MARKETING YOURSELF HANDOUT (1)

Planning Phase Situation Analysis Internal Assessment. What are your strengths and weaknesses? What can you do to enhance your strengths and minimize your weaknesses? What points of difference or competitive advantage do YOU have? If you don't have one, can you develop one? External Analysis. What are the trends in the environmental forces that could impact your job search and career development? These consist of: sociocultural, economic, technological, competitive, and regulatory forces. Competitive Analysis. What type of background, experiences, strengths, and weaknesses do your competitors have? Market Analysis. What market segments (job opportunities) have you identified as having the best potential? How do you fit into these markets? [NOTE: This means doing some research!]

Focus and Goal Setting What are your objectives? Make them specific and measurable! What is your target market? Examples might be large public accounting firms, businessto-business sales, and marketing research for a consulting firm in Chicago, etc.

Marketing Program Product. YOU. Know yourself well. Continually improve yourself. Understand how you can meet the needs of your target marketprospective employers! Pricing. What salary and compensation package do you want? What are you willing to settle for? Whats the average salary received by competitors in your target market? Promotion. Very important. Think about the buying process. How will you create awareness for yourself? What can you do to break through the clutter and get the opportunity for an interview? Your personal selling skills will be important for telephone contacts and face-to-face interviews. Probe to find out about the needs of the organization before that sales call and during the interview. Have your questions prepared. Place (Distribution). What channels have you developed to access your target market, such as associations, personal contacts, professors, etc? Do some careful research on these. Dont assume that intensive distribution is necessarily the way to go. Focus your efforts to those target markets that hold promise.

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MARKETING YOURSELF HANDOUT (2)

Implementation Phase Develop a timetable and budget for research, wardrobe, rsums, and travel. Carry out your program. Contact your target market opportunities. Follow-up consistently. Remember that looking for a job requires a significant commitment of your time and effort. Evaluation Phase Follow-up on all leads. Find out why you did or didnt make the cut. Ask at an interview what it was about your rsum that interested them. Even if you don't get the job, you have more insight. Similarly, when you call to follow-up on those cover letters and rsums that you sent out, ask when decisions will be made, when it would be appropriate to call back (and then do it). If you are rejected, call back and ask why. If you exhaust all of the possibilities in a given target market, go back to your situation analysis and identify new segments. Always send a Thank You note. Resources Your college placement office. Informational interviewing (a great opportunity to learn more about careers you are considering while you are still in school and can make some adjustments to your program). Internships. Good experience to build your rsum and potential contacts for positions. Even if you don't want to work there, they can possibly open doors for you elsewhere. Richard N. Bolles, What Color is Your Parachute?: A Practical Manual for Job-Hunters and Career-Changers, (Berkeley, CA: Ten Speed Press). A companion workbook is also available. See www.jobhuntersbible.com (Bolles Web site) and www.randomhouse.com. Martin Yate, Knockem Dead; KnockEm Dead Cover Letters; and KnockEm Dead Resumes, (Holbrook, MA: Adams Media Corporation). See www.adamsmedia.com.

Web sites. The following contain resources on job searches, rsum writing, interviewing, job postings, etc. www.careerbuilder.com www.jobhuntersbible.com http://hotjobs.yahoo.com www.monster.com

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THE DO-IT-MYSELF MARKETING PLAN WORKSHEET (1)

STRATEGIC MARKETING PROCESS Location of Factor Internal: Me Core Values Formal Education Job Experience Motivation Other: External: Economic Technical Legal Other: My Goals Upon Graduation My Desired Position My Target Industries, Organizations, and Focus and Goal Setting MY OWN MARKETING PLAN Kind of Factor Favorable My Strengths: Unfavorable My Weaknesses:

Situation Analysis (SWOT)

Opportunities For Me:

Threats Affecting Me:

P L A N N I N G P H A S E

Personal Goals:

Job Description:

Industries: Organizations: Geographical Areas: Personality: My Uniqueness (Points of Difference)

Locations

Education & Experience:

My Positioning

Other: How You Compare to Other Job Applicants:

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THE DO-IT-MYSELF MARKETING PLAN WORKSHEET (2)

MARKETING PROGRAM MY OWN MARKETING PLAN Formal Education/Courses:

P L A N N I N G P H A S E

Product Strategy (Actions to Improve My Marketability)

Job Experiences/Projects Completed:

Extra-Curricular/Volunteer Activities:

Obstacles To Overcome:

Price Strategy

Compensation Sought:

Promotion Strategy

Rsum, Personal Interviews, and Letters/Telephone Calls:

Place Strategy

Networking for Contacts and References:

I M P L E M E N T A T I O N P H A S E
E V A L U A T I O N P H A S E

Budget/Schedule Marketing Actions (Courses to take, summer jobs to get, rsums to write, clothes to buy, travel arrangements to make, etc.)

Budget 1. 2. 3. 4. 5.

Deadlines 1. 2. 3. 4. 5.

Evaluation

What Did and Didnt Work:

Corrective Actions

How to Modify Strategy:

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Sally Winter Elm Street Apartments #2B College Town, Ohio 44042 January 31, 2010 Mr. J. B. Jones Sales Manager Hilltop Manufacturing Company Minneapolis, MN 55406 Dear Mr. Jones: Dr. William Johnson, Professor of Business Administration at the Ohio State University, recently suggested that I write to you concerning your opening and my interest in a sales position. With a B.S. degree in business administration and courses in personal selling and sales management, I am confident that I could make a positive contribution to your firm. During the past four years, I have been a salesclerk in a clothing store and an assistant manager in a gift shop. These two positions required my performing a variety of duties including selling, purchasing, stocking, and supervising. As a result, I have developed an appreciation for the viewpoints of the customer, salesperson, and management. Given my background and high energy level, I feel that I am particularly well qualified to assume a sales position in your company. My enclosed rsum better highlights my education and experience. My extracurricular activities should strengthen and support my abilities to serve as a sales representative. I am eager to talk with you because I feel I can demonstrate to you why I am a strong candidate for the position. I have friends in Minneapolis with whom I could stay on weekends, so Fridays or Mondays would be ideal for an appointment. I will call you in a week to see if we can arrange a mutually convenient time for a meeting. I am hopeful that your schedule will allow this. Thank you for your kind consideration. If you would like some additional information, please feel free to contact me at (555) 424-1648. I look forward to talking with you. Sincerely, Sally Winter enclosure

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SALLY WINTER Campus address (until 6/1/2010): Elm Street Apartments #2B College Town, Ohio 44042 Phone: (555) 424-1648 swinter@osu.stu.edu Home address: 123 Front Street Teaneck, NJ 07666 Phone: (555) 836-4995

Education B.S. in Bus. Admin., Ohio State University, 2010, cum laude. 3.3 overall GPA; 3.6 GPA in major Work Experience Paid for 70 percent of my college expenses through the following part-time and summer jobs: Legal Secretary, Smith, Lee & Jones, Attorneys at Law, New York, NYsummer 2008 Took dictation and transcribed tapes of legal proceedings Typed contracts and other legal documents Reorganized client files for easier access Answered the phone and screened calls for the partners

Salesclerk, College Varsity Shop, College Town, Ohio2007 to 2009 academic years Helped customers with buying decisions Arranged stock and helped with window displays Assisted in year-end inventories Took over responsibilities of store manager when she was on vacation or ill

Assistant Manager, Treasure Place Gift Shop, Teaneck, NJsummers and Christmas vacations2006 to 2009 Supervised two salesclerks Helped select merchandise at trade shows Handled daily accounting Worked comfortably under pressure during busy seasons

Campus Activities Elected captain of the womens varsity tennis team for two years Worked as a reporter and night editor on campus newspaper for two years Elected historian for Mortar Board chapter, a senior womens honorary society

Computer Skills Word, Excel, PowerPoint, Outlook Personal Interests Collecting antique clocks, listening to jazz, swimming References Available on Request 9 ICA2-2