Personal Brand Exploration Project & Portfolio

1. PERSONAL BRAND EXPLORATION
Luciana Rojas
Project & Portfolio I: Week 1
Digital Marketing
February 7, 2024

2. CAREER CATEGORY:
ENTREPRENEURIAL VENTURES
Short Term Career Goal:
Immediately After Graduation,2025
• Land an entry-level digital marketing
position at a small business or non-
profit organization to promote their
Christian ministries, events, and
community outreach efforts.
Connect with, and send a follow-up
promotional email to the ULPC (United
Latin American Pentecostal Church)
National Committee by December 31,
2025
Long-Term Career Goal: (2027)
• Establish a Social Media Marketing &
Management Company that helps
businesses and Christian churches to
increase visibility and engagement on
their platforms.

3. PROFESSION
Occupation: Digital Marketing
Potential Job Titles:
• Social Media Specialist
• Search Engine Optimization Strategist
• Digital Media Planner

4. TARGET
AUDIENCE
• Recruiters & Hiring
Managers at ULPC (United
Latin American Pentecostal
Church)
• UPC (United Pentecostal
Church)
• POA (Pentecostals of
Apopka)
The different groups of people who use the kind of services I provide
Digital
marketing
agencies
Non-
Profit
Org.
Aspiring
Social
Media
Managers
Small
Business
owners
Event
Organizers
Christian
Influencers
Groups I most
relate to, or feel
most excited to
work with
Groups I know
people in, or
already have
clients in
Groups I have the
most knowledge
about
Groups I would
find fascinating to
learn more about

5. KRISTY CANNON LUCIANA ROJAS
COMPETITION
Work Experience:
• 10 years of digital marketing
experience,1 year as a Digital
marketing director at Feld
Entertainment.
Education:
• Digital Media, B.S. – University
of Central Florida
• Media Design, MFA.
Noteworthy Experience:
• Course Director- at Full Sail
University for over 2 years
teaching web design and editing
in Sports Marketing and Media
• Digital Marketing Director for
over 4 years leading a team of
digital marketers and content
creators for world-class live
entertainment motorsport
brands.
• Digital Marketing Manager for 10
months at Orlando City
• Director of Brand Marketing for
over a year at Orlando
Economic Partnership
• Digital Marketing Creative
Strategist at Orlando Health
presently
Skills and Proficiencies:
• Content Marketing-4
endorsements
• Digital Marketing- 31
endorsements
• Creative Direction- 47
endorsements
• Digital Strategy – 1 endorsement
Overall Online Presence:
500+ connections, banner image
not yet customized, no polished
headshot, full body shot, detailed
profile summaries, seventeen
recommendations, URL customized.
Work Experience:
• 2 years of social media marketing experience for my local congregation IPUL
Orlando Church which is affiliated with ULPC (United Latin. American
Pentecostal Church )
Education:
• Current student enrolled in Digital Marketing, B.S at Full Sail University
Noteworthy Experience:
• Customer Service Representative – for over 5 years at Synchrony Financial
Bank
• First Assistant Manager at Cato Fashion for 1 year
Skills and Proficiencies:
• Customer Service Excellence – Endorsed for consistently meeting or
exceeding customer needs and expectations
• Customer Relationship Management – Endorsed for effectively maintaining
and enhancing customer and client relationships, fostering loyalty and trust
through excellent communication and problem-solving
• Adaptability- Endorsed for meticulous attention to detail when handling
sensitive information and ensuring accuracy in all interactions.
Overall Online Presence:
• No Professional headshot in business attire, no LinkedIn connections yet,
banner image not yet customized, detailed profile summary, notable
volunteer work, at local church URL not yet customized.

6. IDENTITY
Core Values:
1. Joy
2. Friendships
3. Optimism
4. Caring
5. Stability
Vision: Empowering communities to
get to know true faith in Jesus
through digital connections.
Guiding Principle:
Authenticity - emphasize the
importance of genuine, transparent
communication in all interactions.
Passion:
Bridging the gap between faith and technology by utilizing digital
marketing as a tool
Superpower:
Fostering a vibrant online community centered around faith in
Jesus and fellowship.
Golden Circle:
Why? Serving and sharing who God is to more people as well as
ensuring that the church stays relevant in the digital world we live in.
How? Directly contribute to the church’s social media management
and implement the latest digital media strategies.
What? Digital marketing for the church’s online presence with
impactful messages that align with what the Bible teaches.

7. PROMISE &
POSITION
• I help non-profit organizations increase
church attendance by providing
innovative ways to promote their faith
and community through digital media
storytelling and management on social
media platforms.
• Position
• Faith community storytelling

8. NETWORKING
Industry Events
• 2025 National Youth Conventions
• May 24-26 in New Jersey
• Objective: Meet industry
professionals and shadow how the
communications and media team
stream and publish the Church’s
youth convention and how it
positively impacts other lives.
• Annual National General Church
Convention
• November 8 -10, 2025 in Miami, Fl
• Objective: Meet more
communication team members,
professionals, photographers
social media coordinators, and
managers who produce content
for the Church.
Elevator Pitch
As a devout Christian, I believe in the power of digital media to
spread the message of faith in Jesus and connect people in
meaningful ways. My mission is to partner with churches to enhance
their online presence and share the transformative message of
Christianity with a wider audience. With a deep understanding of
both digital marketing principles and the unique needs of religious
organizations, I specialize in crafting compelling content and
implementing innovative strategies tailored to each church's distinct
voice and mission. Together, let's harness the power of digital media
to inspire, engage, and uplift others on their spiritual journey."
Mentorship
• The ideal mentor I am seeking would be grounded in both
technical expertise and spiritual dedication. Through personalized
guidance, would be able to empower fellow believers to leverage
innovative digital strategies, ensuring the church’s message
resonates authentically in the online space.

9. DIGITAL MARKETING
• Online ID Calc. Scores
• Volume:-1
• Relevance:+1
• Purity:0
• Diversity:-1
• Validation:-1
Brand Archetype
• Archetype: Caregiver
• Description: approaches brand stories with a deep
sense of compassion, empathy, and dedication to
serving the needs of clients, particularly Christian
churches. Prioritizes understanding the unique
challenges and aspirations of each church
community, striving to create tailored digital marketing
solutions that resonate with their values and mission.
Digital Marketing Strategy to improve Online ID Calculator scores while excluding brand archetype
• Focus Variable(s):VOLUME & PURITY
• Type of content: Educational Blog posts, Inspirational videos, Interactive polls
• Primary tools for distribution: FB and Instagram to distribute content to a wider audience, and promote videos;
LinkedIn- network with industry pros and publish monthly blog posts highlighting testimonials and success stories.

10. PROFESSIONAL DEVELOPMENT
TECHNICAL
SEO
• Task: Conduct keyword research to optimize
website content for search engines
• Org: Enroll in online courses or watch tutorials
from Moz Academy
• Date: March 2024
Email Marketing
• Task: Set up automated email campaigns for
church newsletters or event promotions
Org.: Mailchimp or HubSpot through their online
courses
Date: Dec. 2024
TRANSFERABLE
Graphic Design
• Task: Design social media graphics or promotional
materials for church events
• Org.: Learn basic Adobe Photoshop or Canva
Date: June.2024
Problem-Solving
Task: Identify a challenge in the church’s content
social media strategy and propose a solution
Org.: Synchrony Financial Bank - use problem-
solving skills developed in a banking customer
service role to analyze the issue, brainstorm
potential solutions, and present recommendations.
Date: June,2024
Adaptability
Task: Adapt social media content to reflect current
events or changes in church programming.
Org.: Synchrony Financial Bank- Utilize adaptability
skills developed in the banking environment to adjust
strategies and messaging as needed quickly.
Date: June,2024

11. REFERENCES
• 13-1161.01 - search marketing strategists. ONET OnLine. (n.d.).
https://www.onetonline.org/link/summary/13-1161.01
• Aughtmon, S. (n.d.). 31 types of content we crave [infographic].
Content Marketing Institute.
https://contentmarketinginstitute.com/articles/content-crave-
infographic/
• Caregiver brand archetype: Kaye Putnam. Kaye Putnam |
Psychology Driven Brand Strategist. (2024, January 24).
https://www.kayeputnam.com/brand-archetype-caregiver/
• Home. IPUL USA. (2023, November 13). https://ipul.us/en/home/
• Kristy Cannon - Orlando health. LinkedIn. (n.d.).
https://www.linkedin.com/in/kristy-cannon-digital-marketing/
• Moz Academy. Moz. (n.d.). https://academy.moz.com/
• Simon Sinek: How great leaders inspire action. YouTube. (2011,
July 5). https://youtu.be/7zFeuSagktM
• Software, tools, resources for your business. HubSpot. (n.d.).
https://www.hubspot.com/
• Wiley. (n.d.). Book yourself solid illustrated: The fastest, easiest,
and most reliable system for getting more clients than you can handle
even if you hate marketing and selling. O’Reilly Online Learning.
https://learning.oreilly.com/library/view/book-yourself-
solid/9781118611357/9781118611357c2.xhtml#c02_level1_1
• YouTube. (2024, February 4). Conceptual overview: Personal brand
exploration. YouTube. https://www.youtube.com/watch?v=XVs8usTF-sI