Personal Brand Exploration for my Digital Portfolio 1 Course at Full Sail University

1. PERSONAL BRAND EXPLORATION
Haven Adams
Project & Portfolio I: Week 3
October 20, 2019

2. The youngest of two siblings, Haven Adams
grew up in small town Bessemer City, North
Carolina, which with the help of her mother
shaped her strong southern roots and morals.
She has always enjoyed making a difference in
her community, and dreams of marketing events
to enrich the lives of residents and visitors of
Charlotte, North Carolina. After working in a
shipping office for two years, and focusing on
raising her son for the past three years, Haven
enrolled in the Digital Marketing program at Full
Sail University, where she’s focused on
developing brand awareness and technology.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Business Development Manager
• Brand Manager
Girl Next Door Archetype: Being
practical will allow for paying close
attention to detail and craft the best
content for brands. Using a friendly
voice to make residents and visitors
feel included and like they belong to
draw them to Charlotte and the
CRVA brand events.
Digital Marketing for Charlotte Regional Visitors Authority

4. • DEMOGRAPHICS: 90% Female,
35-50 years old, Predominately
White, Married, College Educated,
Located in Charlotte North
Carolina.
• PSYCHOGRAPHICS: Adhere to
conservative lifestyles and
opinions, some attend church,
enjoy spending time with their
children, and they care about
their community and volunteer.
• IDEAL AUDIENCE MEMBERS:
Zaira Goodman Chief HR Officer
and Tracy Marcus HR Manager
Recruiters & Hiring Managers at CRVA
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at CRVA.
‣Connect with, and send a follow up
promotional email to, 25 CRVA team members
on LinkedIn by January 28, 2020.
Mid Term: (2026)
• Lead a successful digital marketing campaign aimed
at expanding attendance at CRVA brand events.
‣Expand year-over-year CRVA event attendance
by 35% citywide by January 28, 2026.
Long Term: (2040)
• Become the Senior Brand Manager at CRVA
‣Showcase my skills and put in for this
promotion by January 28, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office Suite 50%
Email Marketing 50%
Attention to Detail 90%
Self Motivated 80%
SOFTHARD
SEO 10%
WordPress 10%
Multi Tasking 30%
Take & Give Direction 60%
SOFTHARD

7. I help the city of Charlotte increase
attendance at their brands events by relating
to residents and visitors by making everyone
feel welcome and included by creating
specialized emails to market events.
PROMISE

8. CREDENTIALS
Work Experience:
• 5 Years in Customer Service
• 2 Years in Shipping Office Detail Oriented
Education:
• Mood Boards for Web Designers,
lynda.com Certification (2019)
• Digital Marketing, B.S., Full Sail University (Exp. 2021)
Awards:
• Employee of the Month Three
Times at Dollar Tree

9. COMPETITION
Joseph Pullman
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Internet Marketing, B.S. at
Full Sail University
Leadership Experience:
• Certified Swedish and Deep Tissue Masseuse
Skills and Proficiencies:
• Fundamentals Web Design
• Internet Consumer Behavior
• Intro to Internet Marketing
Haven Adams
Overall Online Presence:
• Less than 20 connections, banner image not yet
customized, nice headshot, lack of details throughout
profile, no articles published, inactive on social media,
URL was customized
• Grade: Poor, 10 out of 100
Industry Experience:
• 2 years office & detail oriented
experience
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Employee of the Month Three Times Dollar Tree
Skills and Proficiencies:
• Web Design
• Critical Thinking
• Brand Awareness
Overall Online Presence:
• 4 connections because my LinkedIn is only a two
weeks old, banner image customized, professional
headshot, one article published, sporadically active on
personal social media accounts, URL customized
• Grade: Poor, 15 out of 100

10. COMPETITION
Caitlin Greenwood
Industry Experience:
• 10 year marketing experience, 6
months as a digital marketing analyst
at Ciena
Education:
• Bachelors of Arts, B.A.
• Tarrant Community College
Noteworthy Experience:
• Ryan- Senior Specialist, Website Content Marketing for
almost 4 years
• American Airlines- Digital Content Specialist
(Contractor) for 2 and a half years
Skills and Proficiencies:
• Blogging - 7 endorsements
• Social Media- 8 endorsements
• Journalism - 4 endorsements
Haven Adams
Overall Online Presence:
• 295 connections, banner image customized, polished
headshot, detailed profile summaries, a lot of
recommendations, plenty of licenses, experience and
certifications, URL customized, but no premium
membership.
• Grade: Good, 60 out of 100
Industry Experience:
• 2 years office & detail oriented
experience
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Employee of the month three times at Dollar Tree
Skills and Proficiencies:
• Mood Boards for Web Designers
• Web Design
• Keynote
Overall Online Presence:
• 4 connections, banner image customized, professional
headshot, one article published, sporadically active on
personal social media accounts, URL customized
• Grade: Average, 15 out of 100

11. BRAND POSITION
Using love, compassion, and wisdom to make
a difference and bring people together to
make a difference.
HAVEN “BRING-TOGETHER” ADAMS
Haven earned the nickname
“Bring-Together” in high school
when she threw an event that
brought every group of every
age together.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Digital Marketing Training for Beginners| SEO
‣ Nov. 5 | Charlotte, NC
• American Marketing Association (AMA)
‣ Collegiate Membership
• Building A Vibrant Personal Brand
‣ Jan. 15 | Union County, NC
Digital Marketing
• Primary Content: est. YouTube channel called “Bring-
Together Stories”; 15 min. episodes telling personal stories of
Charlotte entrepreneurs; 1 episode per week; host and
syndicate through YouTube
• Primary Tools: FB and Instagram - promote podcast through
30 sec. promo videos; LinkedIn - network with industry pros
and publish monthly articles highlighting some of the
YouTube stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase city marketing knowledge and
embed YouTube episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro female with at
least 25 yrs of experience in marketing industry; family
woman that upholds Christian values, Jan. 2020
Formal Education
• Complete Digital Marketing, B.S. by expected
graduation date in 2021
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Feb. 2020
• SEO Foundations - Lynda.com, May 2020
• WordPress 5 Essential Training - Lynda.com, July 2020
• Optimizing Marketing Emails- Lynda.com, Aug. 2020
Soft Skills
• Multi-tasking- study.com, Jan. 2020
• Business Writing Principles - Lynda.com, Feb. 2020
• Multi-Tasking- SimpleCert, May. 2020

14. Haven Adams
“You know how Charlotte has been growing
over time. Well, what I do is promote events on
social media that visitors and residents can’t resist.
I also create personalized marketing emails to make
residents and visitors feel like they belong here. I put every bit of my heart
into my work just like I have gave my child all of my love, which is my
biggest accomplishment thus far. All the love I have gave him has created a
very smart, loving, striving child. I can help Charlotte prosper and grow just
like I have done with my son, because a little love goes a long way.”

15. REFERENCES
Pullman, J. (2019). Joseph Pullman LinkedIn Profile. Retrieved
October 20, 2019, from https://www.linkedin.com/in/
josephpullman/
Greenwood, C. (2019). Caitlin Greenwood’s LinkedIn Profile
Retrieved October 20, 2019, from https://www.linkedin.com/in/
caitydevega/
ONETOnLine.org. (2019). Summary Report for: 11-2021.00 -
Marketing Manager. Retrieved October 20, 2019, from https://
www.onetonline.org/link/summary/11-2021.00
CRVA. (2019). CRVA Company Page on Glassdoor. Retrieved
October 20, 2019, from https://www.glassdoor.com/Job/
charlotte-digital-marketing-manager-jobs-SRCH_IL.
0,9_IM162_KO10,35.htm
CRVA Career Site. (2019). Digital Marketing Specialist - Job
Description. Retrieved October 20, 2019, from https://
workforcenow.adp.com/mascsr/default/mdf/recruitment/
recruitment.html?cid=7fe96cab-
e22e-4482-9b89-0d1e4504827b&ccId=19000101_000001&typ
e=MP&lang=en_US
CRVA, LLC. (2019). Charlotte Regional Visitors Authority, LLC
Company Page on LinkedIn. Retrieved October 21, 2019, from
https://www.linkedin.com/company/charlotte-regional-
visitors-authority/
Building A Vibrant Personal Brand. (2019). 2019 Marketing
Event Retrieved October 21, 2019 from https://
members.unioncountycoc.com/events/details/young-
professionals-of-union-county-luncheon-building-a-vibrant-
personal-brand-how-to-get-a-reputation-that-makes-you-s-h-i-
n-e-20509
Digital Marketing Trainers for Beginners| SEO. (2019). Event
Schedule. Retrieved October 21, 2019, from https://g.co/kgs/
CB2Fnu
American Marketing Association. (2019). Marketing
Organization. Retrieved October 21, 2019, from https://
www.ama.org