Wanderlust Tours has a heavy social media presence and its website is frequently visited, liked, and shared. To make the site more robust and to further engage consumers, Wanderlust Tours adds videos, photos, and discussion boards for its users to explore and enjoy. These features are developed during which step of the campaign planning process?

Multiple Choice

• Identify a place.
• Monitor the campaign.
• Create a promotional plan.
• Create marketing content.
• Select a social media platform.

Personal Marketing Plan: Implementing and Monitoring Goals

Your personal social media profiles provide a way to look back on your life and see the different events that have led you to this point. However, what plans are you making for the months and years ahead? One of the final sections in most marketing plans involves outlining the controls that will be put in place for monitoring and adjusting implementation of the plan. The implementation section outlines how the specifics of the marketing plan will be carried out and who will carry them out.

You have recordeda lot of ideas analyzing your strengths and weaknesses and where you want to go in your career. It is now time to implement those strategies and see if they work. There is no organizational structure to this marketing plan or question about who is accountable for which items. This marketing plan is about your career. In creating it, you have developed strategies intended to drive positive results in your life.

Your assignment for this chapter is to put in place measures to determine whether you are hitting your goals over the next three to five years and beyond. Some parts of your personal marketing plan likely will not work. Conventional wisdom holds that over 70 percent of new business initiatives fail, and over 90 percent of people never carry through on their planned New Year's resolutions.

You have outlined your contingency plans in a previous part of your personal marketing plan. Now, think about what measures will trigger the contingency plan. If your contingency plans involve attending graduate school sometime in the future, what will make you begin to look for a program? If you are not being compensated in a way that matches your market value, what will you do? How long are you willing to be underpaid?

Finally, consider contingency plans for later in your career. Is it likely that you will move to another city in the next five years? Could family changes, such as getting married or needing to take care of an aging parent, affect the career path you should take? The more scenarios you can put in writing, think about, and plan for, the greater the chance that you will successfully navigate the most important product launch of your career: you, as a college graduate.

Never forget that you are managing your personal brand every minute of every day. Never forget that you will make mistakes marketing yourself. Mistakes are okay as long as you learn from them. And never forget that whether you are marketing cars, a nonprofit organization, or yourself, planning increases the likelihood of success.