2. 2
Tekisha“I” Brand
Table of Contents
I. Executive Summary
II. MissionStatement
III. Target Market
IV. Brand Positioning
V. DistributionPlan andMarketingStrategy
VI. Short-LongTermProjections
VII. MonitoringResults
3. 3
Tekisha“I” Brand
I. Executive Summary
“Plan,Plan,Planuntil youbecome amajorbrand”, isa line thatTekishaThomasusestodescribe howto
builda successful product.Tekishaisahard workingmillennial withone majorpurpose inthe corporate
workspace.That purpose isto cultivate aculture that isdiverse,mutuallyacceptingof all,andsocially
responsible while remainingprofitable.Tekishabelievesthatitisnot enoughinthisworldtojust be a
workingbee withoutmakingacontributiontoaninclusiveenvironmentbothinandoutof the work
place.This brand seekstoelevate anddiversify throughprogrammingusingBusinessResource Groups
withinmajorentertainmentcompanies. Use of Tekishawill helptoattract likemindedmillennials,who
are readyto create a great workingatmosphere whilepushingfourthinnovativeideasforthe company.
Tekishaisalsoina Mastersof BusinessAdministrationprogramtodeepenherbusiness knowledge to
maintainthe organizationsprofitability.
II. Mission Statement
Tekishaisa forwardthinkingcompanywhoequatesthe importanceof social responsibilitywithfiscal
prosperity.Throughbusinessresource groupssuchasNextGenerationandBlack Professionalsat
Turner,Tekishausespersonal aswell asprofessional developmentprogramstocreate an enhanced
workexperience.Tekishaalsousesthese groupstoboostherprofessional network.Bybeingaboard
memberof these groupsitprovestoemployersthatshe can be countedonoutside of herregularjob
responsibilities. Tekishawill helptopromote positive companymoral.Employeesfeel thatthe company
cares abouttheirgrowththerefore boastingemployeeretentionratesandcuttingdownonnew hire
training. The goal of thiscompanyisto successfullyrunanadvertisingfirm.
III. Target Market
The target marketisbrokenintotwo maincomponents thathave subgroups,professional andpersonal.
Professionalwill be definedasanyexperience thatwill bringTekishacloserto ultimate goal asdescribed
inthe companyoverview. The firstsubgroupare the current top level managementthatwill actas
mentorsandguides.Theywill be amix of middle age (40-54) menandwomanwithapproximately15-20
yearsof corporate workexperience,theydonothave tobe college graduatessince theybeganwhen
theirpositionsdidn’trequireit.Theywill ideallybe lookingforfreshtalenttotake overtheirplacesin
the companyin 10 years. The secondsubgroup are peers(22-34) alsoa mix of men andwomanwho are
innovative andlookingtocreate change withinthe corporate world. Theywouldall be college graduates
and some maybe seekinghigherlevel degrees.
The personal targetmarketwill be comprisedof youngprofessionalsaswell asoldfriends.The young
professionalsoutside of workbe similarinage andworkexperience the one bigdifference wouldbe
theirplace of work.Theywouldbe fromeveryindustrybutlookingtomake the same changes.The
otherpersonal targetwouldbe oldfriends(25-30) whoare loyal tothe brand and will keepthe brand
accountable toits goals.The friendsare a loyal fanbase whohave beenaroundfor10+ yearsand are
unwaveringinthe productmaintainingits authenticity.
4. 4
Tekisha“I” Brand
IV. Brand Positioning
Brand resonance isone of the more importantfactors inthe Tekishabrand.Above youwill find an
archetype brandingmodel thatcontainswordsstronglyassociated withthe brand.The brandimage
representsthe more funstructure thatisnot commonlyassociatedwiththe corporate world. The brand
identityshouldbe perceivedasstrong,fun,willingtogothe extramile,superinvolved,programmatic,
and outgoing.
United States
Pointsof Parity Pointsof Difference Competitive Advantage
Bachelor’sDegree Top RatedUniversity Currentlyina MBA program
Work Experience Over6+ yearsin Entertainment Workinginone specificfieldfor
extendedtimehasgiven
specializationskills
Networking Networksacrossall groupsfor
professionaland personal gain
Havinga larger networkmeansthere
are more opportunitiestobe gained
and more people tolearnfrom
5. 5
Tekisha“I” Brand
Jamaica
Points of Parity Points of Difference Competitive Advantage
Cultural Awareness LivinginAmerica Beingable tohave more opportunities
to promote cultural change
Work Experience Consistency In Jamaicathere aren’tas many
opportunitiestomaintainconsistent
work.Althoughtheymayhave the
same lengthworkexperience mine will
exceedin specialization
Networking BeingbothAmericanand
Jamaican
Since I am frombothplacesmy
networkwill be largerbydefault
V. Distribution Plan and Marketing Strategy
Tekisha’s maindistributionplanswillbe online(socialmedia) andbuzzmarketing.Tekishahastaken
several LinkedInSeminarstomake sure the brandspage maintainsvisibilityaswell asa competitive
advantage.Tekishacontinuestoimprove LinkedInaspersonal andprofessional goalsare met.
https://www.linkedin.com/in/tekishathomas?trk=hp-identity-name
Tekisha’s currentlevelonLinkedInisall-starandthe brandhas beenpointedoutinseminarsasan
example of whattodo. That goesrightintothe buzz marketingstrategy.Bymaintainingastrong
online presence Tekishahasreceivedmultiplefriendrequestfromthe internal networkatthe
brandscompany. As mentionedbefore,TekishaalsoheadstwoBusinessResource Groupsatcurrent
workplace whichhas alsohelpedwiththe buzzmarketing.
6. 6
Tekisha“I” Brand
VI. Short - Long Term projections
Short termTekishaistryingto buildequitywithinpersonal andprofessional brand.Personally,the
brand itworkingonbecominga house holdname.The ideaistohave potential employerssingingyour
praiseswhenyouaren’teveninthe room.Professionally,the brandwantstoobtainan MBA to builda
financial standinggroundaswell asunderstandthe metricsof the business.Byworkingfulltime and
maintainingfulltime statusinschool the brandiscontinuingtoexpandbotheducationandwork
experience simultaneously.
Long termTekishais wantsto be the PresidentorCEO of a majorAdvertisingcompanyandbe able
to balance a familylife successfully.The ideaistomaintainapositonthatis powerful enoughtobe the
change agentand alsohave the flexibilityto have asmall family. Mostoftenpeople withpowerful
positionsare notable tohave the time todedicate tofamily.Tekishaisverydedicatedtothe ideaof
beingable tohave both.Personally,Tekishawantstobe self-fulfilledandhappy.
VII. Monitoring Results
Everysuccessbrand has a wayto measure levelsof success.Forpersonal,itwill be measuredbythe
amountof happinessovertime.The ultimate personallygoal istobe happy.Professionallywill be
measuredbytitlesandpositionswithinagivencompany,examplesare listed below.
Those measurementswillalsocome withtime periods.CurrentlyTekishaisonthe coordinatorlevel
within5 yearsTekishawill be atthe directorlevel,whenthisMarketingPlanhasbeenimplemented.
