This is a project I completed as part of the Project Portfolio I class at Full Sail University. The project is about my personal brand. Completed in April 2021

1. PERSONAL BRAND EXPLORATION
Kaina Murill
o
Project & Portfolio I: Week
1
April 12, 2021

2. I was born in the United States but when I was
ten years old I moved to Colombia with my
family, where I lived for six years. There I was
able to experience a whole di
ff
erent lifestyle and
culture that I now integrate in my life. I wish to
continue to combine everything that I learned
from both cultures into all future endeavors . I
highly enjoy the music scene, whether it be
seeing a single artist, band or DJ. Most of my
free time is spent at a concert or festival , no
matter how far it may be from where I live. After
graduating from Full Sail my goal is to be a part
of the music and entertainment scene in any or
every way possible.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Business Manager of Artist,
Performer or Athlete
• Advertising & Promotions Manager
• Public Relations Specialist
BRAND ARCHETYPE -
In my archetype I am an explorer, maverick
and entertainer. Being resourceful,
authentic, assertive and charismatic are
some qualities that envelop who I am as a
person and professional to be. To future
client’s I will make sure to help them feel
empowered, stimulated and
fi
red up by the
end of our encounter and projects planned.
Artist or Relations Manager in Entertainment Busin
Picture Relevant
to Your Industry
Goes Here

4. • DEMOGRAPHICS:
Age: 21 - 45
Race, ethnicity and gender: all inclusive
Education: Bachelor’s Degree in business, marketing,
communications or related
fi
elds
• PSYCHOGRAPHICS:
Personality:
fl
exible, adaptable, reliable , a leader,
strategic, punctual
Lifestyle: fast paced, social, hospitable
Values: integrity , honesty, self-motivaated,
dependable , responsible, motivated to grow and
learn
• IDEAL AUDIENCE MEMBERS:
Fernanda Arcay - Head of Marketing at NEON16
Jorge Ovalle - Tour Manager and Head of Digital for
Artist Incubator at NEON16
Alejandro Vicuña - General Manager at NEON16
Head of Marketing and Managers at NEON16
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Obtain a Digital Marketing Certi
fi
cate
‣ Have a paid internship with NEON16 or B
Public Relations. Also have more presence on
social media, at least 2k followers on
instagram.
Mid Term: (2025)
• Obtain entry level job at a PR
fi
rm or record label.
‣ Create an independent media project for an
upcoming artist that obtains over 50k views.
Long Term: (2035)
• Earn a management position at a record label.
‣ Have over 200 connections on LinkedIn

6. SKILLS ANALYSIS
Notable Skills & Current
Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current
Pro
fi
ciencies:
Speaking, reading and writing in Spanish 90%
Pro
fi
cient in Excel 60%
Social Media Platforms 90%
Time Management 80%
SOFT
HARD
Hypertext Markup Language HTML 2%
Google Analytics 0%
Written Expression 55%
Deductive Reasoning 90%
SOFT
HARD

7. I will help NEON16 to continue to create a
fearless and genuine record label by adding
my knowledge and life experience to their
diverse personnel.
PROMISE

8. CREDENTIALS
Work Experience:
• Customer Service Supervisor at Hobby
Lobby
• Lead Merchandise Sales Rep for The
Revel Band
• Customer Service Specialist and Human
Resources Assistant at Home Depot
Education:
• High School Diploma Passaic Valley
Regional High School (2016)
• Entertainment Business, B.S., Full Sail University (Exp. 2022)
Awards:
• National Honors Society in High School
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Jeffrey E. Parizotto
Industry Experience:
• Wardrobe Assistant at Colorado
Ballet (1yr 4mos)
• Choreographer at IGNITE Theatre Co.
(2yrs 6mos)
• Administrative Assistant at American
Sentinel University (2yrs 6mos)
Education:
• BA, Entertainment Business Full Sail University
Leadership Experience:
• N/A
Skills and Pro
fi
ciencies:
• Musical Theatre - 0 endorsements
• Time Management - 0 endorsements
• Project Planning - 0 endorsements
Kaina Murillo
Overall Online Presence:
• 84 connections, banner image is customized, has a
professional headshot, very detailed pro
fi
le, no
published articles, other social media is not linked,
Lhas a customized URL
• Grade: Average, 70 out of 100
Industry Experience:
• Head Merchandising Sales Rep for
The Revel Band
• Seat Filler at the Video Music Awards
Education:
• High School Diploma, Passaic Valley High School
• BA, Entertainment Business Full Sail University
Leadership Experience:
• N/A
Skills and Pro
fi
ciencies:
• Speak, read and write
fl
uently in Spanish - 0
endorsement
Overall Online Presence:
• 1 connection, banner image customized, no
professional headshot, no published articles,
instagram social media account linked, URL is
customized
• Grade: Average 65 out of 100

10. COMPETITION
Cory Geary
Noteworthy Experience:
• Internship Study Abroad with CNN Pinnacle Europe,
Communication and Political Science at The American
International University in London (1998)
Kaina Murillo
Industry Experience:
• Director of Integrated Marketing at AMC
Networks ( 5yrs 7 mos)
• ABC Family Senior Manager of Ad Sales
Marketing & Promotions at Disney ABC
Television Group (6yrs 2mos)
Education:
• BS, Mass Communication Stephens College (1995-1999)
Skills and Pro
fi
ciencies:
• SIntegrated Marketing - 9 endorsements
• ocial Media Marketing - 4 endorsements
• Strategic Partnerships- 3 endorsements
Overall Online Presence:
• 300 connections, yes banner image customized, yes
professional headshot, very detailed pro
fi
le, no
published articles, not active on other social media, yes
URL Is customized?
• Grade: Superior, 95 out of 100
Industry Experience:
• Head Merchandising Sales Rep for
The Revel Band
• Seat Filler at the Video Music Awards
Education:
• High School Diploma, Passaic Valley High School
• BA, Entertainment Business Full Sail University
Leadership Experience:
• N/A
Skills and Pro
fi
ciencies:
• Speak, read and write
fl
uently in Spanish - 0
endorsement
Overall Online Presence:
• 1 connection, banner image customized, no
professional headshot, no published articles,
instagram social media account linked, URL is
customized
• Grade: Average 65 out of 100

11. BRAND POSITION
For NEON16 who need an uninhibited person for advertising
and promotions, I provide a fresh look into upcoming
trends and promotion tactics because I combine in
fl
uences
from both countries that I have lived in.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• American Marketing Association
‣ Chicago, IL
• Sales & Marketing Executives International
‣ Orlando, FL
• DigiMarCon East
‣ Brooklyn, NY April 2022
Digital Marketing
• Primary Content: Posting updates on the works and projects
I have been a part of and the numbers they are doing if its
view wise or the amount of times someone visited a site.
Primary Tools: Mostly would use instagram for their live
feature and easy story posts and twitter to post screenshots
and simple tags that people can follow along too.
• Website: Updating it constantly with new projects, jobs or
internship material that may arise and making sure it can be
used as an extended resume
Picture of You
Goes Here

13. PROFESSIONAL
DEVELOPMENT
Mentor
• Female or Male in the public relations
fi
eld or in
advertising and promotions, with at least 12 years of
experience in the
fi
eld. Preferably in the latin music
community but also into all genres of music. Living on
the east coast but also travels for work. JUN 2022
Formal Education
• BA, Entertainment Business 2022
• Digital Marketing Certi
fi
cate 2024
Technical Skills
• Google Analytics - Udemy, Feb 2023
• HTML Class - CodeAcademy, April 2023
• Social Media Marketing - Udemy, July 2023
Soft Skills
• Public Speaking - Udemy, Jan 2024
• Written Communication - Udemy, April 2024
• E
ff
ective Time Management - Udemy, Aug 2024

14. KAINA MURILLO
Do you feel like your concert ads and
promotions don’t get enough outpouring? Well,
with my pro
fi
ciency in social media communications I can
make sure all concert and festival content will be received positively and
viewed broadly. In fact, I boosted ticket sales for a small town band from
New Jersey close to selling out (ticket goal 150, tickets sold 80), in three
weeks, after their ads had been cycling for a month and a half.
“

15. REFERENCES
NEON16. (2021). LinkedIn. LinkedIn.
https://www.linkedin.com/
company/neon16/
Ovalle, J. (2021). LinkedIn. https://
www.linkedin.com/in/jorge-
ovalle-6a317b26/
Public relations SPECIALISTS. (n.d.).
Retrieved April 13, 2021, from
https://www.mynextmove.org/
pro
fi
le/summary/27-3031.00
Pzotto, J. (2021). LinkedIn. Linkedin.
https://www.linkedin.com/in/
jpzotto/
Sallida. (2020, November 21). NEON16
head of marketing Fernanda Arcay
Interview. Retrieved April 13, 2021,
from https://lemontrend.com/
lifestyle/fernanda-arcay-
marketing-neon16/
Summary report For: 27-3031.00 - public
RELATIONS SPECIALISTS. (n.d.).
Retrieved April 13, 2021, from
https://www.onetonline.org/link/
summary/27-3031.00
Accessibility and HTML. (2021). Codecademy. https://
www.codecademy.com/articles/accessibility-and-html
Advertising & PROMOTIONS MANAGERS. (n.d.). Retrieved
April 13, 2021, from https://www.mynextmove.org/pro
fi
le/
summary/11-2011.00
“Agents & Business Managers of Artists, Performers, &
Athletes.” My Next Move, www.mynextmove.org/pro
fi
le/
summary/13-1011.00.
Arcay, F. (2021). LinkedIn. LinkedIn. https://www.linkedin.com/
in/fernandaarcay/
B public relations. (2021). Wearebpr.Com. https://wearebpr.com
Five marketing associations to JOIN: BESTCOLLEGEREVIEWS.
(2020, November 10). Retrieved April 13, 2021, from https://
www.bestcollegereviews.org/lists/
fi
ve-marketing-
associations-to-join/
Geary, C. (2021). LinkedIn. LinkedIn. https://www.linkedin.com/
in/cory-geary/
https://www.codecademy.com/learn/learn-html
Vicuña, A. (2021). LinkedIn. LinkedIn. https://www.linkedin.com/
in/alejandrovicuna/
Technical skills: De
fi
nitions and examples. (n.d.). Retrieved April
13, 2021, from https://www.indeed.com/career-advice/
resumes-cover-letters/technical-skills