Brand You Exercise - MCM 707
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RUTHIE COUNTER: THE BRANDBrand YOU! Personal Branding Exercise
Franklin University MCM 707September 8, 2013
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My Marketplace
Target MarketsParkland administrationParkland faculty/staffParkland studentsDistrict 505 residents
Product/Service BenefitsFriendly, “Personal Touch”Communications Experience (17+ yrs) Talent
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My Marketplace
• CompetitionParkland faculty (sending own
messages)Creative Services manager (added
writing help in marketing department)
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My Value Proposition
Current: To Parkland College faculty who want to effectively recruit students and promote their programs, Ruthie Counter is the friendly, professional, and experienced marketing and public relations wordsmith who can help them deliver just the right punch to their messages.
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My Value Proposition
Future: To students who want to enter the communications and/or marketing fields, Ruthie Counter is the warm and engaging Parkland College professor who brings the highest combination of real-world industry experience and up-to-date curriculum and technological knowledge to the classroom.
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Assessing My Brand
Product Life Cycle stage: Maturity
Gaps between value propositions– Writer, instructor, but not a “professor”– Communication and marketing curriculum/
technological knowledge not “up-to-date”
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My Brand Development Plan
Brand Extension – Adding professorship at the community college
level to current market offering
Product Quality Improvement – Franklin University MCM program • advanced academic credential (master’s degree) • higher-level skills in communication and marketing
– Social media– Marketing metrics– Campaign execution strategies
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My Brand Development Plan
Brand Promotion– Resume building (adding advanced degree)– Promotion through social media outlets
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ReferencesFranklin University. (2013). Masters degree marketing and
communication – online masters marketing, program overview. Retrieved August 18, 2013, from http://www.franklin.edu/marketing-communication-masters-degree-program
Kotler, P. & Armstrong, G. (2014). Principles of marketing (15th ed.). Upper Saddle River, NJ: Pearson Education.
Wolgemuth, L. (2008, December 29). Build your own brand. U.S. News & World Report, 145 (14). Retrieved from Business Source Complete, EBSCOhost. Retrieved from http://0-web.ebscohost.com.olinkserver.franklin.edu/ehost/
Mat Zara'ai, Yunalis (Yuna). (2012). Live Your Life. On Yuna [CD]. New York, NY: FADER Label.
TemplatesWise. (2013). Light Streams Background [PowerPoint template]. Retrieved from http://www.templateswise.com