Brand Strategy
Transcript: My Brand Strategy Kayla McFarland By: Kayla McFarland 02.11.19 My 3 to 5 year plan consist of improving my career, schooling, personal, family/ social, and my bucket list. 3 to 5 year plan 3 to 5 Year Plan School: Graduate from Indiana Wesleyan University with my Associates Degree in Marketing and General Studies then graudate with my Bachelor's Degree in Hospitality Management. Career: Connect and grow my professional network to learn more about other potential job opportunites that can advance my career once I have graduated. Family/ Social: Continue to build with my family and raise my kids to be the best versions of themselves and to be independent, respectful, and full of life. Personal: Learn to better manage my money, teach my children something new every day, and join an adult recreation softball league. 3 Year Plan 3 Year Plan 5 Year Plan 5 Year Plan Career: Become a manager of a special events program through a city or own my own events business. Family/Social: Buy a house on a farm, do more activites with my family, go on dats with my husband more often, and spend more times with friends as well as make new friends. Personal: Learn to be more patient, become more involved in my church, and lose weight to get back to my pre-baby body. Bucket List: Be able to speak fluently in spanish. As my career developes I want to learn to better communicate with those who I work with in order to better understand working with different personalitys and how to adjust to others communication needs. Internal Communication Internal Communication Communication Channels The best communication channels at work include: Email Communications Phone Communications Video conferencing Presentations Creating Agendas Hosting group meetings My Internal Communication Channels at work Communication Strategy Communication Strategy In my current position at work I have to communicate with a variety of different departments to run our events including the following departments: Finance, customer service, parks, public works, administaration. Plan post-event meetings with the staff who worked the event to get outside perspective on how I can work to improve the event in the future. Communicate via email more often to keep a "paper trail" of my communications. Create presentations to describe how the event will work and flow, and use video coference to have better communications what trying to show the staff how the maps look. My external communication is with both sponsors and busniesses I work with in my career, and those in my network including other event professionals. External Communication External Communication Communication Channels Types of External Communication Channels I use: Sponsors & Businesses: Advertisements Promotional Materials Service calls Press releases Phone Calls Sponsorship Proposal Event Professionals: Connect with professionals on LinkedIn Networking Communication Strategies Communication Startegies Cost Effective Marketing News Release E-Communications Social Marketing Build a strong public image Target marketing on social media Network at conferences and social events. Create endorsements on LinkedIn and add more people to my network, and get them to endorse me. Find better ways to connect to other event professionals and show them my competitive edge. Brand Strategy Strategy "A brand culture is the idea that a brand can have a rich identity that represents a set of shared experiences, attitudes, values and meanings amongst customers" (Spacey, J., 2015). Brand Culture: Brand Culture My Brand Culture: I am a well-rounded employee with a specific skill set in project management and event planning. When people see and think of me I want them to immediately be able to connect with me and have positive experience interacting with me. When they leave from talking with me I want them to feel better about themselves after talking and being around me. "Your value proposition should describe; how your product or service solves/improves problems, what benefits customers can expect, and why customers should buy from you over your competitors" (Sukhraj, R., 2018). Value Proposition: Value Proposition My Value Proposition: Inspire others to never give up on their dreams and not be afraid to fail. "Our branding should shine through in your company's name, logo, colors, taglines, website copy, and anything else associated with it" (Pomerantz, M.) Brand Theme: Brand Theme My brand will represent me and my fun, ougoing, and loving personality. I enjoy project management, and want everyone to see how passionate I am about running events. I want to make a difference in the events world. "Those pillars are the mission, values, purpose, positioning, voice, tone, look and feel" (MacLeod, C., 2015). Brand Pillars Brand Pillars My Mission: To encourage others to be the best version of themselves, and use their strengths to their advantage. My Values: To be productive and challenge myself and others but strive to maintain my fun
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