Personal Brand Exploration.

1. PERSONAL BRAND EXPLORATION
Coral Silva
Project & Portfolio I: Week 3
July 28, 2019

2. Coral Silva grew up in Corona, California where
she spent countless years dreaming big. Since
she was young, she has expressed her
emotions through creativity. She has also
always been a firm believer in standing up for
what is right. She is a proud member of the
LGBT community and over the past few years,
has developed a passion for helping lesbians
find their voice. All this led her to enroll at Full
Sail University to strengthen her digital
marketing skills in order to successfully run an
e-commerce business dedicated to
empowering gay women.
IDENTITY

3. PROFESSION
Potential Job Titles:
• CEO of E-commerce Brand
• Social Media Specialist
• Brand Manager
Maverick Archetype - Creating
brand stories that revolutionize
and transform lives by showcasing
the power in standing up for what
is right. Using modern fashion and
an empowered mindset to shed
light on issues lesbians face.
Owner of E-commerce Fashion Brand for Lesbians

4. • DEMOGRAPHICS: 90% Female, ages
15-27, Predominately White, Single,
middle-class, Lives in big cities: Such
as Los Angeles, San Francisco, and
New York City, identifies in the LGBTQ+
community.
• PSYCHOGRAPHICS: Liberal, enjoys
hanging out with friends, spends a lot
of time on social media, does not like to
blend in a crowd, enjoys fashion, voices
strong opinions on issues important to
them, feminist.
• IDEAL AUDIENCE MEMBERS: Shannon
Beveridge, Social Media Influencer
(YouTube). Cari Fletcher, Out Singer and
Songwriter. Joanna Simon, Social Media
Influencer (Instagram).
Lesbians, LGBT+ Community
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Start e-commerce clothing store named Mo!st
‣ Connect with 5 Social Media Influencers that can help
create a brand image for Mo!st.
‣ Establish and successfully run social media accounts for
clothing line by December 31st, 2019.
Mid Term: (2027)
• Grow Mo!st into a successful online store that partners with
LGBT organizations to raise awareness and donations.
‣ Donate $15,000 to Trevor Project.
‣ Connect with marketing team at GLAAD by December
31st, 2019.
‣ Grow sales to $300,000 in annual profit.
Long Term: (2040)
• Open and run a Mo!st shop in Los Angeles
‣ Donate $500,000 to LGBT organizations in Los Angeles
‣ Reach an annual profit of $1,000,000 by December 31st,
2040
‣ Create ongoing movement for empowered lesbians

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Photoshop / Illustrator 50%
Photography 40%
Customer Service 80%
Time Management 50%
SOFTHARD
Web Development Software 0%
WordPress CMS 10%
Social Perceptiveness 15%
Active Listening 20%
SOFTHARD

7. I help lesbians feel empowered by providing
unique clothing with a powerful message
through social media marketing.
PROMISE

8. CREDENTIALS
Work Experience:
• 3 years customer service, Walmart
• 1 year warehouse experience, Amazon
Education:
• Online Marketing Foundations,
lynda.com Certificate
• Digital Marketing, B.S., Full Sail University (Exp. 2021)
Awards:
• Employee of the Month, Walmart

9. COMPETITION
Anna Bidot
Industry Experience:
• 1 year experience in branding and
social media
Education:
• Master of Science (M.S.), Internet Marketing at Full Sail
University
Leadership Experience:
• Digital Marketing Manager - 6 months
Skills and Proficiencies:
• Marketing - 4 endorsements
• Internet Marketing - 4 endorsements
• Social Media - 4 endorsements
Coral Silva
Overall Online Presence:
• Over 200 connections, detailed profile, banner image
not customized, amateur headshot, no articles
published, URL customized
• Grade: Poor, 30 out of 100
Industry Experience:
• 3 years customer service experience
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Employee of the month, Walmart
Skills and Proficiencies:
• Public Speaking - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Customer Service - 0 endorsements
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, no articles published,
not too active on social media accounts, URL
customized
• Grade: Poor, 15 out of 100

10. COMPETITION
Liz Bertorelli
Industry Experience:
• 5 years in marketing
Education:
• Bachelor of Arts (BA), Geography with a minor in
Technology, Sociology and Environmental Studies at
Carleton University
Noteworthy Experience:
• Entrepreneurship - Owner of online clothing store
Passionfruit
• Marketing - Moved up from Social Media Specialist to
Social Media Content Producer to Brand Strategist at
Shopify
Skills and Proficiencies:
• Social Media - 25 endorsements
• E-commerce - 7 endorsements
• Customer Service- 12 endorsements
Coral Silva
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed profile summaries,
published articles, impressive volunteer work, URL
customized
• Grade: Good, 75 out of 100
Industry Experience:
• 3 years customer service experience
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Employee of the month, Walmart
Skills and Proficiencies:
• Public Speaking - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Customer Service - 0 endorsements
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, no articles published,
not too active on social media accounts, URL
customized
• Grade: Poor, 15 out of 100

11. BRAND POSITION
Creating freedom and empowerment in gay
culture by never sticking to the rules and
always fighting for what is right.
CORAL SILVA
Since coming out, Coral has actively
been a part of the LGBT community
online. Making connections with fellow
peers on social media has been her
mission.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Digital Marketing Summit
‣ June 11 | Portland, OR
• Content Marketing World
‣ September 3 I Cleveland, OH
• American Marketing Association (AMA)
‣ Membership I Los Angeles
Digital Marketing
• Primary Content: YouTube channel centered around
lesbians and lesbian issues. Weekly 15 minute videos
discussing important topics in the community and queer
topics in pop culture: Such as movies, music, television
• Primary Tools: Instagram and Tumblr. Promote YouTube
channel through Instagram posts, create Tumblr posts
highlighting main topics discussed in videos
• Website: Full Sail digital portfolio site to publish school
assignments; use blog to dive deeper into the LGBT topics,
discuss social media marketing, and link YouTube channel

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a professional woman who has been in
digital marketing for at least ten years and believes in
stepping outside the lines to fix problems.
Formal Education
• Complete Digital Marketing, B.S. by expected
graduation date in 2021
Technical Skills
• Become a Social Media Marketer - Lynda.com,
September 2019
• Become a Web Designer - Lynda.com, October 2019
• WordPress 5 Essential Training - Lynda.com,
November 2019
Soft Skills
• Time Management Tips - Lynda.com, September
2019
• Public Speaking Foundations - Lynda.com, November
2019
• Branding Foundations - Lynda.com, November 2019

14. Coral Silva
Lesbian representation has come a long way
in media and pop culture but it still has ways to
go. Over the past few years, I have created a brand
that can help revolutionize how gay women are seen. I have gained
enough customer service experience to understand my audience and
their needs. Lesbians should feel empowered and comfortable in their
shoes and my brand can help establish that. Through social media,
making positive changes has become more attainable.
“

15. REFERENCES
Bertorelli, L. (2019). Liz Bertorelli LinkedIn Profile. Retrieved July 28, 2019, from https://www.linkedin.com/in/lizbertorelli/
Bidot, A. (2019). Anna Bidot LinkedIn Profile. Retrieved July 28, 2019, from https://www.linkedin.com/in/abidot/
Content Marketing World. (n.d.). Retrieved July 28, 2019, from https://www.contentmarketingworld.com/
Digital Marketing Conference | June 11-12, 2019 | Digital Summit Portland. (n.d.). Retrieved July 28, 2019, from https://
portland.digitalsummit.com/
Kim, S. (n.d.). 2019 Marketing Conferences: The #1 Marketing Events Guide. Retrieved July 28, 2019, from https://
blog.bizzabo.com/marketing-events
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 - Search Marketing Strategists. (n.d.). Retrieved July 28, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
Saving Young LGBTQ Lives. (n.d.). Retrieved from https://www.thetrevorproject.org/