Cassie Kinner, a music business student from Ashland, Kentucky, aims to enhance lives through creative arts and digital marketing within the music industry. She has specific short, mid, and long-term career goals, including securing an entry-level marketing position and developing successful digital campaigns for music festivals. Cassie's skill set includes social media marketing and public speaking, while her networking efforts target key figures in the entertainment industry.

1. PERSONAL BRAND EXPLORATION
Cassie Kinner
Project & Portfolio I: Week 3
April 24, 2019

2. The second-to-youngest of seven siblings, Cassie
Kinner grew up in a small town called Ashland,
Kentucky. The original home of Billy Ray Cyrus
and the Country Music Highway, she learned her
love for music from a very young age. Cassie
learned several instruments over the course of her
childhood, so once she became of age to take her
music career to the next level, she started school
at Full Sail University for a Bachelor of Science
degree in Music Business. With everything she
learns from school, she plans to enrich lives with
happiness and positivity using creative arts.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Marketing Coordinator
•Brand Manager
•Business Development Manager
Caregiver Archetype - starting each
day with a grateful heart, I use
inspiring stories and music to create
marketing strategies to enrich lives
through creative arts.
Digital Marketing for National Music Festivals &
Concerts

4. • DEMOGRAPHICS: 60% Male,
18-35 years old, Predominately
White, Single, College Educated,
Located in the United States.
• PSYCHOGRAPHICS: Enjoys
outdoor activities, spends free time
outside, adheres to liberal lifestyles
and opinions, indulges in artistic
outlets.
• IDEAL AUDIENCE MEMBERS:
Ashley Calls, Founder of AC
Entertainment (ACE); Jenny
DeVire, Hiring Manager (LYV),
Victor Dosdat, Marketing Manager
(VIVEF)
Recruiters & Hiring Managers at Entertainment Companies
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, June
2021)
•Land an entry-level marketing position at ACE.
‣ Connect with, and send a follow up
promotional email to, 15 ACE team members
on LinkedIn by December 31st, 2020.
Mid Term: (2031)
•Lead a successful digital marketing campaign aimed
at expanding festival and concert attendance.
‣ Expand year-over-year ACE event attendance
by 15% nationwide by December 31, 2030.
Long Term: (2046)
•Gain employment at Apple as a digital marketing
director so artists can increase sponsorships and be
treated fairly and inclusively.
‣ Help 25 artists gain new sponsorships, and
secure 25 business partnerships by
December 31, 2045.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 68%
Microsoft 365 75%
Time Management 84%
Public Speaking 70%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help entertainment companies increase
event attendance by using art to inspire and
enrich American lives through digital media
storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
•4 years customer service and technical
support
•3 years in managing musician’s needs at
music festivals
Education:
•Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
•Kudos awards for exceptional kindness
and customer service, AT&T

9. COMPETITION
Logan Cox
Industry Experience:
• Social Media
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
Leadership Experience:
• Chief Executive Officer, Self-Employed since March 2018
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Social Media - 0 endorsements
• Public Speaking - 0 endorsements
Kyon James
Overall Online Presence:
• Only 1 connection, banner image is customized, well-
taken headshot, lack of details throughout profile, no
articles published, can’t find links to social media, URL is
customized, no contact info
• Grade: Fair, 35 out of 100
Industry Experience:
• Event Planning, Social Media, Editing
Education:
• Current student enrolled in Entertainment Business, B.S.
at Full Sail University
Leadership Experience:
• EMT and Firefighter, multiple leadership roles, 3
endorsements for leadership
Skills and Proficiencies:
• Event Planning- 2 endorsements
• Social Media - 2 endorsements
• Editing - 1 endorsements
Overall Online Presence:
• 126 connections, banner image customized, professional
headshot, detailed summaries throughout profile, no
articles published, cannot find links to social media, URL
not customized, no contact info
• Grade: Average, 50 out of 100

10. COMPETITION
Duriel Pittman
Industry Experience:
• No experience in the industry
specified.
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Noteworthy Experience:
• Chief Operating Officer at New Adventures
Transportation, INC.
Skills and Proficiencies:
• There aren't any skills or proficiencies listed.
Wess Pasour
Overall Online Presence:
• 0 connections, banner image not yet customized, no
headshot, zero profile summaries, no recommendations,
URL not yet customized,
• Grade: Very low, 5 out of 100
Industry Experience:
• Four years leadership role, eight years in total so
far at Apple. Retail, sales, store management,
merchandising, customer experience, retail sales,
visual merchandising, customer satisfaction,
music, inventory management.
Education:
• Bachelor of Music Education, Music Teacher Education
(B.A.) Appalachian State University.
Leadership Experience:
• Apple, multiple leadership roles
Skills and Proficiencies:
• iOS- 9 endorsements
• Management- 7 endorsements
• Public Speaking - 1 endorsement
Overall Online Presence:
• 211 connections, banner image not customized,
mediocre headshot, detailed summaries throughout,
shared articles, URL not customized, no contact info
• Grade: Good, 65 out of 100

11. BRAND POSITION
Inspiring creativity, affection, and
confidence in festival culture by sharing
artistic stories that leave you feeling
cherished.
Cassie is known by her plethora
of family and friends as the
kindest and most generous
people in their lives.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Music Biz Association Conference
‣ May 11 - May 14, 2020 | Nashville, TN
• American Marketing Association (AMA)
‣ Digital Summit, October 2, 2019 | Charlotte Chapter
• Content Marketing World Conference and Expo
‣ Sep 3 - Sep 6, 2019 | Cleveland, OH
Digital Marketing
• Primary Content: Sharing relevant news in the music industry,
sharing and reposting hashtags relatable to music and business,
make campaigns to promo events, sharing a string of branded
content carrying the same brand message
• Primary Tools: FB and Twitter, creating posts and videos about
our brand work and relevant industry news; LinkedIn - network
with industry pros and publish monthly articles/videos
highlighting industry trends and news
• Website: Full Sail digital portfolio site to showcase school work;
use blog posts to share articles/videos relevant to the music
industry and market

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a senior-level marketing pro with at least 20 yrs
of experience in the music industry; preferably a strong,
independent woman with a genuine heart, Dec. 2020
Formal Education
• Complete Music Business, B.S. by expected graduation
date in 2021
Technical Skills
• Troubleshoot and resolve mobility products, such as
Apple and Android devices
• WordPress Training - Lynda.com, August 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Sep. 2019
• Public Speaking - Lynda.com, Sep. 2019

14. Cassie Kinner
Have you seen how unfairly musicians are
getting paid through popular streaming
services? Well, what I do is produce fair and
just payout structures for rights owners and artists. I want
to create a safe and trusting environment where artists will know
how much they are getting paid and what they should be getting
paid. I would like to be a part of a music label that makes certain
that artists are given their generous, lawful, and ethical share of
percentages for their streams.
“

15. REFERENCES
Digital Summit Charlotte, NC 2019 https://www.eventbrite.com/e/
digital-summit-charlotte-2019-digital-marketing-conference-
tickets-51293551393
Music Biz 2019 & 2020 in Nashville. Retrieved August 23, 2019
from https://musicbiz.org/events/music-biz-2019-2020/
ONETOnLine.org. (2019). Summary Report for: 11-2021.00—
Search Marketing Strategists. Retrieved August 23, 2019, from
https://www.onetonline.org/link/summary/11-2021.00
Content Marketing World Conference and Expo 2019. Retrieved
August 23, 2019, from https://www.contentmarketingworld.com/
AEG Presents Job Site. (2019). Integrated Marketing Manager - Job
Description. Retrieved April 24, 2019, from https://
www.linkedin.com/jobs/view/integrated-marketing-manager-at-
aeg-presents-1404189841/?
utm_campaign=google_jobs_apply&utm_source=google_jobs_ap
ply&utm_medium=organic
Work for Live Nation. (2019). Marketing Intern- Job Description.
Retrieved April 26, 2019, from https://
livenation.wd1.myworkdayjobs.com/en-US/LNExternalSite/job/
Charlotte-NC-USA/FALL-2019---Marketing-Intern---Fillmore-
Charlotte-and-Underground_JR-26064-1
Job Posting for AEG Presents, LLC. (2019). AEG Presents, LLC
Company Page on LinkedIn. Retrieved August 23, 2019, from
https://www.linkedin.com/jobs/view/digital-marketing-strategist-
sem-at-aeg-presents-1405927484/?
utm_campaign=google_jobs_apply&utm_source=google_jobs_ap
ply&utm_medium=organic
Logan Cox Linkedin. Retrieved August 26, 2019 from https://
www.linkedin.com/in/thelogancox/
Kyon James Linkedin. Retrieved August 26, 2019 from https://
www.linkedin.com/in/kyon-james-96804a101/
Duriel Pittman Linkedin. Retrieved August 27, 2019 from https://
www.linkedin.com/in/duriel-pittman-443245192/
Wess Pasour Linkedin. Retrieved August 26, 2019 fromhttps://
www.linkedin.com/in/wess-pasour-039b7165/