My Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Stefan McClinnahan
Project & Portfolio I: Week 3
April 1, 2019

2. 26
One of three children, Stefan McClinnahan lived in
multiple states growing up to include, New Jersey,
Virginia and North Carolina, which allowed him to
see many different cultures and experience many
different forms of entertainment. He’s always had a
passion for entertainment and wants to one day
manage an organization that provides digital
entertainment solutions. After working in retail and
managing stores for 20 years, Stefan enrolled in the
Entertainment Business Program at Full Sail
University where he wants to learn more about the
entertainment industry.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Producer
• Program Director
• Talent Director
Creator Archetype - creating or crafting
new things, that inspire people to rethink
the now. Always years ahead of the
current process but staying focused on
what’s working today.
Producer or Director For Motion Pictures, Television & Radio

4. • DEMOGRAPHICS: 55% Female, 27-36
years old, Predominately White, Married,
College Educated, Located in eastern-
America.
• PSYCHOGRAPHICS: Enjoys interior
design projects, spends free time
animating and drawing, participates in
community events dedicated to helping
with tech.
• IDEAL AUDIENCE MEMBERS: Matthew
Gale, Senior Recruiter (Warner Media),
Meky Leung, Human Resources (Warner
Media), Melanie Render, Sr Recruiter
(Warner Media)
Recruiters & Hiring Managers at Warner Media LLC
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land a Senior Manager position at Warner Media.
‣ Connect with, 5-10 Warner Media executive team members
on LinkedIn by May 31st , 2023.
Mid Term: (2027)
• Organize a successful team that combines all streaming platforms
under the Warner Media Brand.
‣ Increase usage of the streaming platform dedicated to
Warner Media content to 70% of worldwide streaming by
January 31, 2027.
Long Term: (2032)
• Become the Chief Executive Officer of Warner Media.
‣ Create a community service brand dedicated to training
teens the media business , Organize 5 successful events that
promote diversity and inclusion in media, and acquire at
least 2 brands associated with media by December 31, 2032.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Adobe Photoshop 60%
Logic Pro X 65%
Critical Thinking 80%
Originality 70%
SOFTHARD
Microsoft Powerpoint 10%
Microsoft Word 80%
Public Speaking 40%
Active Listening 80%
SOFTHARD

7. I help media organizations provide content,
solutions and beneficial outcomes by enhancing the
user experience based on current and unknown
needs that are acquired through risk, reward and
strategic research.
PROMISE

8. CREDENTIALS
Work Experience:
• 20 years management Best Buy
• 2 years community advocate for Boys & Girls
Club
Education:
• Dale Carnegie - Resolving Conflict
• Business & Entertainment, B.S., Full Sail University (Exp. 2022)
Awards:
• Best Buy Greater Tomorrow Award

9. COMPETITION
Badum M.
Industry Experience:
• Owner - AfroNation Radio 1 Yr
• Ticket Sales Rep Insomniac Events 1 Yr
Education:
• Current student enrolled in Entertainment Business , B.S. at
Full Sail University
Leadership Experience:
• No visible leadership experience
Skills and Proficiencies:
• Computer Literacy - 2 endorsements
• Public Speaking - 2 endorsements
• Critical Thinking - 2 endorsements
Stefan McClinnahan
Overall Online Presence:
• Less than 500 connections, banner image not yet
customized, professional headshot, lack of details
throughout profile, no articles published, inactive on social
media, URL is customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 19 years retail management for Best Buy
Education:
• Current student enrolled in Entertainment Business , B.S. at
Full Sail University
Leadership Experience:
• Best Buy, multiple leadership roles
Skills and Proficiencies:
• Sales Operations - 24 endorsements
• Profit & Loss - 18 endorsements
• Customer Experience - 18 endorsements
Overall Online Presence:
• 500+ connections, banner image customized, professional
headshot, URL is customized, 1 Recommendation, Active on
social media Grade: Average, 58 out of 100

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~10 years of multi media management
experience,
Education:
• Entertainment Business, B.A.
• Entertainment Business, M.A.
Noteworthy Experience:
• Herkules World Promotions - Director of Operations for 3
years.
• America’s Mortgage Brokers - Operations/Processing
Manager for over 7 years.
Skills and Proficiencies:
• Facebook - 14 endorsements
• Marketing - 12 endorsements
• Social Media - 11 endorsements
Overall Online Presence:
• Less than 260 connections, banner image not yet
customized, polished headshot, detailed profile summaries,
two recommendations, no notable volunteer work, URL not
yet customized, Experience missing images, Grade: Good, 60
out of 100
Industry Experience:
• 19 years retail management for Best Buy
Education:
• Current student enrolled in Entertainment Business , B.S. at
Full Sail University
Leadership Experience:
• Best Buy, multiple leadership roles
Skills and Proficiencies:
• Sales Operations - 24 endorsements
• Profit & Loss - 18 endorsements
• Customer Experience - 18 endorsements
Overall Online Presence:
• 500+ connections, banner image customized, professional
headshot, URL is customized, 1 Recommendation, Active on
social media Grade: Average, 58 out of 100
Stefan McClinnahan

11. BRAND POSITION
Creating fun, exciting, and engaging media
experiences that provide growth and smack down
the competition.
STEFAN “SMACK DOWN” MCCLINNAHAN
Stefan earned the nickname “Smack-
Down” during his retail management
tenure as he often shouted the
phrase “Smack Down” after every
positive client experience.

12. 26
NETWORKING &
MARKETING
Industry Events & Organizations
• 2021 Essence Festival
‣ June 19 - 21 | New Orleans, LA
• 2020 Revolt Summit | Atlanta, GA
‣ Summer 2020
• TCM Classic Film Festival
‣ Summer 2021
Digital Marketing
• Primary Content: est. website called “Doopli”; 20-30 min. episodes
giving advice to viewers on what entertainment options are
available; 1 episode per week; host and share through YouTube a
website and mobile applications.
• Primary Tools: Google Ads and Facebook Ads - promote Videos
using 5 day limits, targeting viewers, users and subscribers
interested in media and entertainment.
• Website: Full Sail digital portfolio site to showcase school work;
use blog to showcase knowledge of advertising using social media.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level or executive with 10 yrs of experience
in music or entertainment; has relationships with high level
executives that make hiring decisions, June 2020
Formal Education
• Complete Entertainment Business , B.S. at Full Sail
University by expected graduation date in 2021
Technical Skills
• Powerpoint Cert Prep - Lynda.com June 2020
• Microsoft Word Cert Prep - Lynda.com, May 2020
•
Soft Skills
• Public Speaking Foundations - lynda.com May 2020
• Dale Carnegie - Public Speaking Mastery - July 2020
• Dale Carnegie - Leading Remote Teams - August 2020

14. Stefan McClinnahan
You know how many brands are releasing new mobile
streaming services these days? Well, I am currently working
on a new way for users who want to watch, listen and enjoy their
favorite content in the home or on the go, to do so with ease. In fact, after working in retail
for over 18 years I started a website called “Doopli” that provides content to users who can’t
afford to pay premium prices to larger outlets. Some of the users have already recommended
my platform over some of the major content providers.
“

15. REFERENCES
Badum M. (2020). Badum M. Linkedin Profile. Retrieved April
25, 2020, from https://www.linkedin.com/in/bmaaloo/
ONETOnLine.org. (2020). Summary Report for: 27-2012.00 -
Search Program Director. Retrieved April 24, 2020, from https://
www.onetonline.org/link/summary/27-2012.00
Keana Forbes (2020). Keana Forbes Linkedin Profile. Retrieved
April 25, 2020, from https://www.linkedin.com/in/keana-
forbes-77252111/
Warner Media, LLC. (2020). Warner Media, LLC Company Page
on LinkedIn. Retrieved April 25, 2020, from https://
www.linkedin.com/jobs/search/?
currentJobId=1833383146&f_C=1000&locationId=OTHERS.wor
ldwide
ONETOnLine.org. (2020). Summary Report for: 27-2012.02 -
Search Program Director. Retrieved April 25, 2020, from https://
www.onetonline.org/link/summary/27-2012.02
Dalecarnegie.com. (2020). Public Speaking Mastery. Retrieved
April 25, 2020, from https://www.dalecarnegie.com/en/
courses-v2/201?topics=34
Dalecarnegie.com. (2020). Leading Remote Teams. Retrieved
April 25, 2020, from https://www.dalecarnegie.com/en/
courses-v2/4480?page=4&topics=36
careeronestop.org. (2019). Career One Stop. Retrieved April 14,
2019, from https://www.careeronestop.org/Toolkit/Jobs/find-
jobs-details.aspx?keyword=Sr.%20Director,
%20Unscripted%20Programming%20-
%20TNT,tbs,truTV&ajax=0&location=California&source=DEA&la
ng=en&AC=N&ACKW=Sir.%20Director,
%20Unscripted%20Programming%20-
%20TNT,tabs,Tartuffe&fc=Yes&jvid=7CCBFC059E664ABBB9B4
ED5678E436E4206