Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Calvin Wescom
Project & Portfolio I: Week 1
January 10th, 2021

2. Calvin was born in rural north central
Vermont. He is the youngest of 5 children
and he spent most of his youth playing
organized sports along with enjoying the
great outdoors with his brothers and
father. After multiple years of working in
the manufacturing sector, Calvin decided
to venture out of his comfort zone and
continue his education at Full Sail
University where he hopes to find a
marketing profession in the outdoor
hunting industry.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Social Media Manager
• Search Marketing Strategist
• Brand Manager
Girl/Guy Next Door Brand - Calvin is
incredibly relatable due to his
modest beginnings in life. He
also has good values, easily
accessible to his clients, and is
extremely hard working.
Digital Marketing for the Outdoor Industry

4. • DEMOGRAPHICS: (Under Armor) 50%
Male/ 50% Female, 30-45 years old,
Predominately White, Located
primarily in Baltimore Maryland,
College Educated, Marries
• PSYCHOGRAPHICS: Enjoys exercise and
outdoor activities. Avid sports
enthusiasts in their free time
including watching and playing.
Enjoys Family activities.
• IDEAL AUDIENCE MEMBERS: Kasey Wolfe,
Lead, Global Experiental Marketing
and Events (Under Armour) Mike
Tkach, Director of Merchandising and
Brand Strategy (Under Armour)
Abigail Atol, Wholesale Marketer
(Sitka Gear)
Talent Recruiters & Hiring Managers at Under Armour, Sitka Gear Armour, and
Mathews, Inc.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Get Entry Level Marketing Position at Sitka.
‣ Create mock marketing campaigns that
show proven methods to increase visibility
and profit. Establish marketing connections
on LinkedIn by Feb 2022.
Mid Term: (2027)
• Transition to Under Amour as Marketing Brand
Ambassador through proven methods used at
Sitka
‣ Create and establish a new marketing
campaign that will increase a wider body of
athletes for the Under Armour brand by 30%
by January of 2035.
Long Term: (2047)
• Launch Apex Outdoor Sports Marketing
‣ Promote young professionals in the outdoor
industry through Social Media by being a
partner with 5 different outdoor companies
by January of 2047.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Critical Thinking 80%
Social Perceptiveness 75%
Time Management 70%
Trouble Shooting 65%
SOFT
HARD
Photoshop 15%
Web Page editing 10%
Professional Writing 50%
Trouble Shooting 65%
SOFT
HARD

7. I help Outdoor Apparel Companies
increase brand social awareness by
helping families create more memories
in the woods, while using our product
through digital story telling and
increasing profitability.
PROMISE

8. CREDENTIALS
Work Experience:
• 4 years as A Licensed Hunting Guide
• 8 years in the Manufacturing Industry
Education:
• 4 week Certification, Course Completed,
Royal Tine Guide and Packer School
• Sports Marketing and Media, B.S., Full Sail University (Exp. 2022)
Volunteer Work:
• 5 years as Volunteer Fire Fighter

9. COMPETITION
Jordan Brong
Industry Experience:
• Sales associate at Under Armour
Education:
• Current student enrolled in Sports Media and
Marketing
• B.S. at Full Sail University
Leadership Experience:
• Assistant Coach for Ococee HS
Skills and Proficiencies:
• Problem Solving - 2 endorsements
• Baseball - 1 endorsements
• Sports Marketing - 1 endorsements
Calvin Wescom
Overall Online Presence:
• 185 Connections, banner image is customized,
professional photo, somewhat detailed profile,
no published articles, very active on their social
media, LinkedIn profile URL is customized
• Grade: Above Average, 70 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• No industry Experience in Sports
Marketing
Education:
• Current student enrolled in Sports Media and
Marketing
• B.S. at Full Sail University
Leadership Experience:
• Volunteer Fire Fighter for 5 years
Skills and Proficiencies:
• Production Equipment - 0 endorsements
• Manufacturing - 0 endorsements
• Good Manufacturing Practice - 0 endorsements
Overall Online Presence:
• 7 Connections, banner image is customized,
amateur head shot, somewhat detailed profile,
no published articles, very active on social
media,LinkedIn URL is customized
• Grade: Poor, 30 out of 100

10. COMPETITION
Kasey Wolfe
Noteworthy Experience:
• Splash Leader User Group Chair- DC Chapter
• Baltimore Orioles Corporate Partnership Intern
Calvin Wescom
HEADSHOT
Industry Experience:
• Under Armour 10 years 8 months
• Baltimore Orioles Corporate
Partnerships Intern 5 months
Education:
• Shephard University BS
• Mount De Sales Academy
Skills and Proficiencies:
• Sales- 20 endorsements
• Social Media - 14 endorsements
• Sports Marketing - 9 endorsements
Overall Online Presence:
• 500+ connections, banner image is not
customized, professional headshot, very detailed
profile, no published articles, active on social
media, her LinkedIn URL is not customized
• Grade: Superior, 95 out of 100
Industry Experience:
• No industry Experience in Sports
Marketing
Education:
• Enrolled at Full Sail University
• B.S. In Sports Marketing and Media
Leadership Experience:
• Volunteer Fire Fighter- 5 years
Skills and Proficiencies:
• Manufacturing- 0 endorsements
• Production Equipment - 0 endorsements
• Good Manufacturing Practice- 0 endorsements
Overall Online Presence:
• 7 Connections, banner image is customized,
amateur head shot, somewhat detailed profile,
no published articles, very active on social media,
LinkedIn URL is customized
• Grade: Poor, 30 out of 100

11. BRAND POSITION
Creating lifelong memories for outdoor enthusiasts to
look fondly back on is something that Billy Goat has
been know for through his story telling and relatability
with his clients.
Calvin received the name Billy Goat from past clients
that have hunted with him due to his physical
conditioning while hiking up steep mountains and
ravines.
CALVIN“BILLY GOAT”WESCOM

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Shot Show
‣ January 19-22 2021 Las Vegas NV
• The Big Gear Show
‣ August 3-5th | Salt Lake City UT
• Sports’s Show
‣ January 20-23rd | Sacramento CA
Digital Marketing
• Primary Content: Unveil the new Podcast titled Keeping
up with the Bill Goat. Includes interviews with clients and
friends from the industry to that have hunted with Calvin
or have the same interests. Also network with new people
that will allow a broader range of people to learn and get
insight from.
• Primary Tools: Calvin will be using Facebook and
instagram to publish news and content for the new
podcast.
• Website: Calvin will use his new digital portfolio website
to show case his work and talent through publishing it on
his social media sites and also have archived versions of
the podcast for people to listen to.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Calvin will choose a Mentor that has good
experience in the Marketing world whether that
is in Business or clothing design. Calvin will
establish this mentor in August of 2022
Formal Education
• B.S. Sports Marketing and Media by expected
completed date of 2022
Technical Skills
• Increase Photoshop profecency- Udemy,
September 2021
• Increase Web coding profecency- Codecademy,
October 2021
• Professional Writing - LinkedIn, November 2021
Soft Skills
• Public Speaking - University of Washington, June
2021
• Coaching- FIA Academy of Professional
Coaching, April 2022
• Stress Managment- LinkedIn, July 2022

14. Calvin Wescom
You know how less and less people are going
into the outdoor industry like hunting and
fishing? Well, what I do is tie people’s feelings and
emotions into the love of the pursuit and the great outdoors through
emotional brand stories. In fact, many people don’t know that I was a
hunting guide in Eastern Montana for a number of years, I have met
people that have enjoyed the pursuit, but in the end it is the story that
lives on forever with our product that they are using.
“

15. REFERENCES
Claflin, J., 2020. 7 Trends That Will Affect Outdoor, Hunting And
Shooting Sports Marketing In 2020. Garrison Everest.
https://www.garrisoneverest.com/firearms-and-hunting/7-
trends-that-will-affect-outdoor-hunting-and-shooting-sports-
marketing-in-2020/
Onetonline.org. 2021. 11-2021.00 - Marketing Managers.
https://www.onetonline.org/link/summary/11-2021.00
Wolfe, K., 2021. Kasey Wolfe. Linkedin
https://www.linkedin.com/in/kasey-wolfe-4a714249/
GRAETZ, S. and GRAETZ, R., 2020. Mountains' Majesties:
Montana's Peaks Define State. missoulian.
https://missoulian.com/news/state-and-regional/mountains-
majesties-montanas-peaks-define-state/
article_e3abf0e5-5936-55d2-9fd0-dc9a74914bd4.html
Tradefairdates.com. 2021. Hunting & Fishing Trade Shows In USA
– Appointments From February 2021 | Worldwide. [online]
https://www.tradefairdates.com/Hunting-Fishing-Trade-Shows-
USA-FSL183-L228-S1.html
Sitkagear.com. 2021. SITKA Gear Careers | Job Opportunities At
SITKA Gear, Work In The Hunting Industry.
https://www.sitkagear.com/careersOnetonline.org. 2021. 13-1161.01
-
Search Marketing Strategists. [online]
www.onetonline.org/link/summary/13-1161.01
Dewett, T., 2019. Learn To Manage Your Stress - Managing Stress
Video Tutorial | Linkedin Learning, Formerly lynda.Com.
LinkedIn.
https://www.linkedin.com/learning/managing-stress-3/learn-to-
manage-your-stress?u=50813145
Martindale, J., 2020. The 7 Best Online Photoshop Classes Of
2021. The Balance Careers.
<https://www.thebalancecareers.com/best-online-photoshop-
classes-4844211>
Codecademy. 2021. Learn To Code - For Free | Codecademy.
https://www.codecademy.com/