Key to Effective NetworkingPresented by

David Bernstein, SPHR

What is a Marketing Plan?• Who you are• What you do• Where you’d like to work

• Provides focus for you

Why is a Marketing Plan Important?• Provides a reason for meeting with a contact• Puts your contact at ease (not asking for a job!)• Provides a structure for the meeting discussion• Acts as a catalyst for information and referrals

How Do I Develop a Marketing Plan?• Objective• Job Titles• Preferred Functions

• Positioning Statement• List of Competencies• Target Markets• Organization Demographics• Target Organization List

How Do I Develop a Marketing Plan?• Contact Information• Objective• Job Titles• Preferred Functions

• Positioning Statement• List of Competencies• Target Markets• Organization Demographics• Target Organization List

How Do I Develop a Marketing Plan?• Contact Information• Use Information from Resume

DAVID M. BERNSTEIN1234 Jobseeker Lane

Smalltown, Wisconsin 53999Home: 262-123-4567 Email: dmbernstein2003@yahoo.com Mobile: 262-234-5678

____________________________________________________________________

How Do I Develop a Marketing Plan?• Objective• Job Titles•Most Recent, Past, and Potential• Preferred Functions•“Big Picture” Responsibilities

  OBJECTIVE Chief Operating Officer, VP or Director of Operations, VP

or Director of Human Resources Preferred Functions Include:• Leading Organizational Change• Streamlining Operational Processes• Developing / Implementing Strategic Policies

How Do I Develop a Marketing Plan?

• Positioning Statement• Adapt Your 30-Second Elevator Speech

How Do I Develop a Marketing Plan?

• Positioning Statement• Profession• Expertise• Types of Organizations / Environments• Unique Strengths

How Do I Develop a Marketing Plan?

Positioning Statement• Profession

• Your professional identity in the present tense (I am an Information Systems manager)

• Your true profession or professional level, rather than your previous title.

 

How Do I Develop a Marketing Plan?

Positioning Statement • Expertise• Focus on identified competencies and skills

How Do I Develop a Marketing Plan?

Positioning Statement

• Types of Organizations / Environments• Summarize types of organizations worked in• Mention other types of activities (serving on a board,

etc.) that will enhance the listener’s image of you

 

How Do I Develop a Marketing Plan?

Positioning Statement

• Unique Strengths• Tell about qualities that differentiate you from

others in your field• Example: particularly deep technical

knowledge.  

POSITIONING STATEMENT Senior operations and human resources leader with successful

experience in strengthening organizations and improving profitability. Diverse experience, including both large and small companies from heavy manufacturing to financial services, in both turnaround and growth situations, and in union and non-union environments.

 Because of my background in both human resources and

operations management, my unique strength is the ability to develop and implement effective HR and operational strategies, policies, and procedures to produce cost-effective solutions to help the bottom line.

How Do I Develop a Marketing Plan?

• List of Competencies• Choose Main Headings of your

Competencies• Competencies Include Both Skills and

Personal Characteristics

COMPETENCIES

OPERATIONS MGT. HUMAN RESOURCES FINANCE BENEFITS

Organizational Change Policy Development Budgeting Retirement Plans Associate (RPA)

Process Improvement Employee / Labor Relations Compensation Costs 401(k) Administration

Lean Manufacturing Staffing / Recruiting Lease Negotiation Benefits Plan Design

Metrics Measurement Organizational Development Cost Containment Worker's Comp Administration

Performance Management Accessible & Client-Focused Compensation Plans Benefits Administration

How Do I Develop a Marketing Plan?

• Target Markets•Organization Demographics•Geographic•Industries•Size• Target Organization List

TARGET MARKETS Geographic: Within approximately one-hour driving commute of residence, including Wisconsin counties of Kenosha, Racine, Milwaukee, Ozaukee, Washington, Waukesha, and Walworth, and Illinois counties of Lake, Cook, and McHenry. Prefer urban setting. Especially interested in easily commutable (by train) opportunities in downtown Chicago.

TARGET MARKETS (continued) Industries:•Investment Consulting•Investment Money Management•Benefit Fund Administration•Professional Services (e.g., insurance, law, etc.)•Industrial Manufacturing•Not-for-Profit Agencies

TARGET MARKETS (continued) Size of Organization 

• Number of Employees: 50 to 500• Annual Revenues: $10+ million

How Do I Develop a Marketing Plan?

Target Markets• Target Organization List• Research Tools•Wisconsin Manufacturers Directory•Wisconsin Business Services Directory•http://worknet.wisconsin.gov•www.Selectory.com

Target List of Organizations

Company Name City State Sales EE's

Scherrer & Associates Burlington WI $68,900,000 900

Lavelle Industries, Inc Burlington WI $28,000,000 230

Ladish Inc. Cudahy WI $266,841,000 941

Buell Motorcycle Company East Troy WI $8,500,000 160

Vesta, Inc Franklin WI $14,100,000 180

Brunk Industries Inc Lake Geneva WI $12,800,000 200

A & A Manufacturing Co Inc New Berlin WI $49,000,000 200

Schmidt Engineering & Eqp New Berlin WI $10,800,000 100

Standex International Corp New Berlin WI $7,500,000 100

How Do I Use My Marketing Plan?• Ask contact for a meeting to review your Marketing

Plan• Ask for ADVICE on your Positioning Statement,

Competencies, and Target Market• Ask for INFORMATION about your Target

Organizations• Ask for REFERRALS to other people they know

from those organizations or elsewhere.