Transcript here - Marketing Manager London

Dan Woodington
Marketing Manager
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Strategic Marketing
Plan
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Situation Analysis
As I approach the end of my current contract, I have begun applying for a
range of jobs. I’m getting married next year and we want to buy a house, so
I’m looking to move away from contract work - and the associated peaks and
troughs – in pursuit of more financial stability. However, while there are
actually quite a number of interesting vacancies currently being advertised,
competition appears fierce.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Situation Analysis
I would like to find a Marketing Manager position where there is the
possibility of growing both personally and professionally, with the aim of a
Directorship within 3 years. What I’ve noted is that a vast majority of the
“Person Specification” documents for these roles are asking for the same
skills and experience: integrated marketing planning, web and print design,
branding, SEO, PPC, direct marketing, social media marketing, video
production, strategic planning, line management and, above all, creativity.
Whilst I have solid experience of all of these and an abundance of examples
of their successful implementation and utilisation, I think that with my wide
skill set and varied employment history across a range of sector, this gets
somewhat lost.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Situation Analysis
My degree was in business management, which contained plenty of marketing
theory, coupled with plenty of experience gained “on the job”, but I have no
specific marketing qualification. Additionally, my Prince2 Practitioner project
management qualification and recent employment history only serve to muddy
the waters yet further.
I need to find a way to highlight to potential employers that not only do I have
the skills they’re seeking, but a whole load more to boot and that these
additional strengths should be viewed as a bonus, not a weakness.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Situation Analysis
In such a competitive marketplace, I need to place myself in the spotlight and
the best way I can do this is to utilise the very skills they are looking for from
my CV. Therefore I plan to market myself by creating a brand as a USP and to
plan and deliver an integrated strategic marketing campaign across a range of
channels, with the aim of bringing interested businesses to me and to
distinguish myself from the swarming masses.
Everyone going for these jobs is probably saying they know everything that’s
being asked of them and that they can do and have done everything that’s
needed for the job, but I intend to actually do them in order to showcase both
my ability and my creativity.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Marketing Strategy
Quite simply, the goal of this campaign is to attract a choice of exciting,
challenging and lucrative job offers. This will be achieved through the
creation of a brand and the creation and delivery of an integrated strategic
marketing campaign, designed to not only showcase the skills being required
to perform the role of Marketing Manager for an organisation, but also to
highlight my ability to think both creatively and strategically, my work ethic
and the fact that my additional skills and experience, above and beyond the
scope of these roles, are an asset and shouldn’t be seen as a deterent.
There are lots of people out there who talk a good game, but I’m only
interested in showing what I can deliver. Therefore, this will be the “Yada”
campaign, where I show prospective employers that I’m not just hot air.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Marketing Strategy
Product: Me. I’m an experienced marketer, line manager, project manager, a
creative and strategic thinker, entrepreneur, opportunity spotter, issue finder,
problem solver, solution implementer and business winner.
Price: I’ve been earning £250 to £350 a day and am looking for a salary of
£40,000+.
Promotion: I intend to showcase that I can not only create an integrated
strategic marketing plan and deliver it through a variety of channels, but that I
am a creative thinker who can make myself stand out from the crowd.
Place: I live near Bishop’s Stortford and can be in central London or
Cambridge in under an hour by train or would consider driving up to 40 miles
for the right opportunity.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Marketing Strategy
Packaging: Maybe I’ll sometimes get judged on my appearance – put it this
way, I’m probably not gonna get a job in a bank. My hair’s possibly a little
longer than some might like and I tend to go unshaven, but that doesn’t
detract from my ability to communicate and to present eloquently and
engagingly.
Positioning: I’d like people to see me as someone who’s creative and who’s
willing to utilise the skills required to do the job in order to secure it in the first
place. I’d like to be viewed as someone who stands out from the crowd in
trying to be innovative in finding a new job and I believe that this campaign
will help me to achieve this.
People: Again, just me. I like to lead by example and to provide inspiration
and support to those around me, but I’m also a team player, hard working,
committed and ambitious.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Marketing Definition
I believe that marketing covers every aspect of the way in which an entity
(business, organisation, person) communicates, not just it’s products and
services, but also it’s ethos, culture and personality, to all stakeholders, both
internal and external. It’s the first impression: the salesman’s suit, the weight
and finish of the business card, the hold music; everything that impacts both
consciously and subconsciously to make a customer choose you over your
competitors. It’s the way in which a business treats it’s staff, that in turn has a
knock-on effect to the way in which they respond to clients and potential
customers. It’s the attention to detail which makes the customer feel less sold
to, more valued, more satisfied. It’s marketing that takes all the other
functions of the business and binds them together, buffs them up and makes
them work to their full potential. Without marketing, there is no sale. And no
sale means no business.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Marketing Tactics
I want to create an integrated campaign designed to showcase creative,
cohesive strategy, planning and execution, as well as my ability to apply my
skill set and utilise the full marketing mix. Due to time and budgetary
restraints, this will largely be an online campaign. As mentioned, the top-level
concept underpinning this campaign is that I’m not just “all talk”, so the key
message is that I’m showing prospective employers what I can do, rather
than just writing it on a application form, CV or covering letter.
Website: www.marketingmanagerlondon.co.uk and .com. To build a website
as a focal point for the campaign and use it to collect together and reference
other channels.
GIF creation: For use on the website.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Marketing Tactics
PowerPoint: This Marketing Plan.
PDF: My mushroom recipe card – slightly quirky, to inject some humour and
also another reason why people should spread the word.
Video: Brief “talking head” video in front of a green screen introducing what
the campaign is all about.
Branding: Create branding around both myself and the campaign to tie
everything together. Using red, black and white as the primary colours and
Oregon for the typeface.
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington
Marketing Tactics
Communicate what I’ve done through:
•Email campaign
•Facebook Group
•Twitter
•Blog (Wordpress)
•LinkedIn
•PR
•SEO
•PPC?
•Google Analytics
www.marketingmanagerlondon.co.uk – [email protected]
07810 821796 - marketingmanagerlondon.wordpress.com - @DanWoodington