2. The ninth child of eleven siblings, Amber
McMillan Grew up in the party town of New
Orleans, LA which a crafted her southern
hospitality and curiosity for business. After
helping her friends start their business,
Amber decided to enroll in the Digital
Marketing program at Full Sail University
where she’s focused on developing many
skills to help new business owners craft a
magnetic brand.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Marketing Manager
• Business Development Manager
• Brand Manager
Creative Archetype - Amaze and
inspire audiences by showcasing
my creative process, tools and
creating digital products.
Digital Marketing for New Entrepreneurs
4. • DEMOGRAPHICS: 80% Female, 25-35
years old, Predominately black,
Married, College Educated, Located all
across America.
• PSYCHOGRAPHICS: Enjoys learning
about business, spends free time
playing with kids outside, free spirit,
open minded lifestyle and opinions,
regularly attends business events and
strategy sessions to level up their
business.
• IDEAL AUDIENCE MEMBERS: Jessica
Herrera-Sinks, HR Manager (PBR),
Krystle Beavis, Marketing Manager
(PBR), Kacy Burke, Senior Marketing
Manager (PBR)
Recruiters & Hiring Managers at M&C, PRCA, and CBR
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Connect with over 100 businesses.
‣Build my online presence and connect with
over 500 business owners from different
industries on LinkedIn.
Mid Term: (2027)
• Open my first physical Business Powerhouse
building.
‣Expand my staff for my business.Profit growth
4x
Long Term: (2040)
• Establish multiple Business Powerhouses around the
country that aim to help aspiring entrepreneurs
become thriving business owners in 24 months or
less.
‣Profit a total of $220M+, Start four non profits,
& secure multi- million dollar government
contracts by the end of 2040.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 70%
Adobe Creative Suite 65%
Time Management 80%
Strategizing 80%
SOFTHARD
CRM Software 90%
WordPress CMS 60%
Marketing 50%
Strategizing 80%
SOFTHARD
7. I help new business owners make an
impact online by creating magnetic
brands, social media presence and
marketing strategies.
PROMISE
8. CREDENTIALS
Work Experience:
• 8+ Years in customer service.
• 4 years in creating websites for small
business owners/ entrepreneurs
Education:
• How to create a pitch, Lynda Certification
• Digital Marketing & Media, B.S., Full Sail University (Exp. 2022)
Awards:
• President for the Young Entrepreneurs
Association, Lake Area High YEA
9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Fullie Salen
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 2 year social media marketing for cattle
feed retail store
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100
10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Fullie Salen
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 2 year social media marketing for cattle
feed retail store
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100
11. BRAND POSITION
#ContributingToTheCulture by sharing business
strategies, web design and brand consulting that
will elevate your brand.
AMBER “THE WEBSITE PLUG” MCMILLAN
Ambir earned the nickname “The
Website Plug” through social media
interactions and being the go to for web
design needs.
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Content: est. podcast called “Slack-jawed Stories”; 15
min. episodes telling personal stories of rodeo stars; 1
episode per week; host and syndicate through Libsyn
• 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 podcast
stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase rodeo marketing knowledge and
embed podcast episodes
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 10 yrs
of experience in business development industry;
Formal Education
• Digital Marketing & Media, B.S. by expected graduation
date in 2022
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019
14. Amber McMillan
When it comes to their online presence,
most business owners don’t know where to
start. What I do is make it easy for you to grow
your business online through Web Design, Brand
Consulting and digital products.
I’ve helped over 60 aspiring entrepreneurs becoming thriving business
owners in under a year.
15. REFERENCES
Brush, P. (2019). Patrick Brush LinkedIn Profile. Retrieved April
14, 2019, from https://www.linkedin.com/in/patrick-brush-
a1930786/
Kalkbrenner, T. (2019). Tracie Kalkbrenner LinkedIn Profile.
Retrieved April 14, 2019, from https://www.linkedin.com/in/
tracie-kalkbrenner-5113503/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved April 14, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
PBR. (2019). PBR Company Page on Glassdoor. Retrieved April
14, 2019, from https://www.glassdoor.com/Overview/Working-
at-PBR-EI_IE22119.11,14.htm
PBR Career Site. (2019). Public Relations Manager - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/communications-community-relations/
public-relations-manager-1955827
PBR Career Site. (2019). Social Media Coordinator - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/marketing/social-media-
coordinator-1955728
Professional Bull Riders, LLC. (2019). Professional Bull Riders,
LLC Company Page on LinkedIn. Retrieved April 14, 2019, from
https://www.linkedin.com/company/professional-bull-riders-
inc./
RodeoCommittees.org. (2019). 2019 Global Rodeo Conference.
Retrieved April 14, 2019, from https://
www.rodeocommittees.org/events/2019/2019-global-rodeo-
conference
SilverSpursRodeo.com. (2019). Event Schedule. Retrieved April
14, 2019, from https://www.silverspursrodeo.com/event-
schedule/
