2. Nancy Brum
fi
eld grew up the eldest of two children
in a small farm town in Southern Illinois where her
parents taught her the value of hard work. She has
excelled in the insurance industry for over 15 years
due to her strong work ethic. Needing a new
challenge, Nancy started a jewelry business. She
markets her jewelry through Facebook Live and
other social media platforms. It was there she
developed a passion for marketing. Nancy is now
enrolled in the Digital Marketing program at Full Sail
University. She is gaining the knowledge needed to
help companies thrive through digital marketing
with social media, search engine optimization, and
content strategy.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Internet Marketing Specialist
• Brand Manager
• SEO Specialist
Creator Archetype:
Creates brand stories by realizing a
vision and developing content that
promotes individuality. De
fi
ning new
trends and thinking outside the box to
inspire others to showcase
uniqueness.
Digital Marketing for Local Small Businesses
4. • DEMOGRAPHICS: 100% Male ,
50-65 years old, white, college-
educated, married, located in
Pensacola, Florida.
• PSYCHOGRAPHICS: retired
military, loves to travel, passion
for cinematography, watches
movies, spends time with
family and volunteers in the
community.
• IDEAL AUDIENCE MEMBERS:
Scott Brum
fi
eld and David Van
Derlike, owners (Hellcat
Productions) and Dave Barnes,
owner (BarnesWest
Productions).
Business Owners at Hellcat Productions and
BarnesWest Productions
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Land a marketing contract with Hellcat Productions.
‣ Connect with the owners and send promotional
emails to them by December 31, 2022
Mid Term: (2028)
• Start my own marketing
fi
rm in Pensacola, FL.
‣ Land marketing contracts and develop marketing
strategies for small businesses and non pro
fi
t
organizations in the Pensacola area.
Long Term: (2043)
• Expand my client base to small businesses and non pro
fi
t
organizations in the Florida Panhandle.
‣ By this time I will have created a professional
website to showcase my portfolio projects, clients,
and testimonials. I will also have worked to
increased my LinkedIn connections by 30% and
have 25 endorsements on my pro
fi
le.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 60%
Organization 90%
Critical Thinking 60%
SOFT
HARD
Data Base User Interface 10%
Professional Writing 30%
Public Speaking 30%
SOFT
HARD
Adobe Creative Suite 50%
Wordpress CMS 15%
7. I help local small businesses increase
their online presence by realizing their
vision and creating a digital marketing
and content strategy that showcases
their uniqueness.
PROMISE
8. CREDENTIALS
Work Experience:
• 1 year social media marketing for
small jewelry business
• 4 years marketing insurance
• 3 years Girl Scout Leader
Education:
• Designing a Presentation, LinkedIn
Learning Certi
fi
cate
• Considering a CMS for Web Design,
LinkedIn Learning Certi
fi
cate
• Digital Marketing, B.S., Full Sail University (Exp. 2023)
Awards:
• Course Director’s Award in
Storytelling
9. COMPETITION
Loren Berghezan
Industry Experience:
• 11 mos Digital Marketing
Specialist
• 1 yr 10 mos Digital Consultant
Leadership Experience:
• Coordinating Group sales
Skills and Proficiencies:
• Digital Marketing - 20 endorsements
• Social Media Marketing - 18 endorsements
• Brand Management - 19 endorsements
Nancy Brumfield
Overall Online Presence:
• Over 500 connections, banner image is
customized, professional headshot, pro
fi
le is
fairly detailed, no articles published, she is active
on other social media sites, her LinkedIn URL is
customized.
• Grade: Superior: 80 of 100
Industry Experience:
• 1 yr Social Media Marketing
Education:
• Current Student enrolled in Digital Marketing
B.S. at Full Sail University
Leadership Experience:
• Girl Scout Leader
• Department/Support Manager at Walmart
• Assistant Manager at McDonald’s
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Presentation Design- 0 endorsements
• Storytelling - 0 endorsements-received Director’s
Award
Overall Online Presence:
• 12 connections, banner image is customized,
professional headshot, pro
fi
le needs more detail,
no articles published, active on other social
media platforms, my LinkedIn URL is customized
• Grade: Poor to Average: 30 out of 100
Education:
• Current Student enrolled in Digital Marketing
B.S. at Full Sail University
10. COMPETITION
Ivan G
Noteworthy Experience:
• CEO & Founder of marketing company
• eCommerce Director for almost 2 years
• Digital Marketing Specialist. For over 4 years
Nancy Brumfield
Industry Experience:
• CEO & Founder of Saigent Marketing
Education:
• He does not list his education on his LinkedIn
pro
fi
le
Skills and Proficiencies:
• Social Media Marketing- 34 endorsements
• Integrated Marketing - 25 endorsements
• ONline Marketing - 17 endorsements
Overall Online Presence:
• Over 500 connections, banner image is not
customized, semi-professional headshot, his
pro
fi
le is not detailed, 3 published articles, not
active on other social media, LinkedIn URL is
customized.
• Grade: Average, 60 out of 100
Industry Experience:
• 1 yr Social Media Marketing
Education:
• Current Student enrolled in Digital Marketing
B.S. at Full Sail University
Leadership Experience:
• Girl Scout Leader
• Department/Support Manager at Walmart
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Presentation Design- 0 endorsements
• Storytelling - 0 endorsements-received Director’s
Award
Overall Online Presence:
• 12 connections, banner image is customized,
professional headshot, pro
fi
le needs more detail,
no articles published, active on other social
media platforms, LinkedIn URL is customized.
• Grade: Poor to Average: 30 out of 100
11. BRAND POSITION
As an experienced digital marketer and small
business owner, I know how to use social media
to increase brand awareness, online presence
and sales, and I can help a small business with
their web design needs, along with assisting
them to thrive through digital marketing, with
the use of search engine optimization.
NANCY ”SCOUT” BRUMFIELD
12. NETWORKING &
MARKETING
Industry Events & Organizations
• Digital Summit
‣ October 12-14, 2021 | Tampa, FL
• DigMarCon
‣ April 21-22, 2021 | New York City, NY
• Social Media Marketing World
‣ March 14-16, 2022 | San Diego, CA
Digital Marketing
• Primary Content: I will create a weekly YouTube vlog
where I discuss social media platforms, how to use
them to help your business, tips and tricks to get more
engagement on posts, and things you should not do
on social media.
• Primary Tools: I will create the vlogs for YouTube and
promote them on my Facebook and Instagram.
Network with other digital marketers and create blog
posts to be publish as a guest blog.
• Website: I will update it weekly with schoolwork and
what I am planning to do in the near future to keep
visitors engaged and coming back.
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a Digital Marketing Specialist/Manager
with at least 10 years of experience; someone
who freelances or has started their own
marketing
fi
rm and has Christian values., March
2022
Formal Education
• Digital Marketing B.S. at Full Sail University
Technical Skills
• Set up a free HubSpot CRM, complete all courses
through HubSpot Academy, Dec 2021
• WordPress:Essential Training, Complete all
courses through LinkedIn Learning - Sept 2021
• SEO Foundations and SEO: Keyword Strategy,
complete courses on LinkedIn Learning- Nov
2021
Soft Skills
• High-Impact Business Writing, complete course
through University of California, Irvine, Feb 2022
• Learning to Write for the Web, complete all
courses on LinkedIn Learning, March 2022
• Public Speaking Foundations, complete all
courses on LinkedIn Learning, May 22
14. Nancy Brumfield
You know how it can seem like your
website and social media posts gets lost on
the internet with so many companies competing for top slots?
Well, what I do is work hard to create a marketing strategy to tell
your story showcasing the uniqueness of your business and propel
it to the top of social media feeds and Google. In fact, I received a
Director’s Award in Storytelling for my outstanding effort, good
attitude, commitment and enthusiasm.
“
15. REFERENCES
Chuklanov, A. (2019). Person Using MacBook Pro Photo. Unsplash.
https://unsplash.com/photos/DUmFLtMeAbQ.
Creator Archetype. Know Your Archetypes. (2020, May 3). https://
knowyourarchetypes.com/archetype-personality-types/creator-
archetype/
#:~:text=The%20Creator%20Archetype%20are%20constantly,the
%20readers%20with%20the%20works.
Putnam, K. (2019, August 19). Creator Brand Archetype - Kaye
Putnam: Psychology Brand Strategy. Kaye Putnam |
Psychology Driven Brand Strategist. https://
www.kayeputnam.com/brandality-archetype-creator/.
Firmbee. (2015). Scrabble Tiles and Smartphone. Unsplash. https://
unsplash.com/photos/. gcsNOsPEXfs
Frimbee. (2015). Woman Holding an iPhone. Unsplash. https://
unsplash.com/photos/SpVHcbuKi6E.
Harper, D. R. (2016). Florida SBDC Network Annual 2016. http://
fl
oridasbdc.org/Reports/2016-State-of-Small-Business/mobile/
index.html#p=9.
U.S. Census. (2019). Quick Facts Pensacola City, Florida. https://
www.census.gov/quickfacts/fact/table/pensacolacity
fl
orida/
EDU685219.
Hasanovic, A. (2017). Organized Blogger Workstation. Unsplash.
https://unsplash.com/photos/MNd-Rka1o0Q.
Ivan G. (2017). https://www.linkedin.com/in/ivanguel/.
Lorena Berghezan. (2020). https://www.linkedin.com/in/
lorenaberghezan/.
Norwood Themes. (2017). High Impact Designs for In
fl
uencers.
Unsplash. https://unsplash.com/photos/yyMJNPgQ-X8.
Quick Search for: digital+marketing+specialist. O*NET OnLine. (n.d.).
https://www.onetonline.org/
fi
nd/quick?
s=digital%2Bmarketing%2Bspecialist.
