Personal Brand project for Full Sail University. April 26, 2020

1. PERSONAL BRAND EXPLORATION
Shumleita Wesley
Project & Portfolio I: Week 3
April 25, 2020

2. The oldest of 2 daughters, born in
Winston -Salem, NC near Wake Forest
University, Shumleita Wesley grew up in a
household that was filled with music. Her love for
live concerts and entertainment in general led
her to Full Sail University where she studying to
receive her bachelors degree in Entertainment
Business in the winter of 2021. Upon graduation
she plans to take everything she’s learned and
and start her own PR and Marketing Agency.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Analyst
• Social Media Coordinator
• Brand Manager
Lover Brand Archetype - creating
awesome experiences for music
artists with my passion and
commitment to what I love.
Digital Marketing for Recording Artists

4. • DEMOGRAPHICS: 65%
Male,21-45 years old,
Predominately African American,
Single, Located in middle-America.
• PSYCHOGRAPHICS: Enjoys
music and creative individuals.
• IDEAL AUDIENCE MEMBERS:
Latrice Burnette, GM (Island Def
Jam), Dionee Harper, SVP of
Marketing (Atlantic Records),
June Grant Cober, Senior Urban
Marketing Manager (Atlantic
Records)
Hiring Managers at Atlantic and Island Def Jam
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at Atlantic
Records or Island Def Jam.
‣ Reach out to the SVP of Marketing by
November of 2020.
‣ Reach out to the GM of Island Def Jam by
November 2020.
Mid Term: (2025)
• Work on a major marketing campaign with a
multiplatinum recording artist.
‣ Help launch and brand artist as a well rounded
entertainer.
Long Term: (2030)
• Establish my own Marketing Company.
‣ Secure partners and investors by February
2030.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 85%
Adobe Creative Suite 45%
Time Management 70%
Public Speaking 65%
SOFTHARD
Customer Experience 90%
Creativity 75%
Professional Writing 80%
Public Speaking 60%
SOFTHARD

7. I help music artists with their profiles along
with marketing and distributing their product
to the public.
PROMISE

8. CREDENTIALS
Work Experience:
• 15 years in Business Administration
• 4 years social media marketing for CV&H
Wine
Education:
• Media Communications, Full Sail
University Certification
• Entertainment Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Nomination: Industry Executive of the
Year - SEA Awards

9. COMPETITION
Kim Tumey
Industry Experience:
• 15 years - Owner of Kim Tumey
Entertainment
Education:
• None listed
Leadership Experience:
• PR services in six different languages
Skills and Proficiencies:
• Commercials - 43 endorsements
• Public Relations - 36 endorsements
• Social Media Marketing- 22 endorsements
Shumleita Wesley
Overall Online Presence:
• More than 2,000 followers and more than 500 network
connections on LinkedIn
• Grade: Average 65 out of 100
Industry Experience:
• 9 years social media marketing for
multiple companies and music artists
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• PR multiple Trade Shows in Las Vegas for 7 years
Skills and Proficiencies:
• Media Relations- 99+ endorsements
• Marketing- 47 endorsements
• Social Media Marketing- 50 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile, currently active on personal social media
accounts, URL customized
• Grade: Above Average, 50 out of 100

10. COMPETITION
Joy Cook
Industry Experience:
• 10 years owner of Joy Cook Public
Relations Group, LLC
Education:
• Communication Studies, B.A.
• English, B.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Public Relations - 99+ endorsements
• Public Speaking - 99+ endorsements
• Social Media- 99+ endorsements
Shumleita Wesley
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 75 out of 100
Industry Experience:
• 9 years social media marketing for
multiple companies and music artists
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• PR multiple Trade Shows in Las Vegas for 7 years
Skills and Proficiencies:
• Social Media Marketing - 34 endorsements
• Marketing- 47 endorsements
• Media Relations - 99+ 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, 50 out of 100

11. BRAND POSITION
Keep it moving in a positive direction always
never looking back.
SHUMLEITA “LEITA” WESLEY
Leita is short for Shumleita. Leita
has used this name for more
than half of her life.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Winter Music Conference
‣ March 25 -28 | Miami, FL
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• The Social Shake - Up Show
‣ May 12 - 14 | Atlanta, GA
Digital Marketing
• Primary Content: est. podcast called “Approved PR”; 30 min.
episodes giving information and background on marketing and
pr; 1 episode per week; host and syndicate through Blogtalk
Radio.
• Primary Tools: FB and Instagram - promote podcast through
30 sec. promo videos; LinkedIn - network with industry pros
and publish monthly articles highlighting some of the podcast
stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase artist marketing knowledge and
embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Looking to reach out to a senior marketing manager at
my current job.
Formal Education
• Complete Entertainment Business, B.S. by February
2021
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, Sept.
2020
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, June 2020
• Join local Toastmasters Club and regularly attend
monthly events, starting May 2020
• Impromptu Speaking - Lynda.com, July 2020

14. Shumleita Wesley
Music has taken a turn to digital media today. It’s
my job market to market and promote artist as a whole. We
have to engage and encourage consumers to download and buy music
content online. Concerts provide much income for music artist, and I want to
make sure they are seen and heard by the masses.
“

15. REFERENCES
Cook, J. (2020). Joy Cook LinkedIn Profile. Retrieved April 21,
2020, from https://www.linkedin.com/in/joycook/a1930786/
Tumey, K. (2020). Kim Tumey LinkedIn Profile. Retrieved April
21, 2020, from https://www.linkedin.com/in/kimtumey/
music-jobs.com. (2020). Job descriptions. Retrieved April 21,
2020, from https://www.music-jobs.com/usa/jobtypes/job-
descriptions.php
Atlantic Records. (2020). Atlantic Records Careers Page.
Retrieved April 20, 2020, from https://
wmg.wd1.myworkdayjobs.com/en-US/WMGUS/job/USA---
New-York---1633-Broadway/Coordinator--E-Commerce-Digital-
Marketing_R-010941
RainMakrr.com. (2020). Public Relations Website. Retrieved
April 20, 2020, from https://rainmakrr.com/startup-marketing-
company-london-startup-marketing-agency