Cathie Tedrick has created a personal marketing plan with the goal of obtaining a marketing or promotions manager position at a Washington state agency within 5 years. Her plan includes a SWOT analysis noting her creative strengths but also her impatience. Her competition has more experience but she emphasizes her 20 years of communications experience. Her positioning statement highlights her extensive experience managing communications programs and clear writing skills. Her marketing mix outlines her skills and portfolio of work samples she will provide as promotions. She plans to complete her MBA in marketing and take on more marketing roles in her current job to implement her plan.

1. Cathie Tedrick
Personal Marketing Plan
Kaplan University
School of Business and Management
GB530 Marketing Management
January 11, 2011

2. 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

3. 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

4. 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

5. 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.

6. 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.

7. Marketing Mix (continued)
b. Price

8. 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.

9. 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.

10. 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

11. References
Fast Company. (2009). The brand called you. Retrieved December 2010, 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.