Isaiah Williams is exploring a personal brand focused on a career in digital marketing for professional esports organizations. He grew up in Oregon with interests in gaming and helping others. Isaiah is currently studying digital marketing at Full Sail University with goals of working for an esports organization to help grow viewership and exposure of esports. His personal brand aims to educate potential fans about esports through social media content.

1. PERSONAL BRAND EXPLORATION
Isaiah Williams
Project & Portfolio I: Week 1
March 6, 2021

2. Isaiah grew up in Oregon, the youngest of four.
From a young age he found interest in
competitive card games and video games.
Later leading to a love of esports and content
creation. He also grew up with an older brother
who has special needs and spent a lot of time
being involved in Special Olympics, igniting his
passion for helping others. He enrolled in the
Digital Marketing program at Full Sail
University with the desire to one day work for a
major esports organization and help bring
esports to new heights.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Content Strategist
• Brand Manager
• Internet Marketing Specialist
Sage Archetype - Conducting in
depth research and analysis to
gain knowledge over a topic or
subject. Then using that
information to educate and enable
others to have the wisdom to
become fully engrossed in esports.
Digital Marketing for Professional Esports
Organizations

4. • DEMOGRAPHICS: 70% Male,
21-35 years old, predominantly
White/Asian, College Educated,
located primarily in California.
• PSYCHOGRAPHICS: Enjoys
Southern California Night Life
in the City, spends free time
playing video games, spends a
lot of time planning and setting
up charity events.
• IDEAL AUDIENCE MEMBERS:
Eric Garvey, HR Lead (TSM), Julie
Van, Head of People (100
Thieves), Kristen Salvatore, Senior
VP of Marketing (Cloud9)
Recruiters and Hiring Managers at 100 Thieves, TSM, and Cloud9
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Land an entry-level marketing or social media position
with 100 Thieves or TSM.
‣ Connect and build relationships with at least 10
members of 100 Thieves and TSM through social
media by December 31, 2022.
Mid Term: (2028)
• Lead marketing efforts geared towards increasing
esports exposure and viewership.
‣ Expand year-over-year TSM or 100 Thieves
viewership by 40% worldwide by December 31,
2028.
Long Term: (2040)
• Start an esports organization that recruits and
develops the next generation of content creators and
professional gamers.
‣ Secure partnerships with at least 5 different
brands and 2 major investors by December 31,
2040.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Adobe Creative Suite 90%
Videography and Editing 65%
Analytical Skills 85%
Creative Skills 75%
SOFT
HARD
Microsoft Office Skills 60%
CRM Software 15%
Time Management 35%
Professional Writing 50%
SOFT
HARD

7. I help esports organizations to increase
viewership and exposure by educating
potential esports fans on the world of
esports through social media campaigns.
PROMISE

8. CREDENTIALS
Work Experience:
• 8 Years as a Homecare Provider
Education:
• Adobe Photoshop, Adobe Certification
• Digital Marketing, B.S., Full Sail
University (Exp. 2022)
Volunteer Work:
• 3+ years assisting content creators and
influencers with social media marketing

9. COMPETITION
Brian Rux
Industry Experience:
• Merchandiser at Disneyland Resort
Education:
• Lone Star College - studied live entertainment
2014-2015
• Current Student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Lighting Design - 1 endorsement
• Digital Audio - 1 endorsement
• Event Planning - 1 endorsement
Isaiah Williams
Overall Online Presence:
• 23 connections, no banner, no headshot, no custom
url, couldn’t locate social media pages.
• Grade: Poor 10 out of 100
Industry Experience:
• None, still in school.
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Team Captain of high school basketball team, would
organize practices, fundraisers, and workouts for
entire team.
Skills and Proficiencies:
• Adobe Creative Suite - 0 endorsements
• Analytical Skills - 0 endorsements
• Videography and Editing- 0 endorsements
Overall Online Presence:
• No connections, no banner, no published articles,
some activity on Twitter and Facebook.
• Grade: Poor 5 out of 100

10. COMPETITION
Duncan Cox
Noteworthy Experience:
• Worked as a manager in the food service industry for
3 years
• Worked as a social media manager prior to TSM for
over a year
Isaiah Williams
Industry Experience:
• Social media and community
manager 2 years, TSM senior social
media manager 3 months
Education:
• Business Management, B.S.
Skills and Proficiencies:
• Teamwork - 33 endorsements
• Management - 20 endorsements
• Social Media Marketing - 17 endorsements
Overall Online Presence:
• 500+ connections, banner customized, very active on
social media, published headshot, three
recommendations
• Grade: Good 75 out of 100
Industry Experience:
• None, still in school.
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Team Captain of high school basketball team, would
organize practices, fundraisers, and workouts for
entire team.
Skills and Proficiencies:
• Adobe Creative Suite - 0 endorsements
• Analytical Skills - 0 endorsements
• Videography and Editing- 0 endorsements
Overall Online Presence:
• No connections, no banner, no published articles,
some activity on Twitter and Facebook.
• Grade: Poor 5 out of 100

11. BRAND POSITION
Creating and sharing content that will educate and
turn potential esports viewers into fully engrossed
fans for life.
Isaiah received the nickname “Dream” from his friends
because he would dedicate so much time to learning
and assisting them in the pursuit of their dreams.
ISAIAH “DREAM” WILLIAMS

12. NETWORKING & MARKETING
Industry Events & Organizations
• League of Legends World Championship
‣ September 23 - October 31 | China
• Esports Business Summit
‣ October 18-20 | Las Vegas, NV
• Esports Insider ESI Digital
‣ March 30 - 31 | Online Event
Digital Marketing
• Primary Content: Videos educating on esports geared
towards people who are new or unfamiliar. Dive into specific
games, teach basic concepts, later on teach more advanced
concepts. Primary platform YouTube, 6-8 minute videos.
• Primary Tools: Facebook and Twitter - promote videos
through 30 second cuts from the original video that
highlights one of the game concepts covered.
• Website: Full Sail digital portfolio site to show work from
school, use blog to showcase knowledge of esports social
media growth, embed YouTube videos to show knowledge of
the esports space.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking Social Media Marketing Manager with at least
5 yrs of experience in the gaming or esports industry.
Jan 2022
Formal Education
• Complete Digital Marketing B.S. by expected
graduation date in 2022.
Technical Skills
• Complete CRM courses - udemy, Dec 2021
• Html and css courses - codeacademy June 2021
• WordPress 5 Essential training - lynda.com June
2021
Soft Skills
• Improve professional writing - grammarly Dec 2021
• Public Speaking Courses - LinkedIn Learning Dec
2021
• Time Management Courses - Skillshare June 2021

14. Isaiah Williams
Esports is still in its infancy. Many
organizations are rushing to figure out how to
capitalize social media in order to garner growth
and exposure for not only their team but for the
respective esports as a whole. I’ve spent the last few years working with a
number of content creators and influencers to assist them in optimizing
growth and exposure. Last year alone we saw a 600% increase in
follower numbers across platforms. Many of these creators credited me
with building them such an easy and manageable content plan.
“

15. REFERENCES
100 Thieves LinkedIn. (n.d.). Retrieved March 07, 2021, from https://www.linkedin.com/company/100thieves/
Cloud9 linkedin. (n.d.). Retrieved March 07, 2021, from https://www.linkedin.com/company/cloud9-esports/
Content coordinator. (n.d.). Retrieved March 07, 2021, from https://100thieves.com/pages/content-coordinator
Cox, D. (n.d.). Retrieved March 07, 2021, from https://www.linkedin.com/in/duncanmackenziecox/?originalSubdomain=uk
Esguerra, T. (2019, May 31). LCS Finals [Esports finals]. Retrieved March 07, 2021, from https://dotesports.com/league-of-legends/news/lcs-2019-summer-finals-held-in-detroit
Esports business SUMMIT 2021. (n.d.). Retrieved March 07, 2021, from https://www.esportsbiz.com/go/esports-business-summit-2021/
Marketing director - cloud9. (n.d.). Retrieved March 07, 2021, from https://apply.workable.com/cloud9/j/2823AE27BE/
Official tsm site. (n.d.). Retrieved March 07, 2021, from https://tsm.gg/
Rux, B. (n.d.). Retrieved March 07, 2021, from https://www.linkedin.com/in/brian-rux-408851b3/
Sage brand archetype - kaye putnam: Psychology brand strategy. (2019, August 19). Retrieved March 07, 2021, from https://www.kayeputnam.com/brandality-archetype-sage/
Stedman, A. (2020, March 11). Overwatch League [Esports arena]. Retrieved March 07, 2021, from https://variety.com/2020/digital/news/overwatch-league-cancels-march-april-events-
coronavirus-1203530873/
Summary report FOR: 11-2021.00 - marketing managers. (n.d.). Retrieved March 07, 2021, from https://www.onetonline.org/link/summary/11-2021.00
Summary report FOR: 13-1161.00 - market research analysts and marketing specialists. (n.d.). Retrieved March 07, 2021, from https://www.onetonline.org/link/summary/13-1161.00
Summary report for: 13-1161.01 - search marketing strategists. (n.d.). Retrieved March 07, 2021, from https://www.onetonline.org/link/summary/13-1161.01
TSM LinkedIn. (n.d.). Retrieved March 07, 2021, from https://www.linkedin.com/company/tsmgg/