Plymouth College of Arts

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@deanbreyley/in/deanbreyley

DEAN BREYLEYMarketing Manager

Professional EOS Implemeneter

Why marketing is

like Supermarket

Shopping &

Ordering Take-AwayPeople take the path of least resistance

the 8 Questions

we market to sell.we sell to receive a benefit.

• Core Values

• Core Focus

• 10 Year Target

• Marketing Strategy

• 3 Year Picture

• 1 Year Plan

• Rocks

• Issues

Productise yourself (commodity / value)

Future Date:

Revenue:

Profit:

Measurables:

What Does It Look Like?

•••••••••••

3-YEAR PICTURE™

THE VISION/TRACTION ORGANIZERTM

1.2.3.4.5.

Purpose/Cause/Passion:

Our Niche:

Target Market/”The List”:

Three Uniques:

Proven Process:

Guarantee:

1.2.3.

CORE VALUES

CORE FOCUS™

10-YEAR TARGET™

MARKETINGSTRATEGY

www.eosworldwide.com © 2003–2012 EOS. All Rights Reserved.

ORGANIZATION NAME:

VISION

ISSUES LIST1-YEAR PLAN ROCKS

THE VISION/TRACTION ORGANIZERTM

Future date:

Revenue:

Profit:

Measurables:

Goals for the Year

1.

2.

3.

4.

5.

6.

7.

www.eosworldwide.com © 2003–2012 EOS. All Rights Reserved.

ORGANIZATION NAME:

TRACTION

• Focus/Theme

• Roles and Responsibilities

• Cash Flow Analysis/Budget

• Departmental Plans

Future date:

Revenue:

Profit:

Measurables:

Rocks for the Quarter Who

1.

2.

3.

4.

5.

6.

7.

Prioritize

• Identify

• Discuss

• Solve

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Top of Mind = Tip of Tongue

Find Triggers

Be Visible

Use the 5 STEPPSto keep you ‘top of mind’

S ocial Currency (do they look good sharing content)

T riggers (top of mind is tip of tongue)

E motion (Funny, Moving, Awe, Anger - not sad)

P ublic (built to show is built to grow)

P ractical Value (News you can use)

S tories (Include a narrative - make a trojan horse)

Determining your channels

Where is your audience?

Networking

- Help 1st - Never go to sell- Add value

Cover the basicsLay out your stall- Business Cards

- CV - stand out / not cookie cutter

-- Bespoke Pain Letters

- Portfolio - shows experience

- Digital Presence & Networks

Human Voiced CV- Create Your Basic Career History - use later- Be specific – appeal to the reader, “I can do everything!” not believable message- Write a Human-Voiced Summary describes you & the pain you solve- Frame Your Past Jobs- Share Your Dragon-Slaying Stories - Keep Storytelling in Mind - Get The Jargon Out- Add Your Education- Wait, Read, Wait and Read Again

Pain LetterA Pain Letter is short and to the point.

• The hook (congratulations on something specific)

• The Pain Hypothesis

• The Dragon-Slaying Story.

• The Closing.

prepping for the interview

[1]

put yourself in the driving seat

YOU are interviewing them.

will they be good enough to get you and your talent ?

[2]

RESEARCH ... x10

make the best of tech & STALK.

- match your dress - ask beforehand- get all the facts- pitch like an agency

[3]

make yourself stand out

experience tops theory.

- build up your freelance portfolio- (or) make up ‘real world’ projects- show practical experience- CPD - have a PDP

[4]

be commercially aware

understand the business.

- time is money (to most)

- show a commercial - understanding

[5]

people work with people

employ character, teach skill

- be human & ‘you’- it matters more than - anything else

finding your right fit

find the right fit

this guides the next few years of your life at least

- right culture & team match- right people / right seats- go to the vision, do you want to be there?- do you fit the core values?

it’s not you,it’s me.

employers willlie just as much asyou in an interview

look beyond the vision, behind theglossy pictures, behind the missionstatements.

look for the REAL facts.

dig

“ I leave the interview wondering: Who are you? - which is a shame,as you will never get the job & I will never know. ”

David ReeseHarvard Business Review Article

when the interviewer can’t get a handle on what makes you tick;

Marketing

Keep it real

Marketing

Q&A time...

Plymouth College of Arts

RECOMMENDEDUNTIL AUG 201

AWARD WINNER

DEVELOPING & ENHANCING THE DIGITAL CUSTOMER JOURNEY & EXPERIENCE

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