Jenkintown, Pa. (April 30, 2004) -- For marketing efforts to succeed, they should be custom-tailored as much as possible to each partner's strengths and weaknesses, according to Debra Skolnick, director of marketing and communications at Goldenberg Rosenthal, in Jenkintown, Pa.

"The success of partners’ marketing activities can be enhanced by developing a customized marketing plan that reflects their personality, concentrating on their individual strengths and interests," says Skolnick.

A marketing plan for a partner should outline specific tactics for promoting a partner’s area of specialization. As an example, GR’s partner-in-charge of litigation support services, who specializes in forensic accounting, "is an excellent presenter," says Skolnick. "His plan reflects this, by using his skills to the best advantage in showcasing his expertise and augmenting his ‘celebrity’ status through speaking engagements, seminars and panel discussions."

All staff professionals should complete a plan for personal career growth. "The plan should define goals for career advancement, personal lifestyle objectives, step-by-step actions to achieve goals, and a progress record," and is kept confidential, says Skolnick.

In designing the plans, Skolnick suggests asking staff to describe their perception of an "ideal" career; to identify three personal goals they want to achieve in 2004, 2005 and 2006; and to list four motivating factors that will lead them to accomplish their goals.

She also recommends asking: What do you need to accomplish in your career to accelerate achieving your personal goals? What increase in compensation would help you to meet your personal financial goals? What marketing activities will help you? What is hampering your marketing efforts? And, how would you re-structure your job to include more marketing activities?

-- Jeff Stimpson

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