This is an exploration of my personal brand.

1. PERSONAL BRAND EXPLORATION
Ashley Murga
Project & Portfolio I: Week 1
September 05, 2021

2. My name is Ashley Murga, and I am from Miami, FL. I have
experience planning projects of all scales and executing
them from conception to reality. One of my greatest
accomplishments was serving as a leader on a team
comprised of ordinary people dreaming of opening a school
for the arts. With nothing but a dream and hard work, we laid
a path, walked it, convinced others to jump in on our journey,
and now we run a successful school that serves 1200
students from all over South Florida.
My goal is to find ways to continue sharing my creativity and
leadership in bringing others' visions to fruition. I focus on
fostering relationships that are positive and productive. I am
proficient at responding swiftly to fluctuating conditions and
always maintain an optimistic perspective. Using flexibility,
creativity, and problem-solving to plan and execute events
like live theater, concerts, meetings, art exhibitions, and
social gatherings, I can fulfill my vision of bringing to life new
creative ventures with visionary people.
IDENTITY

3. PROFESSION
Potential Job Titles
-Event Manager
-Director of Special Events
-Event Operations Manager
BRAND ARCHETYPE
I am a CREATOR. I believe that creative
strategies wield memorable outcomes.
I use creativity and innovation to work
towards an end product that will wow
audiences and have them experiencing
things in new and stimulating ways.
Event Director for the Arts Industry

4. Hiring Managers or Human Resources
TARGET AUDIENCE
Kimba King
Outreach Plan:
• Research necessary qualifications and update
resume
• Send an email through the company contact
page
• Connect through LinkedIn and send make a
follow-up phone call after 2 weeks.
Director of Human
Resources at The Arsht
Center
Paul Harris
Outreach Plan:
• Research DCE Productions and become familiar
with their work
• Send job application through LinkedIn
• Send a follow-up email within 1 week of
application
CEO at DCE
Productions
Brian Mistovich
Outreach Plan:
• Update resume to reflect qualifications specifically for
this job
• Send a cover letter and resume via email for job
application
• Follow up with a phone call within 1 week
Regional Human Resources
Manager at Spectra

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Get a job for a company in the events field.
‣ Contracted under a company earning at
least industry standard at the time.
Mid Term: (2033)
• Open an event company
‣ Produce at least 3 events monthly
Long Term: (2043)
• Grow my business
‣ At least 50% profit growth from 2033-
2043.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Fluent in Spanish (Read, Write, Speak)
SOFT
HARD
Novice / Adept / Expert
Budgeting Novice / Adept / Expert
Creativity Novice / Adept / Expert
Leadership Novice / Adept / Expert
Industry Technology & Programs
SOFT
HARD
Novice / Adept / Expert
Audience Metrics Novice / Adept / Expert
Organization Novice / Adept / Expert
Collaboration Novice / Adept / Expert

7. I help companies create awe-inspiring
moments for their audiences by using
innovative and cutting-edge techniques to
leave event goers with a lasting impression
of what we have to offer.
PROMISE

8. CREDENTIALS
Work Experience:
-Museum Educator, Miami Children's Museum 2008-2010
-Activities Director, Miami Arts Charter School, 2010-Present
Education:
Entertainment Business, B.S., Full Sail University, 2023
Leadership Roles:
Worked as Operations Lead on a group that
opened a school for the arts in Miami, FL, 2009

9. Industry Experience:
• 6 years industry experience
Education:
• Entertainment Business, B.S., Full Sail University
Leadership Experience:
• Catering Event Manager Assistant, 2015-206
• Project Manager 2017-Present
Skills and Proficiencies:
• Business Planning
• Communication
• Project Management
Overall Online Presence:
• 341 LinkedIn connections, banner image is
customized, Profile picture is not a professional
shot but does represent her work, profile is
sufficiently detailed, there are no published
articles, LinkedIn URL is customized
• Grade: Average, 80 out of 100
Industry Experience:
• Over 10 years of event production
and management experience
Education:
• Entertainment Business, B.S., Full Sail University
Leadership Experience:
• Operations Lead, Miami Arts Charter School
(2009)
• Activities Director, Miami Arts Charter School,
2009-Present
Skills and Proficiencies:
• Proficient in Spanish (Read, Write, Speak)
• Budgeting
• Leadership
Overall Online Presence:
• 60 LinkedIn connections, Customized Banner
represents brand, has a professional headshot,
profile is some-what detailed, other social media
is private, LinkedIn URL is customized.
• Grade: Average, 70 out of 100
COMPETITION
Lili Franco
Full Sail Alumni, 2021

10. Noteworthy Experience:
• Event Service Coordinator, American Airlines
Arena
• Program Assistant, Miami Dade College
Industry Experience:
• 6 years
Education:
• Bachelor’s Degree, Hospitality
Management
Skills and Proficiencies:
• Customer Service (Endorsed on LinkedIn)
• Event Planning (Endorsed on LinkedIn)
• Proficient in Spanish
Overall Online Presence:
• Over 500 LinkedIn connections, there is no banner
image of headshot on his profile, His profile is
sufficiently detailed, there are no published
articles, LinkedIn URL is customized
• Grade: Average, 70 out of 100
Industry Experience:
• Over 10 years of event production
and management experience
Education:
• Entertainment Business, B.S., Full Sail University
Leadership Experience:
• Operations Lead, Miami Arts Charter School
(2009)
• Activities Director, Miami Arts Charter School,
2009-Present
Skills and Proficiencies:
• Proficient in Spanish (Read, Write, Speak)
• Budgeting
• Leadership
Overall Online Presence:
• 60 LinkedIn connections, a Banner represents
brand, has a professional headshot, profile is
some-what detailed, other social media is
private, LinkedIn URL is customized.
• Grade: Average, 70 out of 100
Photo
Unavailable Alexander Zamorano,
Senior Event Manager
for the Miami Heat
COMPETITION

11. BRAND POSITION

12. NETWORKING & MARKETING
Industry Events & Organizations
1. International Live Events Association (ILEA), will Join in 2021
2. National Association for Catering and Events, will Join in 2021
3. The Special Event & Catersource Conference Miami Beach, 2022
Digital Marketing
Primary Content- Event videos and photography on social media and
personal website
Primary Tools- LinkedIn, Instagram, Facebook, Personal Website. I will
use Hootsuite to manage social media.
Website- I will post my event videos and photographs on my website
and keep a list of current clients as references.

13. PROFESSIONAL DEVELOPMENT
Mentor
I will seek the mentorship of an Events Producer or Manager who has at
least 10-15 years of experience. They must be creative and innovative. My
goal to establish this partnership is May 2022.
Formal Education
Bachelor's Degree in Entertainment Business, Full Sail University, May 2023
Technical Skills
Industry Technology & Programs
Audience Metrics
To improve in these areas, I will register for courses and workshops that teach skills
to grow my knowledge. Examples include "Master the Strategies, Methods, and
Metrics of Champion Marketers" on LinkedIn. My goal is to complete this before
graduation in May 2023.
Soft Skills
Organization
Collaboration
To improve my organization and collaborating skills, I will continue to engage in
experiences that allow me to gain experience collaborating with others and using
my organizational skills to improve with practice. This will be an ongoing process
that will transpire over the course of my career.

14. Ashley Murga
Event planning and management is my
passion. I am motivated by the journey of
executing live events and experiencing how
the end-product engages audiences.
Fostering relationships that are positive and
productive and relishing opportunities to be
meticulously creative is my strength. The
benefit of having me on a team is my ability
to be flexible and innovative to execute
events efficiently from conception to
completion. Proven by my portfolio of past
events and satisfied customers, you can put
your event dreams in my hands and let me
bring them to life.
“

15. REFERENCES
Brand Quiz. (2019, May 22). Kaye Putnam | Psychology Driven Brand Strategist.
https://www.kayeputnam.com/brandality-quiz/
13-1121.00 - Meeting, Convention, and Event Planners. (2021). ONET Online.
https://www.onetonline.org/link/summary/13-1121.00
Careers | Spectra Experiences. (2021). SPECTRA.
http://www.spectraexperiences.com/careers
Lilo Franco. (n.d.). Home [LinkedIn page]. LinkedIn. Retrieved September 4, 2021,
from https://www.linkedin.com/in/lilofranco/
Alexander Zamorano. (n.d.). Home [LinkedIn page]. LinkedIn. Retrieved
September 4, 2021, from https://www.linkedin.com/in/alexanderzamorano/
Professional Event Planning Organizations | Special Events. (2021). Professional
Event Planning Organizations. https://specialevents.gatech.edu/professional-
development/education/organizations