This is a project that I completed as part of a Portfolio I class as Full Sail University. The project was completed October 2023.

1. PERSONAL BRAND EXPLORATION
Katie Osman

2. Community and caring for others is at the core of all
that I do in life.With a history in the healthcare
profession, acts of service and helping others have
always been my motivators; and they continue to be.
As creativity moves more to the forefront of my
endeavors, the value of helping others remains. My
dream is to help others reach their dreams through
digital marketing. I have a great appreciation and
desire to work with small business owners. I believe in
being authentic, honest, and open to getting to truly
know clients on a deeper level so that their marketing
needs can be both understood and met.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Creative Services Director
• Advertising Manager
• Promotions Manager
BRAND ARCHETYPE - As a caregiver archetype, making sure
that clients feel taken care of and supported is always a priority
to me. My goal is for every interaction to feel like not only
business, but also a conversation with a friend. While providing
high quality work for clients is at the forefront, this is paired with
establishing strong relationships with clients as well.
Advertising and Promotions Manager for Small Business Industry

4. Managers at Content Marketing Agencies
TARGET AUDIENCE
Angela Marcolini
Outreach Plan:
• I will research Pulse Marketing Agency both on LinkedIn and via their of
fi
cial
website.
• I will send an invitation to connect on LinkedIn. When sending this invitation, I will l
also add a personal note introducing myself.
• I will follow up a week after the LinkedIn invitation is sent via email. In this email, I
will ask if we could meet for an informational interview. Angela Marcolini describes
herself as a mentor in her LinkedIn and a chance to listen to her insight and
journey in the industry would be extremely bene
fi
cial for a
fi
rst conversation.
Director at Pulse Marketing Agency
Hannah Richards
Outreach Plan:
• I will research the of
fi
cial Ethos Marketing website. I will take time to pay close
attention to their information related to the current industry under the “Insights”
tab on the page.
• I will send an invitation on LinkedIn with a personal note to introduce myself.
• I will follow up via email after a week. In my email, I plan to ask if it would be
possible to have a phone meeting or zoom call as I would like to learn more about
the industry. This would also be a good time to tie in information from the
company’s insights page.
Director of Brand Engagement at Ethos
Marketing and Design
Sol Dostilio
Outreach Plan:
• I will research the VONT of
fi
cial website. Speci
fi
cally, I will take time to look over
the page that discusses the culture of the agency.
• I will send an invitation to connect on LinkedIn with a personal introduction and a
desire to learn insights on the industry.
• I will follow up via email in one week. In the email, I will discuss my heart for
community as well as my desire to connect to discuss the industry more.
Director of Media Services at VONT
Performance Digital Marketing

5. GOALS
Short Term: (Immediately After Graduation, 2025)
• I will build a diverse network of connections with professionals in
the marketing industry.
‣ Speci
fi
cally, I will increase my LinkedIn connections to 200
individuals by May 2025.
Mid Term: (2030)
• I will grow my brand reputation by consistently learning and
maintaining high pro
fi
ciency in multiple skill sets.
‣ Speci
fi
cally, I will increase my LinkedIn skill endorsements
to 25 endorsements by January 1, 2030.
Long Term: (2045)
• I will grow a well known brand reputation in the community by
establishing strong client relationships and satisfaction.
‣ Speci
fi
cally, I will increase client testimonials for my
portfolio to 30 client testimonials.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Microsoft Of
fi
ce Software
SOFT
HARD
Novice / Adept / Expert
Adobe Creative Suite Novice / Adept / Expert
Active Listening Novice / Adept / Expert
Time Management Novice / Adept / Expert
Adobe InDesign
SOFT
HARD
Novice / Adept / Expert
Hypertext markup language HTML Novice / Adept / Expert
Critical Thinking Novice / Adept / Expert
Social Perceptiveness Novice / Adept / Expert

7. I help small business owners build brand
awareness by combining creativity with
marketing strategy built to keep up with a
fast paced, digital world.
PROMISE

8. CREDENTIALS
Work Experience:
•Digital Marketing Intern, Sunshine’s
Fitness Studio & Wellness Center
•Band Resource Coordinator, The Rock
Education:
•Digital Marketing, B.S., Full Sail University (Exp. 2025)
Volunteer Work:
•Godparent Home; Bangor, ME
•Student Jazz Workshops, Sebasticook
Valley Middle School; Newport, ME

9. COMPETITION
Charlene Luna
Industry Experience:
• Relevant Academic Digital Marketing
Projects; Full Sail University
Education:
• Full Sail University 2022-2024; Bachelor’s Degree,
Digital Marketing
Leadership Experience:
• Salon Owner, Luna’s Beauty Bar; January 2023-Present
• Retail Manager, The Children’s Place; January 2023-
July 2023
Skills and Pro
fi
ciencies:
• Time Management - 0 endorsements
• Microsoft Word - 0 endorsements
• Microsoft Excel - 0 endorsements
Katie Osman
Overall Online Presence:
• 2 connections, banner image is customized, headshot is
professional, pro
fi
le is detailed but information relevant to a
marketing brand could be improved, no published articles, active
on other social media platforms, LinkedIn URL is not customized
• Grade: Average, 60 out of 100
Industry Experience:
• Digital Marketing Intern; Sunshine’s
Fitness Studio & Wellness Center
Education:
• Full Sail University 2023-2025; Bachelor’s Degree,
Digital Marketing
Leadership Experience:
• Band Resource Coordinator, The Rock; November
2021-January 2023
Skills and Pro
fi
ciencies:
• Adobe Creative Suite- 0 endorsements
• Online Content Creation - 0 endorsements
• Information Graphics- 0 endorsements
Overall Online Presence:
• 0 connections, banner image is not customized, headshot could be
more professional, pro
fi
le is very basic and could be improved, no
published articles, active on other social media platforms, LinkedIn
URL is not customized.
• Grade: Poor, 40 out of 100

10. COMPETITION
Cassidy Whitney
Noteworthy Experience:
• Marketing Specialist, The Lori Lynn Group; August
2020 - October 2021
• LinkedIn Learning UX Design Credential
Katie Osman
Industry Experience:
• Content Marketing Specialist;
Berkshire Hathaway Automotive
Education:
• University of Wisconsin- Madison 2017-2021; Bachelor’s
Degree, Business Administration, Marketing
Skills and Pro
fi
ciencies:
• Microsoft Excel- 2 endorsements
• HTML - 0 endorsements
• Social Media Marketing- 1 endorsement
Overall Online Presence:
• 193 connections, banner image is customized, headshot is
professional, the pro
fi
le is detailed in many areas, no published
articles, active on other social media platforms, LinkedIn URL
is customized.
• Grade: Superior, 90 out of 100
Industry Experience:
• Digital Marketing Intern; Sunshine’s
Fitness Studio & Wellness Center
Education:
• Full Sail University 2023-2025; Bachelor’s Degree,
Digital Marketing
Leadership Experience:
• Band Resource Coordinator, The Rock; November
2021-January 2023
Skills and Pro
fi
ciencies:
• Adobe Creative Suite- 0 endorsements
• Online Content Creation - 0 endorsements
• Information Graphics- 0 endorsements
Overall Online Presence:
• 0 connections, banner image is not customized, headshot
could be more professional, pro
fi
le is very basic and could be
improved, no published articles, active on other social media
platforms, LinkedIn URL is not customized.
• Grade: Poor, 40 out of 100

11. BRAND POSITION
For small business owners who are looking to build
brand awareness and increase consumer engagement,
I provide strategic, creative content speci
fi
cally
designed with a passion for local community because
when our neighbors thrive, we all thrive.
“MARKETING MADE LOCAL.”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• DigiMarCon
‣ November 2-3, 2023 | Dallas,TX
• AMA Social Media Strategy
‣ February 1, 2024 | Virtual
• 2024 AMA International Collegiate Conference
‣ April 11-13, 2024 | New Orleans, LA
Digital Marketing
• Primary Content: Due to representing my brand as being community driven, I plan to create
content of events in the community. This will range from volunteer events, to local sports, to
shows at community venues. I would also like to create content that is motivating and
inspirational. I currently do this for a
fi
tness site but will work on content for my own brand as
well. I will make it clear that my brand cares deeply about not only the community as a whole,
but the lives of each individual as well.
• Primary Tools: I will use Instagram and Facebook to start posting personal brand content. I plan
to do a mixture of still photo and cinematography, the two areas that I am passionate about. I
will post each Monday as many events happen on the weekend.
• Website: I plan to link my portfolio site in the bio of my social media platforms. While I have
already been networking and working on small projects with mentors in my circle, I plan to start
advertising myself for small side projects in digital marketing once I have created the portfolio
site. I would like to make more connections outside of my circle and having an established
portfolio site to share will be bene
fi
cial.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I seek to
fi
nd a mentor that has knowledge that comes with years of
experience in the marketing industry, as well as insight into the ever-changing
aspect of digital marketing. Experience speci
fi
cally with content creation
would be extremely bene
fi
cial. The mentor should have experience with small
business clients as their needs may look different than the needs of large
corporations. I plan to have a mentor by November, 2023.
Formal Education
• Bachelor’s Degree, Digital Marketing; Full Sail University
2025
Technical Skills
• Introduction to Graphic Design: Photoshop, Illustrator.
InDesign - LinkedIn Learning, October, 2023
• CMI x AMA Certi
fi
ed Content Marketing Strategy
Course - Content Marketing Institute, March, 2024
• Google SEO Fundamentals - Coursera, August, 2024
Soft Skills
• Active Learning - Complete one LinkedIn Learning course
every 2 months, September, 2023
• Speaking- “Finding Your Professional Voice: Con
fi
dence &
Impact” Coursera class, January,2024
• Critical Thinking - “Critical Thinking with Emotional
Intelligence” Udemy course, May, 2024

14. Katie Osman
You know how business marketing can often lack the feeling of
personal connection? Well, what I do is combine marketing strategy
and creativity with content that promotes brands on a human to human level. In fact, after
creating a video that used the theme of teamwork and friendship to promote an obstacle course
race, the publishing business received a “rising creator” badge on Facebook for increased viewer
engagement.
“

15. REFERENCES
11-2011.00 - advertising and promotions managers. O*NET OnLine. https://
www.onetonline.org/link/summary/11-2011.00
2024 AMA International Collegiate Conference. American Marketing
Association. (2023a, September 28). https://www.ama.org/events/
collegiate/2024-ama-international-collegiate-conference/
Ama Social Media Strategy - February. American Marketing Association.
(2023, August 31). https://www.ama.org/events/bootcamp/ama-social-
media-strategy-february/
Angela Marcolini | linkedin. https://www.linkedin.com/in/angelamarcolini
AY, A. (2021, January 29). Photo by Adem Ay on unsplash. https://
unsplash.com/photos/Tk9m_HP4rgQ
Cassidy Whitney. LinkedIn. (n.d.). https://www.linkedin.com/in/cassidy-
whitney/
Charlene Luna - ophthalmic technician - lenscrafters | linkedin. https://
www.linkedin.com/in/charlene-luna-5473a6b5
Content Marketing Certi
fi
cation. Content Marketing University. (2023,
September 21). https://contentmarketinguniversity.com/content-
marketing-certi
fi
cation/
Critical thinking with emotional intelligence | udemy. https://www.udemy.com/
course/critical-thinking-with-emotional-intelligence/
Digimarcon Texas 2023 · Dallas, TX · November 2 - 3, 2023 · Digital Marketing,
Media and Advertising Conference & Exhibition. DigiMarCon Texas -
Digital Marketing Conference & Exhibition |. (n.d.). https://
digimarcontexas.com/
Finding your professional voice: Con
fi
dence & impact. Coursera. (n.d.-a).
https://www.coursera.org/learn/
fi
nding-your-professional-voice
Google Seo Fundamentals. Coursera. (n.d.). https://www.coursera.org/learn/
seo-fundamentals
Hannah Richards | linkedin. https://www.linkedin.com/in/hannahrichards1/
Kutsaiev, R. (2017, January 3). Photo by Rodion Kutsaiev on unsplash. Person
holding smartphone photo. https://unsplash.com/photos/
0VGG7cqTwCo
Maine marketing. Pulse Marketing Agency. (2023, July 31). https://
pulsemarketingagency.com/
Maine multiplatform branding agency. ETHOS. (2022, December 8). https://
www.ethos-marketing.com/
Putnam, K. (2023, May 23). Caregiver brand archetype: Kaye Putnam. Kaye
Putnam | Psychology Driven Brand Strategist. https://
www.kayeputnam.com/brand-archetype-caregiver/
Sol Dostilio - director of Media Services - LinkedIn. https://www.linkedin.com/
in/sol-dostilio-296a0589