My Personal Brand for Future Companies

1. PERSONAL BRAND EXPLORATION
NICHOLE AGUIÑAGA
PROJECT & PORTFOLIO I: WEEK 3
NOVEMBER 13, 2019

2. IDENTITY
Nichole has always felt the call the adventure.
Growing up in Southern California, she wished to
explore and set out to live in different states.
Which led her to Colorado, where she spent a
month living in a cabin in the wood, where deer
came up to the deck, and she could hear elks bugle
in the night. She then traveled to Washington state,
where she camped, hiked, and explored the
northern part of the state. With her adventurous
spirit, ambition, and desire to experience a life of
freedom, she accomplished 20+ hikes per year. Her
desire for exploration led her to Full Sail, where she
enrolled in Digital Marketing, which will allow her
to develop her skills and stay true to herself by
seeking out and experiencing adventure.

3. Potential Job Titles:
▸ Paid Search Marketing Specialist
▸ Social Media Coordinator
▸ Brand Marketing Manager
The Explorer Archetype:
Seeking out and exploring the newest social
media trends and strategies to create content
that’s authenticity resonates with individuals in
order to increase engagement and bookings.
Allowing the user to experience the freedom of
living without limits.
PROFESSION

4. ▸ Demographics: Live in the San Francisco Bay Area, College
educated, 61% Female, Predominantly White
▸ Psychographics: Enjoy travel, being a part of the Bill & Melinda
Gates Foundation, Amazon, Furniture at One Kings Lane
▸ Ideal Audience Members: Heather Fuller-HR Manager (Airbnb),
Ruben Ponte- Head of HR (Airbnb), Lindsay Ota-Recruiter
(Airbnb), Madeline Lahrner- Recruiter (Airbnb)
TARGET AUDIENCE
Recruiters and Hiring Managers at Airbnb

5. Short Term: (Immediately After Graduation, 2021)
‣ Get an paid marketing specialist position at Airbnb
‣ Increase user engagement and growth by 15% using
SEO and SEM techniques and strategies by
December 31, 2021)
Mid Term: (2026)
‣ Lead a digital marketing team to increase Airbnb
bookings and experiences by 30% worldwide by
December 31, 2026
Long Term: (2036)
‣ Establish a Digital Marketing Consulting company for
travel bloggers and social media influencers
‣ Save a total f $50,000, increase brand awareness by
30%, complete 6 social media campaigns that
increase followers and engagement by 350% and
secure 6 marketing affiliates by December 31, 2036
GOALS

6. Notable Skills & Current Proficiencies:
NOTABLE SKILLS REQUIRED IN TRADE & CURRENT PROFICIENCIES:
Digital Marketing 80%
Microsoft Excel 67%
Customer Service 85%
Leadership 60%
SOFTHARD
Social Media Marketing 10%
Marketing Strategy 15%
Public Speaking 60%
Management 30%
SOFTHARD
SKILLS ANALYSIS

7. I help shared economy travel companies increase
engagement and booking rates by developing social media
content that inspires individuals to experience freedom
through better, authentic, and more fulfilling.
PROMISE
Nichole Aguiñaga

8. CREDENTIALS
Work Experience:
‣ ~9 months as a Search Engine Marketer
‣ 4 years working at a shared economy start up
company
Awards:
‣ Course Director’s Award in Storytelling for
Marketing
Education:
‣ Digital Marketing Certificate from General
Assembly
‣ Google Adwords Certification
‣ Digital Marketing, B.S., Full Sail University
(Exp. 2021)

9. COMPETITION
Zacchaeus Nifong
Industry Experience:
• ~11 years of marketing experience
Education:
• Internet Marketing, B.S. at Full Sail University, 2 018
Leadership Experience:
• Ryan Holms on Social Leadership, LinkedIn
• Shipping and Receiving Manager, Cormark International
Skills and Proficiencies:
• Marketing Strategy- 10 endorsements
• Digital Marketing- 9 endorsements
• Customer Service - 19 endorsements
Nichole Aguiñaga
Overall Online Presence:
• More than 500 connections, banner image n customized,
professional headshot, detailed summaries throughout
profile, several published articles, active on social media,
URL customized
• Grade: Good, 85 out of 100
Industry Experience:
• 9 months search engine marketing for
Rover.com
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
Leadership Experience:
• Shift Lead, team leadership role
• Office Pet Coordinator, company leadership role
Skills and Proficiencies:
• Search Engine Marketing - 0 endorsements
• Pay Per Click - 0 endorsements
• Google Adwords - 0 endorsements
Overall Online Presence:
• 242 connections, no banner image not yet customized,
professional headshot, detailed summaries throughout
profile, no articles published, not active on personal
social media accounts, URL customized
• Grade: Poor, 15 out of 100

10. COMPETITION
Barbara Arnold
Industry Experience:
• ~13 years of marketing experience
Education:
• Marketing , B.S. at University of San Francisco
Leadership Experience:
• Digital Marketing Manager, Evernote
• Digital Marketing Manager, SendMe, Inc.
Skills and Proficiencies:
• Digital Media- 30endorsements
• Digital Marketing - 22 endorsements
• Management- 2 endorsements
Nichole Aguiñaga
Overall Online Presence:
• More than 500 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, several published articles, not active
on social media, URL customized
• Grade: Poor, 65 out of 100
Industry Experience:
• 9 months search engine marketing for
Rover
• 3 years as a start up company, Rover
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
Leadership Experience:
• Shift Lead, team leadership role
• Office Pet Coordinator, company leadership role at
Rover
Skills and Proficiencies:
• Search Engine Marketing - 0 endorsements
• Pay Per Click - 0 endorsements
• Google Adwords - 0 endorsements
Overall Online Presence:
• 242 connections, no banner image not yet customized,
professional headshot, detailed summaries throughout
profile, no articles published, not active on personal
social media accounts, URL customized
• Grade: Average, 15 out of 100

11. Unearthing the freedom of exploration and creating
authentic, more fulfilling experiences through travel social
media marketing that captures wanderlust culture that
leaves people feeling amazed and alive.
BRAND POSITION
Nichole Aguiñaga

12. NETWORKING &
MARKETING
Industry Events & Organizations
‣ 2020 TravelCon
‣ May 8-10, New Orleans, LA
‣ 2020 DigiMarCon
‣ June 10-11, Los Angeles, CA
‣ 2020 Influencer Marketing Conference & Expo (IMCX)
‣ February 25-26, Los Angeles, CA
Digital Marketing
‣ Primary Content: est. blog called “Exploring Greatness,” telling
exciting authentic stories of travel influencers, 1 articles per week;
syndicated through Word Press
‣ Primary Tools: FB and Instagram - promote blog through 30 sec.
promo videos; LinkedIn - network with industry pros and post
monthly user generated content highlighting some of the blog stories
‣ Website: Full Sail digital portfolio site to showcase school work; use
blog to showcase digital marketing travel knowledge and embed
featured user generated media content

13. PROFESSIONAL DEVELOPMENT
Formal Education
‣ Complete Digital Marketing, B.S. by expected graduation date
in 2021
Technical Skills
‣ Online Marketing Foundations- Lynda.com, January. 2020
‣ Social Media Marketing Foundations- Lynda.com, February 2020
‣ SEO Foundations - Lynda.com, March 2020
‣ WordPress 5 Essential Training - Lynda.com, May 2019
‣ Google Analytics Essential Training - Lynda.com, May 2019
Soft Skills
‣ Managing Teams, Lynda.com, July 2020
‣ Customer Service: Writing for Social Media- Lynda.com, June
2020
‣ Join local Social Media Club LA and regularly attend monthly
events, starting January 2020
‣ Ways to building a Winning Team: Trust, Freedom, and Play -
Lynda.com, August 2020
Mentor
‣ Seeking female senior-level marketing pro with at least 20 yrs
of experience in freelance digital marketing; explorer that
upholds the values of integrity and creativity by living and
sharing authentic experiences with others, Jan. 2021

14. “In order to be successful, shared economy businesses need many people to not
only believe in their brand but also to sign up to be ‘hosts’ and book home stays.
The problem is, how can this shared economy business increase engagement,
host sign-ups, and booking rates? By being creative with social media content
and being ambitious enough to try new marketing strategies, I help businesses’
increase engagement rates, sign-ups, and bookings. After being in a fast-paced
shared economy startup company for four years, I managed SEM campaigns
through Google AdWords and Bing. My manager noted that I was the go-to
person for developing new tests to run and answer any weird data questions
people had.”
Nichole Aguiñaga

15. ‣ Aguiñaga, N. (2016). Nichole Aguiñaga. Retrieved 12 November 2019, from https://www.linkedin.com/in/nichole-aguinaga/
‣ Airbnb. (2019). Airbnb. Retrieved 12 November 2019, from https://www.linkedin.com/company/airbnb/people/
‣ Arnold, B. (2019). Barbara (Srapakis) Arnold. Retrieved 15 November 2019, from https://www.linkedin.com/in/barbara-
arnold-7664189/
‣ Batesole, B. (2018). Connecting with customers online | LinkedIn Learning, formerly Lynda.com. Retrieved 16 November 2019, from
https://www.linkedin.com/learning/online-marketing-foundations-3/connecting-with-customers-online?u=50813145
‣ Booth, D. (2018). SEO Foundations| LinkedIn Learning, formerly Lynda.com. Retrieved 16 November 2019, from https://
www.linkedin.com/learning/seo-foundations-2/leveraging-the-power-of-search-to-accomplish-your-business-goals?u=50813145
‣ Branson, R. (2019, May 17). Richard Branson on delegating effectively. Retrieved November 14, 2019, from https://www.linkedin.com/
learning/ways-to-build-a-winning-team-trust-freedom-and-play/richard-branson-on-delegating-effectively?u=50813145.
‣ Honigam, B. (2017). Social Media Marketing Foundations - Welcome | LinkedIn Learning, formerly Lynda.com. Retrieved 18 November
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‣ IMCX. (2019). Startup Rates: DigiMarCon Los Angeles 2020 · June 10 - 11, 2020 · Digital Marketing Conference & Exhibition. Retrieved
16 November 2019, from https://digimarconlosangeles.com/startup-rates/
‣ Koberg, C. (2018, September 28). Google Analytics Essentail Training. Retrieved November 15, 2019, from https://www.linkedin.com/
learning/google-analytics-essential-training-5/understanding-your-digital-customers-with-google-analytics?u=50813145.
‣ Lovelace, D. (2018, December 21). Managing Teams. Retrieved November 16, 2019, from https://www.linkedin.com/learning/
managing-teams-3/clarifying-team-expectations?u=50813145.
‣ Nifong, Z. (2019). Zacchaeus Nifong. Retrieved 13 November 2019, from https://www.linkedin.com/in/zacchaeus/
REFERENCES

16. ‣ O'Flahavan, L. (2017, August 23). Customer Service: Writing for Social Media. Retrieved November 15, 2019, from https://
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content/uploads/2018/01/Explorer-Inspiration-2018.pdf
‣ Putman, K. (2019). Explorer Brand Archetype - Kaye Putnam | Psychology Brand Strategy. Retrieved 15 November 2019,
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‣ Social Media Club LA. (2017). Social Media Club LA. Retrieved November 15, 2019, from https://www.socialmediaclub.la/.
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‣ Unsplash. (2019). Beautiful Free Images & Pictures | Unsplash. Retrieved 15 November 2019, from https://unsplash.com/
REFERENCES