2. Lu was born and raised in Shanghai, China. As an
only child, Lu learned to be independent at a very
young age. Having practice piano for more than a
decade, Lu developed his interests in the music
business and the whole entertainment industry and
dreamed about being a part of it ever since. After
enrolled in the Entertainment Business program at
Full Sail University, Lu sharpened his skill in analysis
and digital marketing.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Production Coordinator
• Social Media Coordinator
• Social Media Manager
Explorer Archetype - Adapting
cutting edge technology,
incorporate with the latest
industry trends. Providing clients
with the most ambitious
marketing plan and execute with
great attention to detail.
Digital Marketing for Content Creators
4. • DEMOGRAPHICS: 90% Female,
25-45 years old, Predominately
White, Married, College Educated,
Located in greater Los Angeles
and New York area.
• PSYCHOGRAPHICS: Enjoys movie
and animation, cares about global
event. Tech savvy and passionate
about environmental protection.
• IDEAL AUDIENCE MEMBERS:
Jenny Wall, Chief Marketing Officer
(Nickelodeon), Danielle Smiley,
Marketing Manager (Nickelodeon),
Cara Barrett, Manager of social
media and special projects
(Hodinkee)
Recruiters & Hiring Managers at Nickelodeon, LA Times and Hodinkee
TARGET AUDIENCE
5. GOALS
Short Term: (After graduation in 2021)
• Land an entry-level production position at
Nickelodeon.
‣ Connect with, and send promotional emails to
all alumni at Nickelodeon on LinkedIn and
share personal website. Starting now.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed at
attract new reader from Chinese-speaking countries.
‣ Establish Hodinkee Chinese version and
increase market share to 50% by December 31,
2025
Long Term: (2040)
• Establish a digital marketing company that helps
content creators gain success cross language.
‣ Save a total of $100,000, make solid business
connections in at least 3 countries, and secure 5
long-term business deal by December 31, 2040.
6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in Digital Marketing & Current
Proficiencies:
Logic Pro X 89%
Data Analysis 65%
Time Management 80%
Public Speaking 70%
SOFTHARD
Microsoft Office Suite 60%
Mobile App development 10%
Professional Writing 50%
Communication Skill 60%
SOFTHARD
7. I help content creators reach a
wider audience by capturing the
entertainment industry’s insight and
develop it into feasible marketing
solution.
PROMISE
8. CREDENTIALS
Work Experience:
• 1 year assistant recording staff for Hit It
Records
• 3 years demonstrator for Samsung
Mobile
Education:
• Music Theory and Composition, B.S.,
Shanghai University (2010-2014)
• Entertainment Business, B.S., Full Sail University (Exp. 2021)
Highlight:
• Help initiated the Daily Vinyl Fair in
Shanghai
9. COMPETITION
Victoria Dante
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:
• Won Techstar’s Global Startup Weekend for creating
a business startup idea
Skills and Proficiencies:
• Leadership- 2 endorsements
• Research - 1 endorsement
• Management - 1 endorsements
Yao Lu
Overall Online Presence:
• 112 connections, banner image not yet customized,
professional headshot, detailed throughout profile,
no articles published, inactive on social media, URL
customized
• Grade: Average, 60 out of 100
Industry Experience:
• 1 year assistant recording staff for Hit
It Records
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Help initiated the Daily Vinyl Fair in Shanghai
Skills and Proficiencies:
• Logic Pro X - 3 endorsements
• Social Media - 2 endorsements
• Microsoft Office - 1 endorsements
Overall Online Presence:
• 49 connections, banner image customized,
professional headshot, detailed summaries
throughout profile, no articles published,
sporadically active on personal social media
accounts, URL customized
• Grade: Average, 55 out of 100
10. COMPETITION
Frank Roda
Industry Experience:
• 8 years of marketing experience, 5
years as director of business at
Hodinkee
Education:
• Finance and Marketing, B.S.
Noteworthy Experience:
• Director of business development at the biggest
watch website of the USA
• Senior director of marketing of the Atlantic Media for
3 years
Skills and Proficiencies:
• Digital Strategy - 19 endorsements
• Digital Media - 17 endorsements
• Business Development - 17 endorsements
Yao Lu
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, no profile summaries, no
recommendations, no volunteer work, URL not yet
customized, premium membership
• Grade: Good, 65 out of 100
Industry Experience:
• 1 year assistant recording staff for Hit
It Records
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Help initiated the Daily Vinyl Fair in Shanghai
Skills and Proficiencies:
• Logic Pro X - 89 endorsements
• Data Analysis - 65 endorsements
• Communication Skill - 60 endorsements
Overall Online Presence:
• 49 connections, banner image customized,
professional headshot, detailed summaries
throughout profile, no articles published,
sporadically active on personal social media
accounts, URL customized
• Grade: Average, 55 out of 100
11. BRAND POSITION
Adventurous, ambitious, caring and
attention to detail in creating win-win
business relationship with clients.
YAO LU
Lu made his reputation as an
honest person in the music
community in Shanghai,
which led to his first job in the
entertainment industry.
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2021 Social Media Marketing World
‣ Feb. 28 - Mar. 3 | San Diego, CA
• Internet Marketing Association (IMA)
‣ Industry Report
‣ Content Liabery
• Association of National Advertiser (ANA)
‣ Online Training Session
Digital Marketing
• Primary Content: Start a Youtube talk show about music
and the industry in general; 10 mins. 2 episodes per week
• Primary Tools: Instagram and TicTok - promote talk show
through 1 min. promo videos; LinkedIn - network with
alumni, industry pros, like-minded people from around the
world and publish monthly articles highlighting some of
the podcast stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase data research knowledge and
embed podcast episodes
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25
yrs of experience in entertainment industry
• Seeking renowned economist with unique point of
view on the entertainment industry
Formal Education
• Completed Music Theory and Composition, B.S.
• Complete Entertainment Business, B.S. by expected
graduation date in 2021
Technical Skills
• Logic Pro X - 2014
• Microsoft Office - 2020
• WordPress 5 Essential Training - Linkenin Learning,
July 2020
Soft Skills
• Event Arrangement - 2014
• Public Speaking - 2018
• Time Management - March 2020
• Business Communication - 2017
14. Yao Lu
You know how many content creators find
it’s extremely difficult to reach and attract an
audience from another country or people
speaking different languages. What I do is create feasible marketing
solutions for people with that kind of problem. In fact, when I help
launch the Daily Vinyl Fair, I introduced 10 overseas record stores and 4
independent artists to the Shanghai audience. Now they have business
connections and dedicated customers they would never have otherwise.
“
15. REFERENCES
Dante, V. (2020). Victoria Dante LinkedIn Profile.
Retrieved July 23, 2020, from https://www.linkedin.com/
in/vdante/
Roda, F. (2020). Frank Roda LinkedIn Profile. Retrieved
July 23, 2020, from https://www.linkedin.com/in/frank-
roda-881b8447/
ONETOnLine.org. (2020). Summary Report for:
13-1161.00 - Market Research Analysts and Marketing
Specialists
. Retrieved July 23, 2020, from https://
www.onetonline.org/link/summary/13-1161.00
Nickelodeon. (2020). Nickelodeon Company Page on
Glassdoor. Retrieved July 23, 2020, from https://
www.glassdoor.com/Overview/Working-at-Nickelodeon-
Animation-Studio-EI_IE653572.11,39.htm
Hodinkee. (2020). Social Media Manager - Job
Description. Retrieved July 23, 2020, from https://
www.hodinkee.com/pages/masthead/52
Social Media Marketing World. (2020). 2021 Social Media
Marketing Conference. Retrieved July 23, 2020, from
https://www.socialmediaexaminer.com/smmworld/
Internet Marketing Association (IMA). (2020). Retrieved
July 23, 2020, from https://imanetwork.org/
Association of National Advertiser (ANA). (2020).
Retrieved July 23, 2020, from https://www.ana.net/
