The document provides guidance on developing an effective networking marketing plan. It recommends including information on your background, objectives, competencies, target markets and organizations. The marketing plan helps provide structure for networking meetings by establishing your value proposition and allowing contacts to provide advice, information and referrals relevant to your job search.

1. Key to Effective Networking
Presented by
David Bernstein, SPHR

2. What is a Marketing Plan?
• Who you are
• What you do
• Where you’d like to work
• Provides focus for you

3. Why is a Marketing Plan Important?
• Provides a reason for meeting with a contact
• Puts your contact at ease (not asking for a job!)
• Provides a structure for the meeting discussion
• Acts as a catalyst for information and referrals

4. How Do I Develop a Marketing Plan?
• Objective
• Job Titles
• Preferred Functions
• Positioning Statement
• List of Competencies
• Target Markets
• Organization Demographics
• Target Organization List

5. How Do I Develop a Marketing Plan?
• Contact Information
• Objective
• Job Titles
• Preferred Functions
• Positioning Statement
• List of Competencies
• Target Markets
• Organization Demographics
• Target Organization List

6. How Do I Develop a Marketing Plan?
• Contact Information
• Use Information from Resume

7. DAVID M. BERNSTEIN
1234 Jobseeker Lane
Smalltown, Wisconsin 53999
Home: 262-123-4567 Email: dmbernstein2003@yahoo.com Mobile: 262-234-5678
____________________________________________________________________

8. How Do I Develop a Marketing Plan?
• Objective
• Job Titles
•Most Recent, Past, and Potential
• Preferred Functions
•“Big Picture” Responsibilities

9.
OBJECTIVE
Chief Operating Officer, VP or Director of Operations, VP
or Director of Human Resources
Preferred Functions Include:
• Leading Organizational Change
• Streamlining Operational Processes
• Developing / Implementing Strategic Policies

10. How Do I Develop a Marketing Plan?
• Positioning Statement
• Adapt Your 30-Second Elevator Speech

11. How Do I Develop a Marketing Plan?
• Positioning Statement
• Profession
• Expertise
• Types of Organizations / Environments
• Unique Strengths

12. How Do I Develop a Marketing Plan?
Positioning Statement
• Profession
• Your professional identity in the present tense (I am
an Information Systems manager)
• Your true profession or professional level, rather
than your previous title.

13. How Do I Develop a Marketing Plan?
Positioning Statement
• Expertise
• Focus on identified competencies and skills

14. How Do I Develop a Marketing Plan?
Positioning Statement
• Types of Organizations / Environments
• Summarize types of organizations worked in
• Mention other types of activities (serving on a board,
etc.) that will enhance the listener’s image of you

15. How Do I Develop a Marketing Plan?
Positioning Statement
• Unique Strengths
• Tell about qualities that differentiate you from
others in your field
• Example: particularly deep technical
knowledge.

16. POSITIONING STATEMENT
Senior operations and human resources leader with successful
experience in strengthening organizations and improving
profitability. Diverse experience, including both large and
small companies from heavy manufacturing to financial
services, in both turnaround and growth situations, and in
union and non-union environments.
Because of my background in both human resources and
operations management, my unique strength is the ability to
develop and implement effective HR and operational
strategies, policies, and procedures to produce cost-effective
solutions to help the bottom line.

17. How Do I Develop a Marketing Plan?
• List of Competencies
• Choose Main Headings of your
Competencies
• Competencies Include Both Skills and
Personal Characteristics

18. COMPETENCIES
OPERATIONS MGT. HUMAN RESOURCES FINANCE BENEFITS
Organizational Change Policy Development Budgeting
Retirement Plans Associate
(RPA)
Process Improvement Employee / Labor Relations Compensation Costs 401(k) Administration
Lean Manufacturing Staffing / Recruiting Lease Negotiation Benefits Plan Design
Metrics Measurement Organizational Development Cost Containment Worker's Comp Administration
Performance Management Accessible & Client-Focused Compensation Plans Benefits Administration

19. How Do I Develop a Marketing Plan?
• Target Markets
• Organization Demographics
•Geographic
•Industries
•Size
• Target Organization List

20. TARGET MARKETS
Geographic: Within approximately one-hour driving
commute of residence, including Wisconsin counties of
Kenosha, Racine, Milwaukee, Ozaukee, Washington,
Waukesha, and Walworth, and Illinois counties of Lake,
Cook, and McHenry. Prefer urban setting. Especially
interested in easily commutable (by train) opportunities in
downtown Chicago.

21. TARGET MARKETS (continued)
Industries:
•Investment Consulting
•Investment Money Management
•Benefit Fund Administration
•Professional Services (e.g., insurance, law, etc.)
•Industrial Manufacturing
•Not-for-Profit Agencies

22. TARGET MARKETS (continued)
Size of Organization
• Number of Employees: 50 to 500
• Annual Revenues: $10+ million

23. How Do I Develop a Marketing Plan?
Target Markets
• Target Organization List
• Research Tools
• Wisconsin Manufacturers Directory
• Wisconsin Business Services Directory
• http://worknet.wisconsin.gov
• www.Selectory.com

24. Target List of Organizations
Company Name City State Sales EE's
Scherrer & Associates Burlington WI $68,900,000 900
Lavelle Industries, Inc Burlington WI $28,000,000 230
Ladish Inc. Cudahy WI $266,841,000 941
Buell Motorcycle Company East Troy WI $8,500,000 160
Vesta, Inc Franklin WI $14,100,000 180
Brunk Industries Inc Lake Geneva WI $12,800,000 200
A & A Manufacturing Co Inc New Berlin WI $49,000,000 200
Schmidt Engineering & Eqp New Berlin WI $10,800,000 100
Standex International Corp New Berlin WI $7,500,000 100

25. How Do I Use My Marketing Plan?
• Ask contact for a meeting to review your Marketing
Plan
• Ask for ADVICE on your Positioning Statement,
Competencies, and Target Market
• Ask for INFORMATION about your Target
Organizations
• Ask for REFERRALS to other people they know
from those organizations or elsewhere.