Joseph Harrison is pursuing a degree in Digital Marketing at Full Sail University with the goal of working in the video game industry. He has customer service experience from previous roles. His personal brand focuses on using storytelling and engagement on social media to help video game studios increase awareness of their games and brands. He outlines short, mid, and long term goals for his career and lists relevant skills, credentials, target audiences, and competitors.

1. PERSONAL BRAND EXPLORATION
Joseph Harrison
Project & Portfolio I: Week 3
June 21, 2020

2. Joseph Harrison grew up in a military family as the
5th of 8 children. His traditional catholic schooling
formed his core values and boarding away from
home helped him stand on his own from a young
age. He has always been fascinated with video
games and the way they break through traditional
storytelling. After being laid off from a successful
customer retention career he moved to Portland to
be with his boyfriend and is excelling in the Digital
Marketing degree program at Full Sail University
with the hope of breaking into the video game
industry to tell those brand stories.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Marketing Manager
•Internet Marketing Specialist
•Public Relations Specialist
Sage Archetype - Diligently applying
brand objectives to direct marketing
activities through internal education
across departments. Communicate
with audiences through digital
platforms and stimulate their
imagination to drive interest in video
game storytelling.
Digital Marketing for Video Game Studios

4. • DEMOGRAPHICS: 60% Male,
Late 20s to early 40s, Diverse
Ethnicities, Married, College
Educated, Primarily concentrated
in the Pacific Northwest.
• PSYCHOGRAPHICS: Tends to
be more liberal in ideology.
Creative. Likes video games and
storytelling. Active online lifestyle.
• IDEAL AUDIENCE MEMBERS:
Amy Christianto, Recruiting
Coordinator (SMS), Daniel Kim,
Recruiting (NOA), Anthony Parisi,
Recruiting (Sony)
Recruiters & Studio Heads at SMS, NOA, and Sony
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
•Land an entry-level marketing position at SMS.
‣ Connect and engage with 10 studio members at
Santa Monica Studios by December 31, 2021.
‣ Maintain high grades throughout school and
develop 3 independent portfolio projects before
graduation.
Mid Term: (2029)
•Lead the social media strategy for upcoming game releases
‣ Increase engagement over previous game release
cycle and grow social media platforms by 15%
Long Term: (2038)
•Create an independant studio dedicated to story driven
games
‣ Connect and engage with industry professionals in
all departments of game creation.
‣ Save $50,000 towards creating the studio.
‣ Grow brand identity in the public eye with 50,000
followers across social media platforms

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Trend Analysis 75%
Brand Storytelling 50%
Verbal and Written Communication 100%
De-escalation 80%
SOFTHARD
Web Development 25%
CRM Software 5%
Active Listening 90%
Public Speaking 45%
SOFTHARD

7. I design creative marketing strategies grounded in
traditional values by engaging with fans to grow
brand awareness.
PROMISE

8. CREDENTIALS
Work Experience:
•5 years of customer service and retention
at Brinks Home Security
•6 months of lead training at Chipotle
Education:
•Digital Marketing, B.S., Full Sail University
(Expected 2022)
•Customer Segmentation, LinkedIn Learning
Awards:
•Course Director’s Award in Storytelling

9. COMPETITION
Rayna Finch
Industry Experience:
• No direct industry experience; still in
school
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
• Has many LinkedIn Learning certifications related to the
industry
Leadership Experience:
• No direct leadership experience
Skills and Proficiencies:
• Customer Service - 1 endorsement
• Quick Study - 0 endorsements
• Multitasking - 0 endorsements
Joseph Harrison
Overall Online Presence:
• Customized URL, banner is unchanged, professional
headshot, about section is bare, no published articles,
engages in content on LinkedIn.
• Grade: Poor, 45 out of 100
Industry Experience:
• No direct industry experience; still in
school
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
Leadership Experience:
• Led teams at Brinks Home Security as floor supervisor
Skills and Proficiencies:
• Training - 1 endorsement
• Customer Retention - 0 endorsements
• Communication - 0 endorsements
Overall Online Presence:
• 34 connections, banner image is unchanged, professional
headshot, about section fully filled out, no articles
published, active on personal social media accounts but
unrelated to industry, URL customized
• Grade: Poor, 40 out of 100

10. COMPETITION
Yoshimasa Hashimoto
Industry Experience:
• ~15 years of marketing experience, 13
at Sony in managing roles
Education:
• Political Science, B.A.
• Business, Management, Marketing, MBA.
Noteworthy Experience:
• Managed digital marketing and system development for
Sony Japan’s online store and product information
website.
• Planned and executed several marketing projects.
Skills and Proficiencies:
• Marketing - 7 endorsements
• Microsoft Office - 6 endorsements
• Social Media - 6 endorsements
Overall Online Presence:
• 500+ connections, banner image not yet customized,
professional headshot, about section fully fledged out, 3
publications, URL not customized.
• Grade: Great, 85 out of 100
Joseph Harrison
Industry Experience:
• No direct industry experience; still in
school
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
Leadership Experience:
• Led teams at Brinks Home Security as floor supervisor
Skills and Proficiencies:
• Training - 1 endorsement
• Customer Retention - 0 endorsements
• Communication - 0 endorsements
Overall Online Presence:
• 34 connections, banner image is unchanged, professional
headshot, about section fully filled out, no articles
published, active on personal social media accounts but
unrelated to industry, URL customized
• Grade: Poor, 40 out of 100

11. BRAND POSITION
Telling stories creatively through the values
of respect, hard work, and dedication.
JOSEPH HARRISON

12. NETWORKING &
MARKETING
Industry Events & Organizations
• E3 2021
‣ June 15–17, 2021 | Los Angeles, CA
• American Marketing Association (AMA)
‣ Collegiate Membership | Portland Chapter
• Pax West
‣ September 12-20 | Seattle, WA
Digital Marketing
• Primary Content: Marketing blog focused on industry events in
the video game world through the lens of marketing, posted to
my website bi-weekly
• Primary Tools: Twitter and LinkedIn - promote blog through
with link to article; LinkedIn - network with industry pros and
engage and discuss events.
• Website: Full Sail digital portfolio site to showcase school work;
use blog to talk about industry news.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking video game studio head with at least 10 yrs of
experience in video game industry; open-minded person
in a similar marginalized community, Sept. 2021
Formal Education
• Complete Digital Marketing, B.S. by expected graduation
date in 2022
Technical Skills
• Learn Adobe Creative Suite for Graphic Design, by June
2021
• Learning Salesforce (CRM) - LinkedIn Learning, March
2022
• Introduction to Web Design and Development -
LinkedIn Learning, December 2020
Soft Skills
• Public Speaking - Attend 5 public speaking events, April
2022
• Social Perceptiveness - Attend and participate in 10
local networking events, April 2022

14. Joseph Harrison
You know how there are hundreds of video games
are released every month? It can be hard to get your
game some traction. What I do is help studios increase awareness of their
game and brand through storytelling and with engagement on social media. In
fact, I received the Course Director’s Award for Storytelling while attending
Full Sail for my creative approach and dedication.
“

15. REFERENCES
ONETOnLine.org. (2020). Summary Report for: 11-2021.00 -
Marketing Managers. Retrieved June 21, 2020. https://
www.onetonline.org/link/summary/11-2021.00
ONETOnLine.org. (2020). Summary Report for: 27-3031.00 - Public
Relations Specialists. Retrieved June 21, 2020. https://
www.onetonline.org/link/summary/27-3031.00
Nintendo. Nintendo company page on Glassdoor. Retrieved June 21,
2020. https://www.glassdoor.com/Jobs/Nintendo-of-America-Jobs-
E4173.htm
Santa Monica Studios. (2020). Santa Monica Studio company page on
LinkedIn. Retrieved June 21, 2020. https://www.linkedin.com/
company/santa-monica-studio/
Sony. (2020). Sony company page on LinkedIn. Retrieved June 21,
2020. https://www.linkedin.com/company/sony/
Nintendo. (2020) Nintendo company page on LinkedIn. Retrieved
June 21, 2020. https://www.linkedin.com/company/nintendo/
E3. Electronic Entertainment Expo Attend page. Retrieved June 21,
2020. https://e3expo.com/
AMA. AMA PDX events page. Retrieved June 21, 2020. https://ama-
pdx.org/events/
PAX. PAX West main page. Retrieved June 21, 2020. https://
online.paxsite.com/
LinkedIn Learning. Learning Salesforce. LinkedIn. Retrieved June 21,
2020. https://www.linkedin.com/learning/learning-salesforce/
welcome?u=50813145
LinkedIn Learning. Introduction to Web Design and Development.
LinkedIn. Retrieved June 21, 2020. https://www.linkedin.com/
learning/introduction-to-web-design-and-development/welcome?
u=50813145
Amy Christianto. Amy Christianto LinkedIn profile. Retrieved June
21, 2020. https://www.linkedin.com/in/amychristianto/
Daniel Kim. Daniel Kim LinkedIn profile. Retrieved June 21, 2020.
https://www.linkedin.com/in/danieljinkim/
Anthony Parisi. Anthony Parisi LinkedIn profile. Retrieved June 21,
2020. https://www.linkedin.com/in/anthonyparisinyc/
Rayna Finch. Rayna Finch LinkedIn profile. Retrieved June 21, 2020.
https://www.linkedin.com/in/raynafinch/
Yoshimsha Hashimoto. Yoshimasa Hashimoto LinkedIn profile.
Retrieved June 21, 2020. https://www.linkedin.com/in/yoshimasa-
hashimoto-66b60942/
ONETOnLine.org. (2020). Summary Report for: 15-1199.10 - Search
Marketing Strategists. Retrieved June 21, 2020. https://
www.onetonline.org/link/summary/15-1199.10