Blue Feet Launches to Help Executive Job Seekers, Entrepreneurs Stand Out from the Crowd

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Blue Feet specializes in marketing services for boomers and others launching second careers: branding, positioning, messaging, job interview training, networking training, web site content and résumé writing.

The goal of Blue Feet is to create a foundation for career changers or entrepreneurs to authentically market themselves or their businesses

Apple is ultra-hip. McDonald's is a kid's paradise. Coke is the real thing. What can individuals learn from corporations? How to create and present a brand that clearly conveys what makes them different than every other job applicant or small business. This is the premise behind a new company, Blue Feet, launching today.

Public relations and communications industry veteran Lilli Cloud founded the company to harness what she's learned over more than two decades of helping companies build their brands, hone their messages and communicate effectively.

"Everyone has a unique blend of talent and expertise, but most people have trouble recognizing what it is they offer and how to package it in a way that makes a powerful, positive impression," said Cloud. "Individuals seeking work or clients must be just as diligent about defining and building their own brands as corporations and politicians are. A clear identity, strong messages and a consistent way of delivering both in person and in print -- these are the tools I've been helping companies with for more than 20 years. And these are precisely the tools that will help people effectively communicate their own value in a competitive business environment."    

Blue Feet is named after the blue-footed boobies of the Galapagos Islands. These unusual birds attract attention because of how well they display their most extraordinary features - literally, their blue feet.

Blue Feet does the same for executive career changers, job seekers and entrepreneurs -- particularly those entering their second or even third careers. Cloud helps them uncover their most extraordinary features and trains them how to articulate their value in a powerful but authentic way to attract the attention of their target audiences.

"Today's business environment provides both opportunities and challenges for people in the mid- and late-stages of their careers," said Cloud. "Whether the change is by choice or necessity, people need a sophisticated marketing approach to stand out from the crowd."

Cloud launched this business to meet the needs of the tremendous market of 76 million baby boomers and others 40+ who are reinventing career and retirement. According to an article in the Monthly Labor Review, those age 45 and older will make up 40 percent of the workforce in 2008. Some will choose to change careers, some will be aged out, and many will forgo retirement. In a 2007 survey conducted for Robert Half Management Associates, 24 percent of respondents said when they're ready to retire they will change fields or work at something new.

"The goal of Blue Feet is to create a foundation for career changers or entrepreneurs to authentically market themselves or their businesses," says Cloud. "There are many people with great experience, but most undervalue themselves and few know how to put their unique expertise into words."

Blue Feet provides market analysis, identification of brand attributes and development of key messages. The process involves two meetings and four phone calls over the period of three weeks.

Clients end up with expertly honed messages that they can use verbally as well as in social networking sites like LinkedIn, for business correspondence or as a foundation for every other marketing outreach.

Cloud then trains clients on how to use their messaging in networking, job interviews and new business meetings, and helps them practice answering both the softball questions and the dreaded ones. Included in the package is Web site content or résumé writing.

"Personal branding and positioning should be a cornerstone of anyone's efforts to change careers or hang their own shingle," says Cloud. "I started rewriting résumés of friends and family because what was on the page did not reflect the person I knew. Perhaps even more important than my marketing expertise, the greatest value I provide as a consultant is outside perspective, and this is particularly true with something as personal as one's own business or career."

Blue Feet Founder Lilli Cloud has more than 20 years of experience in developing persuasive communications for Fortune 500 companies, non-profit organizations, and small- and mid-size businesses in a wide-range of industries. Formerly a vice president at Fleishman-Hillard and PainePR, she also teaches groups and individuals, including senior executives, how to refine and deliver their messages electronically, in print and through verbal communication.

About Blue Feet:
Southern California-based Blue Feet offers executive career changers and entrepreneurs sophisticated marketing tools to create a foundation to launch their next act. The Blue Feet package includes branding and message development, as well as networking and job interview training, plus Web site content or résumé writing. Blue Feet was founded by communications executive Lilli Cloud to bring big-company marketing services to executives and entrepreneurs.

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Lilli Cloud
Blue Feet
(323) 441-1931
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