1. PERSONAL BRAND EXPLORATION
ALYSSA PASCOE
Project & Portfolio I: Week 1
SEPTEMBER 3RD 2023

2. I'm Alyssa, an esthetician, and an account executive for a small healthcare business
with a knack for making people smile. My esthetics background taught me the
importance of detail and well-being, while my healthcare gig has sharpened my
communication skills.
What defines me is my
outgoing and social side. I thrive on cracking jokes and bringing laughter to
people's lives. My big dream? Owning my agency or a gig that lets me balance
family and helping small businesses, especially those run by fellow women and
moms. Integrity, resilience, and empathy guide me as I chase these goals, all
while cherishing moments with my friends and family.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Digital Marketing Manager
• Social Media Strategist
• Search Engine Optimization
(SEO) Specialist
BRAND ARCHETYPE -
As an Entertainer archetype, my approach is distinct and captivating. I infuse
creativity into every aspect of my work, using imaginative storytelling to create
content that resonates emotionally with the audience. Engagement isn't just a
metric for me; it's the core of my strategy. I leverage humor, interactive elements,
and spontaneous adaptability to keep the audience entertained and connected. My
goal isn't just customers; it's building a loyal fanbase that eagerly anticipates my
next move. Beyond traditional metrics, I measure success by the smiles and
positive sentiments generated, aiming to create a brand that people genuinely love
to interact with. In digital marketing, I transform the stage into a digital arena where
entertainment and engagement reign supreme, leaving a memorable impact.
Marketing Manager for small, women owned businesses

4. Marketing Professionals
TARGET AUDIENCE
Michael D Markham
Outreach Plan:
• To prepare for initial contact with Michael D. Markham, Chief Marketing
Officer at Beauty Bakerie Cosmetics, I will research the company's
recent marketing initiatives and notable achievements.
• I will initiate contact with Mr. Markham through a professional email,
expressing my interest in connecting and discussing potential
collaboration opportunities in digital marketing.
• If I don't receive a response within one week, I will send a polite follow-
up email, suggesting a specific date and time for a virtual meeting to
demonstrate my continued interest and commitment to connecting.
PROFILE
PICTURE Chief Marketing Officer at
Beauty Bakerie Cosmetics
Delilah Nuval
Outreach Plan:
• To prepare for initial contact with Delilah Nuval, I will research
Sephora's recent social media campaigns and achievements.
• I will initiate contact with Delilah Nuval through a personalized email,
expressing my admiration for Sephora's social media initiatives.
• If I don't receive a response within one to two weeks, I will send a
courteous follow-up email, proposing a specific date and time for a
virtual meeting.
PROFILE
PICTURE Director of Social Media @
Sephora
Michelle Crossan-Matos
Outreach Plan:
• To prepare for initial contact with Michelle Crossan-Matos, I will research her professional
background, focusing on her current role and career achievements. This research will
provide valuable context for our conversation and help establish a meaningful connection.
• I will initiate contact with Michelle Crossan-Matos through a personalized LinkedIn
message, leveraging the platform's professionalism and directness. In this message, I will
introduce myself, express my interest in connecting, and highlight any shared interests or
connections in the field of digital marketing.
• After sending the initial LinkedIn message, I will wait for approximately 1-2 weeks to allow
Ms. Crossan time to review and respond. If I do not receive a response within this
timeframe, I will send a polite follow-up message on LinkedIn, reaffirming my interest in
connecting and suggesting a specific time for a virtual meeting or call. This proactive
approach demonstrates my commitment to establishing a connection while respecting Ms.
Crossan's schedule and preferences.
PROFILE
PICTURE CMO at Ulta Beauty

5. GOALS
Short Term: Immediately After Graduation, 2025
Short-Term Goal: Secure a digital marketing internship at a reputable agency or company within six
months of graduation.
Key Performance Indicator (KPI): By the end of the first month post-graduation, I will have submitted
at least 15 internship applications to potential employers in the digital marketing field, ensuring I actively
pursue this goal.
Mid Term: 2026
Mid-Term Goal: Attain a leadership role in a digital marketing team or department, such as Digital
Marketing Manager, within the next two years.
Key Performance Indicator (KPI): By the end of the first year (2027), I will have completed at least
two advanced digital marketing courses or certifications, demonstrating my commitment to professional
growth and readiness for a leadership position.
Long Term: 2030
Long-Term Goal: Establish and lead my own digital marketing agency specializing in helping small
businesses grow their online presence and achieve sustainable success.
Key Performance Indicator (KPI): By 2030, I aim to have onboarded at least 20 small business
clients, demonstrating the agency's growth and impact on its clients' digital marketing success.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
SEO Optimization
SOFT
HARD
Novice / Adept / Expert
Social Media Management Novice / Adept / Expert
Effective Communication Novice / Adept / Expert
Problem Solving Novice / Adept / Expert
Search Engine Marketing (SEM) and Pay-Per-Click (PPC) Advertising
SOFT
HARD
Novice / Adept / Expert
Google Analytics and Data Analysis Novice / Adept / Expert
Creativity Novice / Adept / Expert
Adaptability Novice / Adept / Expert

7. I help businesses increase their online
visibility and reach their target audience by
implementing effective digital marketing
strategies.
PROMISE

8. CREDENTIALS
Work Experience:
 As a Client Services Manager at Minnesota Living Assistance, I provided
exceptional customer service, managed recruitment, and played a key role in
sales and marketing efforts.
 In my role as a Staffing Supervisor at Legacy Home Care, I managed client
territories, conducted employee reviews, and provided excellent customer
service.
 As an Admissions Concierge & Staffing Supervisor at Villa Healthcare, I
facilitated hospital referrals, participated in marketing efforts, and ensured a
seamless patient admission process.
Education:
• Esthetician, Diploma The Salon
Professional Academy 2022
• Digital Marketing, B.S., Full Sail University (Exp. 2025)
Leadership Roles:
Throughout my career, I've taken on several leadership roles that have allowed me to
develop and showcase my skills in team management and decision-making. Notably, as a
Program Manager and Designated Coordinator at Meridian Services Inc., I managed a
caseload of 40 cases, oversaw budgets and project revenue, and scheduled staff while
providing top-notch customer service. Additionally, my role as a Staffing Supervisor at Legacy
Home Care involved managing a territory of clients, conducting employee reviews, and
handling client concerns effectively. These experiences have honed my leadership abilities,
enabling me to excel in collaborative staffing models and make impactful decisions to ensure
the highest level of service for clients and staff alike.

9. COMPETITION
Garrett Somers
Industry Experience:
• None Listed
Education:
• Full Sail University (BS) Digital Marketing (2023)
Leadership Experience:
• None Listed
Skills and Proficiencies:
• Strategy - 1 endorsements
• Content Management Systems - 0 endorsements
• Wireframing - 0 endorsements
Alyssa Pascoe
Overall Online Presence:
• 201 connections. Customized banner, no professional
headshot. No recent activity (last activity over a year
ago)
• Grade: Poor - incomplete and underutilized, 55 out of
100
Industry Experience:
• Client Services Manager at MN Living Assistance
- includes marketing and sales activities
• Account Executive - LHC Group - Marketing &
Sales, Online presence
Education:
• Digital Marketing, B.S., Full Sail University (Exp. 2025)
• Esthetician, Diploma The Salon Professional Academy
2022
Leadership Experience:
• Client Services Manager
• Account Executive
Skills and Proficiencies:
• Sourcing - 2 endorsements
• Social Recruiting - 2 endorsements
• Problem Solving - 1 endorsement
Overall Online Presence:
• Minimal connections, newer page, active in interactions
with others, non-professional headshot, non-
customized banner,
• Grade: Poor, 50 out of 100

10. COMPETITION
Ellen Bedecarre-McNamara
Noteworthy Experience:
• Marketing and Communications specialist with more than eight years of
experience in content planning and development, social media management,
digital marketing and strategic communications. Delivers clear and consistent
messaging to align unique brand storytelling and marketing deliverables.
Focus in corporate marketing and digital content strategy.Noteworthy
experience goes here
Alyssa Pascoe
HEADSHOT HEADSHOT
Education:
• Metro State University - BS 2015
Skills and Proficiencies:
• Microsoft Excel - 8 Endorsements
• Microsoft Office - 10 Endorsements
• Social Media - 17 Endorsements
Overall Online Presence:
• 495 connections, very active, great headshot and
customized banner
• Grade: Superior - 90 out of 100.
Industry Experience:
• Client Services Manager at MN Living Assistance
- includes marketing and sales activities
• Account Executive - LHC Group - Marketing &
Sales, Online presence
Education:
• Digital Marketing, B.S., Full Sail University (Exp. 2025)
• Esthetician, Diploma The Salon Professional Academy
2022
Leadership Experience:
• Client Services Manager
• Account Executive
Skills and Proficiencies:
• Sourcing - 2 endorsements
• Social Recruiting - 2 endorsements
• Problem Solving - 1 endorsement
Overall Online Presence:
• Minimal connections, newer page, active in interactions
with others, non-professional headshot, non-
customized banner,
• Grade: Poor, 50 out of 100
 Social Media Manager Social Media Manager - Meet
Minneapolis - 2 yrs 8 mos.

11. BRAND POSITION
For small businesses looking to boost their online
presence and drive growth, I provide tailored digital
marketing solutions that deliver exceptional results. Our
main benefit is a personalized approach that considers
each business's unique needs and goals. We believe that
by customizing our strategies, we can achieve outstanding
outcomes that set us apart from competitors.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• AMA Social Media Bootcamp
‣ September 5th-7th 2023 | ONLINE
• Digital Marketing World Forum Social Marketing Summit
‣ September 14th and 15th | Miami, FL
• The Gathering, 2023 Summit
‣ October 18th-21st | Banff, Canada
Digital Marketing
• Primary Content: As an Entertainer archetype, my primary online content will revolve around engaging and
entertaining my audience. I'll create humorous videos, interactive quizzes, and behind-the-scenes glimpses to
connect with my followers. Sharing funny memes, hosting live Q&A sessions with a touch of humor, and
conducting entertaining interviews will be part of my content strategy. I'll also share engaging stories and
anecdotes, organize contests and challenges, and infuse humor into podcasts or industry-related content. This
diverse range of content will align with my lively and humorous temperament, keeping my online presence
entertaining and enjoyable for my audience while fostering a sense of community.
• Primary Tools:As an Entertainer archetype, I will utilize a range of social networks and online tools to promote
my engaging and entertaining content. This includes YouTube for humorous videos released weekly, Instagram
for behind-the-scenes stories and interactive polls posted 3-4 times a week, Twitter for quick-witted commentary
and daily engagement, and Facebook for longer-form content such as articles, podcasts, and interviews shared 2-
3 times a week. Additionally, I'll tap into TikTok for short, humorous clips several times a week and podcasting
platforms for bi-weekly episodes. Occasional live streaming on platforms like Instagram Live will add an
interactive element. Consistency and a content calendar will ensure a regular posting schedule across these
platforms, with a focus on humor and engaging visuals to align with my Entertainer archetype.
• Website:My digital portfolio site will play a pivotal role in enhancing brand awareness. I'll regularly update it with
recent projects, maintain a blog for industry insights, and feature client testimonials. Integration with social media,
email signups, and strong SEO optimization will amplify my online presence, making it a central hub for
showcasing expertise and connecting with my audience.

13. PROFESSIONAL DEVELOPMENT
Mentor
I will seek a mentor with significant industry expertise, proven
success, and a balanced lifestyle. Ideally, our partnership will
be long-term, focusing on ongoing growth and aligned values.
This mentorship should be established by fall of 2024
Formal Education
I intend to graduate from Full Sail University with my degree in
Digital Marketing in 2025.
Technical Skills
• Complete University of Minnesota SEO Bootcamp to
address deficits in SEO and PPC advertising - January
2024
• Complete Google Analytics Academy to address
deficits in Google Analytics and Ads - June 2024
• Complete LinkedIn Learning Course in Advanced
Content Marketing October 2023
Soft Skills
• Complete LinkedIn Learning - Web Design and
Development Course - December 2023
• Complete LinkedIn Learning Course - Foundations of
Communication November 2023

14. Alyssa Pascoe
You know the challenge of low website traffic? Well, what I do is implement targeted SEO strategies to improve
online visibility and drive organic traffic. In fact, I've successfully increased website traffic by 50% for multiple
clients through keyword optimization and content improvements.

15. REFERENCES
13-1161.00 - market research analysts and marketing specialists.
O*NET OnLine. (n.d.-a).
https://www.onetonline.org/link/summary/13-1161.00
13-1161.01 - search marketing strategists. O*NET OnLine.
(n.d.-b). https://www.onetonline.org/link/summary/13-
1161.01
Alyssa Pascoe - Client services manager - baywood home care -
linkedin. (n.d.-a). https://www.linkedin.com/in/alyssa-
pascoe-9b42b1181
Delilah Nuval - social media director - sephora | linkedin. (n.d.-
b). https://www.linkedin.com/in/delilahnuval
Ellen Bedecarre-McNamara - Social media manager - linkedin.
(n.d.-c). https://www.linkedin.com/in/ellen-bedecarre-
mcnamara-23b14340
Garrett Sommers - Full sail university - island falls, Maine ... -
linkedin. (n.d.-d). https://www.linkedin.com/in/garrett-
sommers-1b917b1ba
Google. (n.d.). Google Analytics Academy.
https://analytics.google.com/analytics/academy/
Kramer, J. (2022, February 23). Web design and development in
the code and no-code era - introduction to web design and
development video tutorial: Linkedin learning, formerly
Lynda.com. LinkedIn.
https://www.linkedin.com/learning/introduction-to-web-
design-and-development-14628245/web-design-and-
development-in-the-code-and-no-code-era?u=50813145
https://www.linkedin.com/in/michellecrossantheweeklycm
o/
Occupation keyword search. O*NET OnLine. (n.d.-c).
https://www.onetonline.org/find/result?s=Digital%2BMark
eting
Pahwa, A., & consultant, A. P. startup. (2023, March 24). What
is marketing? - principles, types & scope. Feedough.
https://www.feedough.com/what-is-marketing-definition-
types-scope/
Schutrop, K. (2023, August 30). Scaling content marketing
success - advanced content marketing video tutorial:
Linkedin learning, formerly Lynda.com. LinkedIn.
https://www.linkedin.com/learning/advanced-content-
marketing-2023/scaling-content-marketing-
success?u=50813145
University of Minnesota Digital Marketing Boot Camp: Become
a digital marketing professional in 18 weeks: Landing.
University of Minnesota Boot Camps. (2023, May 3).
https://bootcamp.umn.edu/digitalmarketing/landing/?s=goo
gle&pkw=seo+course&pcrid=659039779916&pmt=p&ut
m_source=google&utm_medium=cpc&utm_campaign=G
GL%7CUNIVERSITY-OF-
MINNESOTA%7CSEM%7CDIGIMARK%7C-
%7CONL%7CTIER-1%7CALL%7CNBD-
G%7CBMM%7CSecondary%7CCourse&utm_term=seo+c
ourse&k=seo+course&utm_adgroupid=120969280502&ut
m_locationphysicalms=9019526&utm_matchtype=p&utm
_network=g&utm_device=c&utm_content=659039779916
&utm_placement=&gad=1&gclid=CjwKCAjw3dCnBhBC
EiwAVvLcu6btKw3ri6cT_knTxiQ-