Coral Silva is developing a personal brand to help empower queer women through an e-commerce fashion business called Mo!st. She is currently a student studying digital marketing to gain the necessary skills. Her goals are to start an online clothing store after graduation in 2021, grow sales over several years, and eventually open a physical store in Los Angeles. She analyzes her skills, competition, target audience, and develops a plan for networking, education and professional development to strengthen her brand.

1. PERSONAL BRAND EXPLORATION
Coral Silva
Project & Portfolio I: Week 3
May 25, 2019

2. Coral Silva grew up in Corona, California
where she spent countless years dreaming
big. Since she was little, she has always used
her creative side to express her emotions and
is 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 gay women
find their voice. So she enrolled at Full Sail
University to strengthen her digital marketing
skills to help her 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 lesbian issues.
Owner of E-commerce Fashion Brand for Gay Women

4. • DEMOGRAPHICS: 90% Female, ages
16-27, Predominately White, Single,
middle-class, Lives in big cities: Such
as, Los Angeles 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).
Queer Women, LGBTQ+ Supporters
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Start small online based clothing line store 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 $20,000 to trevor project.
‣ Connect with the 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 LA.
‣ Reach an annual profit of $1,000,000 by December 31st,
2019.
‣ Create ongoing movement for empowered queer
women.

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

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

8. CREDENTIALS
Work Experience:
• 3 years customer service at 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
John F. Jones III
Industry Experience:
• 6 years in marketing management
Education:
• Digital Marketing, B.S. at Full Sail University
Leadership Experience:
• Management experience - 6 years
Skills and Proficiencies:
• Digital Marketing- 11 endorsements
• Social Media Marketing - 10 endorsements
• SEO- 2 endorsements
Coral Silva
Overall Online Presence:
• More than 500 connections, banner image
customized, amateur headshot, detailed profile,
articles published, URL customized
• Grade: Average, 40 out of 100
Industry Experience:
• 3 years customer service experience
Education:
• Current student enrolled in Digital Marketing a, 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
customized, does not include professional headshot,
no articles published, not too active on personal
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, no
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 a, 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
customized, does not include professional headshot,
no articles published, not too active on personal
social media accounts, URL customized
• Grade: Poor, 15 out of 100

11. BRAND POSITION
Creating freedom and empowerment by
never sticking to the rules.
CORAL SILVA
Since coming out, Coral has
actively been a part of the LGBT
community online. Always
finding ways to contribute in
any way she can.

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 queer
women. 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 LGBT topics,
discuss social media marketing, and link YouTube channel

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a woman who has been in digital marketing
for at least 10 years and believes in crossing 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,
August 2019
• Become a Web Designer - Lynda.com, October 2019
• WordPress 5 Essential Training - Lynda.com, July
2019
Soft Skills
• Time Management Tips - Lynda.com, July 2019
• Public Speaking Foundations - Lynda.com, July 2019
• Branding Foundations - lynda.com, October 2019

14. Coral Silva
Queer 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 queer
women are seen. I have gained enough customer service experience to
understand my audience and their needs. Queer women 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
Jones, J. (2019). John F. Jones LinkedIn Profile. Retrieved May
29, 2019, from https://www.linkedin.com/in/johnfjonesiii/
Bertorelli, L. (2019). Liz Bertorelli LinkedIn Profile. Retrieved
May 29, 2019, from https://www.linkedin.com/in/
lizbertorelli/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. (n.d.). Retrieved from https://
www.onetonline.org/link/summary/15-1199.10
GLAAD Staff. (2019). Retrieved May 29, 2019 from https://
www.glaad.org/about/staff
Digital Marketing Conference | June 11-12, 2019 | Digital
Summit Portland. (n.d.). Retrieved from https://
portland.digitalsummit.com/
Content Marketing World. (n.d.). Retrieved from https://
www.contentmarketingworld.com/
Kim, S. (n.d.). 2019 Marketing Conferences: The #1
Marketing Events Guide. Retrieved from https://
blog.bizzabo.com/marketing-events