Stephanie explored her personal brand which centered around a career in digital marketing for the entertainment industry, specifically rodeo organizations. She had a background in photography and customer service. Her goals were to initially get an entry-level marketing position, then lead a successful digital campaign expanding rodeo attendance, and ultimately start a company helping rodeo riders. She analyzed her skills and competition. Her strategy involved networking at industry events, creating a podcast telling rodeo stories, and continuing her education.

1. PERSONAL BRAND EXPLORATION
Stephanie Brant
Project & Portfolio I: Week 3
January 26, 2020

2. Growing up as an only child, Stephanie found
ways to keep herself entertained. She always
find photography fascinating, taking pictures of
everything in front of her. She also learned to
socialize and be friendly with everyone
because she had no siblings to bicker with.
She was always determined and hard-working
all throughout school and into her career. She’s
utilized her past of hard work, customer
service, photography, and determination to get
to the career she is at today.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Photographer
• Social Media Coordinator
• Advertising Manager
Entertainment Archetype -
producing brand stories that
capture real life moments of fans
enjoying their life. Adding
elements that will make people
smile and feel playful.
Digital Marketing for Entertainment

4. • DEMOGRAPHICS: 80% Female,
25-45 years old, Predominately
College, Single, and career
driven. Educated, Located in
West Coast America
• PSYCHOGRAPHICS: Enjoys
risky outdoor activities, spends
free time playing with kids
outside, adheres to conservative
lifestyles and opinions, regularly
attends church service.
• IDEAL AUDIENCE MEMBERS:
Jessica Herrera-Sinks, HR
Manager (PBR), Krystle Beavis,
Marketing Manager (PBR), Kacy
Burke, Senior Marketing Manager
(PBR)
Recruiters & Hiring Managers at NHL, WeddingWire, and Disney
TARGET AUDIENCE

5. a299
GOALS
Short Term: (Immediately After Graduation, 2020)
• 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, 2019.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed
at expanding rodeo attendance.
‣ Expand year-over-year PBR event attendance
by 30% nationwide by December 31, 2025.
Long Term: (2040)
• Establish a Rodeo Riders Media Company that helps
aspiring riders increase sponsorships.
‣ Save a total of $75,000, complete 5 demo
reels, and secure 3 business partnerships by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help professional rodeo organizations
increase rodeo attendance by entertaining
and inspiring American families through
digital media storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 10 years service in U.S. Marine Corps
• 2 years in social media marketing for
cattle feed retail store
Education:
• Content Marketing, HubSpot Certification
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2020)
Awards:
• Navy & Marine Corps Achievement
Medal, U.S. Marines

9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Fullie Salen
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry 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
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• 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
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

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

11. BRAND POSITION
Renewing honor, courage, and commitment in
American culture by sharing rodeo stories that
leave you slacked-jawed.
FULLIE “SLACK-JAW” SALEN
Fullie earned the nickname
“Slack-Jaw” in the Marines as
he often left his brothers at
arms astonished by his stories.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Content: 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: 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
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase rodeo marketing knowledge and
embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25 yrs
of experience in rodeo industry; family man that upholds
Christian values, Jan. 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2020
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Fullie Salen
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 film 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.
“

15. REFERENCES
ONETOnLine.org. (2020). Summary Report for: 27-4021.00 -
Photographers. Retrieved January 24, 2020, from https://
www.onetonline.org/link/summary/27-4021.00
ONETOnLine.org. (2020) Summary Report for: 11-2011.00 -
Advertising and Promotions Managers. Retrieved January 24,
2020, from https://www.onetonline.org/link/summary/
11-2011.00
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
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./
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/