Fullie Salen - Personal Brand Exploration [EXAMPLE]

1. PERSONAL BRAND EXPLORATION
Fullie Salen
Project & Portfolio I: Week 1
Sports Marketing & Media
January 6, 2024

2. GOALS
Short Term Career Goal:
Immediately After Graduation, 2025
• Land an entry-level marketing position at PBR.
➡ Connect with, and send a follow up promotional
email to, 25 PBR team members on LinkedIn by
December 31, 2025.
Long Term Career Goal: (2035)
• Establish a Rodeo Riders Media Company that helps
aspiring riders increase sponsorships.
Career Category: Changing Careers

3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Social Media Coordinator
• Brand Manager
OCCUPATION
Digital Marketing
Source: OnetOnline, PBR Career Site

4. Recruiters & Hiring Managers at PBR, PRCA, and CBR
TARGET AUDIENCE
The Different Groups of People Who Use the Kind of Services I Provide
Digital
Marketing
Agencies
Fortune 500
Co.
Pro Rodeo Org. Non-Pro
fi
t Org.
Small Brick &
Mortar Co.
eCommerce
Co.
Groups I Most
Relate To, OR Feel
Most Excited to
Work With X
Groups I Know
People In, OR
Already Have
Clients In X
Groups I Have the
Most Knowledge
About
X
Groups I Would
Find Fascinating to
Learn More About
X
Source: Book Yourself Solid

5. COMPETITION
Tracie Kalkbrenner Fullie Salen
Work 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 Pro
fi
ciencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed pro
fi
le summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Work 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
Noteworthy Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Pro
fi
ciencies:
• 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
pro
fi
le with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100
Source: LinkedIn

6. Core Values:
1. Honor
2. Courage
3. Commitment
4. Personal Responsibility
5. Liberty
IDENTITY
Guiding Principle:
Cowboy Ethics…chief among them, “Do what
has to be done. When you make a promise,
keep it. And, ride for the brand.”
Vision:
Increase in rodeo attendance, participation,
and enthusiasm across America.
Golden Circle:
Why?
Renewing honor, courage, and commitment in
American culture
How?
Sharing rodeo stories that leave audiences
slacked-jawed
What?
Digital marketing for rodeo professionals
Super Power:
Leaving audiences slack-jawed through the
telling of powerful stories.
Passion:
Rodeo competitions
Conceptual Materials: Start With Why, Core Values Discovery Exercise, CareerBlast

7. Slack-Jaw Storytelling
PROMISE & POSITION
I help professional rodeo
organizations increase rodeo
attendance by entertaining and
inspiring American families through
digital media storytelling.
PROMISE
POSITION

8. NETWORKING
Elevator Pitch
You know how the rodeo fanbase has been gradually slipping over the past decade? Well, what I do
is produce personal brand stories that entertain and inspire American families to celebrate
remarkable feats of bravery within professional bull riding. In fact, after serving 10 years as a U.S.
Marine, I produced a short
fi
lm that helped a local cattle feed store increase their brand awareness
online by 500% in just one month. Customers often referenced my video as the reason they decided
to shop at the retail store.
Mentorship
Seeking senior-level marketing pro with at least 25 yrs of experience in rodeo industry; family man
that upholds Christian values, Jan. 2020.
Source: Rodeo Committees, Silver Spurs Rodeo
Industry Events
• 2024 Global Rodeo Conference
‣ June 19 - 21 in Reno, NV
‣ Objective: Meet industry
professionals and produce “man-on-
street” podcast episodes of how
rodeos have positively impacted their
lives.
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2024 in
Kissimmee, FL
‣ Objective: Meet rodeo team members
and athletes to produce “man-on-
street” podcast episodes of their
favorite rodeo experience.

9. DIGITAL
MARKETING
Digital Marketing Strategy to Improve Online ID
Calculator Scores While Exuding Brand Archetype
• Focus Variable(s): VOLUME & PURITY
• Type of Content: Podcast - 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 for Distribution: 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
Online ID Calc. Scores
• Volume: Zero
• Relevance: High
• Purity: Low
• Diversity: High
• Validation: Average
Brand Archetype
• Archetype: Magician
• Description: producing brand stories that
transform lives by highlighting
manifested dreams. Using industry
trends and de
fi
ning new ones to
fascinate audiences and inspire them to
attend rodeos.
Conceptual Materials: Kaye Putnam, Content Marketing Institute, CareerBlast

10. PROFESSIONAL DEVELOPMENT
TECHNICAL TRANSFERABLE
CRM Software
• Task: Set up free HubSpot CRM;
complete all CRM courses
• Org.: HubSpot Academy
• Date: Dec. 2024
SEO
• Task: Complete SEO Foundations
Course with action items
• Org.: LinkedIn Learning
• Date: May 2024
Source: PBR Career Site, Glassdoor, OnetOnline
Public Speaking
• Task: Join local Toastmasters Club
and regularly attend monthly events
• Org.: Toastmasters
• Date: Oct. 2024
Professional Writing
• Task: Complete Business Writing
Principles Course with action items
• Org.: LinkedIn Learning
• Date: Oct. 2024

11. REFERENCES
Aughtmon, S. (2016). 31 Types of Content We Crave
[Infographic]. Retrieved January 6, 2024, from https://
contentmarketinginstitute.com/articles/content-crave-
infographic/
CareerBlast.tv. (2024). CareerBlast Resources. Retrieved
January 6, 2024, from https://careerblast.tv/resources/
Kalkbrenner, T. (2021). Tracie Kalkbrenner LinkedIn Pro
fi
le.
Retrieved April 14, 2019, from https://www.linkedin.com/in/
tracie-kalkbrenner-5113503/
ONETOnLine.org. (2024). 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
Port, M. (2013b). Book yourself solid illustrated the fastest,
easiest, and most reliable system for getting more clients
than you can handle even if you hate marketing and selling.
Hoboken, NJ: Wiley.
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./
Putnam, K. (2024). Discover the Power of Brand Archetypes:
Unlocking the Secret to Effective Branding. Retrieved
January 6, 2024, from https://www.kayeputnam.com/brand-
archetypes/
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/
Sinek, S. (2009). TED Talk: How great leaders inspire action.
Retrieved January 6, 2024, from https://www.ted.com/talks/
simon_sinek_how_great_leaders_inspire_action?
language=en
Sinek, S. (2009). Start with Why: How Great Leaders Inspire
Everyone to Take Action. http://ci.nii.ac.jp/ncid/BB07258461