An exploration of my personal brand.

1. PERSONAL BRAND EXPLORATION
Project & Portfolio I: Week 3 - April 21, 2019Lucas Thompson

2. Lucas has always been a “deep thinker” who enjoys
solving problems, improving systems, and testing new
ideas. Naturally, when he discovered sales and
marketing he felt right at home.
After serving in the U.S. Coast Guard for 6 years, Lucas
moved to Hawaii where he picked up his first
commission-based sales job, selling tropical fruit to
tourists. He quickly discovered that he could increase
his sales by creating and testing new marketing
strategies and salesmanship tactics…
This experience was the catalyst that launched
Lucas’s career as a marketer, and since then, he’s
developed his own successful businesses and helped
others improve their business as well. He now plans
to use his skills within the Digital Marketing Industry.
IDENTITY

3. DESIRED POSITION
Potential Job Titles:
• Digital Marketing Specialist
• Creative Assistant
• Digital Brand Manager
My Archetype: The Explorer
“Exploring the customer’s mind” is
about trying to see things from their
perspective then creating (or adjusting)
your marketing based on that unique
perspective. It’s an ongoing journey
(and adventure!) that involves learning
new things about your customer for the
purpose of creating a better experience
for them, while increasing profits for
the company as well.
Remote Job in Digital Marketing

4. • DEMOGRAPHICS: 60% Male,
30-50 years old, College Educated.
• PSYCHOGRAPHICS: Likes to
work hard and play hard, spends
free time with family, enjoys
learning about new trends in
business and marketing.
• IDEAL AUDIENCE MEMBERS:
Hiring Managers at Creative Circle,
LLC; LogMeIn, Inc; Streamline
Publishing, Inc; US Electric Services.
Recruiters & Hiring Managers for Remote Jobs
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level remote digital marketing position.
‣ Analyze job roles and skills needed for 25 entry-level
remote digital marketing jobs, get certified for those
skills. Connect with 1-2 employees of each of the 25
companies in order to get advice and possible
recommendations by December 31, 2020.
Mid Term: (2026)
• Create and grow a profitable marketing agency.
‣ While working remotely as a digital marketer, set aside
a minimum of 5 hrs each week to obtain clients and
complete projects.
Long Term: (2040)
• Own large media or marketing company that runs
independent of me.
‣ Grow my agency by 30% each year and find 2 partners
by Dec. 31, 2021.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Wordpress 90%
Facebook Ads Platform 75%
Retail Salesmanship 90%
SOFTHARD
Google Analytics 15%
Google Ads Platform 10%
Professional Writing 70%
Public Speaking 40%
SOFTHARD
Retail Display Marketing 95%

7. I will help increase sales through digital
marketing with the skills I developed as a
direct response marketer and salesman.
PROMISE

8. CREDENTIALS
Work Experience:
• 6 years service in U.S. Coast Guard
• 7 years self employment in direct sales
and marketing
Education:
• Digital Marketing, B.S., Full Sail University (Exp. 2020)
• Health Services Technician, U.S. Coast Guard
Awards:
• Coast Guard Good Conduct Medal
• Coast Guard Meritorious Unit Commendation
with One Star
• Coast Guard Meritorious Team Commendation

9. COMPETITION ON LINKEDIN
Ali Kessler
Industry Experience:
• ~19 years of marketing experience, 6
year of digital marketing experience
Education:
• Internet Marketing - Full Sail University
• Advertising and Journalism, BS. University of Florida
Noteworthy Experience:
• Director of Digital Marketing for The Watergate Hotel
• Entrepreneurship - Digital Marketing Contractor and
SEO Content Writer
Skills and Proficiencies:
• Email Marketing - 63 endorsements
• Advertising - 51 endorsements
• Digital Marketing - 48 endorsements
Lucas Thompson
Overall Online Presence:
• 500+ connections, custom banner image, polished
headshot, detailed profile summaries, two
recommendations, many years of experience,
customized URL, premium membership
• Grade: Good, 90 out of 100
Industry Experience:
• 7 Years direct sales and marketing
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Coast Guard, multiple leadership roles
Skills and Proficiencies:
• Retail display design
• Retail sales
• Wordpress
• Facebook Ads Platform
Overall Online Presence:
• 0 connections, banner image not customized (yet),
professional headshot, no detailed summaries (yet), no
articles published (yet), not active on social media
accounts (yet), URL not customized (yet)
• Grade: Average, 10 out of 100

10. COMPETITION ON LINKEDIN
Shellane Demarest
Industry Experience:
• 5 years digital marketing experience
Education:
• Full Sail University - Masters, New Media Journalism
• University of Phoenix - Business, Management,
Marketing, and Support Services
Noteworthy Experience:
• Web Content Writer - 2 Months
• Social Media Marketing Manager - 5 Years
Skills and Proficiencies:
• Social Media - 3 endorsements
• Marketing Strategy - 2 endorsements
• Online Marketing - 1 endorsement
Lucas Thompson
Overall Online Presence:
• 316 connections, no custom banner image, no polished
headshot, detailed profile summaries, minimal years of
experience in digit marketing, customized URL
• Grade: Goodal, 75 out of 100
Industry Experience:
• 7 Years direct sales and marketing
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Coast Guard, multiple leadership roles
Skills and Proficiencies:
• Retail display design
• Retail sales
• Wordpress
• Facebook Ads Platform
Overall Online Presence:
• 0 connections, banner image not customized (yet),
professional headshot, no detailed summaries (yet), no
articles published (yet), not active on social media
accounts (yet), URL not customized (yet)
• Grade: Average, 10 out of 100

11. BRAND POSITION
Understanding the customer and creating marketing
that aligns with their unique perspective for the
purpose of leading them to a specific outcome.
LUCAS THOMPSON
When designing marketing,
Lucas would often joke that it
was like “shepherding the mind
of a customer” towards making
a buying decision.
A.K.A. “THE CUSTOMER SHEPARD”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 DigiMarCon Digital Marketing Conference
‣ May 9-10 | New York, NY
• American Marketing Association (AMA)
‣ Collegiate Membership | Seattle Chapter
• Attend ‘Digital Summit’ Yearly
‣ Jun 11-12 | Portland, OR
Digital Marketing
• Primary Content: Blog posts - write 3 marketing related blog
posts per month on personal website and 1 guest post per
month on influential marketing website.
• Primary Tools: FB and LinkedIn - promote blog posts through
Facebook and LinkedIn while developing LinkedIn network of
industry experts.
• Website: I’ll be using my Full Sail digital portfolio site to
showcase school work while I am a student and will also use
the blog to write articles about marketing.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seek professional marketer with at least 10 yrs of
experience in Marketing Industry (preferably owns
agency); Christian man with family, Dec. 2019
Formal Education
• Complete Digital Marketing, B.S. by expected
graduation date in 2020
Technical Skills
• Google Ads Certification- Google.com, Dec 2019
• Google Analytics Authorized Consultant Certification-
Google.com, Dec 2020
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
Soft Skills
• Building Professional Relationships - lynda.com, Aug.
2019
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019
• Public Peaking with Laura Bergell - lynda.com Dec 2019

14. Lucas Thompson
You know how companies hire marketing
students who have no actual experience selling
products or creating marketing pieces that convert? Well, I’m a marketing
student who has real-life experience in sales and marketing. In fact, for over
7 years I honed my ability to observe potential customers and figure out how
to create marketing that grabs their attention, keeps their interest, and leads
them through the purchase of a product they weren’t necessarily expecting
to buy.
“

15. REFERENCES
Becker, Braden. (Feb 21, 2018). 15 Marketing Titles for the
Skill Set You Want at Your Company. Retrieved April 20, 2019,
from https://blog.hubspot.com/marketing/marketing-job-titles-
and-skillsets
Creative Circle, LLC. (2019). Creative Circle Staffing and
Recruiting Company Page on LinkedIn. Retrieved April 20,
2019, from https://www.linkedin.com/company/creative-circle
Demarest, Shellane. (2019). Shellane Demarest LinkedIn
Profile. Retrieved April 20, 2019, from https://
www.linkedin.com/in/journalistblogger/
Digital Summit Conferences. (N.D). Retrieved April 20, 2019,
from https://digitalsummit.com/conferences/
Glass Door Digital Marketing Remote Jobs Search. (2019).
Retrieved April 20, 2019, from https://www.glassdoor.com/
Job/digital-marketing-remote-jobs-SRCH_KO0,24_IP2.htm
Kessler, Ali. (2019). Ali Kessler LinkedIn Profile. Retrieved April
20, 2019, from https://www.linkedin.com/in/alikessler/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved April 20, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
Upcoming DigiMarCon Digital Marketing Events. (N.D.).
Retrieved April 20, 2019, from https://digimarcon.com/
upcoming-digital-marketing-conferences/