Project & Portfolio 1

1. PERSONAL BRAND EXPLORATION
Jessica Willock
Project & Portfolio I: Week 1
June 5th, 2023

2. Jessica Willock is a 29-year-old entrepreneur hailing from the United
States Virgin Islands, specifically St. Croix. With a diverse background
and a passion for various fields, Jessica has pursued multiple career
paths, including dance, athletics, education, management, and
entrepreneurship. Her upbringing and cultural roots have instilled in her a
strong set of core values, including integrity, compassion, and personal
growth. Through her experiences as a lead teacher, manager, and
business owner of J'scential Fragrances LLC, Jessica has honed her
leadership skills, organizational abilities, and entrepreneurial spirit. Her
determination, ambition, and commitment to continuous improvement
drive her towards success and inspire others around her. Jessica's
unique identity and unwavering dedication to achieving her goals make
her a remarkable individual poised for future accomplishments to one
day be a serial Entrepreneur.
IDENTITY

3. PROFESSION
Potential Job Titles:
• CEO (Chief Executive Officer)
• Child Care Center Director
• Event Coordinator
BRAND ARCHETYPE - Through the prism of my top brand
archetype, Royalty, I approach my work in a distinctive way that sets me
apart from others. As Royalty, I embody a sense of elegance,
sophistication, and exclusivity. Overall, my brand archetype as Royalty
shapes my approach to work by emphasizing the importance of
elegance, refinement, and creating extraordinary experiences. It sets
me apart by infusing a touch of grandeur and a commitment to
exceptional quality in all aspects of my professional endeavors. By
bringing a sense of regality and sophistication to my roles as a CEO,
Child Care Director, or Event Coordinator, I aim to create a distinct and
unforgettable experience for all stakeholders, elevating their perception
and leaving a lasting impression of luxury and distinction.
[BROAD OCCUPATION] for [INDUSTRY/ MARKET]

4. [CATEGORY of PEOPLE]
TARGET AUDIENCE
Outreach Plan: HR Directors at High-End Resorts: These individuals
are responsible for overseeing the hiring and talent acquisition processes
within prestigious resorts and hotels. I will reach out to HR Directors at
luxury resorts in my local area and other desirable destinations. To
prepare, I will research each resort's values, mission, and culture to align
my approach with their specific needs. I will make contact by sending a
personalized email expressing my interest in joining their team and
highlighting how my brand archetype of Royalty aligns with their high-end
offerings. Following up will involve sending a professional follow-up email
and, if possible, scheduling a meeting or phone call to discuss potential
opportunities.
Outreach Plan: Event Planning Companies: These
companies specialize in organizing high-profile, upscale
events such as weddings, galas, and corporate functions. I
will target event planning companies known for their
commitment to delivering extraordinary experiences. To
prepare, I will familiarize myself with the company's portfolio,
past events, and target clientele. I will make contact by
sending a tailored email showcasing my expertise in creating
exceptional events with a touch of elegance and luxury.
Additionally, I may attend industry events or networking
functions where I can meet representatives from these
companies in person. Following up will involve maintaining
regular communication, sharing relevant event ideas or
collaborations, and expressing my eagerness to contribute to
their team.
Outreach Plan: Luxury Child Care Centers: These centers cater to
parents who seek the highest quality care and educational experiences for
their children. I will reach out to owners or directors of luxury child care
centers that align with my vision of providing a regal and nurturing
environment. To prepare, I will research each center's philosophy,
curriculum, and values to ensure compatibility with my brand archetype
and approach. I will make contact by sending a personalized letter or email
that highlights my expertise as a Child Care Director and emphasizes the
unique value I can bring to their center. Following up will involve
scheduling a meeting or tour to discuss potential collaboration, addressing
any questions or concerns they may have, and showcasing my passion for
creating an exceptional child care experience.
Broadly, my target audience includes employers, customers, and
clients who value elegance, sophistication, and a sense of luxury in
their interactions and experiences. Specifically, I would like to
connect with the following groups:
In all three cases, I will prioritize personalization,
professionalism, and showcasing how my brand
archetype of Royalty aligns with their specific needs
and aspirations. I will research each target audience
member thoroughly to understand their background,
values, and goals. Additionally, I will ensure that my
communication channels (such as emails or letters)
are tailored to reflect their preferences and
demonstrate my attention to detail. Regular follow-up
will be crucial to maintain a relationship and
demonstrate my commitment to their success.

5. GOALS
Short Term: 2024
Within the first year after graduation, my short-term career goal is to establish and grow
my small business, J’scential Fragrances LLC. To achieve this, I will:
• Increase brand awareness: I will develop and implement a comprehensive digital
marketing strategy to promote J’scential Fragrances online. Specifically, by [specific
date], I will increase our social media following by 30% and generate a 20% increase
in website traffic through targeted advertising and engaging content.
• Expand product line: I will conduct market research to identify customer preferences
and develop new fragrance products that cater to their needs. By [specific date], I will
launch three new product variations to diversify our offerings and attract a wider
customer base.
Mid Term: 2030
Over the next 5-10 years, my mid-term career goal is to establish and manage my own
childcare center while continuing to grow Jscential Fragrances. To achieve this, I will:
• Obtain necessary certifications and licenses: I will pursue the required certifications
and licenses to operate a childcare center. By [specific date], I will have completed all
necessary training and obtained the relevant credentials to ensure compliance with
regulatory standards.
• Build a reputable childcare center: I will develop a comprehensive business plan,
secure funding, and establish a high-quality childcare center that prioritizes the well-
being and development of children. By [specific date], I will have achieved a
maximum capacity enrollment and maintained a positive reputation within the
community.
Long Term: 2040
In the long term, spanning 15-20 years, my career goal is to become a successful serial
entrepreneur, overseeing multiple ventures and business endeavors. To achieve this, I
will:
• Identify new business opportunities: I will continuously research and identify emerging
market trends and gaps in the market to uncover new business ideas and
opportunities. By [specific date], I will have successfully launched two additional
business ventures in different industries.
• Develop a strong network: I will actively engage in networking activities, attend
industry conferences, and seek mentorship from successful entrepreneurs. By
[specific date], I will have established a strong network of contacts and advisors who
can provide guidance and support for my entrepreneurial endeavors.

6. SKILLS ANALYSIS
Notable Hard Skills:
1. Digital Marketing (Adept):
Proficient in utilizing various
digital marketing strategies,
such as social media
marketing, search engine
optimization (SEO), content
marketing, and email
marketing to promote
products and services
effectively.
2. Financial Management
(Novice): Basic knowledge of
financial management
principles, including
budgeting, financial analysis,
and cash flow management.
Further development and
experience are needed to
reach an adept or expert
level.
Notable Soft Skills:
1. Leadership (Adept):
Proficient in leading and
inspiring teams to achieve
common goals, providing
guidance, and making
effective decisions.
Demonstrates the ability to
motivate others and manage
conflicts in a constructive
manner.
2. Communication (Adept):
Strong verbal and written
communication skills, adept
at conveying information
clearly and effectively to
various stakeholders. Skilled
in active listening, fostering
open dialogue, and adapting
communication style to
different audiences.
Skills Required in Your Trade:
1. Fragrance Development and
Evaluation (Novice): Developing and
evaluating fragrances requires a deep
understanding of scent composition,
olfactory perception, and the ability to
create unique and appealing scent
combinations. Enhancing your
knowledge and expertise in fragrance
development would be valuable for
your business.
2. Business Development and Strategic
Planning (Novice): To grow your
business and expand into new
markets, proficiency in business
development and strategic planning is
essential. This includes conducting
market research, identifying
opportunities, developing business
strategies, and implementing effective
plans for long-term success.

7. PROMISE
I promise to provide my target audience with high-quality fragrances and
environmentally friendly products with exceptional customer service,
creating memorable experiences through captivating scents that elevate
their mood and enhance their surroundings and promote a healthy
lifestyle.

8. CREDENTIALS
Work Experience:
• Founder and CEO of J’scential Fragrances LLC
• Supervisor
• Child Care Worker
• Teachers Aid/Assistant
Education:
• St. Croix Educational Complex High School
• Career & Technical Educational Center
• Hampton Roads Community Action Program
• Full Sail University
Awards:
• North Star Digital Literacy Certification
• Career Readiness Certification
• Workforce Excellence Certification
• Child Care Management & Services Certificate
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
FIRST LAST NAME
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Skill 1 Goes Here - X endorsements
• Skill 2 Goes Here - X endorsements
• Skill 3 Goes Here - X endorsements
YOUR NAME
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
profile?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100
HEADSHOT HEADSHOT
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Skill 1 Goes Here - X endorsements
• Skill 2 Goes Here - X endorsements
• Skill 3 Goes Here - X endorsements
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
profile?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100

10. COMPETITION
FIRST LAST NAME
Noteworthy Experience:
• Noteworthy experience goes here
• Noteworthy experience goes here
YOUR NAME
HEADSHOT HEADSHOT
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Skills and Proficiencies:
• Skill 1 Goes Here - X endorsements
• Skill 2 Goes Here - X endorsements
• Skill 3 Goes Here - X endorsements
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
profile?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Skill 1 Goes Here - X endorsements
• Skill 2 Goes Here - X endorsements
• Skill 3 Goes Here - X endorsements
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
profile?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100

11. BRAND POSITION
Step into a world of inspiration and excellence, where passion meets
expertise. With a touch of creativity and a commitment to exceptional
results, I bring a unique blend of professionalism and warmth to every
interaction. By choosing to work with me, you're embracing a partnership
that is driven by innovation, integrity, and a relentless pursuit of excellence. I
offer a fresh perspective, an unwavering dedication to success, and a
genuine desire to uplift and empower those around me. Together, let's
create extraordinary experiences and make a lasting impact.

12. NETWORKING &
MARKETING
Industry Events & Organizations
Organization: Small Business Association (SBA)
Website: https://www.sba.gov/
Organization: Women's Business Enterprise National Council (WBENC)
Website: https://www.wbenc.org/
Organization: Virginia Association for Early Childhood Education (VAECE)
Website: https://vaece.org/
Digital Marketing
For my small business, J'scential Fragrances LLC, the
primary type of content I will produce and publish online on a
regular basis is related to fragrance education, product
showcases, and engaging storytelling. This can include
informative blog posts, visually appealing images and videos
showcasing my fragrances, tips on creating ambiance and
using scents effectively, customer testimonials, and behind-
the-scenes glimpses into my creative process.
My primary tools will be Instagram, Facebook, and YouTube
I already formulated a website for my small business which is
www.jscential.com

13. PROFESSIONAL DEVELOPMENT
Formal Education
• Full Sail University - Entertainment Business Bachelor of
Science to be completed by 2024
Technical Skill
• Enhance my financial management skills by taking courses or
workshops in accounting, budgeting, and financial analysis,
which are essential for effectively managing the financial
aspects of my small business.
• Develop my leadership and team management skills by
participating in workshops, seminars, or online courses
focused on leadership development, communication, and
conflict resolution.
Mentorship
• Seek a mentor who has experience in entrepreneurship and
small business management. Look for individuals who have
successfully grown their own businesses and can provide
guidance and insights based on their experiences.
• Connect with professionals in my industry or local business
community who can offer mentorship and share their expertise
in areas such as marketing, operations, and business
development.

14. Jessica Willock
"You know how people often struggle to find high-quality, unique scented products that create
a captivating atmosphere in their homes? Well, what I do is craft artisanal candles and scented
products that not only fill your space with delightful fragrances but also enhance your overall
well-being. In fact, my customers rave about the exquisite scents, long-lasting burn, and the
calming ambiance my products bring to their lives."

15. REFERENCES
https://www.onetonline.org/link/summary/11-1011.00
https://www.onetonline.org/link/summary/11-9031.00
www.glassdoor.com/Job/manassas-child-care-director-jobs-SRCH_IL.0,8_IC1130381_KO9,28.htm?clickSource=sea