Personal Brand Project 1

1. PERSONAL BRAND EXPLORATION
Will Hutchinson
Project & Portfolio I: Week 3
September 20, 2020

2. As a son of a preacher, Will Hutchinson
grew up all over SouthEastern North
Carolina, which shaped his morals, ethics
and principles. He’s been an avid golf fan
his entire life and dreams of marketing
events and golfers for the PGA or LPGA
Tour. After being a high school coach for 15
years, Will enrolled in the Sports Marketing
& Media program at Full Sail University
where he’s focused on developing digital
marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Social Media Coordinator
• Brand Manager
Guy Next Door Archetype -
producing brand stories that
transform lives by highlighting
friendly, down-to-earth, loyal
hard work. Using industry trends
and defining new ones to
fascinate audiences and inspire
them to attend golf
tournaments.
Digital Marketing for PGA and LPGA Tours

4. • DEMOGRAPHICS: 64% Male,
45-64 years old, Predominately
White.
• PSYCHOGRAPHICS: Enjoys golf
and golf related activities,
spends free time playing with
kids outside, adheres to
conservative lifestyles and
opinions, regularly attends
church service.
• IDEAL AUDIENCE MEMBERS: Tina
Barnes-Budd, Director of Social
Media/Marketing (LPGA), Preston
McClellan, Director of Player
Content (PGA), Ashleigh
McLaughlin, VP Marketing &
Communications (LPGA)
Recruiters & Hiring Managers at PGA Tour and LPGA Tour
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land an entry-level marketing position with PGA/
LPGA.
‣ Connect with, and send a follow up
promotional email to, 25 PGA/LPGA team
members on LinkedIn by December 31,
2019.
Mid Term: (2025)
• Lead a successful digital marketing campaign
aimed at expanding golf attendance.
‣ Expand year-over-year PGA/LPGA event
attendance by 30% nationwide by
December 31, 2025.
Long Term: (2035)
• Establish a Professional Golf Media Company that
helps aspiring golfers increase sponsorships.
‣ Save a total of $85,000, complete 5 demo
reels, and secure 4 business partnerships
by December 31, 2035.

6. Public Speaking 70%
SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 90%
Adobe Creative Suite 65%
Time Management 70%
SOFTHARD
CRM Software 10%
WordPress CMS 15%
Professional Writing 40%
Public Speaking 70%
SOFTHARD

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

8. CREDENTIALS
Work Experience:
• 10 years in golf business
• 15 years coaching high school sports
• 5 years in social media marketing for
high school athletic teams
Education:
• Divinity, B.S., Andersonville Bible
College & Seminary (2008)
• Sports Marketing & Media, B.S., Full
Sail University (Exp. 2022)

9. COMPETITION
Tyler Mikes
Industry Experience:
• Has multiple volunteer experience
listed with the NFL and other
Orlando based organizations
Education:
• Recent 2020 Sports Marketing & Media graduate
from Full Sail University
Leadership Experience:
• Volunteer with NFL during Pro Bowl Week
• Under Armour All-American Game Volunteer
Skills and Proficiencies:
• Social Media
• Adobe Photoshop
• Storytelling
Will Hutchinson
Overall Online Presence:
• 107 connections, banner image customized,
professional looking headshot, lack of details
throughout profile, no articles published, active
on social media, URL customized
• Grade: Average, 50 out of 100
Industry Experience:
• 15 years as a high school coach
• 10 years in golf retail experience
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Head Lacrosse Coach-South Brunswick
• Assistant Football/Basketball/Baseball Coach-
Hoggard
Skills and Proficiencies:
• Social Media
• Adobe Creative Suite
• Public Speaking
Overall Online Presence:
• 155 connections, banner image customized,
candid headshot, d sporadically active on
personal social media accounts, URL customized
• Grade: Average, 50 out of 100

10. COMPETITION
Peter McClellan
Industry Experience:
• 7 years of marketing experience, 2
years as director of Player Content
with the PGA Tour
Education:
• Journalism, B.A.
• Sports Administration, MBA
Noteworthy Experience:
• Director, Player Content, PGA Tour
• Senior Brand Marketing Manager, PGA Tour
• Manager, Digital Communications, PGA Tour
Skills and Proficiencies:
• Social Media - 51 endorsements
• Facebook- 47 endorsements
• Social Media Marketing - 35 endorsements
Will Hutchinson
Overall Online Presence:
• 500+ connections, banner image not yet
customized, polished headshot, detailed profile
summaries, two recommendations, notable
volunteer work, URL customized, premium
membership
• Grade: Good, 80 out of 100
Industry Experience:
• 15 years as a high school coach
• 10 years in golf retail experience
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Head Lacrosse Coach-South Brunswick
• Assistant Football/Basketball/Baseball Coach-
Hoggard
Skills and Proficiencies:
• Social Media
• Adobe Creative Suite
• Public Speaking
Overall Online Presence:
• 155 connections, banner image customized,
candid headshot, d sporadically active on
personal social media accounts, URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
Renewing and igniting the passion of golf
fans by sharing golf content and media
that will leave you amazed.
WILL HUTCHINSON

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2021 PGA Merchandise Show
‣ January 26 - 29 | Orlando, FL
• Professional Golfers Association (PGA)
‣ Associate Membership | Carolina Section
• Sports Marketing Association (SMA)
‣ October 20-22, 2021 | Student Member | Las
Vegas, NV
Digital Marketing
• Primary Content: Create content featuring tour players
to garner interest in PGA/LPGA tour in needed markets.
Blog talking up tours and players. Interest pieces of
getting to know players.
• 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 golf marketing
knowledge and embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least
25 yrs of experience in golf industry; family man
that upholds Christian values, Jan. 2022
Formal Education
• Complete Sports Marketing & Media, B.S. by
expected graduation date in 2022
Soft Skills
• Join local Sports Marketing Association and
regularly attend monthly events, starting Oct.
2020

14. Will Hutchinson
You know how the golf fanbase has been
gradually one-sided in terms of Male/
Female? Well, what I do is produce personal
brand stories that entertain and inspire American
families to celebrate remarkable athletic ability of the players on the
professional golf tours. In fact, after serving 15 years as a high school
coach, I produced content that helped a local school athletic
department increase their sponsorships by 400% in just one month.
Sponsors often referenced my content as the reason they decided to
support their local athletes.
“

15. REFERENCES
LPGA Tour. (2020). LPGA Tour Company Page on
Glassdoor. Retrieved September 20, 2020 from https://
www.glassdoor.com/Overview/Working-at-LPGA-
EI_IE19797.11,15.htm
Mikes, T. (2020). Tyler Mikes LinkedIn Profile. Retrieved
September 20, 2020, from https://www.linkedin.com/in/
tyler-mikes/
McClellan, P. (2020). Preston McClellan LinkedIn Profile.
Retrieved September 20, 2020, from https://
www.linkedin.com/in/prestonmcclellan/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved September 20,
2020, from https://www.onetonline.org/link/summary/
15-1199.10
PGA Tour. (2020). PGA Tour Company Page on Glassdoor.
Retrieved September 20, 2020, from https://
www.glassdoor.com/Overview/Working-at-PGA-TOUR-
EI_IE11131.11,19.htm
Senior Manager Golf Clubs Digital Commerce. (2020).
Acushnet Company/Titleist on LinkedIn. Retrieved
September20, 2020, from https://www.linkedin.com/
jobs/view/2014330539/?
alternateChannel=search&refId=1c5d4313-5e41-416a-
a780-8a811697c710&trackingId=R21TgBDCNFH6fl0z0cwNB
g%3D%3D
SportsBusinessDaily.com. (2011, July 28). Fans of PGA,
LPGA Tours Continue To Skew Older, Have High Incomes.
Retrieved September 20, 2020, from https://
www.sportsbusinessdaily.com/Daily/Issues/2011/07/28/
Research-and-Ratings/Golf-demos.aspx
Sports Marketing Association. (2020). 2021 Sports
Marketing Association Conference. Retrieved September
20, 2020, from http://
www.sportmarketingassociation.com/home