Tessa Merlo-Taylor is pursuing a career in the entertainment industry through her studies at Full Sail University. She has experience as a caregiver but wants to work in event planning and management. Her goals are to volunteer at entertainment conventions, work for an event planning company, and eventually create her own innovative event space. She plans to network at industry events, build her online presence, and complete internships to gain experience in this competitive field.

1. PERSONAL BRAND EXPLORATION
Tessa Merlo-Taylor
Project & Portfolio I: Week 3
March 26, 2020

2. The second eldest of a blended family, Tessa
Merlo-Taylor was born and raised in San
Bernardino , California. Throughout her life,
music, books, and video games have always been
a passion. She graduated high school early and
later went on to marry her high school
sweetheart. She has completed some
community college but has mainly been a
caretaker for her grandmother and mother. Now
she is enrolled at Full Sail University to pursue a
career in the entertainment industry.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Events Manager
• Event Coordinator
• Convenient Service Manager
Girl Next Door Archetype -Creating
and managing events that are
authentic and enjoyable for the
community by connecting with and
understanding attendees.
Entertainment Event & Conversation Planning

4. • DEMOGRAPHICS: Mainly
women 30-60 Married with kids,
College Educated, Predominantly
located in west coast USA.
• PSYCHOGRAPHICS: Creative and
innovative individuals who enjoy art
culture and community .
• IDEAL AUDIENCE MEMBERS:
Fae Desmond, Executive
Director (Comic Con). Carolyn
Rauch Executive Vice President
(Dolaher Events). Mary Dolaher,
Founder and CEO (Dolaher
Events).
Recruiters & Hiring Managers at Comic Con, Anime Expo, & E3
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Work with an event planning team for a popular
convention.
‣Volunteer for 3 big name entertainment
conventions by December 2021.
Mid Term: (2032)
• Hold an event management position for a popular
international convention.
‣Network and send resume to 3 event planning
companies.
Long Term: (2042)
• Create a new and innovative conversation hosting
center.
‣Save a total of $100,000, gain at least 5
investors, and secure 3 business partnerships
by December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Microsoft Office 80%
Data Presentation 50%
Time Management 70%
Customer Service 70%
SOFTHARD
Microsoft Project 10%
Microsoft Outlook 30%
Coordination 40%
Critical Thinking 70%
SOFTHARD

7. I strive to inspire a sense of community by
creating and managing large events and
conversations through understanding and
communication.
PROMISE

8. CREDENTIALS
Work Experience:
• ~5 years as In Home Supportive Service
Caregiver
• Theater Production Volunteer
Education:
• Entertainment Business B.S., Full Sail University (Exp. 2022)
Awards:
• 3 Consecutive years performing with
Advanced Orchestra at Richardson Prep
Hi

9. COMPETITION
Estuardo Gabriel
Ramos Dubon
Industry Experience:
• ~10 years Call Center experience
Education:
• Entertainment Business M.S. at Full Sail University
• Business Management B.S. at University of Phoenix
Leadership Experience:
• Senior Lead at Bank of America
Skills and Proficiencies:
• Social Networking - 7 endorsements
• Microsoft Office - 6 endorsements
• Sales - 6 endorsements
Tessa Merlo-
Taylor
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, professional headshot, detailed profile,
appears to be inactive and out dated, no professional
social media, URL not yet customized
• Grade: Fair, 40 out of 100
Industry Experience:
• 2 years as In Home Care Provider
Education:
• Current student enrolled in Entertainment Business, B.S.
at Full Sail University
Leadership Experience:
• N/A
Skills and Proficiencies:
• Customer Service - 0 endowments
• Microsoft Office - 0 endowments
• Communication - 0 endowments
Overall Online Presence:
• 5 connections, minimal personalization , new
professional accounts, decent headshot, very little
experience
• Grade: poor, 15 out of 100

10. COMPETITION
Carolyn Rauch
Industry Experience:
• 13 years as Senior Vice President at
Entertainment Software Association
• 9 years Senior Vice President, Strategic
Communications and Event
Development at IDG World Expo
• 2 years Executive Vice President at
Dolaher Events
Education:
• Brown University.
Noteworthy Experience:
• Deputy Press Secretary for government officials
• Vice President at Robinson Lake Sawyer Miller Strategic
Communications
Skills and Proficiencies:
• Strategic Communications - 30 endorsements
• Event Management - 19 endorsements
• Media Relations - 18 endorsements
Tessa Merlo-
Taylor
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed work history, three
recommendations, URL not yet customized
• Grade: Good, 70 out of 100
Industry Experience:
• 2 years as In Home Care Provider
Education:
• Current student enrolled in Entertainment Business, B.S.
at Full Sail University
Leadership Experience:
• N/A
Skills and Proficiencies:
• Customer Service - 0 endorsements
• Microsoft Office - 0 endorsements
• Communication - 0 endorsements
Overall Online Presence:
• 5 connections, minimal personalization , new
professional accounts, decent headshot, very little
experience Grade: Average, 58 out of 100
• Grade: poor, 15 out of 100

11. BRAND POSITION
Building community through authentic and fun
filled events.
TESSA MERLO-TAYLOR
.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2021 Women in Tourism & Hospitality Convention
‣ San Diego
• National Association of Women Business Owners
‣ Student Membership
• The Special Event
‣ March 8th-11th 2021 | Miami Beach FL
Digital Marketing
• Primary Content: Weekly blog detailing personal and
professional achievements
• Primary Tools: FB and Instagram - to showcase work; LinkedIn -
network with industry pros and publish monthly articles and
support other online profiles
• Website: Full Sail digital portfolio site to showcase school work;
use blog to showcase event planning and management
experience

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25 yrs of
experience in event planning and entrepreneurship .
Preferably a woman and community leader.
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2022
Technical Skills
• Microsoft Project
• Adobe Systems Adobe Photoshop
Soft Skills
• Professional Speaking
• Media Communication
• Clerical Skills

14. Tessa Merlo-Taylor
You know many convention goers become lost in the
chaos and hustle and bustle of large crowds? Well what I do is improve the
way attendees interact with conversation activities. I listen and communicate
with the community and find solutions to improve their experience while
keeping events authentic.
“

15. REFERENCES
Rauch, C. (2020). Carolyn Rauch LinkedIn Profile. Retrieved
March 26, 202, fromhttps://www.linkedin.com/in/carolyn-
rauch-72219a1/
Dubon, E. (2020). Estuardo Gabriel Ramos Dubon LinkedIn
Profile. Retrieved March 26, 2020, https://www.linkedin.com/in/
estuardo-gabriel-ramos-dubon-99643924/
ONETOnLine.org. (2019). Summary Report for:
13-1121.00 - Meeting, Convention, and Event Planners
Retrieved March 26, 2020 from https://www.onetonline.org/
link/summary/13-1121.00
Women in tourism and hospitality. (2019.) W.I.T.H Conference.
Retrieved March 26, 2020, fromhttps://www.sdwithit.com/with-
conference
National Association of Women Business Owners. (2020.)
Retrieved March 26, 2020 from https://www.nawbo.org/
california