2. Kiara has a reputation for being friendly,
creative, and a dreamer with a strong
imagination. She grew up in the city streets
of St. Louis, but her imagination helped her
escape the reality around her. Throughout
time, hip hop artists have too, been using
their imagination and voice to escape their
reality. Shortly after dating an independent
hip-hop artist, Kiara saw the dilemma they
face every day. This problem gave Kiara the
Universalism and power to study Digital
Marketing at Full Sail University.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Ad And Promotion Manager
• Public Relations Specialist
• Artist Manager
Magician Archetype - developing
transformative content, to target fans
through ads, and showing artists,
dreams can manifest. By using old
proven trends and creating fascinating
new ones, Kiara targets core fans and
empower them to engage and buy fan-
related items from artists.
Digital Marketing for Independent Hip Hop Artists
4. • DEMOGRAPHICS: Male, 17-27
years old, Predominately
African American, Single, High
School Educated, Located in
United States.
• PSYCHOGRAPHICS: Enjoys
hip hop and urban culture,
black history and politics,
fashion, dancing, had a hard life
but wants something better
from life.
• IDEAL AUDIENCE MEMBERS:
Independent hip-hop artists
Independent Hip Hop Artists from United States
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Start a Digital Marketing Agency for independent
hip-hop artists.
‣ Get a certificate of incorporation, business
license, operating agreement, and EIN by
January 24, 2022.
Mid Term: (2027)
• Partner with 8 record labels and sponsors.
‣ Connect with record labels and potential
sponsor via email, phone or LinkedIn 3 times
a week, every week starting March 20, 2023.
Long Term: (2042)
• Establish a strong agency that helps artists identify
their brands, target their core fans, and connect
them with labels and sponsor opportunities.
‣ Successfully help over 2,500 artist. Create
partnership with 20+ record labels, and 600
sponsorships with small and big companies.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Office Suite Software 90%
Video creation and editing software 75%
Time Management 70%
Public Speaking 60%
SOFTHARD
Office Suite Software 90%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD
7. Kiara helps independent hip-hop artists, who
are struggling to target fans, by transforming
remarkable digital marketing strategies, into
proven results of increasing engagement
and sales.
PROMISE
8. CREDENTIALS
Work Experience:
• 6 years in customer service
• 1 year in customer resolutions
• 2 years in social media marketing &
artist management for a independent
hip hop artist
Education:
• Wordpress 5 Essential Training,
Linkedin Learning Certification
• Digital Marketing, B.S., Full Sail University (Exp. 2022)
9. COMPETITION
Dustin Ryen
Industry Experience:
• Does not include work experience
on profile; assumed to still be in
school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Kiara Neal
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 2 year social media marketing f
Education:
• Current student enrolled in Digital Marketing, B.S.
at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries
throughout profile with two content pieces, no
articles published, sporadically active on personal
social media accounts, URL customized
• Grade: Average, 58 out of 100
10. COMPETITION
Zach Shefrin
Industry Experience:
• 4 year of digital marketing experience,
2 year & on going at Def Jam
Recordings
Education:
• Political Science, B.S. at The George Washington
University
Noteworthy Experience:
• Entrepreneurship - President of promotions
company for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly
6 years; could be distracting attention from PBR
work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Kiara Neal
Overall Online Presence:
• 500+ connections, banner image not yet
customized, polished headshot, detailed profile
summaries, two recommendations, notable
volunteer work, URL not yet customized, premium
membership
• Grade: Good, 70 out of 100
Industry Experience:
• 2 year social media marketing and artist
management for independent hip-hop
artist
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100
11. BRAND POSITION
Renewing honor, courage, and
commitment in American culture by
sharing rodeo stories that leave you
slacked-jawed.
KIARA “SLACK-JAW” NEAL
Fullie earned the nickname Slack-Jaw
in the Marines as he often left his brothers
at arms astonished by his stories.
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Content: est. podcast called “Slack-jawed
Stories”; 15 min. episodes telling personal stories of rodeo
stars; 1 episode per week; host and syndicate through
Libsyn
• Primary Tools: FB and Instagram - promote podcast
through 30 sec. promo videos; LinkedIn - network with
industry pros and publish monthly articles highlighting
some of the podcast stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase rodeo marketing knowledge
and embed podcast episodes
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least
25 yrs of experience in rodeo industry; family
man that upholds Christian values, Jan. 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2020
Technical Skills
• Set up free HubSpot CRM; complete all CRM
courses through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May
2019
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct.
2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019
14. Kiara Neal
You know how the rodeo fanbase has
been gradually slipping over the past
decade? Well, what I do is produce personal
brand stories that entertain and inspire American
families to celebrate remarkable feats of bravery within professional
bull riding. In fact, after serving years as a U.S. Marine, I produced
a short lm that helped a local cattle feed store increase their brand
awareness online by % in just one month. Customers often
referenced my video as the reason they decided to shop at the retail
“
”
15. REFERENCES
Brush, P. ( ). Patrick Brush LinkedIn Pro le. Retrieved
April , , from https://www.linkedin.com/in/patrick-
brush-a /
Kalkbrenner, T. ( ). Tracie Kalkbrenner LinkedIn
Pro le. Retrieved April , , from https://
www.linkedin.com/in/tracie-kalkbrenner- /
ONETOnLine.org. ( ). Summary Report for: - .
- Search Marketing Strategists. Retrieved April , ,
from https://www.onetonline.org/link/summary/
- .
PBR. ( ). PBR Company Page on Glassdoor. Retrieved
April , , from https://www.glassdoor.com/Overview/
Working-at-PBR-EI_IE . , .htm
PBR Career Site. ( ). Public Relations Manager - Job
Description. Retrieved April , , from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/communications-community-
relations/public-relations-manager-
PBR Career Site. ( ). Social Media Coordinator - Job
Description. Retrieved April , , from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/marketing/social-media-
coordinator-
Professional Bull Riders, LLC. ( ). Professional Bull
Riders, LLC Company Page on LinkedIn. Retrieved April
, , from https://www.linkedin.com/company/
professional-bull-riders-inc./
RodeoCommittees.org. ( ). Global Rodeo
Conference. Retrieved April , , from https://
www.rodeocommittees.org/events/ / -global-
