Yvette Eisenhart Kaplan University School of Business and Management GB530 Marketing Management Personal Marketing Plan Units 5 and 6

Vision – Yvette Eisenhart’s Personal Marketing Plan A. Vision a. Strategic Intent  To obtain employment as a Human Resource Director for a large corporation in which I can utilize my skills and education for continued professional growth b. Desired Company and Job  A company that I would like to work for is Hershey Resorts in Hershey, Pennsylvania. I would like to have the opportunity to fill a Human Resource Director position with this company.

Marketing Summary – Yvette Eisenhart’s Personal Marketing Plan B. Marketing Summary a. SWOT Analysis Strengths - Trusting and tolerant of others actions, Curious and keen observer, Likes to work for the common good, High level of determination Weaknesses – Digs heals in when feels threatened, Over tolerant of others inability to perform, Lacks objectivity at times Opportunities – Many opportunities available for unpaid externships in the field, Availability to professional groups such as SHRM, Abundance of literature regarding HR issues Threats – Difficult to gain entry into HR field, Large amount of competition in job market due to high unemployment rate, High level of certifications such as PHR required

Marketing Summary – Yvette Eisenhart’s Personal Marketing Plan B. Marketing Summary (continued) b. Competition  Competition is at an all time high right now due to several factors. My competition consists of professionals in the HR industry who are also college educated and carry with them years of experience. Recent college graduates make up the largest group of competition. Younger workers, recent graduates, are more likely to start working for less wages which puts me at a disadvantage. c. Core Competency As I develop many skills and knowledge bases that will have a huge impact on my professional career, I intend focusing on one core competency that I believe will be the most beneficial to my career. This core competency is conflict resolution. Human Resource professionals deal with many different issues on a daily basis but conflict resolution is one of the most important issues and one of the most difficult to deal with. Focusing on conflict resolution techniques and methods will be most advantageous to the future success of my career as a Human Resource Director.

Target Markets – Yvette Eisenhart’s Personal Marketing Plan C. Target Markets  Industry – manufacturing facilities, accounting firm, entertainment  Demographic - Medium sized and Large sized businesses  Culture – Corporate culture that is professional but in which creativity is promoted. An environment in which the leaders behave more like mentors rather than micromanaging your every move. An environment in which employees are valued by the company and emphasis is placed on employee growth and development. Three example firms or organizations 1. Hershey Resort 2. Tate Towers 3. Hearst Argile  Three reasons why your chosen segments are attractive target markets. 1. Large corporations 2. Successful with a long history in the community 3. Upstanding and ethical reputation

Positioning Statement – Yvette Eisenhart’s Personal Marketing Plan D. Positioning The outcome I desire to establish in the minds of my target firm is that I am a very determined, hard working individual who is passionate about the work I do. I stay focused on continued growth and development and believe in giving no less than 100% is acceptable. Statement Two words or phrases that are related to the skills and/or knowledge you would like to offer to the market Two words or phrases that are related to the skills and/or knowledge I would like to offer to the market are organized and great time management skills. Two words or phrases that identify personal traits you would bring to the job market Two words or phrases that summarize what personal traits I would bring to the job market are curiosity for continued learning and passionate about my work.

Marketing Mix – Yvette Eisenhart’s Personal Marketing Plan E. Marketing Mix Product 13 years of HR Management experience Graduate Degree : MBA with emphasis in Human Resources PHR Certification Attend annual payroll update seminars Member of Linkdin and SHRM Played an active role in the growth and success of a local company growing from 3 employees to 18 employees and resulting in an increase in annual revenues of $1,000,000 within a five year period.

Marketing Mix – Yvette Eisenhart’s Personal Marketing Plan Price Using the website Salary.com I found the average starting salary for a Human Resource Manager in my demographic area to be $57,660 with the median salary being $69,400. These figures do not include bonuses. If considering bonuses into the mix, the median salary plus bonus is $71,700.

Marketing Mix – Yvette Eisenhart’s Personal Marketing Plan Place  Geographical – plan to look for a job in PA and MD only  Distribution channels  Two direct channels - Connect directly with target firms using Career Builder and also through searching and applying for jobs using the firms websites.  Two indirect channels - Connect with target firms by utilizing friends and associates that work there or know someone who works there (networking) and by using the services of employment agencies that deal directly with the firms.

Marketing Mix – Yvette Eisenhart’s Personal Marketing Plan Promotion Create a Power Point presentation of myself – A power point presentation is a creative way to highlight assets and to catch the attention of potential employers. Have business cards made and hand them out or mail them to potential employers – Getting your name out to the market and making a reputation for yourself in the market is a great stepping stone and hopefully one that will get my foot in the door. Create a tri fold flyer about myself and distribute to potential employers and networking prospects – A simple inexpensive tri fold flyer about myself and the skills and experience I have in the market will be eye catching and attention getting. Utilize social networking sites and blog about availability and job skills – Networking with friends and associates using social networking sites and blogs is a great way to meet new people and contacts and to get references about job openings. Attend job fairs- Attend job fairs to learn about current job openings and to talk to company representatives about their companies and what they have to offer could possibly open a new door.

Implementation – Yvette Eisenhart’s Personal Marketing Plan F. IMPLEMENTATION Next Steps in Next Quarter - Enroll in SHRM membership, have business cards printed, create power point presentation of myself, create tri fold flyer of myself Next Steps in Next 6 Months - Take PHR certification exam (and pass it) Next Steps in 1 Year - Graduate from Kaplan University with my Masters Degree, obtain employment in a Human Resource department, even if its an entry level position in which I will have the opportunity for advancement Next Steps in 5 Years - Continue to focus on personal and professional growth and development. Always look for ways to improve myself and to learn more. Get promoted to HR management position by the end of this five year period.

References Fast Company. (2009). The brand called you. Retrieved January, 2009, from Kotler, P., & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Salary.com. (2012). Salary.com. Retrieved from Supervisor-Salary-Details-York- PA.aspx?&hdcbxbonuse=off&isshowpiechart=false&isshowjobchart=false&isshowsalarydetailcharts= true&isshownextsteps=true&isshowcompanyfct=true&isshowaboutyou=true