As a Marketing Manager with ADP's corporate marketing department, I have been assigned to lead various product-specific marketing initiatives supporting a diversified group of business segments. Among these tasks, none was more important to the strategic direction of the business than leading the development of ADP's web site adp.com. 做过很多。。其中一件印象深刻
ADP, a leading $5 billion technology company with over 425,000 clients
worldwide, lacked a consistent or aggressive Internet strategy. Instead,
each business unit or division was driving its own website strategy and
execution. More often than not, the result was a fragmented message: a
cluttered, company-centric website that failed to effectively communicate
our broad range of products and services. Despite its market leadership,
ADP was meeting neither the expectations of users nor the needs of clients.
The company was also missing a tremendous marketing opportunity and risking
losing market share because our competition was operating at a far higher
level than ours. Realizing that corporate marketing could add value across
the company's business segments, I initiated and led a plan to redesign
the website and fully leverage the Internet as a marketing channel to
drive branding, product awareness, and sales leads through an integrated
and path-driven website.
My role was specific: develop a strategy to improve navigation, communicate the complete range of ADP's products and services, optimize the flow of traffic to drive leads for the business segments, persuade visitors to purchase ADP products and services online, and create a platform for ADP's evolving E-business strategy. This initiative was highly challenging because of the complexity of the service offerings, the diversity of the business, and the overwhelming political bureaucracy within the organization.
With a limited budget, limited resources, and limited supervision, I designed a four-phase strategy to re-evaluate the current website and replace it with an active, path-driven site. The strategy included a review of the company's current navigation and content, a strategic assessment mapping navigation and functionality against corporate and divisional objectives, and the design and architecture of the site. Furthermore, we developed a plan to validate our recommendation with market feedback through client and prospective client focus group interviews. 提出遇到的苦难，资金有限，资源有限。。自己提出计划。
The first phase encompassed an overall program review, analysis of all current ADP and industry Internet market research, a web traffic audit, and internal interviews with senior management. In familiarizing ourselves with current industry practices, we also reviewed ten competitors and twelve business-to-business leaders' websites. These 22 sites were carefully evaluated for their relative strengths and weaknesses in the areas of navigation, content, degree of user-centricity, and organization. The second phase included a design exploration. Working together with a web design firm, we developed five different design options. In phase three, we gathered market feedback through focus group interviews conducted with both clients and prospects based on the current web site and on the new design options. The final phase involved feedback-based revisions to the designs, which will be presented to ADP's Executive Committee in April and launched in May 2000. 遇到的问题。
The project was a success. Our recommendation was received with exceedingly positive feedback by both the business units and the Executive Vice President of Marketing. In addition, I have been awarded with the honor of presenting the project to the Executive Committee in April. Our long-term goal is to develop an entire adp.com team dedicated to servicing clients and marketing on the Internet.
The management skills I have gained from this project have been invaluable
to my career growth. I have learned the value of qualitative and quantitative
research, experience in fiscal management and project management, and
the importance of matching corporate strategy to Internet strategy. More
importantly, the experience has taught me the value of gathering senior
management "buy in" through the progression of a project. I
was able to successfully gain the support of senior management by maintaining
open communication and making them part of the process. Ultimately, this
support was critical to the success of the project, which has brought
my department and me increased visibility within the company -- a development
that, in turn, has led to more important projects. Through the success
of adp.com, I am now regarded as an effective and respected manager who
has the ability to analyze and lead complex projects from concept to completion
while gaining the support of senior management.定性定量分析
This applicant focuses his first six paragraphs on the details of his project and the roles he played. He includes specific duties such as the following: "My role was specific: develop a strategy to improve navigation, communicate the complete range of ADP's products and services, optimize the flow of traffic to drive leads for the business segments, persuade visitors to purchase ADP products and services online, and create a platform for ADP's evolving E-business strategy." Because he focuses on concrete examples, he does not need to tell us about his ability to strategize or communicate. We can deduce for ourselves the kinds of skills he shows in his work.例子非常丰富
In his conclusion, the writer avoids citing generic clichés about leadership and instead focuses on practical lessons learned. There are implicit broader principles behind those lessons, but it's more important that we see how he has applied them to his specific case. For example, "the importance of matching corporate strategy to Internet strategy" speaks essentially to the importance of aligning goals, which applies to all leadership situations.