Project and Portfolio 1

1. PERSONAL BRAND EXPLORATION
Alissa Scales
Project & Portfolio I: Week 1
February 20th, 2022

2. I use personal and professional experiences to help
individuals (speci
fi
cally women) pursue their
passion. By being authentic and true to myself I can
create a safe space conducive to growth. I want to
encourage women to follow their career dreams in
the entertainment industry by providing skill set
training. In providing the education and skill training
we can build a workplace that encourages and
empowers women.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Brand Ambassador
• Digital Marketing Strategist
• PR Assistant
BRAND ARCHETYPE - I pursue my
work by looking at each person
individually. Everyone learns and grows
di
ff
erently and I want to promote those
di
ff
erence. My archetype is “Lover” and I
show this by curating every woman’s
experience speci
fi
cally to their needs.
Entry level marketing for entertainment business

4. Human Resources and Recruiting
TARGET AUDIENCE
Susan Santana
Outreach Plan:
• I plan to connect with Susan on LinkedIn, this way I can
communicate easy and quickly.
• I will send a message on LinkedIn and see if I can get an email for
other means of communication.
• I plan to reach out to Susan this week, if I don’t hear back I will
follow up again in the following week.
Vice President Human Resources
at Disney
Amelia Leddie
Outreach Plan:
• I plan to connect with Amelia on LinkedIn, this way I can
communicate easy and quickly.
• I will send a message on LinkedIn, if I don’t seem to get a response
she also has a twitter listed I can reach out on as well.
• I will reach out to Amelia this week on LinkedIn, I will follow up in
a week. If I don’t receive a response I will send a message on
twitter.
Talent Acquisition at Net
fl
ix
Hilary Straw
Outreach Plan:
• I plan to connect with Hilary on LinkedIn, this way I can
communicate easy and quickly.
• I will send a message on LinkedIn and see if I can get an email for
other means of communication but this is the only contact info I
have found.
• I plan to reach out to Hilary this week, if I don’t hear back I will
follow up again in the following week.
Vice President Human Resources
at Hello Sunshine

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Increase my activity and connections on LinkedIn.
‣ I will increase my connections by 100 on LinkedIn by
my graduation date in 2023 if not more than that. I will
also commit to one post a week to increase activity.
Mid Term: (2028)
• Graduate from Masters and work for Disney and/or Net
fl
ix.
‣Graduate from Masters program with 3.8 GPA or
higher. Work within a marketing position or multiple
positions throughout the years by 2028.
Long Term: (2040)
• Own my business that is woman run.
‣Provides education and training for skills needed in
entertainment industry by 2040. Employ at least
25-50 women by 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Social Media
SOFT
HARD
Novice / Adept / Expert
Microsoft O
ff
ice Novice / Adept / Expert
Customer and Personal Service Novice / Adept / Expert
Critical Thinking Novice / Adept / Expert
Sales Marketing
SOFT
HARD
Novice / Adept / Expert
Web Platform Development Software Novice / Adept / Expert
Administrative Management Novice / Adept / Expert
Social Perceptiveness Novice / Adept / Expert

7. I help women and women led teams in the
entertainment
fi
eld achieve their personal and
business goals through empowering and
authentic communication.
PROMISE

8. CREDENTIALS
Work Experience:
• Assistant Manager at Dollar General
• Trainer/leadership at Genus Intelligent
Education:
• Entertainment Business, B.S., Full Sail University (Exp. 2023)
Leadership Roles:
• Help train new hires in multiple positions.
• Assistant manager leadership role.

9. COMPETITION
Julia Santos
Industry Experience:
• Disney College Program
Education:
• University of Virginia- Digital Product Management
• Udacity- Digital Marketing Nanodegree
• Full Sail University- Entertainment Business
Leadership Experience:
• President International Student Society at Full Sail
• Social Media Marketing Advanced Achievement Award at
Full Sail
Skills and Pro
fi
ciencies:
• Digital Marketing - 5 endorsements
• Marketing - 4 endorsements
• Social Media - 3 endorsements
Alissa Scales
Overall Online Presence:
• Julia has 468 connections, there is a banner I believe is
custom. Professional photo and her pro
fi
le is very detailed
and informative. No published articles or other social
media. The URL is is customized to have her name in it.
• Grade: Superior, 90 out of 100
Industry Experience:
• Full time student at Full Sail University
Education:
• Entertainment Business BS at Full Sail University
Leadership Experience:
• Management experience within past careers.
• Leadership and training experience within past careers.
Skills and Pro
fi
ciencies:
• Communication - 1 endorsement
• Problem Solving - 1 endorsement
• Leadership - 1 endorsement
Overall Online Presence:
• I have only 3 connections, my banner is customized and
my photo is professional as well. Not very detailed
overview and no other social media. My URL is customized
to have my name in it.
• Grade: Poor, 25 out of 100

10. COMPETITION
Maya Springer
Noteworthy Experience:
• Walt Disney Company Associate Director Media at
Pearson.
• Internet Marketing Manger at Hotels Corp.
Alissa Scales
Industry Experience:
• Digital Marketing Strategist
Education:
• Spelman College BA Fine/Studio Arts
• University of Central Florida MA in Mass Communication/
Media Studies
Skills and Pro
fi
ciencies:
• Marketing Strategy - 2 endorsements
• Online Marketing - 22 endorsements
• Social Media - 5 endorsements
Overall Online Presence:
• Maya has 749 connections and her banner is customized
but her photo does not look professional. Her overview is
extremely detailed and she has other social media. Her
URL is also customized to her name.
• Grade: Superior, 95 out of 100
Industry Experience:
• Full time student at Full Sail University
Education:
• Entertainment Business BS at Full Sail University
Leadership Experience:
• Management experience within past careers.
• Leadership and training experience within past careers.
Skills and Pro
fi
ciencies:
• Communication - 1 endorsement
• Problem Solving - 1 endorsement
• Leadership - 1 endorsement
Overall Online Presence:
• I have only 3 connections, my banner is customized and
my photo is professional as well. Not very detailed
overview and no other social media. My URL is customized
to have my name in it.
• Grade: Poor, 25 out of 100

11. BRAND POSITION
For women in the entertainment industry who are
trying to diversify themselves and increase their
knowledge base, I provide authentic and empowering
conversations that revolve around improving skills
because I believe in real human connection based in
honesty and authenticity.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Business Workshops at Full Sail University
‣ O
ff
ered throughout my time at school. Will commit to at least
2 workshops a month.
• Coursera by Meta
‣ Online Facebook Marketing Analytics. 7 month long course for
a certi
fi
cate.
• Adobe DITAWORLD
‣ May 10-12, 2022 online conference.
Digital Marketing
• Primary Content: Authentic daily life trying to pursue dream career
and life. Using my struggles and accomplishments to help others
succeed.
• Primary Tools: Twitter, Instagram, and LinkedIn. Will post 2-3 times
a week.
• Website: More in depth about what I am currently working on.
Where social media will provide a glimpse. Showcase my
accomplishments and future endeavors.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Make connections with instructors former students who
pursued similar careers. Reach out and make connections
to have a better understanding what I need to accomplish.
September 2023, and throughout my school years.
Formal Education
• Bachelor’s of Science in Entertainment Business Full Sail
University. Expected graduation 2023.
Technical Skills
• CRM Software, September 2023
• WEB Platform Development Software, September 2023
• Communications and Media, September 2022
Soft Skills
• Oral Comprehension, June 2022
• Organizing, Planning, and Prioritizing work, June 2022
• Telephone and Group Work, September 2022
•

14. Alissa Scales
You know how most companies expect you to have a
foundation already built with so many years of experience?
Well, what I do is provide training and skill development while working in the
entertainment
fi
eld. In fact, businesses that are willing to work one on one and care for
their employees have increased longevity from their employees.
“

15. REFERENCES
11-2021.00 - marketing managers. O*NET OnLine. (2021, November
16). Retrieved February 7, 2022, from https://
www.onetonline.org/link/summary/11-2021.00
Adobe DITAWORLD 2022. Adobe DITAWORLD 2022 - Adobe
DITAWORLD 2021 â The Online Conference for Marketing &
Technical Communication Professionals. (n.d.). Retrieved
February 7, 2022, from https://2022-adobe-dita-
world.meetus.adobeevents.com/
Datis. (2022, February 2). Marketing & Social Media Marketing
Conferences in 2022. HeyOrca. Retrieved February 7, 2022,
from https://heyorca.com/blog/events/marketing-and-social-
media-marketing-conferences/
Lover brand archetype - kaye putnam: Psychology brand strategy.
Kaye Putnam | Psychology Driven Brand Strategist. (2022,
January 9). Retrieved February 3, 2022, from https://
www.kayeputnam.com/brand-archetype-lover/
Facebook marketing analytics. Coursera. (n.d.). Retrieved February 7,
2022, from https://www.coursera.org/professional-certi
fi
cates/
facebook-marketing-analytics
Images are from Adobe Stock.
Information for individuals are found on their personal LinkedIn
pages.