Keynote Exploring Brand Goals and Promises

1. PERSONAL BRAND EXPLORATION
Luis Marciaga
Project & Portfolio I: Week 3
August 24, 2019

2. Luis Marciaga was born and raised in Miami,
Florida, quickly being taught the importance of
family and taking care of the people around him.
To take care of his family, he dropped out of high
school, but started his education at Miami Dade
College, learning the science of psychology while
entering the business world through a family pet
grooming company, then at a mom-and-pop retail
store as manager. After reaching the peak of his
growth there, he enrolled at Full Sail University to
further develop his business capabilities.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Operational Manager
•Administrative Manager
•General Manager
Boy Next Door Archetype -
Producing a strong, team-first brand
that develops solid, hard-working,
accessible values. Using
revolutionary ideas to create and
inspire a permanently successful
working environment.
Operational // Administrative Management for Major Theme Park

4. • DEMOGRAPHICS: 75% Female,
28-53 years old, Predominately
White, Married, College Educated,
Located in central-Florida.
• PSYCHOGRAPHICS: Enjoys
vacations, spends free time playing
golf and doing volunteer work,
focuses on health wellness,
regularly attends seminars.
• IDEAL AUDIENCE MEMBERS:
Jenny Couch Neveras, Prof.
Recruiter (UOR), Molly Adams,
Manager, HR Services (WDW),
Amber Kunster, HR Representative
(SWE)
Recruiters & Hiring Managers at Walt Disney World Resort,
Universal Orlando Resort, and SeaWorld Entertainment
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
•Be hired on to a Management Position at the Universal
Orlando Resort Company.
‣Connect with, and send a follow-up email to, 30
Universal Orlando Resort team members on
LinkedIn by October 31, 2020.
Mid Term: (2030)
•Be a top level executive at Fortune 500 company.
•Earn Hall of Fame title at Full Sail University.
‣Be a positive force for change within the Full Sail
community and the Employee Management field,
completely revolutionizing my industry.
Long Term: (2040)
•Hold CEO position at a Fortune 500 company.
‣Have saved up enough capital for a comfortable
retirement for myself and my family to be able to
take even greater risks in revolutionizing the way
that companies are run and employees are
managed.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Excel 81%
Wordpress 68%
SOFTHARD
Microsoft Office 90%
Computer Automated Design 10%
Presentation Skills 95%
Budgeting 87%
SOFTHARD
Team Building 92%
Inventory Management 95%

7. Using the power of leadership to build teams
up and fortify the strength of a company, I
make systems that can adapt and find
solutions quickly and efficiently.
I streamline excellence.
PROMISE

8. CREDENTIALS
Work Experience:
•2 years in managing pet groomers
•5 years in managing for mom-and-pop
retail store
•7 years convention vending
Education:
•Collaborative Leadership, Lynda.com
Certification
• Entertainment Business, B.S., Full Sail University (Exp. 2020)
Awards:
•Graduation with excellence at Full Sail
University
•Multiple Course Directer awards at Full
Sail University

9. COMPETITION
Gilberto Peña
Industry Experience:
• 2 years social media manager at Tiga
Poin
Education:
• Current student enrolled in Entertainment Business, B.S.
at Full Sail University
• Perviously enrolled in Business Administration, B.S. at
Queens University
Leadership Experience:
• Organizing logistics of “Members Tent” on the PGA
Championship event planning staff
Luis Marciaga
Overall Online Presence:
• 0 connections, banner image not yet customized, no
headshot, lack of details throughout profile, no articles
published, active on personal social media, URL not yet
customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 5 Years inventory and management
experience for a retail store
Education:
• Current student enrolled in the Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• 5 years Management Experience
Overall Online Presence:
• 4 connections, no online presence in direct relation to
industry, no headshot, no articles published, no personal
social media accounts, URL not customized
• Grade: Poor, 5 out of 100

10. COMPETITION
Andy Penn
Industry Experience:
• ~15 years of managing experience,
total 27 years at UOR
Education:
• University of Central Florida
• Valencia College
Noteworthy Experience:
• Management - Lead for the UOR Sales Department for
Volcano Bay
• Management - Grew Grad Bash business form 2 nights to
6 nights, setting records for attendance for 6 years
Skills and Proficiencies:
• Hospitality - 79 endorsements
• Tourism - 64 endorsements
• Event Management - 57 endorsements
Luis Marciaga
Overall Online Presence:
• 500+ connections, banner image customized, unclear
headshot, detailed profile summaries, one
recommendations, URL not yet customized
• Grade: Great, 90 out of 100
Industry Experience:
• 5 Years inventory and management
Experience for a Retail Store
Education:
• Current student enrolled in the Entertainment Business ,
B.S. at Full Sail University
Leadership Experience:
• 5 years Management Experience
Overall Online Presence:
• 4 connections, no online presence in direct relation to
industry,, no articles published, no personal social media
accounts, URL not customized
• Grade: Poor, 5 out of 100

11. BRAND POSITION
Pushing your company to heights never even
imagined by inspiring, teaching, and
transforming you and your team through
honesty and strength.
LUIS “FACT-SPEAKER” MARCIAGA
Luis earned the nickname “Fact-
Speaker” because of his blunt
honesty and straight-
forwardness

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2021 D23 Expo
‣ August 23 - 25 | Anaheim, CA
• International Association of Amusement Parks and
Attractions Expo (IAAPA)
‣ November 18 - 22 | Orlando, FL
• American Management Association
‣ Training sessions | online
Digital Marketing
• Primary Content: est. podcast called “Fast Park Facts”; 30 min.
episodes talking about theme park developments; 1 episode per
week; host and syndicate through Libsyn
• Primary Tools: Youtube and Instagram - promote podcast
through 30 sec. promo videos and the visual recording of the
podcast; LinkedIn - network with industry pros and colleagues,
publish announcements teasing some of the podcast stories.
• Website: Full Sail digital portfolio site to showcase school work;
use blog to discuss theme park news and make sure to embed
podcast media.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level operations manager with at least
20 yrs of experience in theme park industry; family man
that upholds Christian values, Oct. 2020
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2020
Technical Skills
• Excel for Investment Professionals - Lynda.com,
Oct. 2019
• Wordpress.com Essential Training - lynda.com,
Dec. 2019
• Become an SEO Expert - Lynda.com, Jan. 2019
Soft Skills
• Managing Brand Reputation - Lynda.com, Oct. 2019
• Executive Leadership - Lynda.com, Dec. 2019
• Activity Based Costing - Lynda.com, Jan. 2019
• Local Marketing Foundations - Lynda.com, Jan. 2019

14. Luis Marciaga
You know how in recent years, most industries
reliant on unskilled laborers are experiencing a lack
of teamwork and dedication to the workplace due to a
shifting cultural mindset. What I do is create and guide a
team-oriented environment that leads to more inspired and fulfilled employees. This
employee shift overflows into the customer experience and makes an overall more
positive memory. In fact, I took these practices to a struggling retail store, and with
these methods, took their sales from under $200k to just over $1 million. The store
shifted to employee-driven customer service and as a result, sales sky-rocketed and
business boomed.
“

15. REFERENCES
Adams, M. (2019). Molly Adams LinkedIn Profile. Retrieved August
24, 2019, from https://www.linkedin.com/in/molly-adams-a9aaa1a6/
D23. (2019). D23: The Official Disney Fan Club. Retrieved August 24,
2019, https://d23.com
IAAPA Expo Site. (2019). IAAPA Expo Listing. Retrieved August 24,
2019, https://www.iaapa.org/expos/iaapa-expo
Kunster, A. (2019). Amber Kunster LinkedIn Profile. Retrieved
August 24, 2019, from https://www.linkedin.com/in/amber-
kunster-87494946/
Neveras, J. (2019). Jenny Couch Neveras LinkedIn Profile. Retrieved
August 24, 2019, from https://www.linkedin.com/in/jneveras/
ONETOnline.org. (2019). Summary Report for: 11-1021.00 - General
and Operations Managers. Retrieved August 24, 2019, from https://
www.onetonline.org/link/summary/11-1021.00
ONETOnline.org. (2019). Summary Report for: 11-3011.00 -
Administrative Services Managers. Retrieved August 24, 2019, from
https://www.onetonline.org/link/summary/11-3011.00
ONETOnline.org. (2019). Summary Report for 11-3071.03 - Logistics
Managers. Retrieved August 24, 2019, from https://
www.onetonline.org/link/summary/11-3071.03
Ortiz, M. (2019). Michelle Ortiz LinkedIn Profile. Retrieved August
24, 2019, from linkedin.com/in/michelle-ortiz-811a7a94/
Rodriguez, M. (2019). Mae Rodriguez LinkedIn Profile. Retrieved
August 24, 2019, from https://www.linkedin.com/in/mae-
rodriguez-6b4668105/
Sherry, J. (2019). John Sherry LinkedIn Profile. Retrieved August 24,
2019, from https://www.linkedin.com/in/john-sherry-654509b5/
Universal Orlando Resort Career Site. (2019). Senior Manager,
Attractions Operations, Operational Resort Development - Job
Description. Retrieved August 24, 2019, https://
www.universalorlandojobs.com/job/9991308/senior-manager-
attractions-operations-operational-resort-development-orlando-fl/
Universal Orlando Resort Career Site. (2019). Senior Manager, Park
Services - Job Description. Retrieved August 24, 2019, https://
www.universalorlandojobs.com/job/10011160/senior-manager-
park-services-orlando-fl/