DEVELOPING YOUR MARKETING STRATEGY

I.            Introduction (how paper is organized, why assignment is important to you)

II.            Situation Analysis (significant life events, accomplishments, SWOT of self)

III.            Objectives (“To have a job in six months” “To make $65,000 a year” “To work in Atlanta, GA” “To enjoy my co-workers”)

IV.       Target Market (What position and new experiences am I seeking? Where do I fit?)

            Profession type

            Skills and interests required by position

            Industry and organization type

            Corporate culture and people factor (independence, structure)

V.            Positioning and Core Strategy description (unique characteristics that differentiate you from competitors; your brand statement)

VI.            Marketing Mix chart (improvements on product to reach target market, then place, price, promotion tactics)

A. Product (Who am I? What makes me different?)

                        Likes and dislikes

                        Strengths and weaknesses

                        Features and benefits

                        Product positioning (relative to colleagues and competition)

                        Expertise, credibility, trustworthiness

                        Degrees, work experience, leadership activities, memberships

B. Price (what is my value to an employing organization? How much can I be compensated? How much do I want or need?)

                        Salary and total compensation package

                        Brand value and equity

                        Negotiations with the prospective employer

                        Relative product quality and relationship to compensation package

                        Psychological and social rewards

C. Promotion (How do I enhance my visibility? How will I communicate with potential employers?)

                        Persistence and motivation

                        Resume

                        Networking

                        New projects and connections

D. Distribution/Place (Where can I find this position? Where do I want to be? Where will I be happiest?)

                        Geographical location

                        City or Suburb

                        Type of place – large corporation, own business, etc…

VII.      Action plan (timeline) and any Appendices (resume, cover letter, portfolio)

These are basic guidelines for your marketing strategy. I encourage you to be creative and use this process to develop your unique plan for reaching career goals.