1. PERSONAL BRAND EXPLORATION
Shawn Pennington
Project & Portfolio I: Week 1
January 9, 2022

2. From the mountains and a small town in WV, I
am looking to transform our area that I live in to
expand in the world of technology. I have a drive
and passion for developing the people around
and under me to go above the things they can
do. My father always showed me the drive to
be successful and he never failed in anything he
ever done. If I have only 1/2 of the success he
had in life ,I know I will have proven my life a
success and he would be proud of the man I
have become in my personal and professional
life.
IDENTITY

3. PROFESSION
Potential Job Titles
:
• Marketing Directo
r
• Experiential Marketing Specialis
t
• Player & Community Relations
Coordinato
r
BRAND ARCHETYPE - showcase
how you go about your work
differently than others. Content
should come from archetype quiz
completed during discussion board
activity.
VP of Marketing for Minnesota Vikings

4. Front Of
fi
ce for the Minnesota Vikings
TARGET AUDIENCE
Martin Nance
Outreach Plan
:
• One task is to
fi
nd something that Martin likes and use
it to my advantage (i.e. send a box of cigars
)
• One way to do this is to talk with his secretary everyday
and be persistent
.
• I would follow up with them everyday. This shows
determination that I want to have the job.
PROFILE
PICTURE Executive VP & CMO at
Minnesota Vikings
Lara Juras
PROFILE
PICTURE EVP, Chief People & Culture
Of
fi
cer at Minnesota Vikings
Andrew Miller
PROFILE
PICTURE COO at Minnesota Vikings
Outreach Plan
:
• One task is to
fi
nd something that Andrew likes and use
it to my advantage
.
• One way to do this is to talk with his secretary everyday
and be persistent
.
• I would follow up with them everyday. This shows
determination that I want to have the job.
Outreach Plan
:
• One task is to
fi
nd something that Lara likes and use it
to my advantage (i.e. send a bottle of wine
)
• One way to do this is to talk with his secretary everyday
and be persistent
.
• I would follow up with them everyday. This shows
determination that I want to have the job.

5. GOALS
Short Term: (Immediately After Graduation, 2023)
‣ Upon graduation, I want to start looking into my
career into using my experience in real world
and college to get a job that am desiring
.
Mid Term: (2025
)
• Speci
fi
c goal you want to achieve in mid term
.
‣ Once I get my foot in the door for marketing for
the Vikings, I want to show the organization
that I have the drive to help their organization
.
Long Term: (2030
)
• Speci
fi
c goal you want to achieve in long term
.
‣ Becoming a VP of Marketing for the
organization by showing the results of drive
from working with them for the last 7 years.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Writing and Communication
SOFT
HARD
Novice / Adept / Expert
Analytical Mindset Novice / Adept / Expert
Flexibility and Creativity Novice / Adept / Expert
Sales Novice / Adept / Expert
Communication
SOFT
HARD
Novice / Adept / Expert
Time Management Novice / Adept / Expert
Entrepreneurial Mindset Novice / Adept / Expert
Optimizing Content for SEO’s Novice / Adept / Expert

7. I help you do your absolute best by
fi
nding
the best inside of yourself to drive harder
and succeed.
PROMISE

8. CREDENTIALS
Work Experience
:
• Assistant General Manager, McDonald’s
Education:
• Sports Marketing and Media, B.S., Full Sail University (Exp. 2023)
Awards:
• Have Who’s Who award, Golden Chef
Award,

9. COMPETITION
Josh Goldman
Industry Experience
:
• Senior manager and content for NBC
Sports
Education
:
• Pennsylvania State University, BA Journalis
m
• Georgetown University, MS Sports Management
Leadership Experience
:
• Senior Manage
r
• Production Manager
Skills and Pro
fi
ciencies
:
• Project Managemen
t
• Budget Managemen
t
• Video Post-Production
Shawn Pennington
Overall Online Presence
:
• Over 500+ connections, Sports Emmy Awar
d
• Grade: Superior
HEADSHOT
Industry Experience
:
• Industry experience goes here
Education
:
• Sports Marketing and Media, BS
Leadership Experience
:
• General Manage
r
• Assistant General Manager
Overall Online Presence
:
• 10 Connections, not very open on LinkedIn
• Grade: Poor
Skills and Pro
fi
ciencies
:
• Microsoft Of
fi
c
e
• Adobe Creation
s
• TeamWor
k
• Management/Leadership

10. COMPETITION
Josh Goldman
Industry Experience
:
• Senior manager and content for NBC
Sports
Education
:
• USF, BA Communication and Media Studies
Leadership Experience
:
• Marketing Manager
Skills and Pro
fi
ciencies
:
• Teamwor
k
• Adobe PhotoSho
p
• Microsoft Word
Shawn Pennington
Overall Online Presence
:
• 39 Connection
s
• Grade: Average
Industry Experience
:
• Assistant General Manager at
McDonalds
Education
:
• Sports Marketing and Media, BS
Leadership Experience
:
• General Manage
r
• Assistant General Manager
Skills and Pro
fi
ciencies
:
• Microsoft Of
fi
c
e
• Adobe Creation
s
• TeamWor
k
• Management/Leadership
Overall Online Presence
:
• 10 Connections, not very open on LinkedIn
• Grade: Poor

11. BRAND POSITION
For the Minnestoa Vikings, who need a manager
to help with sports marketing with employees, I
provide a strong presence with a drive that is
above no one else because I live and breath for a
company and will excel with passion and desire to
make them the best business in the industry
“NICKNAME?”

12. NETWORKING &
MARKETING
Industry Events & Organization
s
• Name of event or professional organization
‣ Business Summit, Minneapolis, MN, 2-24-2
2
Digital Marketing
• Primary Content: what type of content will you create and
publish online? Think about the different types of content that
would coincide with your brand archetype and temperament
.
• Primary Tools: Which social networks or online tools will you
use to promote your content? How often? What format
?
• Website: How will you use your digital portfolio site moving
forward to help you build your brand awareness online?

13. PROFESSIONAL DEVELOPMENT
Mentor
• I want a mentor that can help me
fi
nd my identity in the
sports marketing world. As strong mentally as I am, I
want someone who will establish that bond of trust,
respect, and hard work. 2022
Formal Education
• Sports Marketing and Media, B.S., FullSail University
Technical Skills
• Microsoft Of
fi
ce, 01/202
2
• Adobe, 01/202
2
• Pro
fi
ts and Loss, 01/2022
Soft Skills
• Leadership Trainer, 01/2022
• Time Manager, 01/202
2
• Vocal Skills, 01/2022

14. Shawn Pennington
You know how to manage employees better? Well,
what I do is staying positive with my employees empowers them to feel
better. In fact, as an assistant GM, I praised my employees more than other
managers and they worked harder and better for me.
“

15. REFERENCES
BusinessWire (20 December 2018) https://www.businesswire.com/news/home/20181220005470/en/GEICO-Names-Joe-Pusateri-VP-of-Marketing
Retrieved 1-9-22
Goldman, J. (n.d.) https://www.linkedin.com/in/josh-goldman-9071a931/
Retrieved 1-9-22
Juras, L. (n.d.) https://www.linkedin.com/in/lara-juras-7349044/ Retrieved 1-9-22
Johnson, J. (n.d.) https://www.linkedin.com/in/jeremy-johnson-74033913b/ Retrieved 1-9-22
Miller, A. (n.d.) https://www.linkedin.com/in/andrew-miller-54043/ Retrieved 1-9-22
Minnesota Vikings (2021), https://www.vikings.com/business-summit/2021/ Retrieved 1-9-22
Nance, M. (n.d.) https://www.linkedin.com/in/martinnance/ Retrieved 1-9-22