Personal Marketing Plan

Resume vs. Personal Marketing Plan (PMP)

Focus/Feature Resume Personal Marketing Plan You: The PMP helps you start brainstorming activities to brand and market yourself and your offering to the job/career market

Primary Target Hiring Manager

Secondary Target

Same as resume: Someone ho ill Helpful contact: someone to help you facilitate your contact ith decision penetrate a target company makers inside a target company 1. Professional objective - Job Titles -Requirements inventory '" Positioning statement (" %ompetencies 52S0: 2bilities5Skills50no ledge 5Training6 certi*cations 52ctivities 52 ards +" Target market 5Target industry 5Target companies 5Must haves/#ot have ." 2ction plan 57etails 5Schedules 2s large as necessary !" &7 all aspects of your uni8ue value proposition '" 9it values to targets (" :ist/outline actionable details

Elements

!" '" (" +" ." /" 1" 3"

#ame $ %ontact &nfo Position objective )uali*cations summary ,-perience ,ducation 0no ledge $ skills 2f*liations and memberships 4ther

Size

4ne 5 t o pages

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PMP - Personal Marketing Plan

Positioning Statement
Elevator pitch vs. Positioning statement
Focus/Feature Primary Target Elevator Pitch Positioning Statement

(rd order contact: Someone ho You: The PS helps you develop can help you *nd someone ho your personal brand and offering can help you penetrate a target to the job/career market company Someone ho may be able to help you penetrate a target company 5 give you contacts inside !" '" (" +" ." Someone helping you revie your personal marketing plan/*nd a job" 5 advisor

Secondary Target

Elements

!" #ame My name '" 9unction in profession My professional function (" Target industry My years of e-perience +" ?ni8ue6 differentiating My industry skills My title at -y; ." Tactical results company<s= /" Strategic bene*ts /" My value function<s= and contacts in industry 5 @hat you do/did for hom 1" My name again 5 @hat you speciali;ed in 5 @hat makes you different $ 3" Your name and > hat do uni8ue" Y4? need> 5 @hat employers can e-pect from you" 2ny here in any casual conversation hen there is an opportunity to make a contact Auilding your brand and personal marketing tool set 9ocused on your uni8ue offering and differentiating values

Use

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PMP - Personal Marketing Plan

Personal Marketing Plan Outline

I. My Professional Objective
Bob Title CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Bob 7escription CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC &ndustry/Market CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

II. ob Re!uirements
:ist your re8uirements in the job description and rank them !5D" %heck if you meet re8uirements" %omment on hat you need to do to meed"
Rank Requirement Do I meet Comments / eed

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PMP - Personal Marketing Plan

III. My "ompetencies
Eelevant 2ttributes < )ualities/%haracteristics: creative6 analytical6 good ith people6 etc"= CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Eelevant Skills <%ompetencies: business e-perience6 project planning6 etc"= CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Eelevant 0no ledge <Types/9acts: science6 engineering6 accounting6 etc"= CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

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PMP - Personal Marketing Plan

My Eelevant ,ducation and Training <degrees6 certi*cations6 patents6 professional papers6 etc"= CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC My 2 ards $ 7istinctions CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC My Eelevant 2ctivities <Folunteering6 professional org"6 political leadership6 etc"= CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

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PMP - Personal Marketing Plan

I#. My #alue $%%s

%omparison of my competencies in Section && ith the Bob 7escription in Section &

@hat can & do for themG <from their point of vie =

Save them moneyG

Save them time/scheduleG

Save them resourcesG <Human $ other=

,-pand their marketG

4rgani;e and lead for themG

,-pand their customer/industry contactsG

Transfer kno ledge to themG

#. Positioning &tatement
Ho do & meet and e-ceed their re8uirements6 ho am & different6 Ho do & beat competitionG <%oncise statement= CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC
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PMP - Personal Marketing Plan

#I. 'arget Market

&ndustry and geographic trends" <Hro th6 market6 market leaders6 technology changes6 etc"= CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC %ompany %riteria <My preferences: location6 culture6 organi;ation6 si;e6 etc"= 7esired :ocationCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Si;eCCCCCCCCCCC Salary rangeCCCCCCCCCCC CCCPrivate CCCPublic CCC#on5Pro*t CCC 9or Pro*t %ompany %ultureCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 7ress %odeCCCCCCCCCCCCCCCCCCC Eeporting StructureCCCCCCCCCCCCCCCCCCCCCCCCC %ustomer TypeCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Aene*tsCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 4therCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

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PMP - Personal Marketing Plan

Target %ompanies <:ist I(J and rank them: High/Medium/:o = Rank

High High High High High High High High High High Med" Med" Med" Med" Med" Med" Med" Med" Med" Med" :o :o :o :o :o :o :o :o :o :o

Company

Segment

Email

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PMP - Personal Marketing Plan

#II. Marketing "ampaign

7evelop Promotional Materials !" 7evelop relevant PSEs for value add to company '" 7evelop custom resume for company (" 7evelop collateral: business card6 ork samples6 performance revie s6 marketing/tech ideas +" 9ocus social media to company: blog posts6 t eets6 personal ebsite6 comments ." 7evelop your Arand image/pro*le Sample Pro le! #ameCCCCCCCCCCCCCCCCCCCCCCCCCCCCC ,mailCCCCCCCCCCCCCCCCCCCCC Social Media Screen #ame <Arand=CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC @ebsite/AlogCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Bob Title<s= Held/SeekingCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Heographic 2reaCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Summary )uali*cationsCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC SkillsCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC ,-perienceCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC ,ducationCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 2dditional <Eelevant= &nterestsCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 2f*liationsCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Honors/2 ardsG%erti*cations/Papers/AooksCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 0ey ords <That apply6 e"g" %isco %erti*ed6 :icensed DDD6 etc"=CCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

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PMP - Personal Marketing Plan

Auild #et orking %ommunity !" %urrent contacts '" %ontacts inside target companies (" %ontacts in professional organi;ations +" 4nline contacts ." 2ctivity contacts <Eelevant= %reate Publicity 2rticles6 blogs6 comments6 ebsites6 etc"CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC Seminars6 talks6 lectures <Ho 6 hen6 here 5 8uali*cations=CCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 4thers publicity methodsCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 7evelop a Selling Plan @hat are your talents/8ualities for targeted *rmsCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC @hat is your value 5 economic impact to targeted companiesCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

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PMP - Personal Marketing Plan

%reate marketing letters/responses to targets ith data you have assembled for this PMP <Auild a *le of paragraphs/letters to pick and choose from to build target letters ith= !" !J5'J results statements" K/Tech/Eesources 5 hat you did ell '" )uali*cation statements (" ?ni8ueness statements +" Auild ( sample letters that can be modi*ed and targeted ith statements #ot a cover letter format :ike a business document forma Selling points format

7etermine hat trade and professional organi;ations to joinCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC 7etermine hat social media sites to join and hat your focus should be on each" <You can have multiple accounts and screen names that post ith different brand messages" This should be part of a larger social media plan for promoting yourself"=CCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCC

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PMP - Personal Marketing Plan

#III. (uil% a PMP 'racking )ashboar%

Make a simple dashboard/action record to track tool to track your marketing activities" E"ample! Tracking #ash$oard! Marketing %ctivity 9irst draft PMP Eevie PMP ith advisors Eesearch companies6 industry6 top candidates 7evelop Problem/Solution/Eesults 7ocs" 9ind contacts in target companies and 4rgs :ist target orgs to join Boin target orgs 4ther 4ther To #o To &ho #ue #ate Follo'(Up #ate

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PMP - Personal Marketing Plan

Social Media Plan

This is a sample social media plan for someone ho is a professional ith a professional brand6 ho also has a side business to make je elry6 and keeps a personal social media presence for friends and family" This person manages her three brands and is looking for a job hile making a little money on the je elry sales" She maintains three screen name brands for use on the various sites online" She also posts professional documents to Scribd and professional presentations to Slideshare that can be linked to he professional brand and her various resumes" This is not an uncommon scenario in 'J!+"

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PMP - Personal Marketing Plan

&ocial Me%ia "hecklist

Social Media Plat)orm T'itter Screen *ame LMary:ittlelamb LMary' LMary( +rand Mary:ittle:amb: ork Mary':personal Mary(:interest Comments ?se T eet7eck6 autot eet ork/professional + times per day6 others TA7

Face$ook Page

Page #ame: Mary:ittle:amb Mary' Page #ame: Mary:ittle:amb Mary' Mary' Mary( Mary( Mary' Mary:ittle:amb

Mary:ittle:amb Post ork $ professional ork/consulting/e-pert items page Personal 9acebook Personal posts Mary:ittle:amb Post ork $ professional ork/consulting/e-pert items6 copy from page 9acebook page Personal page Personal professional &nterest &nterest Personal Photos #o posts6 just to have professional page" Personal professional links only My ,tsy je elry business My ,tsy je elry business Personal photos for 9acebook and friends

Personal Face$ook ,- Page

Personal ,.inked/n Pinterest Etsy /nstagram &ordpress +log 0

Mary:ittle:amb Professional blog ork/consulting/e-pert blog &nterest My ,tsy je elry business

&ordpress +log 1 Scri$d

Mary( Mary:ittle:amb

Mary:ittle:amb Post ork $ professional ork/consulting/e-pert documents and papers page Mary:ittle:amb Post ork $ professional ork/consulting/e-pert documents and papers page

Slideshare

Mary:ittle:amb

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PMP - Personal Marketing Plan