Transcript Kaplan University School of Business and Management GB530

Kaplan University
School of Business and Management
GB530 Marketing Management
Personal Marketing Plan
Units 5 and 6
Matthew R. Wilson
June 5, 2012
Vision
Personal Marketing Plan
A. Vision
a. Strategic Intent
 It is my intent to secure an executive level position as a
financial analyst and examiner within the banking &
investment industry.
b. Desired Company and Job
 Company:
 Job Title:
California Department of Financial
Institutions
Financial Institutions Manager
Marketing Summary
Personal Marketing Plan
B. Marketing Summary
a. SWOT Analysis
Strengths
 Strong critical thinking/analytical skills
 Ability to communicate complex ideas and strategies in simple, concise
ways
 Self-reliant; resourceful; self-motivating
Weaknesses
 Can become impatient when co-workers do not deliver or finish work as
promised
 Commitment to getting the details right can require more time up front
to complete work; but, higher quality work typically is the result.
 May not have a sufficiently competitive level of Accounting knowledge
and experience.
Marketing Summary
Personal Marketing Plan
B. Marketing Summary (continued)
a. SWOT Analysis
Opportunities
 Completing an MBA in Finance; estimated graduation date 9/2013
 20 years experience as executive strategist and operations
troubleshooter
 15 years of volunteer teaching to ESL & limited English-speaking adults
in the areas of reading/writing, Christian apologetics and critical
thinking.
Threats
 Industry is extremely competitive; lots of qualified candidates
 Banking regulatory system are under serious public pressure; major
reform within these systems may result
 Continued inability to secure gainful employment may lead to loss of
home, further financial strain, and potential need to quit the MBA
program.
Marketing Summary
Personal Marketing Plan
B. Marketing Summary (continued)
b. Competition
 Major competition will consist of younger, college graduates with a
greater competitive attitude. They will be mobile, without family ties
which prevent them from moving out of state and gaining job
placement advantage. They will also not require as substantial a salary
– no family, no mortgage payment, no major debt other than
tuition/loans. Moreover, they will have greater practical knowledge of
how to use the internet and technological software/applications to
promote themselves.
c. Core Competency
 The ability to analyze, interpret, and communicate financial data and
associated processes in a clear, concise, and simple manner.
Target Markets
Personal Marketing Plan
C. Target Markets
 Industry
= banking and investment institutions regulation and
monitoring
 Demographic = Federal or State government agencies
 Culture
= conservative, professional dedication to integrity,
clarity of communication, and consumer well-being
 Three example firms or organizations
1. California Department of Financial Institutions
2. Office of the Comptroller of the Currency
3. U.S. Securities and Exchange Commission
 Three reasons why your chosen segments are attractive target
markets.
1. Serve to protect the financial livelihood of the general public
2. Ideal opportunity to utilize critical thinking/investigative analysis
skills
3. Good pay & benefits
Positioning Statement
Personal Marketing Plan
D. Positioning Statement
• To ensure a sense of trust and well-being in financial institutions,
Matthew Wilson brings 20 years of critical thinking and operational
troubleshooting experience to the task of evaluating the performance of
public banking and investment institutions. With integrity, accountability,
and a love for people, he safeguards the sustainability of financial
business by identifying risks, creating solutions, and clearly
communicating those solutions to business partners.
• Two words or phrases that are related to the skills and/or knowledge you
would like to offer to the market
 The ability to communicate complex concepts and processes in simple-tounderstand ways
 Critical thinker; troubleshooter
• Two words or phrases that identify personal traits you would bring to the
job market
 People-driven
 Performance-oriented
Marketing Mix
Personal Marketing Plan
E. Marketing Mix
• Matthew Wilson’s marketing mix provides key differentiations:
Product
• Matthew Wilson brings the following distinctive traits:
 Experience: With over 20 years of strategic management experience in a
variety of industries – healthcare, hospitality, casino/gaming, and real estate –
DFI will gain a leader with strong analytical and financial planning skills,
excellent communication skills, and a proven ability to get results.
 High Integrity: Committed to a transparent work ethic that honors integrity
and social responsibility, Matthew Wilson brings a personal character that DFI
seeks to represent the public’s safety and financial concerns.
 Resourceful: Utilizing minimal supervision or training, Matthew Wilson
possesses an extraordinary ability to gather, learn, and evaluate massive
amounts of new information in a short period of time. His resourcefulness is
demonstrated by the fact that he successfully achieved strategic objectives in a
wide variety of industries and positions with no formal training.
Marketing Mix
Personal Marketing Plan
E. Marketing Mix (continued)
Product
 MBA Student: MBA graduate program student with a specialty in Finance; B.S.
in Business Administration; 4.0/4.0 G.P.A. and long-standing member of the
Golden Key Honors Society. Due to graduate 9/2013.
 Volunteer ESL/Bible Teacher: The ability to formally present and
communicate complex ideas in ways that persuade and engage people is key to
a financial examiner’s success. With over 15 years of volunteer teaching and
front-of-class trainer experience, Matthew Wilson demonstrates a gift for
teaching and communicating with audiences from multi-cultural backgrounds
and linguistic differences.
 Reliable/Stable: In an age when younger generations seek quick employment
opportunities as a means to move up the ladder and often lack the stability or
loyalty worth a company’s investment, Matthew Wilson seeks stability in an
opportunity to gain employment, settle in, and grow within that organization.
His career goal to find stability makes him extremely reliable and a consistently
loyal asset to any company.
Marketing Mix
Personal Marketing Plan
Price
• Salary Range: $92,115 to $96,681
• Source:
California State Controller’s Office
(SacBee, 2012, June 1).
Marketing Mix
Personal Marketing Plan
Place
 Geographical: Limited to Northern California with travel availability 50%
of the time.
 Distribution channels:
 Two direct channels:
i. Hardcopy submissions of resume & applications to DFI
ii. Email Judy Ford – Hiring Manager for DFI
 Two indirect channels:
i. Use of social networking (LinkedIn) to connect with DFI workers
ii. Volunteer work with CFA Society of Sacramento
Marketing Mix
Personal Marketing Plan
Promotion
• Personal promotion will communicated in a variety of ways:
• Word-of-Mouth: This method will incorporate networking with CFA Society in
Sacramento and volunteering for their key events with government officials,
senior management staff at various financial institutions, and other financial
professionals. This will provide exposure in a non-threatening environment so
that “insiders” can get to know Matthew Wilson’s work ethic.
• Direct Marketing: Piggy-backing on the word-of-mouth results will be direct
marketing through the employer/employee job board LinkedIn. By connecting
directly with those people from the Department of Financial Institutions and the
Chartered Financial Analysts associations, direct contact and deeper
relationships can be made with potential hiring staff.
• Personal Selling: The promotional strategy here is to call and request an
informational interview with at least two of the senior financial examiner
managers. The purpose of these interviews is not to gain a job directly; instead,
it is to gather valuable information on job qualifications, possible mentoring
opportunities, and general exposure.
Marketing Mix
Personal Marketing Plan
Promotion (continued)
• Interactive Marketing: This method will seek to solicit interactive dialogue
pertaining to issues surrounding banking security and public trust through a
personal website blog and interlinked Facebook page. Both the Facebook and a
Twitter account will act as communication vehicles to catch the attention of DFI
and OCC personnel. The blog will help provide a hub for all interactions and
provide useful data from the DFI website.
• Sales Promotion: Although availability may be limited to six-month periods,
soliciting work as an intern for minimal or no pay within the Department of
Financial Institutions agency can prove invaluable. Not only does it provide
exposure to DFI managers and staff, the experience of working inside the
organization can be leveraged later when applying for a permanent position.
• Events & Experience: Almost monthly, the Department of Financial
Institutions sponsors a variety of financial educational events throughout
California. By volunteering to support or participate in some of these events
locally, profitable relationships will be built and communication strengths can be
witnessed. Working, in particular, with the organizations Youth Financial
Education events will prove excellent opportunities for personal promotion.
Implementation
Personal Marketing Plan
F. IMPLEMENTATION

The following benchmarks delineate the tasks and events
necessary to implement this marketing plan:
• Next Steps in Next Quarter:
 Establish a personal website with blog, and Facebook homepage
 Determine which CFA and DFI events are available and make necessary
arrangements to participate in them
 Have personal business cards made
• Next Steps in Next 6 Months:
 Connect with five DFI employees via LinkedIn and send introduction letter
 Have successfully posted four, consecutive, weekly blogs and gained 50
responses
 Build Facebook account to 250 “friends” reaching an average monthly increase
of 15 new contacts
Implementation
Personal Marketing Plan
F. IMPLEMENTATION (continued)
• Next Steps in 1 Year:
 Complete CPA certification testing
 Secure an entry level position with DFI as Financial Examiner
 Have participated in two major DFI events
• Next Steps in 5 Years:
 Graduate with an MBA in Finance with honors; 4.0/4.0 G.P.A.
 Promoted to Senior Financial Examiner securing $84,000 annual salary
 Pay off all student loans
 Have written five nationally syndicated articles on financial education and
institutions
References
DFI. (2012). Department of Financial Institutions website. Retrieved from: http://www.dfi.ca.gov.
Fast Company. (2009). The brand called you. Retrieved 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.
NetMBA. (2010). The marketing mix. Retrieved from: http://www.netmba.com/marketing/mix/.
OCC. (2012). Office of the Comptroller of the Currency website. Retrieved from:
http://www.occ.treas.gov/.
SacBee. (2012, June 1). State worker salary search. Retrieved from: http://www.sacbee.com/statepay.
SEC. (2012). Securities and Exchange Commission website. Retrieved from:
http://www.sec.gov/jobs.shtml.