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Emily M. Dickens — FOCAS Personal Brand Proposal

EthosM2

Personal Brand Proposal — Emily M. Dickens

FOCAS Framework™

Emily M. Dickens, J.D.
Personal Brand Proposal

Executive · Policy Leader · Speaker · Board Director · Washington, DC

Building the Platform That
Carries Emily M. Dickens
Beyond the Title

Emily M. Dickens has spent nearly a decade shaping national workforce policy, leading government affairs for the world's largest HR association, and amplifying her voice across Congress, global trade bodies, and every major business media outlet. The title is retiring. The authority isn't. This is the infrastructure that makes sure the world still knows where to find her.

Prepared For

Emily M. Dickens

Chief Administrative Officer · SHRM

Focus

Personal Brand Transition

Sector

Executive Leadership · Policy · Education

Opportunity

Speaker · Advisor · Board Director

Education

NC Central University · School of Law

Key Distinction

Congressional Testimony · B20 Co-Chair

30K+

Advocates Led
Nationwide

12+

National Media
Outlets Featured

Board & Civic
Leadership Roles

10+

Years Executive
Leadership

The Opportunity Gap

The Authority Is Real.
The Platform Is Not Yet Hers.

After a decade building SHRM's reach, Emily's audience, inbound, and credibility are tied to an institutional identity. Without a transition strategy, the equity she's built risks going dark the moment the title changes.

🔗

Title-Dependent Identity

Her current discoverability is anchored to "SHRM" — not "Emily M. Dickens." When the org affiliation changes, search presence, inbound leads, and referrals reset.

✍️

No Owned Thought Leadership

Years of expertise and insight exist in speeches, testimony, and press quotes — not in bylined articles, owned content, or a platform she controls and compounds.

📅

Fragmented Booking Presence

No centralized speaker hub, no intake automation, no proposal system. Every booking inquiry requires manual outreach instead of a funnel that works while she sleeps.

🏛️

Board Pipeline Without Fuel

Board recruitment relies on visible authority. Without consistent media presence and a defined independent brand, the inbound pipeline from nominating committees stalls.

What We Build

A Personal Brand Infrastructure
Built to Scale Her Legacy.

We don't refresh a bio. We build the full digital and strategic infrastructure that makes Emily M. Dickens the primary reference point — independent of any institution.

01 / FOUNDATION

Brand Identity & Digital Home

Repositioned personal website, updated biography suite, brand standards for a post-SHRM identity, and professional headshot + visual asset library.

Web Redesign Bio Suite Brand Standards

02 / AUTHORITY

Thought Leadership Engine

LinkedIn content strategy, bylined article placement pipeline, editorial calendar, and an owned blog/media hub that archives her expertise over time.

LinkedIn Strategy Editorial Calendar Byline Pipeline

03 / CONVERSION

Speaker Platform & Booking System

Speaker one sheet, topic decks, automated intake funnel, discovery call sequencing, and a media kit built to travel from conference programs to board decks.

Speaker One Sheet Booking Funnel Media Kit

04 / AMPLIFICATION

Press & Search Visibility

Catalyst Pro distribution to 400+ publishers, INTENTIVE™ search autocomplete ownership, and a strategic press campaign that permanently links her name to her areas of expertise.

Catalyst Pro INTENTIVE™ Press Campaign

The Execution Path

The FOCAS Framework™
Applied to Personal Brand.

Five phases. Sequenced deliberately. Every deliverable builds on the last so the infrastructure compounds rather than fragments.

Foundation

Brand positioning document Website redesign (post-SHRM) Bio suite (short / long / third-person) Visual identity & asset library Domain & email authority setup

Operations

CRM & contact management Booking intake automation Content calendar build-out Media inquiry workflow LinkedIn profile overhaul

Conversion

Speaker one sheet & topic decks Media kit (press + broadcast) Discovery call funnel Board advisory proposal template Offer architecture & pricing

Amplification

Catalyst Pro press distribution INTENTIVE™ autocomplete ownership Bylined article placements Podcast outreach campaign Speaking bureau submissions

Scale

Corporate advisory positioning Executive coaching offer launch Board pipeline activation Workshop & curriculum licensing Brand licensing framework

Investment

Three Paths to
Platform Independence.

Each tier is a complete, sequenced engagement — not a menu of add-ons. Choose the level of velocity that matches where Emily wants to be in 90 days.

Ignite

Brand Foundation + Digital Presence

Setup Investment

$3,500

+ $1,200 / month

Website repositioning (post-SHRM identity)

Full bio suite (short, long, 3rd-person)

LinkedIn profile overhaul + posting strategy

Speaker one sheet + topic overview

Booking intake automation (EM2-BOS™)

Monthly content calendar (4 posts)

The EM2 Ecosystem
Working Behind Her Brand.

Every engagement runs through a proprietary stack of tools built specifically to amplify authority and drive conversion — not just visibility.

EM2-BOS™

Autonomous marketing system that handles booking intake, follow-up sequences, CRM, and pipeline management — so every inquiry is captured and nurtured without manual effort.

INTENTIVE™

Search autocomplete ownership strategy that positions Emily's name and topic areas at the top of search suggestion engines — building ambient authority at scale.

Catalyst Pro

Content distribution platform that syndicates press releases and authority content to 400+ publishers including USA Today properties — building a permanent press record independent of SHRM.

FOCAS Framework™

The proprietary 5-phase growth methodology that sequences every deliverable from brand foundation through scale — ensuring nothing is built out of order or left as a loose end.

Getting Started

Three Steps to
Day One.

01

Discovery Call (30 min) We align on timeline, transition date, priority outcomes, and which tier best matches where Emily wants to land in the first 90 days post-SHRM.
02

Brand Positioning Intake We send a structured intake to capture her positioning preferences, target audiences (speaking bookers, boards, corporate clients), and content voice before we write a single word.
03

Foundation Phase Kickoff Within 7 days of onboarding, we deliver the brand positioning document and begin the website repositioning — so the first thing the world sees when she leaves SHRM reflects who she's becoming, not who she was.

Book a Discovery Call

Schedule Your Call → Request Free Audit

→ ethosm2.com/win → stayfocas.com/audit → www.trycatalyst.ai

Confidential & Proprietary — Prepared by EthosM2 / FOCAS Framework™ — Not for Distribution

Resources

Building the Platform That
Carries Emily M. Dickens
Beyond the Title

The Authority Is Real.
The Platform Is Not Yet Hers.

A Personal Brand Infrastructure
Built to Scale Her Legacy.

The FOCAS Framework™
Applied to Personal Brand.

Three Paths to
Platform Independence.

The EM2 Ecosystem
Working Behind Her Brand.

Three Steps to
Day One.

The Authority Ceiling (Book)

The Framework

Products

Company

Resources

Building the Platform ThatCarries Emily M. DickensBeyond the Title

The Authority Is Real.The Platform Is Not Yet Hers.

A Personal Brand InfrastructureBuilt to Scale Her Legacy.

The FOCAS Framework™Applied to Personal Brand.

Three Paths toPlatform Independence.

The EM2 EcosystemWorking Behind Her Brand.

Three Steps toDay One.

The Authority Ceiling (Book)

The Framework

Products

Company

Building the Platform That
Carries Emily M. Dickens
Beyond the Title

The Authority Is Real.
The Platform Is Not Yet Hers.

A Personal Brand Infrastructure
Built to Scale Her Legacy.

The FOCAS Framework™
Applied to Personal Brand.

Three Paths to
Platform Independence.

The EM2 Ecosystem
Working Behind Her Brand.

Three Steps to
Day One.