Months • Take promotion within current program that includes more marketing work – Next Steps in 1 Year • Complete MBA with specialty in Marketing – Next Steps in 5 Years • Complete current project position • Apply for and be offered Marketing position
ReferencesFast Company. (2009). The brand called you. Retrieved December 2010, from http://www.fastcompany.com/magazine/10/brandyou.htmlKotler, P., & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.