Expert answer:Need marketing help to to improve a Personal marke

Answer & Explanation:Personal marketing Plan.doc I worked on my personal marketing plan and the professor want me to improve my paper and he give me his comments:It looks good, however, you should follow the example I sent. It shouldn’t be that long (2 pages maximum).Also, what about the companies you would likely apply for a job? Include these changes and email to meI inset my personal marketing plan that I did, and I inset the example that the professor told me aboutPlease let me know if you have any questions. Thank youGood example_SGS_MarketingPlan.pdf
personal_marketing_plan.doc

good_example_sgs_marketingplan.pdf

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Personal Marketing Plan
Submitted by: Khalid
Section I: Personal Assessment
Here I present my personal assessment; it tries to describe my strengths, weaknesses, my career goals,
career plan, job that I like to pursue, and things to work on to achieve it.
My strengths:
•
Extrovert — I am a go getter personality, I don’t feel shy when I need to get something done. I
believe in making first attempt and initiate the change.
•
Time management skills — I am good in managing my time, I know how to set the priorities. I
like to keep my things organized and get things done on time.
•
Meeting deadlines — I like to meet deadline, I don’t believe in procrastinating and keeping
things for the last moment.
•
Motivated — I am self-motivated person, I keep myself active and working towards meeting my
goals. I like to see motivational movies, speeches and being motivated.
•
Good communicator — I am a good communicator, if I talk, I add the value to the conversation.
I am an efficient communicator, communicating in an effective way.
•
Public speaking –I love to talk and give speeches. I can say I am a good orator, a speaker who
can persuade a huge crowd with my inspirational, radical, and well-refined thoughts.
•
Team player – I am great team player, instead of playing for myself I like to perform for team. I
like to support my team, and get the help when needed.
•
Smart worker with hard working skills – I work hard to accomplish my goals. I believe in getting
things done using all the resources available to me.
My weaknesses:
•
English as a Second language – As I am from Saudi Arabia, I find it hard to understand the
internet slangs, local language typos, and other typical geographical jargons. However, I use
English dictionary app on my phone to understand any new word as soon as I can after hearing
it.
•
Perfection – I strive to achieve perfection, it sometimes comes up as an annoying trait to some
people who like to procrastinate and delay things.
My opportunities:
•
Entrepreneurial opportunities — I saw a huge motivation for entrepreneurs here, entrepreneurs
are encouraged here and supported financially if the person in really passionate and have a new
idea. I think the ideas I have can open the gate of opportunity for me here.
•
Management trainee — After the degree in management, I can utilize one of many managementtraining opportunities present in the market. Many companies provide management training and
hire the good candidates’ fulltime.
•
Multi-linguals — I am a multilingual, I know Arabic and English, I can be helpful for the
companies, which works in countries where Arabic is the first language of communication. I can
also be the asset for the companies that are planning to open their offices in Arabic speaking
countries.
Things that might get in my way:
•
Different Work culture and No work experience: There are number of graduate that come into
the market every year, many of them have a good experience, they will have an edge over me as
I don’t have any work experience of working in an America company.
•
Moving – I don’t want to relocate to big cities, though I don’t have problem in relocating in to a
city like Omaha. My reservation might affect my chances of getting a job.
Section II: Career Start-up Plan
One day I want to start my own company, for that I want to work in a company that will provide me the
opportunity to work on different roles in a company and I can get the experience of all the department of
a company, how they work and what are the most essential function of those departments.
____________________________________________________________________
Target Market
I would like to target the following industry. As in future, I would like to start a company in the
following sector.
•
•
Tour and Travel
Real estate and Construction
_________________________________________________________________
Target Market Location
• Omaha
• Kansas City
• Las Vegas
• Lincoln
• Des Moines
• Chicago
______________________________________________________________________
Target employer type
I would like to work for an employer that can provide me following opportunities
• Growth
• Indiscriminate appraisals
• Training
• Career enhancement
• Optimal wage
______________________________________________________________________
Job Market Analysis
Job market is good in my chosen sectors; I have already planned my moves for getting in to the market
and brand myself as a prospective employee for a company.
•
•
•
Sort listed top 10 dream companies, contact numbers of their HR contact person.
List of the kind of job postings I want to apply for.
Liquor industry could be hard to break into, as it needs lots of experience of channel sales, while
real estate, construction and tour & travels seems comparatively.
Work Authorization
• Current F1 Visa
• Eligible for H1b work permit application
Expected wage
• $40k and above + Benefits
Job Search Criteria
•
•
•
•
•
Corporate Career Portals
LinkedIn
References
Job websites
Job Consultancies
Approach to get an interview
•
•
•
•
Use the network of UNO alumni’s
Use the UNO career link website
Use the contacts I met at various career fair at the University
Connect with company’s HR on LinkedIn
My corporate ladder goal
• Marketer, Management trainee – 1st year
• Manager – 3rd year
• Director – 5th year
• Vice President – 8th – 10th year
____________________________________________________________________
Marketing Plan 2014
December 4, 2013
Prepared by: Gabrielle Grutsch
TABLE OF CONTENTS
1. Executive Summary 3
2. Marketing Objectives 3
3. Market Analysis & Overview 3
3.1 Industry Trends
3.2 Segmentation
3.3 Targeting
3.4 Positioning
3.5 Product
3.6 Customer
3.7 Competition & Unique Selling Proposition
3.8 The BIG Idea
4. Marketing Strategy Audit and Recommendations
5
4.1 Marketing Plan in Place
4.2 Brand Strategy Plan
4.3 Customer Acquisition Strategy Plan
4.4 Public Relations Strategy Plan
4.5 Social Media Strategy Plan
4.6 Event Marketing Strategy Plan
5. Marketing Plan Implementation Schedule
8
5.1 Marketing Plan Recommendations
5.2 Marketing Program Prioritization
5.3 Marketing Activities Calendar
6. Budget & Results Measurement
11
6.1 Marketing Budget
6.2 Monitoring & Measurement
7. Plan Summary 13
8. Appendix 14
8.1 Press Release Sample
2
1. Executive Summary
SmartGirl Style is a young brand with exponential potential. SGS was created in May of 2013 by
Amie Konwinski and her five daughters. The Konwinski six believe that current fashion and media
trends are to blame for today’s girls’ not-so-smart choices. SGS aims to reach Smart Girls ages 10-40
and help them be full-time stylish, smarties with handmade jewelry and hair ties made by a brand
that cares about their customers. XXXXXXX Mission Statement XXXXXXX
2. Marketing Objectives
2014 Sales Objectives:
1. Fully Launch Etsy Store
2. Grow Revenues by 20%
3. Launch T-shirt Line
4. Launch $3.14 Pie Campaign
2014 Communication Objectives:
1. Increase brand awareness with local target market by 15%
2. Increase brand awareness with e-customers by 20%
3. Increase awareness of product mix with existing customers by 20%
2014 Social Objectives:
1. Increase blog following by 30%
2. Create SmartGirl Style Business Pinterest Account and reach 250 followers
3. Launch SmartGirl Style Instagram and reach 100 followers
4. Launch SmartGirl Style Twitter and reach 100 followers
3. Marketing Analysis & Overview
3.1 Industry Trends:
In the current jewelry market, handmade is hot. SGS keeps up with the times with the personal
element in the Literacy Line and Inspiration Necklaces. With Etsy being a prime place for shoppers
to find that one of a kind piece, a strong presence in SGS’s online store is a must. Consumers are
looking for jewelry with meaning, but also want the professionalism and competitive price of the
regular name brands they buy. Because the Literacy Line is so customized, SGS needs to tap into
current target market fandom. For Smart Girls ages 10-18: Dr. Who, Marvel characters, Harry Potter,
original Disney characters, Pretty Little Liars, and Sherlock Holmes are all the rage. Stay true to the
SGS mantra and pick strong, stylish, confident characters, yet current as to keep up with the trends.
3
3.2 Segmentation:
The key segmentation variables used to define the SGS target market are gender, age, and style. SGS’s
ideal customer is a female, age 10-40, with an eclectic, homespun style. The age category is very broad
and hopes to capture both fashion-forward mothers and daughters. The ideal Smart Girl loves the
handmade aspect of SGS’s jewelry and appreciates the whole brand and brand message.
3.3 Targeting:
SGS aims to target both current and potential Smart Girls. SGS reaches out to mothers and daughters, urging them to have important conversations about being smart and making smart choices. SGS
focuses on girls who value their own intelligence, are proud of their smart style and want to be more
than a pretty face. SGS also hopes to reach girls who may not be making super smart decisions and
encourages them to realize their worth and become a Smart Girl. SGS’s target market will be located
in local middle schools, high schools and mom groups. Once SGS makes a connection with a mother,
the mother can share the brand with her daughter or vis versa.
3.4 Positioning:
SGS’s position is below the competition. The wholesale product’s sale price should be increased 50%
while handmade pieces should be increased of 15% to increase revenue. Quality, handmade pieces are
in high demand with the rise of Etsy.com. There is a lot of competition out there but the average price
is much higher than SGS is currently charging for handmade creations not from overseas. SGS needs
to become for active on Etsy to hold this position and reach non-local customers. In the target market’s mind, SGS is a strong, genuine brand that not only cares about their customers but also creates
quality, stylish jewlery.
3.5 Product:
Literacy Line – handmade necklace pendants created with beloved classic’s illustrations, available in
three sizes, with optional metal chain or adjustable embroidery floss, ranging from $20-$30.
Inspiration Necklaces – handmade, eclectic, steam punk pendent necklaces with inspiring quotes and
long metal chains, sold for $25.
Inspiration Bracelets – handmade bracelets with inspirational quotes that coordinate with the inspiration necklaces sold for $12.
Smart Steals Earrings – wholesale earrings repackaged by SGS all styles only $6.
Smart Steals Necklaces – wholesale necklaces repackaged by SGS only $15.
Smart Steals Hair Ties – handmade stretchy hair ties that won’t leave creases in your hair, sold individually for $1 each or in a back of four with a charm for $6.
NEW Smar-Ts – SGS hopes to launch a cute and quirky T-shirt line in 2014 to extend the brand and
give smart girls another way to show off their smartie style.
4
3.6 Customer:
SGS’s customers love to be smart, stylish, and genuine. They shop around to find a product with meaning and want to be in love with every piece they buy. Handmade, one-of-a-kind treasure purchases
make shopping trips a success. SGS’s customer cares about the brand behind the product and the story
of the creator. They want their accessories to be as unique as they are so SGS’s personalized pieces
really fit on their wish list.
3.7 Competition& Unique Selling Proposition:
SGS’s main competition is alternate products available at local boutiques (Francesca’s, The Giving Tree,
On a Whim, BeYourself, and LuvBird) and also online boutiques found on Etsy.com. SGS can compete
with local boutiques by having a stronger brand story that resonates with consumers. The reason
shoppers are going to pick SGS over the competition is because they care where the products they
wear come from. SGS is a home grown business backed by a moral platform of creating SmartGirls.
3.9 The BIG Idea:
SGS lives and breathes to create smart girls. This company is not about selling necklaces and hair ties,
but rather empowering girls to be Smarties in their style, academics, careers and lives. Smarties don’t
fall into the pressures of today’s media, selling themselves short in scantily clad appreal. Smarties are
girls who value their minds, personality, and fashion sense. They are open to trying to things and setting goals higher than the norm, all while looking adorable.
4. Marketing Strategy Audit & Plans
4.1 Marketing Program in Place
Smartgirlstyle.com – SGS’s home website promotes the entire product mix and value proposition with
links to purchase the jewelry and read the style blog and mission statement.
Facebook – promotes blog posts from Smartgirlstyle.com, gives Smart Girls a way to connect with the
brand and comment on posts and products.
Pinterest – a SGS board on Amie’s personal page promotes Smart Girl Style approved fashion, links to
SGS.com’s jewelry purchase pages, and loads of books worth reading
Etsy – provides a way for local and far off smart girls to buy jewelry and hair bands
5
4.2 Recommended Brand Strategy Plan
Initiatives
Description
Metrics &
KPIs
Goals
Cost
1. Product Survey
Survey target market for new product
ideas using Qualtrics, encourage participation with a jewelry bundle and
gift card for random winner
# of respondents
50 mothers
and daughter
respondents
$50
2. Smartie Showcase
Team up with mothers and daughters
to come in home to talk about the
brand, products and what it means to
be a Smart Girl
# of showcases per month
1 showcase/
month
$30/showcase
TOTAL $410/year
4.3 Recommended Customer Acquisition Strategy Plan
Initiatives
Description
Metrics & KPIs
Goals
Cost
1. Direct Mailer
Postcards w/
coupon code
250 – 4×6 color printed postcard
with coupon for first purchase at
www.overnighprints.com
# of coupons used
# of new contacts
from postcards
40 coupons
70 contacts
$90 cards
$115
postage
2. Blog RSS Feed
Opt in subscribers for the Smartie
Blog through the RSS feed
# of RSS subscribers 5 subscribers/
month
$0
TOTAL $205/year
4.4 Recommended Public Relations Strategy Plan
Initiatives
Description
Metrics & KPIs
Goals
Cost
1. Local Media
Attention
Make connection with Omaha.com, local news
station, local lifestyle/fashion blogger, or
newspaper and get media attention with an
interview or spotlight article.
# of media outlet
connections
# of likes/reposts/
comments on each
article or interview
2 media
outlet connections
25 likes/reposts/comments
$0
# of presentations
2/quarter
$25/
presentation
See Appendix 8.1 Press Release Sample
2. Live Presentations
Team up with local girls clubs (Girl Scouts,
church groups, etc.) and give interactive presentations about making smart choices with
your style, academics and future.
TOTAL $200
6
4.5 Recommended Social Media Strategy Plan
Initiatives
Description
Metrics & KPIs
Goals
Cost
1. Pinterest
Create a business account for SGS. Enable a pin # of board followers
button the SGS website, blog, and Etsy store.
# of repins for SGS
Create boards that build upon the brand’s plat- content
form and showcase products (ex: SmartGirls:
Strong women that represent what the brand
encourages, Smartie Style: fun fashion mixed
with SGS products, Books to Read, Movies to
See, Smart Crafts: fun DIYs mixed with handmade SGS products)
250 followers
30 repins/
SGS content
$0
2. Twitter
Launch SGS Twitter feed. Link URLS to blog
# of followers
100 follow$0
posts and share Instagram photos. Update fol- # of Tweets/month
ers
lowers on new jewelry pieces, sales and things # of Retweets/month 50 Tweets/
going on in pop culture that effect Smart Girls.
month
15 Retweets/
See Appendix 8.2 Growing Twitter Followers
month
3. Instagram
Launch Instagram profile and take pictures
that resonate with the brand – fashion, books,
quotes, jewelry, positive attitudes, homework,
Smartgirls, etc.
# of followers
# of Instagrams/
month
100 followers
20 photos/
month
4. Revamp
Blog
Change the format of the Smartie blog so
there is more content posted and more interaction with audience. Post ideas: SmartGirl
Approved DIY Halloween Costumes, Katniss
Everdeen: How to Be a Girl on Fire, ACT Prep
Tips, Pink Lab Coat: Exploring Careers in
Science, Fashion Trends on a Budget, Outfit
Dissection: Followers can send in outfits to be
reviewed in blog posts, Accessories 101, Quick
Fashion Fixes for Damaged Pieces, Smart Girl
Bios from guest bloggers and interviews of
local Smart Girls
% of new blog followers
# of each blog
respost, comment or
share
# of blogs per week
30% increase $0
of blog followers
10 reposts/
comments/
shares per
post
3 blogs per
week
5. Social Media Intern
Hire a college student for a part time internship to manage social media, create content,
and drive sales. ($11/hr, 10hrs/week)
$0
$5,720
TOTAL $5,720
7
4.6 Recommended Event Marketing Strategy Plan
Initiatives
Description
Metrics & KPIs
Goals
Cost
1. Literacy Line SGS encourage girls to be the author of their
# of contest entries
Design Contest own life story so as a way to make that real to
young customers, a design contest will be held
for a new pendent in the literacy line. Girls age
10-20 can submit a drawing of their own life
story or someone/something that has made an
impact on their Smart Girl lifestyle. The winner
will receive a literacy line necklace with their
drawing, a bio on the Smartie Blog and a $25
gift card to SGS.
50 entries $50
2. Craft Fairs
Participate in local craft fairs to promote brand # of craft fairs/quarand sell product face to face with customers.
ter
See Appendix 8.3 Craft Fair Contacts
2/quarter
3. Pie $3.14
Charity
SGS will team up with three local charities
that support women and children. With each
Inspiration or Literacy Line necklace purchase,
SGS will give a piece of pie ($3.14) to the charity of the customers choice with the option to
match the donation with their own piece of pie
($3.14).
60 dona- $190
tions with
purchase
20
matched
donations
# of donations with
purchase
# of matched donations
$240
TOTAL $480/year
5. Marketing Plan Implementation Schedule
5.1 Marketing Plan Recommendations
Promotion Type
Frequency
Delivery Method
1. Tweets
50/month
Twitter
2. Blog Posts
3/week
smartgirlstyle.com
Twitter
3. Product Surveys
As needed
Email
Direct Mail
4. Smartie Showcase
1/month
In person
5. Direct Mailer w/Coupon
biyearly
Direct Mail
6. Local Media Outlet
1/quarter
Television,
Blog
Newspaper
7. Live Presentations
Quarterly
In person
8
8. Literacy Line Design Contest
May 2014
Twitter
smartgirlstyle.com
Pinterest
Instagram
Email
5.2 Marketing Plan Prioritization
Orange Marketing Plan $0-$500
Activity
Cost/year
Pinterest
0
Twitter
0
Blog Revamp
0
Local Media Attention
0
Blog RSS Feed
0
Literacy Design Contest
$50
Pie 3.14 Charity
$190
Product Survey
$50
Direct Mailers w/Coupon
$215
Silver Marketing Plan$501-$750
Activity
Cost/year
Pinterest
0
Twitter
0
Blog Revamp
0
Local Media Attention
0
Blog RSS Feed
0
Literacy Design Contest
$50
Pie 3.14 Charity
$190
Product Survey
$50
Direct Mailers w/Coupon
$215
Craft Fairs
$240
9
Gold Marketing Plan $751-$1,300
Activity
Cost/year
Pinterest
0
Twitter
0
Blog Revamp
0
Local Media Attention
0
Blog RSS Feed
0
Literacy Design Contest
$50
Pie 3.14 Charity
$190
Product Survey
$50
Direct Mailers w/Coupon
$215
Craft Fairs
$240
Smartie Showcase
$360
Live Presentation
$200
Platinum Marketing Plan $1,301-$7,000
Activity
Cost/year
Pinterest
0
Twitter
0
Blog Revamp
0
Local Media Attention
0
Blog RSS Feed …
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