Betsy Alexander

CDF-Workforce Development Training (Lengel)
Randallstown, MD (April 5-6, 2017)
June 7, 2017

MARKETING PLAN (5 hours)

GCDF Competencies:
• Promotion and Public Relations
• Diverse Populations

Five Ps and one A:
• People
• Product
• Place
• Price
• Promotion
• Analytics

People (target population):
• Young people (H.S.-age to 30) who are struggling to identify and implement a career path

Product
• Individual career counseling (in-person or virtual)
• Self-guided or normative assessment (administration, scoring, interpretation) in areas such as
career readiness; decision-making maturity; vocational interests and values; skills identification
• Resume-writing assistance
• Interview skills development
• Job search strategies
• Educational program planning
• Identification of job training programs
• Career development resources

Place
• Public space in or around Columbia, Maryland (in-person services)
• Rented office space
• Online via Skype or another video-based VOIP

Price
• $85/hr. plus the cost of materials (assessments, manuals, other career resources)

Promotion
• Networking with HS and college counselors, local business groups
• Affiliation with a local therapist who specializes in the developmental issues of young people
• Ads on HS music, sports programs
• Pro bono workshops at private schools
• Free advertising in village newsletters
• Bulletin boards at local coffeeshops, gyms, etc.
• Consulting practice website (SEO)
• Social media (FB, Twitter, Instagram, Pinterest, Google+)

Analytics
• Google analytics
• Hubspot marketing

From How to Develop a Marketing Plan for your Private Practice (02/01/13) Deborah Legge, PhD, CRC,
LMHC
DrLegge@InfluentialTherapist.com
(http://www.amhca.org/general/custom.asp?page=Advocate20130206#.WRN52-8gVEU.email)

Many private practitioners worry about things like:

• How will people know that I am here?
• How will I get enough clients?
• How do I develop a solid base of referral sources?
• How do I get people to come to me when they don’t know anything about me?

STEP 1: Determine whom you will target
You should have a clear vision of your ideal client and your ideal referral source. This clarity will help you to
customize the messages in your marketing efforts.

If you are shy about writing or talking about your practice, focus on that ideal client or referral source and
speak only to them. This will help you stay personal and let your market know that you want to build
relationships.

STEP 2: Decide what you can offer to spark attention
People are interested in what appeals to them. In thinking about your ideal client and referral source, identify
what problems, concerns, and needs they may have. Then show them how you can help them out.

People usually have to get this message a number of times before they will believe or remember you, so
don’t expect to send out one mailing and then sit back and wait for the phone to ring. Be creative and find a
variety of ways to relay your message to your market.

STEP 3: Find ways to “fan the flame”
Once you get some attention, nurture these new relationships by finding out even more about what your
market wants and needs. They want help—they want you to solve their problems; your task is to find out,
“How can I best help you?”
As your market starts to rely on you to help solve their problems and meet their needs, you’ll have to find
ways to show them that you are reliable. They need to get the message that you are the best person for that
job.

STEP 4: Build relationships that last
I have referral sources who have been sending me clients for 20 years. That isn’t a fluke. It is the result of
relationships that build, year by year. The hard part is not getting the referrals; it’s giving people a reason to
keep the referrals coming.

To do this, you must continue to provide valuable services and information to your market. They need to feel
really good about doing business with you.

Continually evaluating your marketing efforts will keep your fingers on the pulse of your market. Their needs
and concerns may change over time; if you keep sending out the same old messages in the same old ways,
your market will become numb to your existence. Things change, and so must you. People never get tired of
being asked, “What can I do for you?”

Other References
MCDA presentation of Tanya Amaya of Analytic Design, “How to Build a Marketing System that Grows
Your Business and Grows With Your Business” (4/28/17)

Hopkins, S. Marketing Career Counseling Services. ERIC Digest EDO-CG-95-83. (USDE/ERIC-
CASS,Greensboro, NC), 1995.