Personal Brand of Jonathan Callaway

1. PERSONAL BRAND EXPLORATION
Jonathan Callaway
Project & Portfolio I: Week 3
December 15, 2019

2. Jonathan is the youngest of four. He grew up
in Atlanta Ga. He is not a country southern
boy and he is not a big city guy either. He has
learned to be able to exist in different worlds
and walk the walk and talk the talk with the
best. He would like to think of himself as
being adaptable to different situations. He
has worked in the telecom industry for 9 years
and the in the medical device field for 11
years. He has honed his skills communication
and selling skills while working in these
industries. He enrolled at Full Sail University
to develop his business and marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Manager
• Artist Representative
• Talent Agent
Magician Archetype - I will help you
open doors which seemed to be closed
to you by using my relationship building
skills. I will find a way to make you
successful and grow you to your fullest
potential.
Manager for Public Speakers and Entertainment Artists

4. • DEMOGRAPHICS: 66% Female, 35-45
years old, African-American, Married,
College Educated, Located in
southeast America.
• PSYCHOGRAPHICS: Enjoys sporting
events. Spends free time with family
and friends. They like to travel. They
like engaging in social events. They
like helping others.
• IDEAL AUDIENCE MEMBERS: Jay
Bailey President & CEO (RCIE), Tisa
Washington (Tax Commissioner
Rockdale County), Angela Spann CEO
of (GWG)
Angela Spann(GWG),Tisa Washington(RCTC), James Bailey(RCIE)
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021-2022)
• Start my company “JAGG LLC”.
• Sign my first public speaker by mid 2022
Mid Term: (2028)
• Have signed 5 public speakers.
• Hold a conference with at least 5k in attendees.
Long Term: (2030)
• Be known for booking top talent for any event that
needs educated, talented and motivational speakers.
• Become debt free.
• Have 2 rental properties to host small conferences.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 10%
Adobe Creative Suite 15%
Time Management 30%
Negotiating skills 30%
SOFTHARD
CRM Software 60%
Web Page Creation 35%
Customer & Personal Service 80%
Sales and Marketing 40%
SOFTHARD

7. I help customers reach their full potential
through motivation and guidance in their
lives and careers.
PROMISE

8. CREDENTIALS
Work Experience:
• 9 years in sales and service in the
telecom industry
• 11 years in the medical device industry
in service and inside sales.
Education:
• Entertainment Business, B.S., Full Sail University (Exp. 2021)
• Six Sigma Green Belt Certification pending final project (Exp.2020)
Awards:
• AT&T True Achievers Award

9. COMPETITION
Jose Nolasco
Industry Experience:
• Does not include work experience
on profile; assumed to still be in
school
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• None listed
Skills and Proficiencies:
• Management
• Operations Management
• Small Business Financial Management
Jonathan Callaway
Overall Online Presence:
• 70 connections, banner image not yet customized,
amateur headshot, lack of details throughout profile,
no articles published, does not appear to be active
on social media
• Grade: Poor, 15 out of 100
Industry Experience:
• None, current student at Full Sail
University
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Trainer for newly hired coworkers at current medical
device company
Skills and Proficiencies:
• Account Management - 15 endorsements
• Customer Service - 11 endorsements
• Sales - 9 endorsements
Overall Online Presence:
• 142 connections, banner image not yet customized,
amateur headshot, lack of detailed summaries
throughout profile, no articles published,
sporadically inactive on personal social media
accounts, URL not customized
• Grade: Poor 20 out of 100

10. COMPETITION
VIVIAN VARNER, MS
Industry Experience:
• ~17 years in the entertainment
industry
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Vocal coach and Voice over Talent
• Actress
• Director of Marketing
Skills and Proficiencies:
• Entertainment - 99+ endorsements
• Voice Over - 99+ endorsements
• Television - 99+ endorsements
Jonathan Callaway
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, Personal
website
• Grade: Good, 80 out of 100
Industry Experience:
• 2 year social media marketing for
cattle feed retail store
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries
throughout profile with two content pieces, no
articles published, sporadically active on personal
social media accounts, URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
Taking public speakerRenewing honor,
courage, and commitment in American
culture by sharing rodeo stories that leave
you slacked-jawed.
JONATHAN CALLAWAY

12. NETWORKING &
MARKETING
Industry Events & Organizations
•
Digital Marketing
• Primary Content: Will establish podcast called “The Call-
Away”; 15-20 min. episodes telling personal stories about
relationships. 2 episodes per week;
• Primary Tools: Facebook, Instagram, and TikTok - promote
podcast through 30 sec. promo videos;
• Website: Full Sail digital portfolio site to showcase school
work.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking seasoned artist manager with at least 20
yrs of experience in the entertainment industry.
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2021
Technical Skills
•
Soft Skills
•

14. Jonathan Callaway
Have you ever had a client that just couldn’t
get their foot in the door to even get a shot? I
help people get in that door. I sometimes help
them make their own door to start their career in public speaking. I
have this client that couldn’t catch a speaking engagement to save her
life. I was able to get her one speaking to high school students and from
there her career took off.
“

15. REFERENCES
Summary Report for: 13-1011.00 - Agents and Business
Managers of Artists, Performers, and Athletes. (n.d.).
Retrieved from https://www.onetonline.org/link/summary/
13-1011.00.
Design - from all angles. (n.d.). Retrieved from http://
www.nvision-that.com/design-from-all-angles/brand-
archetypes-meet-the-magician.
Varner, V. (2019). Vivian Varner, MS LinkedIn Profile.
Retrieved December 14, 2019, from https://
www.linkedin.com/in/vivian-varner-ms-0079ba21/
Nolasco, J. (2019). Jose Nolasco LinkedIn Profile. Retrieved
December 14, 2019, from https://www.linkedin.com/in/jose-
nolasco-a65820188/