Personal Brand Story created in Project & Portfolio 1 with Full Sail University.

1. PERSONAL BRAND EXPLORATION
CHELSEA COUDRIET
PROJECT & PORTFOLIO I: WEEK 3
AUGUST 24, 2019

2. AS A CUBAN-AMERICAN FROM A SMALL STRUGGLING FAMILY,
CHELSEA COUDRIET GREW UP IN THE PALM TREE FILLED BEACH
CITY OF FORT LAUDERDALE, FL, WHICH SHAPED HER LOVE FOR
TIMELESS DESIGN AND HER PASSION FOR CONNECTING WITH
DIFFERENT AUDIENCES. THROUGH HER CHARITY AND VOLUNTEER
WORK, SHE HAS BEEN ABLE TO UNDERSTAND A VARIETY OF
PERSPECTIVES FROM AROUND THE WORLD. SHE HAS ALWAYS HAD
A LOVE FOR MARKETING AND A DEDICATION TO EXCELLENCE.
CHELSEA ONE DAY DREAMS OF WORKING WITH A LEADER IN HER
FIELD, SUCH AS FRIEDMAN DENTAL GROUP. AFTER GAINING 10
YEARS OF WORK EXPERIENCE IN THE DENTAL INDUSTRY, CHELSEA
ENROLLED IN THE DIGITAL MARKETING PROGRAM AT FULL SAIL
UNIVERSITY WHERE SHE’S FOCUSED ON DEVELOPING DIGITAL
MARKETING SKILLS TO EARN THE FIRST COLLEGE DEGREE IN HER
FAMILY. AFTER OBTAINING HER GOAL, SHE PLANS TO CONTINUE
HER EDUCATION BY OBTAINING HER MASTERS DEGREE IN
BUSINESS INTELLIGENCE AND ASPIRES TO BE A HIGH LEVEL
PROFESSIONAL THAT IS FOCUSED ON GIVING BACK TO HER
COMMUNITY AND LIVING DEBT-FREE!
IDENTITY

3. PROFESSION
POTENTIAL JOB TITLES:
• MARKETING COORDINATOR
• MARKETING MANAGER
• ADVERTISING AND PROMOTIONS
MANAGERS
ROYALTY ARCHETYPE - PRODUCING
BRAND STORIES THAT LEAD THE
COMMUNITY THROUGH A RESILIENT
DEDICATION TO EXCELLENCE. USING
INDUSTRY TRENDS TO ENGAGE
AUDIENCES AND ENCOURAGE THEM
TO EMBARK ON THEIR DENTAL
JOURNEY FOR THEMSELVES, THEIR
FAMILY, AND THEIR COMMUNITY.
DIGITAL MARKETING FOR LARGE ESTABLISHED MEDICAL PRACTICES

4. • DEMOGRAPHICS: 80% FEMALE,
40-55 YEARS OLD, MIXED
ETHNICITY, MOSTLY MARRIED,
COLLEGE EDUCATED, LOCATED IN
THE USA.
• PSYCHOGRAPHICS: SPENDS FREE
TIME PLAYING WITH KIDS OUTSIDE,
CONSERVATIVE, FAMILY & FRIENDS
ARE VERY IMPORTANT, EDUCATION
IS A PRIORITY.
• IDEAL AUDIENCE MEMBERS:
CAROLYN PRIMTERRA (FDG), APRIL
SO, SR. DIGITAL MARKETING
MANAGER (CLEARCHOICE),
DANIELLE CLARK, MARKETING
DIRECTOR (SAGE DENTAL)
DENTISTS & HIRING MANAGERS AT FRIEDMAN DENTAL GROUP, CLEAR CHOICE
DENTAL IMPLANT CENTERS, AND SAGE DENTAL
TARGET AUDIENCE

5. GOALS
SHORT TERM: (IMMEDIATELY AFTER GRADUATION, 2021)
•LAND AN ENTRY-LEVEL MARKETING POSITION AT
FRIEDMAN DENTAL GROUP.
‣ CONNECT WITH AND SEND A FOLLOW UP EMAIL
TO HIRING MANAGER, CAROLYN ANN, BY
DECEMBER 31, 2019.
MID TERM: (2026)
•LEAD A SUCCESSFUL MARKETING CAMPAIGN AIMED AT
EXPANDING PATIENT DATABASE FURTHER INCREASING
NEW PATIENT CLOSED CASES.
‣ EXPAND YEAR-OVER-YEAR GROWTH OF PATIENT
DATABASE BY 30% BY DECEMBER 31, 2026.
LONG TERM: (2041)
•ESTABLISH A DENTAL MARKETING MEDIA COMPANY
THAT HELPS DENTISTS INCREASE PATIENT DATABASE.
‣ SAVE A TOTAL OF $75,000, COMPLETE 3 CASE
STUDIES OF DENTAL PRACTICES, AND SECURE 3
BUSINESS PARTNERSHIPS BY DECEMBER 31,
2041.

6. SKILLS ANALYSIS
NOTABLE SKILLS & CURRENT PROFICIENCIES:
NOTABLE SKILLS REQUIRED IN TRADE & CURRENT
PROFICIENCIES:
EMAIL MARKETING 87%
WORDPRESS 80%
PROJECT MANAGEMENT 100%
ORGANIZATION 100%
SOFTHARD
EMAIL MARKETING 100%
WORDPRESS CMS 80%
PROFESSIONAL WRITING 75%
PUBLIC SPEAKING 60%
SOFTHARD

7. I HELP DENTAL PRACTICES INCREASE THEIR
PATIENT DATABASE BY INSPIRING AND
LEADING PROSPECTIVE PATIENTS TO BEGIN
THEIR DENTAL JOURNEY THROUGH SHARING
REAL PATIENT “SMILE MAKEOVER STORIES”
USING DIGITAL MEDIA STORYTELLING.
PROMISE

8. CREDENTIALS
WORK EXPERIENCE:
• 10 YEARS OF WORK EXPERIENCE IN
THE DENTAL INDUSTRY
• 5 YEARS IN DIGITAL MARKETING FOR
STARTUPS
EDUCATION:
• INDEPENDENT STUDY, LINDA.COM
• SPORTS MARKETING & MEDIA, B.S., FULL SAIL UNIVERSITY (EXP. 2021)
AWARDS:
• EARNED THE “HARDEST WORKING”
AWARD
VOLUNTEER:
OVER 100 HOURS WORKING WITH
VETERANS IN THE LOCAL COMMUNITY

9. COMPETITION
EMMALEE WOOD
INDUSTRY EXPERIENCE:
• DOES NOT INCLUDE WORK
EXPERIENCE ON PROFILE; ASSUMED
TO STILL BE IN SCHOOL
EDUCATION:
• CURRENT STUDENT ENROLLED IN DIGITAL
MARKETING, B.S. AT FULL SAIL UNIVERSITY
LEADERSHIP EXPERIENCE:
• SOME LEADERSHIP ROLES
SKILLS AND PROFICIENCIES:
• DIGITAL MARKETING- NO ENDORSEMENTS
• BUSINESS DOCUMENTATION - NO ENDORSEMENTS
• SALES OPERATIONS - NO ENDORSEMENTS
CHELSEA COUDRIET
OVERALL ONLINE PRESENCE:
• LESS THAN 200 CONNECTIONS, BANNER IMAGE
CUSTOMIZED, PROFESSIONAL HEADSHOT, DETAILED
PROFILE, NO ARTICLES PUBLISHED, ACTIVE ON
SOCIAL MEDIA, URL CUSTOMIZED
• GRADE: OKAY, 60 OUT OF 100
INDUSTRY EXPERIENCE:
• 5 YEARS OF MARKETING EXPERIENCE
FOR DENTAL PRACTICES
EDUCATION:
• CURRENT STUDENT ENROLLED IN DIGITAL
MARKETING, B.S. AT FULL SAIL UNIVERSITY
LEADERSHIP EXPERIENCE:
• MULTIPLE LEADERSHIP ROLES
SKILLS AND PROFICIENCIES:
• VIDEO PRODUCTION - 2 ENDORSEMENTS
• REPUTATION MARKETING - NO ENDORSEMENTS
• SOCIAL MEDIA MARKETING - 2 ENDORSEMENTS
OVERALL ONLINE PRESENCE:
• 300+ CONNECTIONS, BANNER IMAGE CUSTOMIZED,
PROFESSIONAL HEADSHOT, DETAILED SUMMARIES
THROUGHOUT PROFILE WITH TWO CONTENT
PIECES, NO ARTICLES PUBLISHED, SPORADICALLY
ACTIVE ON PERSONAL SOCIAL MEDIA ACCOUNTS,
URL CUSTOMIZED
• GRADE: GOOD, 70 OUT OF 100

10. COMPETITION
JAKE LEBENDIG
INDUSTRY EXPERIENCE:
• NO PREVIOUS MARKETING
EXPERIENCE
EDUCATION:
• CURRENT STUDENT ENROLLED IN DIGITAL MARKETING,
B.S. AT FULL SAIL UNIVERSITY
NOTEWORTHY EXPERIENCE:
• STRONG LEADERSHIP BACKGROUND IN THE US NAVY
• STRONG LEADERSHIP BACKGROUND WORKING AS AN
ASSISTANT MANAGER
SKILLS AND PROFICIENCIES:
• TECH SAVVY- NO ENDORSEMENTS
• INVENTORY CONTROL - NO ENDORSEMENTS
• TROUBLESHOOTING - NO ENDORSEMENTS
OVERALL ONLINE PRESENCE:
• LESS THAN 100 CONNECTIONS, BANNER IMAGE
CUSTOMIZED, POLISHED HEADSHOT, DETAILED
PROFILE SUMMARIES, NO VOLUNTEER WORK, URL
CUSTOMIZED
• GRADE: OKAY, 60 OUT OF 100
CHELSEA COUDRIET
INDUSTRY EXPERIENCE:
• 5 YEARS OF MARKETING EXPERIENCE
FOR DENTAL PRACTICES
EDUCATION:
• CURRENT STUDENT ENROLLED IN DIGITAL
MARKETING, B.S. AT FULL SAIL UNIVERSITY
LEADERSHIP EXPERIENCE:
• MULTIPLE LEADERSHIP ROLES
SKILLS AND PROFICIENCIES:
• VIDEO PRODUCTION - 2 ENDORSEMENTS
• REPUTATION MARKETING - NO ENDORSEMENTS
• SOCIAL MEDIA MARKETING - 2 ENDORSEMENTS
OVERALL ONLINE PRESENCE:
• 300+ CONNECTIONS, BANNER IMAGE CUSTOMIZED,
PROFESSIONAL HEADSHOT, DETAILED SUMMARIES
THROUGHOUT PROFILE WITH TWO CONTENT
PIECES, NOTABLE VOLUNTEER WORK,
SPORADICALLY ACTIVE ON PERSONAL SOCIAL
MEDIA ACCOUNTS, URL CUSTOMIZED
• GRADE: AVERAGE, 70 OUT OF 100

11. BRAND POSITION
PROVIDING HOPE, HAPPINESS, AND EXCELLENCE TO
OUR LOCAL COMMUNITY BY SHARING SMILE
MAKEOVER STORIES THAT LEAVE YOU EXCITED TO
START YOUR JOURNEY!
CHELSEA “SMILES A LOT” COUDRIET
CHELSEA EARNED THE NICKNAME “SMILES A LOT” FROM HER
COLLEAGUES AS HER SMILE IS INFECTIOUS AND SHE WOULD
OFTEN LEAVE EVERYONE LAUGHING AND SMILING FROM THE
STORIES OF HER LIFE CHANGING PATIENT SUCCESS STORIES.

12. NETWORKING & MARKETING
INDUSTRY EVENTS & ORGANIZATIONS
• 2020 CARNEGIE DARTLET CONFERENCE
‣ JANUARY 29 - 30 | ORLANDO, FL
• AMERICAN MARKETING ASSOCIATION (AMA)
‣ COLLEGIATE MEMBERSHIP | MIAMI CHAPTER
• DIGITAL MARKETING ASSOCIATION
‣ COLLEGIATE MEMBERSHIP | MIAMI CHAPTER
DIGITAL MARKETING
• PRIMARY CONTENT: EST. PODCAST CALLED “SMILE TRANSFORMATION
STORIES”; 15 MIN. EPISODES TELLING PERSONAL STORIES OF PATIENT
TRANSFORMATIONS; 1 EPISODE PER MONTH; HOST AND SYNDICATE
THROUGH LISBON
• PRIMARY TOOLS: SOCIAL MEDIA (FACEBOOK, INSTAGRAM, & YOUTUBE)-
PROMOTE PODCAST THROUGH 30 SEC. PROMO VIDEOS AND PROVIDE
TEASER CONTENT ON YOUTUBE; LINKEDIN - NETWORK WITH DOCTORS
AND INDUSTRY PROFESSIONALS. PUBLISH QUARTERLY ARTICLES
DISCUSSING SOME OF THE PODCAST STORIES AND UPDATED ON WHERE
THEY ARE NOW.
• WEBSITE: FULL SAIL DIGITAL PORTFOLIO SITE TO SHOWCASE
COMPLETED PROJECTS; USE BLOG TO SHOWCASE DENTAL MARKETING
KNOWLEDGE AND EMBED PODCAST EPISODES / ADDITIONAL YOUTUBE
CONTENT

13. PROFESSIONAL DEVELOPMENT
MENTOR
• SEEKING SENIOR-LEVEL MARKETING DIRECTOR WITH AT
LEAST 15 YRS OF EXPERIENCE IN DIGITAL MARKETING;
STRONG FAMILY-FOCUSED FEMALE THAT UPHOLDS
STRONG MORAL VALUES, JAN. 2021
FORMAL EDUCATION
• COMPLETE DIGITAL MARKETING, B.S. AT FULL SAIL
UNIVERSITY BY EXPECTED GRADUATION DATE IN 2021
TECHNICAL SKILLS
• LEARNING MAIL CHIMP; - LYNDA.COM, JUNE 2020
• SEO FOUNDATIONS - LYNDA.COM, MAY 2020
• ADVERTISING ON FACEBOOK - LYNDA.COM, MAY 2020
SOFT SKILLS
• WRITING FORMAL BUSINESS LETTERS & EMAILS -
LYNDA.COM, JAN. 2020
• PUBLIC SPEAKING FOUNDATIONS - LYNDA.COM, JAN. 2020
• JOIN LOCAL SOUTH FLORIDA INTERACTIVE MARKETING
ASSOCIATION AND REGULARLY ATTEND MONTHLY
EVENTS, STARTING OCT. 2021
• IMPROMPTU SPEAKING - LYNDA.COM, NOV. 2019

14. CHELSEA COUDRIET
Many people are embarrassed of their smile but
only 25% of the market decides to get the help
they need. In order to help increase that population, I
produce patient “smile makeover” stories that inspire
individuals to take charge of their health. In fact, after serving my local
community for ten years in the dental industry, I produced a handful of
cinematic TV commercials that helped a large dental implant center increase
their brand awareness online by 200% in just one year. Customers often
referenced my tv commercials as the reason they decided to sign up for dental
reconstruction surgery.
“

15. REFERENCES
FACEBOOK (2019) CAROLYN PRIMETERRA PROFILE
RETRIEVED AUGUST 25TH, 2019 FROM HTTPS://
WWW.FACEBOOK.COM/4CAREBEAR
LEBENDIG, J. (2019). JAKE LEBENDIG LINKEDIN PROFILE.
RETRIEVED AUGUST 25TH, 2019, FROM HTTPS://
WWW.LINKEDIN.COM/IN/BEDFORDJAKE/
LINKEDIN (2019) CLEARCHOICE COMPANY PROFILE
RETRIEVED AUGUST 25TH, 2019 FROM HTTPS://
WWW.LINKEDIN.COM/COMPANY/CLEARCHOICE-DENTAL-
IMPLANT-CENTERS/
LINKEDIN (2019) SAGE DENTAL COMPANY PROFILE
RETRIEVED AUGUST 25TH, 2019 FROM HTTPS://
WWW.LINKEDIN.COM/COMPANY/SAGE-DENTAL-GROUP/
ABOUT/
ONETONLINE.ORG. (2019). SUMMARY REPORT FOR:
11-2021.00 - MARKETING MANAGER. RETRIEVED AUGUST
25TH, 2019, FROM HTTPS://WWW.ONETONLINE.ORG/LINK/
SUMMARY/11-2021.00
ONETONLINE.ORG. (2019). SUMMARY REPORT FOR:
11-2011.10 - ADVERTISING AND PROMOTIONS MANAGER.
RETRIEVED AUGUST 25TH, 2019, FROM HTTPS://
WWW.ONETONLINE.ORG/LINK/SUMMARY/11-2011.00
ONETONLINE.ORG. (2019). SUMMARY REPORT FOR:
15-1199.10 - SEARCH MARKETING STRATEGISTS. RETRIEVED
APRIL 14, 2019, FROM HTTPS://WWW.ONETONLINE.ORG/
LINK/SUMMARY/15-1199.10
PUTNAM, K. (2019) ROYALTY BRAND ARCHETYPE.
RETRIEVED AUGUST 25TH, 2019 FROM HTTPS://
WWW.KAYEPUTNAM.COM/BRANDALITY-ARCHETYPE-
ROYALTY/
WOOD, E. (2019). EMMALEE WOOD LINKEDIN PROFILE.
RETRIEVED AUGUST 25TH, 2019 FROM HTTPS://
WWW.LINKEDIN.COM/IN/EMMALEE-WOOD-SANDERS/