RUTHIE COUNTER: THE BRANDBrand YOU! Personal Branding Exercise

Franklin University MCM 707September 8, 2013

My Marketplace

Target MarketsParkland administrationParkland faculty/staffParkland studentsDistrict 505 residents

Product/Service BenefitsFriendly, “Personal Touch”Communications Experience (17+ yrs) Talent

My Marketplace

• CompetitionParkland faculty (sending own

messages)Creative Services manager (added

writing help in marketing department)

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.

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.

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”

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

My Brand Development Plan

Brand Promotion– Resume building (adding advanced degree)– Promotion through social media outlets

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