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PERSONAL BRAND EXPLORATION
Aariana Umaña
Project & Portfolio I: Week 1
November 29, 2022
IDENTITY
I was born and raised in a relatively small town in upstate
New York, and I've always desired to move away in search of
better opportunities. I came to Florida with a desire to
provide for myself and a passion for helping others. After
pursuing a sales career for over 4 years, I found that I truly
enjoyed engaging with people and helping them change their
lives with a product. This inspired me to think further and
create a vision for how I could contribute to the
entertainment industry, which has always had a positive
impact on my life. I believe the entertainment industry is one
of the best methods to inspire, connect, and have a positive
influence on others.
PROFESSION
Potential Job Titles:
• Agents & Business Managers of
Artists, Performers, and Content
Creators
• Marketing and Promotions
Manager
• Entertainment and Recreation
Manager
Entertainer Archetype - As an
entertainer, my goal is to get
others to enjoy life to the fullest
and to lighten up the world. I’ll
strategize my enthusiasm and sense
of humor to influence others.
Business/Talent Manager for Entertainment Industry in CA
HR & Recruiters @ Fortune 500 Companies in the Entertainment Industry
TARGET AUDIENCE
Kate Frame
Outreach Plan:
• I will reach at least 15 connections with those in
positions at Paramount Pictures
• I will send a message on LinkedIn and ask to connect
with her with my portfolio attached
• I will follow up 1 week later after the initial
interaction
Vice President Human Resources at
Paramount Pictures
Marissa Tong
Outreach Plan:
• I will reach at least 15 connections with those in
positions at Live Nation
• I will message her on LinkedIn and ask to connect
with her with my portfolio attached
• I will follow up 1 week after the initial interaction
Recruiter at Live Nation
Entertainment
Jannet Lucente
Outreach Plan:
• I will interview a Disney employee who is currently in
a role I am looking to pursue
• I will send a message on LinkedIn and ask to connect
with her with my portfolio attached
• I will follow up 1 week after initial interaction
Talent Acquisition at Disney
ABC Television Group
GOALS
Short Term: March 2024
• Entry-level job or internship at a major company in
the entertainment industry.
‣ By producing content and making
connections with people in the
entertainment industry, I will improve my
social media presence to differentiate
myself. Get at least 500+ connections with
others in the industry.
Mid Term: 2030
• Land a management position at a major company or
agency in the entertainment industry.
‣ Increase revenue by 20% by contributing to
the development of content and marketing
campaigns and collaborating with other
teams to develop effective strategies.
Long Term: 2040
• CEO of my own business.
‣ Manage clients, create and establish brands,
contract negotiations, develop business
strategies, and assist with promotions.
SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Platforms
SOFT
HARD
Novice / Adept /
Expert
Microsoft Office
Novice / Adept /
Expert
Interpersonal Skills
Novice / Adept /
Expert
Time Management
Novice / Adept /
Expert
Accounting Software
SOFT
HARD
Novice / Adept /
Expert
Graphics or Photo Imaging Software
Novice / Adept /
Expert
Negotiation
Novice / Adept /
Expert
Persuasion
Novice / Adept /
Expert
I assist clients/organizations in
developing their brands by influencing
others with my enthusiasm and sense of
humor through innovative strategies with
an assurance to fulfill every commitment I
make.
PROMISE
CREDENTIALS
Work Experience:
• Client Advisor at Louis Vuitton
• Sales Professional at Sleep Number
• Sales/Marketing Specialist at Macy’s
Education:
• Bachelor of Entertainment Business, 2024
Awards:
• National Society of Collegiate Scholars
COMPETITION
Bradee Hegland
Industry Experience:
• Employee at House of Blues
Education:
• Full Sail University - Entertainment Business, 2024
• University of Central Florida – Bachelor’s degree.
Hospitality Administration/Management
Leadership Experience:
• 5 years of customer service experience
• US Army Ammunition Specialist
Skills and Proficiencies:
• Hospitality Service
• Receptionist Duties
• Local Marketing
Aariana Umana
Overall Online Presence:
• Bradee has 2 connections. The banner is customized
and her headshot is professional. The profile is
somewhat detailed and she has no published articles.
She is active on Instagram. Grade: Average 65 out
of 100
Industry Experience:
• None
Education:
• Full Sail University – Entertainment Business
Bachelors, 2024
Leadership Experience:
• 5 years of professional sales experience
• 10 years of customer service experience
Skills and Proficiencies:
• Persuasion
• Microsoft Office
• Client Relations
Overall Online Presence:
• I have 58 connections. My banner is customized and
my headshot is somewhat professional. My profile is
detailed. I have published some articles, I am active
on Instagram and Facebook. My LinkedIn URL is
customized
• Grade: Between Average-Superior 75 out of 100
COMPETITION
Rafael Morazzani
Noteworthy Experience:
• BMG Models and Talent Booking Agent
• Sports Coordinator
Aariana Umana
Industry Experience:
• Booking Agent
Education:
• Valencia College – Bachelor of Busniess
Administration, 2023
• Full Sail University - Entertainment Business
Masters, 2019
• Full Sail University – Sports Marketing & Media
Bachelors, 2018
Skills and Proficiencies:
• Social media- 4 endorsements
• Sports- 4 endorsements
• Marketing- 3 endorsements
Overall Online Presence:
• Rafael has 319 connections. His banner image is not
customized but does have a professional headshot,.
His profile is somewhat detailed and has no
published articles. He is active on Instagram and
Facebook and it appears his LinkedIn URL is
customized.
• Grade: Superior 90 out of 100
Industry Experience:
• None
Education:
• Full Sail University – Entertainment Business
Bachelors, 2024
Leadership Experience:
• 5 years of professional sales experience
• 10 years of customer service experience
Skills and Proficiencies:
• Persuasion
• Microsoft Office
• Client Relations
Overall Online Presence:
• I have 58 connections. My banner is customized and
my headshot is somewhat professional. My profile is
detailed. I have published some articles, I am active
on Instagram and Facebook. My LinkedIn URL is
customized
• Grade: Between Average-Superior 75 out of 100
BRAND POSITION
I deliver a fun and exciting strategy for
clients/organizations who need
assistance reaching their full potential to
influence others due to my history of
consistent optimism that always brightens the
room.
“AFFABLE”
NETWORKING &
MARKETING
Industry Events & Organizations
• Music Fest Orlando
‣ March 2023 - Orlando
• MegaCon
‣ April 2023 - Orlando Convention Center
• Hall of Fame
‣ April 2023 - Full Sail University
Digital Marketing
• Primary Content: In order to inspire others to attend the
events, I'll produce funny and entertaining content to
highlight my experience.
• Primary Tools: I will use Instagram stories throughout the
day, and then create a post. I will also use TikTok to
create videos.
• Website: By demonstrating follower growth on my digital
portfolio and engagement on my posts, I will
build awareness of my brand.
PROFESSIONAL DEVELOPMENT
Mentor
• I have reached out to Nathan Rafter who is a business
builder and mentor for the entertainment industry with a
master’s degree from Full Sail in Entertainment Business.
Formal Education
• Bachelors of Entertainment Business 2024
Technical Skills
• I will use photoshop software including Adobe and
Canva to strengthen my photoshop skills throughout
my time at Full Sail.
• I will learn how to navigate LexisNexis by
researching online with videos and instructions.
January 2023
• I'll finish and acquire certification for Salesforce
courses to learn CRM software. March 2023
Soft Skills
• By utilizing linked learning to expand my abilities and
education, I will strengthen my negotiation skills.
January 2023
• I'll read a book to better understand the human
interaction in order to increase my social perception.
April 2023
• By reading a book and attending the 3300 & Climbing
Club, I will improve my judgment and decision-making
abilities. May 2023
Aariana Umaña
As you are familiar with how competitive the entertainment industry is, I would love
the opportunity to separate clients/organizations from the competition through
effective marketing strategies. I have had the opportunity to oversee and take part
in event and campaign planning with exceptional results in my professional
experience and during my time at Full Sail.
REFERENCES
Image Resources:
https://blog.symphonicdistribution.com/2019/09/skills-every-artist-manager-should-
master/
https://www.furnituretrainingcompany.com/furniture-sales/

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PersonalBrandCanvas

  • 1. PERSONAL BRAND EXPLORATION Aariana Umaña Project & Portfolio I: Week 1 November 29, 2022
  • 2. IDENTITY I was born and raised in a relatively small town in upstate New York, and I've always desired to move away in search of better opportunities. I came to Florida with a desire to provide for myself and a passion for helping others. After pursuing a sales career for over 4 years, I found that I truly enjoyed engaging with people and helping them change their lives with a product. This inspired me to think further and create a vision for how I could contribute to the entertainment industry, which has always had a positive impact on my life. I believe the entertainment industry is one of the best methods to inspire, connect, and have a positive influence on others.
  • 3. PROFESSION Potential Job Titles: • Agents & Business Managers of Artists, Performers, and Content Creators • Marketing and Promotions Manager • Entertainment and Recreation Manager Entertainer Archetype - As an entertainer, my goal is to get others to enjoy life to the fullest and to lighten up the world. I’ll strategize my enthusiasm and sense of humor to influence others. Business/Talent Manager for Entertainment Industry in CA
  • 4. HR & Recruiters @ Fortune 500 Companies in the Entertainment Industry TARGET AUDIENCE Kate Frame Outreach Plan: • I will reach at least 15 connections with those in positions at Paramount Pictures • I will send a message on LinkedIn and ask to connect with her with my portfolio attached • I will follow up 1 week later after the initial interaction Vice President Human Resources at Paramount Pictures Marissa Tong Outreach Plan: • I will reach at least 15 connections with those in positions at Live Nation • I will message her on LinkedIn and ask to connect with her with my portfolio attached • I will follow up 1 week after the initial interaction Recruiter at Live Nation Entertainment Jannet Lucente Outreach Plan: • I will interview a Disney employee who is currently in a role I am looking to pursue • I will send a message on LinkedIn and ask to connect with her with my portfolio attached • I will follow up 1 week after initial interaction Talent Acquisition at Disney ABC Television Group
  • 5. GOALS Short Term: March 2024 • Entry-level job or internship at a major company in the entertainment industry. ‣ By producing content and making connections with people in the entertainment industry, I will improve my social media presence to differentiate myself. Get at least 500+ connections with others in the industry. Mid Term: 2030 • Land a management position at a major company or agency in the entertainment industry. ‣ Increase revenue by 20% by contributing to the development of content and marketing campaigns and collaborating with other teams to develop effective strategies. Long Term: 2040 • CEO of my own business. ‣ Manage clients, create and establish brands, contract negotiations, develop business strategies, and assist with promotions.
  • 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Social Media Platforms SOFT HARD Novice / Adept / Expert Microsoft Office Novice / Adept / Expert Interpersonal Skills Novice / Adept / Expert Time Management Novice / Adept / Expert Accounting Software SOFT HARD Novice / Adept / Expert Graphics or Photo Imaging Software Novice / Adept / Expert Negotiation Novice / Adept / Expert Persuasion Novice / Adept / Expert
  • 7. I assist clients/organizations in developing their brands by influencing others with my enthusiasm and sense of humor through innovative strategies with an assurance to fulfill every commitment I make. PROMISE
  • 8. CREDENTIALS Work Experience: • Client Advisor at Louis Vuitton • Sales Professional at Sleep Number • Sales/Marketing Specialist at Macy’s Education: • Bachelor of Entertainment Business, 2024 Awards: • National Society of Collegiate Scholars
  • 9. COMPETITION Bradee Hegland Industry Experience: • Employee at House of Blues Education: • Full Sail University - Entertainment Business, 2024 • University of Central Florida – Bachelor’s degree. Hospitality Administration/Management Leadership Experience: • 5 years of customer service experience • US Army Ammunition Specialist Skills and Proficiencies: • Hospitality Service • Receptionist Duties • Local Marketing Aariana Umana Overall Online Presence: • Bradee has 2 connections. The banner is customized and her headshot is professional. The profile is somewhat detailed and she has no published articles. She is active on Instagram. Grade: Average 65 out of 100 Industry Experience: • None Education: • Full Sail University – Entertainment Business Bachelors, 2024 Leadership Experience: • 5 years of professional sales experience • 10 years of customer service experience Skills and Proficiencies: • Persuasion • Microsoft Office • Client Relations Overall Online Presence: • I have 58 connections. My banner is customized and my headshot is somewhat professional. My profile is detailed. I have published some articles, I am active on Instagram and Facebook. My LinkedIn URL is customized • Grade: Between Average-Superior 75 out of 100
  • 10. COMPETITION Rafael Morazzani Noteworthy Experience: • BMG Models and Talent Booking Agent • Sports Coordinator Aariana Umana Industry Experience: • Booking Agent Education: • Valencia College – Bachelor of Busniess Administration, 2023 • Full Sail University - Entertainment Business Masters, 2019 • Full Sail University – Sports Marketing & Media Bachelors, 2018 Skills and Proficiencies: • Social media- 4 endorsements • Sports- 4 endorsements • Marketing- 3 endorsements Overall Online Presence: • Rafael has 319 connections. His banner image is not customized but does have a professional headshot,. His profile is somewhat detailed and has no published articles. He is active on Instagram and Facebook and it appears his LinkedIn URL is customized. • Grade: Superior 90 out of 100 Industry Experience: • None Education: • Full Sail University – Entertainment Business Bachelors, 2024 Leadership Experience: • 5 years of professional sales experience • 10 years of customer service experience Skills and Proficiencies: • Persuasion • Microsoft Office • Client Relations Overall Online Presence: • I have 58 connections. My banner is customized and my headshot is somewhat professional. My profile is detailed. I have published some articles, I am active on Instagram and Facebook. My LinkedIn URL is customized • Grade: Between Average-Superior 75 out of 100
  • 11. BRAND POSITION I deliver a fun and exciting strategy for clients/organizations who need assistance reaching their full potential to influence others due to my history of consistent optimism that always brightens the room. “AFFABLE”
  • 12. NETWORKING & MARKETING Industry Events & Organizations • Music Fest Orlando ‣ March 2023 - Orlando • MegaCon ‣ April 2023 - Orlando Convention Center • Hall of Fame ‣ April 2023 - Full Sail University Digital Marketing • Primary Content: In order to inspire others to attend the events, I'll produce funny and entertaining content to highlight my experience. • Primary Tools: I will use Instagram stories throughout the day, and then create a post. I will also use TikTok to create videos. • Website: By demonstrating follower growth on my digital portfolio and engagement on my posts, I will build awareness of my brand.
  • 13. PROFESSIONAL DEVELOPMENT Mentor • I have reached out to Nathan Rafter who is a business builder and mentor for the entertainment industry with a master’s degree from Full Sail in Entertainment Business. Formal Education • Bachelors of Entertainment Business 2024 Technical Skills • I will use photoshop software including Adobe and Canva to strengthen my photoshop skills throughout my time at Full Sail. • I will learn how to navigate LexisNexis by researching online with videos and instructions. January 2023 • I'll finish and acquire certification for Salesforce courses to learn CRM software. March 2023 Soft Skills • By utilizing linked learning to expand my abilities and education, I will strengthen my negotiation skills. January 2023 • I'll read a book to better understand the human interaction in order to increase my social perception. April 2023 • By reading a book and attending the 3300 & Climbing Club, I will improve my judgment and decision-making abilities. May 2023
  • 14. Aariana Umaña As you are familiar with how competitive the entertainment industry is, I would love the opportunity to separate clients/organizations from the competition through effective marketing strategies. I have had the opportunity to oversee and take part in event and campaign planning with exceptional results in my professional experience and during my time at Full Sail.

Editor's Notes

  1. Forbes Most Valuable Brands List (2017): https://www.forbes.com/powerful-brands/list/ Apple 2. Google 3. Microsoft 4. Facebook 5. Coca-Cola 6. Amazon 7. Disney 8. Toyota 9. McDonald’s 10. Samsung Methodology: Forbes valued more than 200 global brands by looking at three years of earnings and allocating a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.
  2. Use ONET to determine skills
  3. Nickname- how do others refer to you regularly - finding a way you can position yourself in a target audience how you can be recalled (brand archetype)
  4. Research on events within the next year Types of content I crave as my archetype – what platforms and how will I use them
  5. Attend events/ read books/ attend clubs/ complete LinkedIn Learning Mentor- someone in the industry who is in the position you wish to be in
  6. Proof - currently enrolled @ full sail and job history