Develop a social media strategy and to write an individual proposal to this company.
Career Transition/Outplacement Services
By: Alex, Ally, and Atori
CareerNiche
Executive Summary
CareerNiche
Mission and Vision statement
The company’s SWOT analysis
Maslow Hierarchy
Market analysis
Stage of Product cycle
SMART goals
The target market
Their competition
Marketing mix
CareerNiche:
Management program that specializes in career transition/outplacement
Support service that aids in brand positioning
Mission Statement:
The 1st Career Transition Marketing agency
Positively impacting people's lives through their careers by helping them attain their dream job.
Vision Statement:
Global leader in career transition agencies
Introduction
Company Analysis
Strength
Weaknesses
Opportunity
Threats
Done for you services
Business start up program
Offers tailored/personal branding
CareerNiche CareConnect & Job quest ™
Work with array of positions
Company acknowledgement shortage
Outdated web layout
Competitive pricing
Flexible payment plans
Growth of competitors
Competitors offer flexible payment methods
Highly affected by external factors
Economical
Unemployment-Less money to fund personal dreams
Social-COVID
Layoff from companies creates more market for B2C
Heavier social media presence
Membership site
Market Analysis
Product satisfies:
Safety - Security of employment
Social-Confidence, achievement, respect of peers
Self-fulfillment- Moral, experience purpose, reveal inner potential
Image property of Psych-Mental Health NP
Market Analysis
Consumer Product:
Professional services
Portfolio Development
Career Coaching
Interview Training
Resumes/LinkedIn profile
Self- Assessments
Consumer requirements:
Price
Time
Specialization
High regards for self/brand image
Product Life Cycle Stage
Growth Stage - CareerNiche fairly new. Canadian based company - working on expansion in U.S.
Intro Growth Maturity Decline
Market Analysis
Market Potential:
Resume area saturated
Portfolio development allows market potential growth.
30 % growth rate
Population:
Services predominantly offered online
SMART GOALS
Increase social media presence by gaining additional 100 followers on Instagram within 6 mo. Tracking information by identifying amount of followers at the start of 2021 vs 6 mo. later - Objective raise brand awareness
Increase consumer purchasing by at least 240 people for the end of 2021 assessing this information internal secondary data (i.e. looking at finance reports to see how many new consumers company has accumulated) Objective- Increase buyer
Develop stronger brand loyalty by introducing “refer a friend” concept- measurable by the amount of referrals accumulated from beginning of 2022-2023
Objective- Brand Loyalty
The Target Market
| Geographics | Demographics |
| Psychographic | Behavioral |
Through research the target market has been identified and can now serve to benefit this blooming company as they seek to expand and diversify their market.
Geographics
Canada
The Demographic
Market
S
The Psychographic Market
Parents assisting their children
College Graduates looking for a Job
Unprepared for crisis situations
Career Driven
Prestigious
Leadership Development
Behavioral Data
People with college degrees
Luxury Product owners
Target Market Summary
The current Target Market is a foundational group that is capable of evolving as CareerNiche expands
Competition
Direct Competition:
GetFive
Substitutes:
VelvetJobs
RiseSmart
Mercer
Right Management
| Competitor name | Features | Strengths | Weaknesses |
| GetFive | Career development, executive coaching, reputation management, 1:1 coaching, and career planning. | They won a Stevie American Business Award They have a satisfied 93% of their customers Organized system Serval physical offices You work with highly trained coaches.. | They haven’t post on their youtube page for at least a year The subscriptions have very little variation |
| VelvetJobs | Career Coaching, Curated job matching, 1:1 coaching, Job Placement, 3 levels of subscription | Globally Acknowledged Job placement guarantee Customers are working with experts They have an active social media Facebook, Pinterest, Linkedin. | Expensive No customer service number Refunding issues |
| RiseSmart | Career coaching, resume writing, branding, customized job leads, and team coaching | 98% Satisfaction of customers A team is helping 60% faster job landing compared nationally Service for life Most awarded outreach firm | Website is confusing They have no Social media Expensive |
| Competitor Name | Features | Strengths | Weaknesses |
| Right Management | Career coaching, provide a team, target job leads, they have access to local job resources, and resume writing assistance. | Team help 24/7 access to career solutions Social media Linkedin and twitter. | No form of contacting the company Not as active on social media You can’t make an account with them You have to submit an application and then be accepted |
| Mercer | 24/7 hour access to career coaching, they help with social network integration, manage and minimize risk, and help with HR transformation. | They operate in more than 146 countries. They help provide health insurance and gaining employee or government benefits 70 years of experience | Difficult to find outreach programs Expensive (Most Expensive out of all of them) Products sold aren’t for outreach programs Website was overwhelming with info. |
Marketing Mix:
Product:
Service that helps with resumes, cover letters, interview techniques, career marketing strategy, negotiating job offers, helping with the start of businesses during career transitions workshop
Also, They provide career management training with planning and preparation, maintaining a positive image, and preservation of company’s reputation.
Product Strategy: Multiproduct
Suggestions:
Help find ways that people can get jobs faster
Help with branding a business or person
Marketing Mix:
Place:
Direct Marketing Channel
Producer to Consumer
Direct sale
Suggestions:
Login/Create account it’s own tab
Price:
Pricing Strategy: Skimming Strategy
Price adjustments:
Suggestions:
Offer weekly or discount monthly trials
Marketing Mix:
Promotion:
The Purpose:
Help people with their ability to get jobs
Ensure they are getting the proper help
Promotional tools:
Advertisement:
Sales Promotion:
Interview secret course= $97
Personal Selling:
Pick me up= $150
Pro= $250
-Premium= $400
ViP= $500
Ultimate job search= $697
Career Niche utilizes personal selling
More brand awareness!
Suggestions:
Become more active on social media