2. Dawn JOI in currently enrolled at Full Sail University in
the Entertainment Business Bachelor of Science Degree
Program, with an expected graduation date of November
2022 with a Masters in Entertainment Business. Dawn JOI
is a licensed Cosmetologist and licensed Instructor in the
beauty industry for 35 years. She is also a Classical Pilates
Instructor. She is a driven and self-motivated African
American woman born and raised by her grandparents, on
the south side of Chicago. Through her upbringing, she
learned the importance of education and independence.
With her vegan lifestyle for 30 plus years, along with the
beauty and fitness, she fulfills her desires to make people
look good and feel great.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Marketing Manager
• Promotion Manager
• Self-Enrichment Education Teacher
Royal Archetype - to influence and
build a successful prosperous
community that is sophisticated and
and ambitious. Leading by example, I
will aspire and enroll individuals to be
apart an exclusive lifestyle they desire.
Digital Marketing for Professional Beauty and Fitness Experts
4. • DEMOGRAPHICS: 60% Female,
40% male 18-50 years old, Multi-
cultural, both single and married,
some college, Locations global.
• PSYCHOGRAPHICS: Enjoys
creativity, and constant change.
Active lifestyle, outgoing
personality, and love people.
• IDEAL AUDIENCE MEMBERS:
Christopher Jones , Owner (MBA)
• James Washington CEO
• Elizabeth Fanetetti, IOM,CAE
• Robert Meyers, General Manager
Membership
Hair Designers Salon Owners, Media Groups, Networks Freelance
Artist, Schools
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Owning and Operating The JOI Factor a full line of
haircare and body products.
‣ Connect, partnered, and working closely with
Freddie Luster of Luster Products Inc. on my
private label.
Mid Term: (2025)
• Own and Operate The JOI Factor brick and mortar
wellness center with plans to sell to Hyatt.
‣ Expand to luxury brand events for sponsorship.
Long Term: (2040)
• Establish The JOI Factor as the go to for beauty and
wellness while creating a sophisticated lifestyle for
employees and consumer. Inspire creators and
increase sponsorships and scholarships.
‣ 200 employees and independent contractors
and 5 luxury brand business partnerships by
December 31, 2040.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 97%
Adobe Creative Suite 55%
Time Management 65%
Public Speaking 70%
SOFTHARD
CRM Software 20%
WordPress CMS 30%
Professional Writing 50%
Public Speaking 60%
SOFTHARD
7. I use my passion in beauty, fitness, and wellness, by
depositing JOI in everyone who values life
experiences and chooses a radical, ageless, life.
PROMISE
8. CREDENTIALS
Work Experience:
• 35 years Beauty Industry
• 6 years Classical Pilates Instructor
Education:
• Associate Business Management, Robert
Morris College
• Entertainment Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Director’s Course Award Data Analysis
9. COMPETITION
Toni Gallinton
Industry Experience:
• 40 years of Beauty experience
Education:
• Brooks Beauty and Barbering in St Paul Minnesota
Licensed Cosmetologist
• Kanakee Community College Certificate early child
development
Leadership Experience:
• Manager Regis Salon
Skills and Proficiencies:
• Public Speaking - 5 events
Dawn Joi
Overall Online Presence:
• Grade: Poor, 15 out of 100
Industry Experience:
• 35 years in Beauty and Fitness industry
Education:
• Current student enrolled in Entertainment Business, B.S. at
Full Sail University
• Pivot Point Licensed Cosmetology
• Robert Morris College Assosiate Degree Business
Management
Leadership Experience:
• CEO Dawn Joi & Co
Skills and Proficiencies:
• Public Speaking - 25 endorsements
• Platform Artist- 65 endorsements
• Marketing Endorsement - 90 endorsements
Overall Online Presence:
• 20 connections, URL customized Dawn Joi,
• Grade: Average, 98 out of 100
10. COMPETITION
Autum Canny
Industry Experience:
• ~12 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Dawn Joi
Overall Online Presence
• Grade: Good, 70 out of 100
Industry Experience:
• 2 year social media marketing for cattle
feed retail store
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• CEO and Business leadership roles
Skills and Proficiencies:
• Public Speaking - 25 endorsements
• Platform Artist - 65 endorsements
• Marketing Endorsement - 90 endorsements
Overall Online Presence:
• 20+ connections, banner image customized, profess,
• URL Dawn Joi
• Grade: Average, 58 out of 100
11. BRAND POSITION
Renewing honor, courage, and commitment in
American Beauty culture by sharing branding
expertise.
DAWN JOI
Dawn Joi earned the nickname
“Queen Of Everything” in the
Beauty and Fitness as he
often .
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Global Branding Conference
‣ June 1-3 Chicago Illinois
• Professional Beauty Association (PBA)
‣ Collegiate Membership June 25-28 | Las Vegas
• Annual Silver
‣ May 31 - June 1, 2019 | Kissimmee, FL
Entertainment Business
• Primary Content: est. podcast called “chooseJOI”; 30 min.
episodes encouraging others to live there best life; 3 episode
per week; host and syndicated through Spotify and Youtube.
• Primary Tools: Instagram And FB - market podcast through 15
sec. promo videos; LinkedIn - collaborate with industry
professionals and of the podcast stories.
• Website: Full Sail Entertainment Business site to showcase
school work; use blog to showcase marketing knowledge and
embed podcast episodes
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 30 yrs
of experience in Beauty industry; Jan. 2020
Formal Education
• Complete Entertainment Business & Media, B.S. by
expected graduation date in 2020
Technical Skills
• Set up free Hootiesuite; complete all courses
through ,Dec. 2019
• Dawn Joi Foundation - Lynda.com, May 2020
• WordPress 5 Essential Training - Lynda.com, May 2020
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2020
• Business Writing Principles - Lynda.com, Oct. 2020
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2020
• Impromptu Speaking - Lynda.com, Nov. 2020
14. Dawn Joi
“While owning and operating a full-time business, and currently enrolled at Full Sail University,
Dawn JOI was awarded the Course Director Award for the Data Analysis and Reporting and is
fluent in Creative Presentation and Personal Branding. As an educator, her goal is to be Dr.
JOI within seven years. After 30 years in beauty, she recently added fitness in the form of
Pilates, to her beauty business. With her vegan lifestyle for 30 plus years, along with the
beauty and fitness, she fulfills her desires to make people look good and feel great. Her goal
is to create a wellness incubator called The JOI Factor to partnership with a major hotel brand
like the Hyatt.
15. REFERENCES
Corby, Michael Shaun . (2019). LinkedIn Profile. Retrieved April
14, 2019, from https://www.linkedin.com/in/michaelshauncorby/
Myers, Robert. (2019). Robert Myers LinkedIn Profile.
Retrieved April 14, 2019, from https://www.linkedin.com/in/
robert-myers-106a0210/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved April 14, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
PBR. (2019). PBR Company Page on Glassdoor. Retrieved
April 14, 2019, from https://www.glassdoor.com/Overview/
Working-at-PBR-EI_IE22119.11,14.htm
PBR Career Site. (2019). Public Relations Manager - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/communications-community-relations/
public-relations-manager-1955827
PBR Career Site. (2019). Social Media Coordinator - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/marketing/social-media-
coordinator-1955728
Professional Bull Riders, LLC. (2019). Professional Bull Riders,
LLC Company Page on LinkedIn. Retrieved April 14, 2019,
from https://www.linkedin.com/company/professional-bull-
riders-inc./
RodeoCommittees.org. (2019). 2019 Global Rodeo
Conference. Retrieved April 14, 2019, from https://
www.rodeocommittees.org/events/2019/2019-global-rodeo-
conference
SilverSpursRodeo.com. (2019). Event Schedule. Retrieved
April 14, 2019, from https://www.silverspursrodeo.com/event-
schedule/
