Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Dawn Kenney
Project & Portfolio I: Week 3
July 27, 2019

2. The youngest of seven siblings, Dawn
Kenney grew up in a small town outside of
Grand Rapids, Michigan, which shaped
her music ethics and principles. She’s
been an avid music fan her entire life and
dreams of marketing events and
promotions for Artists. After High School
Dawn went on to pursue her dream of
being an A & R Manager/ Agent at Full
Sail University where she will obtain her
Degree in Entertainment Business B.S.
(2021)
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Social Media Coordinator
• Brand Manager
Lover Archetype - producing brand
stories that transform lives by
highlighting manifested dreams.
Using industry trends and defining
new ones to fascinate audiences
and inspire them to attend shows.
Digital Marketing for Sony Entertainment Artists

4. • DEMOGRAPHICS: 80% Female,
35-45 years old, Predominately
White, Married, College Educated,
Located in middle-America.
• PSYCHOGRAPHICS: Enjoys
outdoor activities, spends free time
playing with kids outside, adheres
to conservative lifestyles and
opinions, regularly attends church
service.
• IDEAL AUDIENCE MEMBERS:,
Randy Goodman, CEO and
Chairman, Sony Music
Nashville,Kevin Kelleher, COO,
Sony Music Entertainment, Rob
Stringer, CEO, Sony Music
Entertainment, and Human
Resources
Recruiters & Hiring Managers at Sony and Universal
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at Sony.
‣ Connect with, and send a follow up
promotional email to, 25 Sony team members
on LinkedIn by December 31, 2020.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed
at expanding music attendance.
‣ Expand year-over-year Music event
attendance by 30% nationwide by December
31, 2025.
Long Term: (2040)
• Establish a Music Media Company that helps aspiring
Artists and increase sponsorships.
‣ Giving $20,000 to musical individuals that
complete school and, complete 5 demo reels,
and secure 3 business partnerships by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 75%
Adobe Creative Suite 45%
Time Management 80%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

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

8. CREDENTIALS
Work Experience:
• 30 plus years In Retail and food
industries
Education:
• High School graduate, Lakewood Public
Schools(1989)
• Entertainment Business B.S., Full Sail University (Exp. 2021)
Awards:
• Certified in Food Safety, Meijer, LLC 2010

9. Competition
Derek Byrne
Industry Experience:
• 14 years Account Manager - Music
Distributors at Hal Leonard
Corporation
Education: Technological University Dublin,
Bachelor’s Degree, Advertising, Marketing and
Sales
Leadership Experience:
• Account Manager at Hal Leonard Corporation
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 14 endorsements
• Social Media Marketing- 9 endorsements
Overall Online Presence:
• Over 500 connections, banner image not yet
customized, Professional headshot, lack of details in
the profile, no articles published, videos are published,
inactive on social media, URL customized
• Grade: Average, 75 out of 100
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Meijer LLC inventory Control Lead
Skills and Proficiencies:
• Social Media Marketing - 11endorsements
• Social Media - 11 endorsements
• Public Speaking - 10 endorsements
Overall Online Presence:
• 11 connections, banner image customized, professional
headshot, detailed summaries throughout profile with
two content pieces, one article published, sporadically
active on personal social media accounts, URL
customized
• Grade: Average, 55 out of 100
Industry Experience:
• 30 + years food and retail experience
with the passion and drive to succeed.
Dawn Kenney

10. COMPETITION
Billie Carroll
Industry Experience:
• Marketing and business management
professional with a passion for the
entertainment, health, and wellness
industry.
Education:
• Current student at Full Sail University, Digital Marketing
• Methodist University, Arts Management in Music
Leadership Experience:
• Manager, Good vibes 4 years
• Founder/owner Harmonic Healing Arts, LLC
• Photographer Sandhills Modeling
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Social media - 0 endorsements
• Public Speaking - 0 endorsements
Dawn Kenney
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 30 + years food and retail experience
with the passion and drive to succeed.
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Meijer LLC inventory Control Lead
Skills and Proficiencies:
• Social Media Marketing - 11 endorsements
• Social media - 11 endorsements
• Public Speaking - 10 endorsements
Overall Online Presence: 11 connections, banner image
customized, professional headshot, detailed summaries
throughout profile with two content pieces, one article
published, sporadically active on personal social media
accounts, URL customized
• Grade: Average, 55 out of 100

11. BRAND POSITION
Delightful Stories that will leave you in awe of how she compelled you in
order to help you.
DAWN “DEE” KENNEY
Dawn earned the nickname
“Dee” in High School for
being such a Delight to
people in keeping them
happy and always
encouraging them to do their
best.

12. Networking & Marketing
Industry Organizations
• Recording Industry Association of Artists, 2020
• Music Business Association, 2020
• American Federation of Musicians, 2020
Digital Marketing
• Primary Content: Facebook and linked in to put videos and
written stories of “ Dee”. How I can help and am willing to help
people. And how they can contact me.
• Primary Tools: FB and Linked-In- promote podcast through 30
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 Music marketing knowledge and
embed podcast episodes.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25 yrs
of experience in music industry; family woman that
upholds Christian values, Jan. 2021
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2021.
Technical Skills
• Setup and use Linked IN account
• Learning a Personal Brand Lynda.com, July 2019
• Mood board for Web Designers- Lynda.com, July 2019
Soft Skills
• Business Accounting 10/2019
• Popular culture in Media 11/2019
• New media tools 01/2020
• I will complete these skills at Full Sail every month until
graduation.

14. Dawn Kenney
“You know how the music fanbase has been gradually
slipping over the past decade? What I would do is
create a video to show customers who purchase
music of what I could do for them online vs in store.
Customers will choose if they want to shop at the
retail store or online. If they chose to buy direct from
the company it would be cheaper than in retail
stores.

15. REFERENCES
Carroll,B. (2019). Billie Carroll LinkedIn Profile. Retrieved
July27,2019, fromhttps://www.linkedin.com/in/billiejocarroll/
Bryne, D. (2019). Derek Byrne, LinkedIn Profile. Retrieved April
14, 2019, from https://www.linkedin.com/in/derek-
byrne-41b67170/
ONETOnLine.org. (2019). summary/13-1011.00.10 - Search
Marketing Strategists. Retrieved July 27, 2019, from https://
www.onetonline.org/link/summary/13-1011.00
Glass Door Career Site. (2019). Marketing Coordinator Job
Description. Retrieved July 27, 2019, from https://
www.glassdoor.com/
(2019).Analyst, A&R Retrieved July 27, 2019, from https://
www.glassdoor.com
Label Manager (2019). Viacom International Media Page on
LinkedIn. Retrieved July 27, 2019, from https://
www.linkedin.com/jobs/view/1358381725/
Linked in site (2019) Assistant Promotions Manager job
description. Retrieved July 27, 2019 from https://
www.linkedin.com/jobs/view/1393306338/
Linked in site (2019) Head of Music Partnerships - Instagram,
Media Partnerships. Retrieved July 27, 2019 from https://
www.linkedin.com/jobs/view/1370611221/
Linked in site(2019) Manager, Music Label Business
Development/Partnerships, YouTube/Google Play. Retrieved
July 27, 2019 from https://www.linkedin.com/jobs/view/
1356100041/
Glass Door Career Site(2019) Coordinator, TV Creative Music
description. Retrieved July 27, 2019 from https://
www.glassdoor.com (2019)Sony Entertainment
Glass Door Career Site (2019) Content Coordinator
description. Retrieved July 27, 2019 from https://
www.glassdoor.com(2019) Sony Entertainment