Personal Marketing Plan - American Water Works Association involved/young... · Personal Marketing...

Personal Marketing Plan

YP Committee Meeting and Chair Training Agenda

Tampa, FL

February 6, 2017

Agenda• Thoughtfully get ready

• Testimonials

• Trust—taking the leap

• Numbers (again) & Summary• Time Permitting

– My marketing plan (at age 30)

What is a Marketing Plan?

• A business document outlining your strategy and tactics.

• Often focused on a specific period of time, investments, goals, and action steps.

• It is not a static document.

• Usually it is focused on advancing or promoting a product or service.

In this case, the “PRODUCT” is YOU! And that is, the “product” you should know the best!

Baseball—Batter Up

Let’s start thinking

about you.

Using a baseball

field/stadium, where

are you in your career?

Where are you professionally?

Think about your professional achievments so far

Where are you on this field? (Place an “X” there)

Share, why did you select this location?

Alcatraz• What are your priorities?

• What can you control?

Techniques

• Sighting—where you are heading

• Pacing, gauging distance

Don’t forget how far you have come?

Developing Your Personal Marketing Plan

This Will Be Quick

• The goal for today is to start:

– Think about what it will take for you to reach the next level in your career

– Think about strategies to get there

• You will not be done today

• It is reasonable to ask yourself…

Will It Work?

These REAL PEOPLE are not actors and they say:

“YES”

Then: “I never participate in exercises but I thought I really want AWWA to create a Student/YP Program Manager. I want to have that job!”

NOW: “Four years later I am the Section Services Manager.”

Bottom Line: “The Personal Marketing Plan helped set me up for success. I achieved a higher goal than I was originally interested in.”

Then: “I focused on working hard and believed that my effort and dedication would be recognized and ultimately rewarded. But that wasn't enough.”

NOW: “I take a strategic approach to building my professional resume and marketing myself. I started by envisioning the career that I wanted”

Bottom Line: “I continue to expand my vision of what I want to achieve.”

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Then: “I started out trying to make partner at OHM and then transitioned into trying to move to Chief Engineer at WRC.”

NOW: “I was promoted to Chief in December 2016.”

Bottom Line: “I may actually be one step higher than my goal. Go figure!.”

Then: “I had decided to run for President of AWWA. As I sat there listening to David, I realized all my prior analysis had gone to whether to engage in the quest and very little in how to do it successfully.”

NOW: Past-President of AWWA

Bottom Line: “All I know is, I was on the verge of entering very unfamiliar, and at times uncomfortable, territory and having a well-defined and detailed road map kept me on the path throughout the journey.”

Then: “Originally, my mission (what success looks like) was to become Dir. of Technical Services for American Water’s corporate engineering group."

NOW: “Today, my mission is to use all of my skills to make a difference in the water industry and be a role model for my children. And now I want to be President of one of American Water’s operating companies.”

Bottom Line: “The personal marketing strategy has led me on a 4 year soul searching, career development journey to bring me to a place I never thought I would be”

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Are you ready to try?

But first you need to…

Be the Ball

“There is a force in the universe and all you have to do is get in touch with it, stop thinking, let things happen, BE THE BALL…

Picture the shot Danny, picture it, turn off all the sound, let it happen, BE THE BALL DANNY, BE THE BALL…”

Becoming the Ball• Phones off

• Get comfortable

• Focus – Be here

• Block distractions

• Clear your mind

• This is about you and your future

• Think about yourself

• Think about what makes you happy

• Think about what you do better than others

• Think about your career, what you do

Becoming the Ball (cont.)

• Are you good at what you do?

• Could you be better?

• Should you do something different; something more?

• Are you where you want to be in your career?

• Think about success—What is that, what does it look like?

• Do you feel successful?

• Visualize yourself in 5 years

• If you are doing the same thing in 5 years will you feel successful?

• Do you have a plan to get to where you want to be?

• You are now the ball

Your Personal 5-Year Marketing StrategyPage 1

STEPS PROMPT YOUR GOALS

1. Mission What will Success look like?

2. Objective What do you want to achieve? (Note: be specific, realistic,

provide timeframe)

3. Measurement What indicates progress?

What will be observable?

4. SWOT StrengthsWeaknessOpportunitiesThreats



5. Target Markets Who Needs to Know You?

Supporters

Mentors

Targets

6. Market Strategy What can I do at Work to get ahead?

How Does AWWA Help?


Steps Prompt Your Goals

7. Implementation Strategy

What & When at Work

What & When at AWWA

What I need to Succeed

Obstacles



8. Personal Code Rule by Which I live / The one thing I make sure I do, always / How I conduct myself / How I want people to perceive me

9. Evaluate Frequency of Review

Buddy UP

The Number Game (again)

Final Comments• There Are Many Paths In Life

• You Are The Elite, The Privileged

• AWWA Can Play A Critical Role Along Your Path, If You Use It Right

• But, AWWA Is A Long And Glorious Buffet

• And In The Beginning Of The Buffet There Are Salads, In The Middle There Are Multiple Main Courses, And At The End Many Different Desserts.

• Don’t Just Eat Salad

Does It Work? You Be The Judge

My Marketing StrategyAge 30

The Situation• Year: 1993

• Age: 30

• Freshly minted MBA

• Just left CH2M Hill (after 5 years)

• Joined Denver Water, Manager of Rates (reported to CFO)

• Married (3 years)

• Daughter 1 year 7 months old, Son on his way

• Just bought first house ($88,000)

• Driving a 1985 VW GTI & 1985 VW Jetta

DBL Personal 5 Year Marketing StrategyPage 1


1. Mission What will Success look like? Return to Consulting

2. Objective What do you want to achieve? (Note: be specific, realistic, provide timeframe)

Three or more offers with leading firms allowing advancement (further than CH2M opportunities had I stayed); growth opportunities in places where I want to live/raise family. Timeframe: 5 years

3. Measurement What indicates progress?

What will be observable?

Increase utility revenue; establish financial policies; lead in front of Board. Strong performance reviews. National recognition; AWWA papers; committees, chair committee.

4. SWOT StrengthsWeaknessOpportunitiesThreats

Work hard; knowledge; presentation skillsToo young for role, no gray hairThe need was great for rate leadershipLong-term older peers



5. Target Markets Who Needs to Know You?SupportersMentorsTargets

CFO & StaffCH2M boss, CH2M peersRate leaders at major consulting firms

6. Market Strategy What can I do at Work to get ahead?

How Does AWWA Help?

Highly visible projects, public affairs, Work with media, litigation (be visible in front of Exec. Staff & Board)

Conference presenter, committee member, chair, manuals, network , bring solution back, develop name recognition, network



7. Implementation Strategy

What & When at Work

What & When at AWWA

What I need to Succeed

Obstacles

Y1: build model , launch phase-in plan Y2:manage phase-in, work with board/suburbs Y3: complete phase in, media Y4: incr. visibility, manage rates Y5: position for next job.

Y1: R&C committee Y2: Present at ACE Y3: Manual/Present/lead/recognition/teach class Y4: Vice Chair Y5: Chair

CFO support, opportunity to prove that the utility's risk in me had a pay-back, a network of colleagues, earn trust of others

Young, staff was not strong



8. Personal Code Rule by Which I live / The one thing I make sure I do, always / How I conduct myself / How I want people to perceive me

Never let down those that take a risk on me.

9. Evaluate Frequency of Review All the time…or annually at a minimum

Comments

7 Tactics for Creating

Opportunity1. Being involved gets you involved

2. Submit an abstract and bring benefits home

3. Join a committee—and do the work

4. Propose a win-win

5. Understand the politics and the constraints

6. Be prepared to work harder than the immediate benefit

7. Take responsibility to breakdown the generation barrier—or leverage them

The power of being the introducer or opening doors

Your Assignments

• Buddy Up…for career planning

• Practice the power of introductions

Personal Marketing Plan - American Water Works Association involved/young... · Personal Marketing...

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