Katherine Hernandez Career Portfolio
Samples of Work a. California Polytechnic University, Pomona b. Studio M Salon c. Sony Music Entertainment d. ViewSonic
Welcome Here in you’ll find selected works from my educational career at California Polytechnic University in Pomona as a Marketing major, online marketing at Studio M Salon and my experience as a College Marketing Representative at Sony Music Entertainment. For the past 4 years I have had the good fortune to learn the ins and outs of marketing through experienced and intelligent professors. My work has included marketing plans, market research and presentations, movie marketing, writing press releases and much more! During my senior year in college, I began working with a local business in developing and executing their online marketing. Launching their website, Facebook, Twitter, blog and Youtube plus creating promotional initiatives and introducing online booking has helped in growing their online presence. My most valuable of internship experiences was my latest position at Sony Music Entertainment as College Marketing Representative. After 3 years with the company, I have created listening events, provided support at concerts, promoted artists’ tours and utilized independent record stores, lifestyle accounts, college campuses and the online space to create excitement and awareness for upcoming releases. Presently, I am a Social Media Specialist Intern at ViewSonic Corporation. I launched their social media initiatives and strategy. With engaging content and promotions, I have been able to increase their social media presence by over 30% in a short amount of time, thus far. Combining my education, my experience, my drive and my passion for social media and entertainment, I have created a path to a successful career. Enjoy!
Katherine Hernandez 8171 Inspiration Drive, Alta Loma, CA 91701 (951) 217-8519 email@example.com http://www.linkedin.com/in/katherinehdz OBJECTIVE To build a long and successful career applying my skills and experience in music and digital marketing. EDUCATION Bachelor of Science, Business Administration: Marketing California State Polytechnic University, Pomona EXPERIENCE Social Media Specialist Intern, ViewSonic Corporation (July 2011 – Present) • Grew social media following by 30%, initiating new strategies such as Facebook Advertising, LinkedIn, and Foursquare, while also developing and implementing engaging content • Created and maintain social media editorial calendar and schedule daily content on all social media channels, analyzing metrics and performance to correctly adjust content and scheduling for most engagement • Collaborate with Social Media Manager, Analytics, E-Commerce, Marketing Manager and Creative team to create social media and blog strategy, promotional initiatives and design College Marketing Representative, Sony Music Entertainment (July 2008 – June 2011) • Organized cross-promotional events to create excitement for artists and new releases • Worked closely and manage relationships with record stores and lifestyle accounts to aid in development of breakthrough and established artists • Delivered promotional support and supplement reporting needs for the label and management at music events • Leveraged online research and promotion through social networking sites, blogs and new media applications to virally spread artists’ marketing messages Online Marketing, Studio M Salon (November 2010 – June 2011) • Created and designed all social media and online outlets in addition to launching blog and email marketing to gain and retain clients • Increased online presence by 50% through community management and user engagement on Facebook, Twitter and Youtube channels, among others • Collaborate and execute offline marketing strategies to create presence in local market Publicity and Licensing Intern, Fearless Records (June – September 2009) • Maintained and updated publicity and licensing contacts databases for most efficient use • Assisted in development of press materials of new releases for online distribution • Worked closely with publicist to research and gain publicity and licensing opportunities for artists New Media Intern, Epitaph Records (September 2007 – March 2009) • Aided New Media Director with online research and promotional initiatives • Developed and executed contest ideas and giveaways through various websites and blogs for artist promotion and branding while also maintaining relationships with bloggers and music fansites • Supported all departments (tour, publicity, licensing, marketing, etc.) with special project needs ACTIVITIES • GRAMMY U, Campus Representative (2009-2010) • Music and Entertainment Industry Student Association, Member, Cal Poly Pomona (2009-2011) SPECIAL SKILLS • Speaking, reading and writing ability in Spanish • Microsoft Office, PC and MAC platform proficiency, Adobe Photoshop, Dreamweaver, HTML, Wordpress, iLife, Pint Web Platform, Magento Commerce, ShortStack, Google Analytics
III. Samples of Work
California Polytechnic University, Pomona
Contact: IBM 491 Group 6 Tel: (951) 217-8519 Fax: (909) 987-7987 Email: firstname.lastname@example.org
FOR IMMEDIATE RELEASE
OLIVER STONE AND THE STAR CAST OF ‘WALL STREET: MONEY NEVER SLEEPS’ TO TRAVEL TO LONDON AND LAS VEGAS FOR PRESS JUNKETS Press Junkets in both London and Las Vegas Will Be Held During The Month Of August In Preparation For The Film’s Release In September Director and Producer Oliver Stone will travel to Las Vegas, Nevada and London along with stars: Michael Douglas, Shia LaBeouf, and Josh Brolin. The group will be meeting with press for interviews in Las Vegas on August 5th at The Cosmopolitan on the Las Vegas Boulevard. Then they will travel to London where the press junket will be held on August 12th at The Deck on top of the National Theatre building. LaBeouf has been preparing for the movie since day one, “I knew nothing about finance coming into this movie, so I had to learn everything from scratch. I had a meeting arranged with Oliver Stone in Los Angeles and about three or four days before that meeting I walked into Schwab Investment Services and asked them to walk me through everything. I wanted to learn as much as possible about the business and trading. I opened up an account with $20,000 of my own money and started trading, and the value of the account went up to $300,000 in two and a half months.” Top press will be invited to both junkets to interview the cast on the rules of modern finance, the relation of Wall Street and this fictitious tale depicting the fall, greed and fast pace of the market, all in preparation for the fall global release. ### For more information, or to schedule interviews, please contact IBM 491 Group 6 at email@example.com Film Stills Attached.
Movie Marketing Presentation Online Marketing and Advertising
Film producer invited me in for marketing brainstorming sessions after this presentation.
Market Research Presentation College Students & Music Purchasing
Studio M Salon
Facebook Promotion Example
Photo contest for Mother’s Day. This promotion brought in 50+ new Facebook likes and potential new clients. This aided in spreading the word about the salon and build Facebook presence.
Sony Music Entertainment
Back to School Event Example Cal Poly Pomonaâ€™s PACK THE STANDS September 24, 2010
About the event: At the first game of every sport at Cal Poly, we have either PACK THE STANDS for soccer and PACK THE GYM for volleyball/basketball. I have teamed up with the Bronco Athletics department in the past and it is always an amazing turn out! They usually have free Chick-fil-a sandwiches, free Golden Spoon yogurt, Chipotle coupons for free entrees, etc. About 300-500 students attend these events. The usual are freshman or those who live on campus. The event is promoted all around campus and the online. A plus about this is that our Sony Music logo was on the flyer.
The Bags: In past events, I have laid out the tools and had students grab bags and stuff the bags themselves with things they liked. However, I decided it’d be more effective to stuff them so that we could get tools into their hands that they usually wouldn’t pick up. I stuffed 125 bags (half and half for each event) for this event with various goodies. These included: Bob Dylan stickers, Record Store Day stickers, Touch Tunes stickers, John Legend & The Roots flats, Locnville bookmarks, Glee pencils, Angel Taylor pencils, Iron Maiden stickers, Jerrod Niemann door hangers, Iggy Pop stickers, 2AM Club/Mark Ronson door hangers, Hellyeah stickers, Say Anything flats, Coheed and Cambria stickers, Jeff Buckley postcards, Herbie Hancock bookmarks, Band of Horses bookmarks, Hawthorne Heights stickers, Ke$ha temporary tattoos, Three Days Grace temporary tattoos, The Clash stickers, Ozzy Osbourne stickers, Vedera stickers, The Script stickers, MGMT flats, Temper Trap stickers, Sia flats, Black Kids/Nneka buttons, Civil Twilight flats, Franz Ferdinand matches, and Broken Bells matches. I laid out the leftover tools on the table for when the bags ran out and also for students to take extras. I also had a couple posters (such as 3 Mike Posner clings, 4 Coheed and Cambria posters, couple FIFA flats, etc) and they were gone in a blink of an eye!
At the event: The event started at 3:30 and by 4:30, all 125 bags were gone. I still had the leftovers and everyone grabbed a bunch of those. One of the most memorable was a student who saw the TouchTunes stickers and said “YEAH! THE PARTY STARTS HERE!” He asked if he could take a couple more and I told him to take as many as he wanted so he grabbed around 20 and was so excited. Whenever I said Bob Dylan stickers, everyone would get really stoked. Since these were mostly students who live on campus and residents had just moved in Wednesday, they wanted stickers to “decorate their doors” with. I thought that was pretty cool since they’d be up in their rooms for all their friends to see! I set up my Vaio on the table and played the Avett Brothers live dvd for half of the time and the last half I played Robin Williams’ dvd. I had a student stand there and watch Robin Williams for at least five minutes, laughing. He told me he had already seen it but loved Robin Williams and apparently has played video games with him. Also, I had someone comment on the Avett Brothers dvd and I discovered we have a class together this quarter. Lastly, I set up posters of the upcoming shows I have and I had a lot of people ask me about them, which was another plus and good idea. Overall, it was another great event and I was very proud!
Cal Poly mascot representing Sony!
Playing Robin Williams
Listening Party Example MGMT Listening Party Buffalo Exchange in Long Beach March 27 th , 2009
Promoting the event: Along with the promotion I executed online through OC college Facebook groups and through flyer visibility at local campuses, Buffalo Exchange helped tremendously in spreading the word. They go out weekly and promote to local campuses by handing out coupons and this time, MGMT flyers. The Ice Cream Man and Buffalo Exchange also promoted it through their own online outlets.
Ice Cream Man
Listening Event: This was a fun event! At 1:30 we started and the ice cream man showed up. For the first 20 minutes we had a really good amount of about 30 people just to hear the record and pick up some ice cream. However, throughout the time that the record was playing in the store, Iâ€™d have to say that about 50-60 people had come and gone. Fans said they heard about it online and through the store itself since they had heavily promoted it. We played it one time through completely and a couple tracks after that. People coming to Buffalo Exchange saw the posters and took a couple stickers, postcards, etc. Some customers even came in
because they were MGMT fans and had walked by the store and saw the posters. The record was very well received by those that came to hear it. They all said it was very different from Oracular Spectacular but still liked the direction that MGMT took it in. I collected names and email addresses to raffle off the lithograph and will be mailing that out to them. Overall it was the best listening event yet!
Tour Report Recap Bayside House of Blues Anaheim, CA November 6 th , 2010 **SOLD OUT**
Venue: House of Blues in Anaheim, California is located within the Downtown Disney area. This area includes restaurants, shops, and is just a few feet away from Disneyland. It is a perfect place to spend a nice Saturday night out with your family, or in this case, watching your favorite band. This House of Blues has two floors, with the bottom including their restaurant and both levels including a bar with an upstairs patio. The maximum capacity is listed at 1,050. House of Blues in Anaheim has seen as many great acts, big and small, local and national. They are very strict, as they donâ€™t allow any posters around the venue. Demographic: The show was sold out! For the most part, the audience was 21+ between the ages of 23-late twenties some early thirties but there were a handful of teenagers. Bayside has a loyal following, such as myself, of kids who grew up listening to them in High School when they began and now are 23-25. There was a good ratio of men and women, but there were definitely more men. Show: Bayside played before Senses Fail this night and I have to admit that I think 40% of the crowd left after Baysideâ€™s set. From the first song to the very last note, the band brought the usual energy they do at every show. For every verse and every chorus, if Anthony stopped singing, you could hear the entire room fill in for his vocals. It happens at every show but I feel like it was even stronger tonight. Even the band noted that
Anaheim “kicked the shit out of LA.” They mentioned the new record before playing their new song “Already Gone.” All the kids around me already had the lyrics down to the new song and were belting out the words like they’ve already heard it 100+ times. I’d like to say that certain songs stood out more than others but I think they were all hits. Maybe “Duality,” “Carry On,” “Montauk,” “Devotion and Desire,” and for sure the Weezer cover of “My Name is Jonas.” People in the pit were swaying back and forth by force of the crowd, kids were “moshing”, everyone was clapping, and one girl stood up on the rail before security made her get down; all in all it was a crazy but amazing show. They fit in a total of 15 songs. Bayside never disappoints. Links: - Performance and crowd reaction to “Already Gone”: http://www.youtube.com/watch?v=U-FgWjQiK_g - Couple reactions from fans about the show: http://www.youtube.com/watch?v=lhQE0vh2la8
After the Show: I handed out about 150 download cards. The demand was so high that after I ran out, fans continuously came looking for more.
Venue Set-Up: Since House of Blues does not allow for posters around the venue, I figured I could at least spread some coasters around to all four bars in the venue. As soon as I would put down these coasters, fans grabbed them off the countertops and people asked me if they could have them.
Market Set-Up: Independent Retail: • •
Sound Spectrum Lovell’s
Lifestyle: • • • • • • • •
McClain’s Coffeehouse Pizza Lounge Marco Polo Pizza Rocky’s Café Trax Accessories Uptown Whittier (Across Concave Skate Shop) Gina’s Pizzeria Wahoo’s Tacos
Marco Polo Pizza
Gina’s Pizzeria Campus Coverage: • • •
Chaffey Community College Fullerton College UC Irvine
Chaffey Community College
Chaffey Community College
Alternative Music â€“ LA/OC Facebook page
Bayside Facebook page (mentioned download cards at show)
Cal State Fullerton facebook page
Goodfellas Bar & Grill Facebook page
OrangeCounty.Comâ€™s Facebook page
Slidebar Facebook page
Lifeline Excerpt Example Adele, 21 Full Visibility Campaign Lifestyle Accounts: I have created awareness for Adele at the following Lifestyle accounts with posters, booklets, and promo copies for in-store play: • Buffalo Exchange – Long Beach • Buffalo Exchange – Fullerton • Polly’s Gourmet Coffee • Coutlet Boutique • The Pizza Lounge • SoHo Clothing • Laguna Coffee Company • Trax Accessories • Gina’s Pizzeria • Jeanology • Heidelberg Pastry Bistro • McClain’s Coffeehouse • Laguna Beach
Buffalo Exchange – Long Beach
The Pizza Lounge
Polly’s Gourmet Coffee
Heidelberg Pastry Bistro
Buffalo Exchange – Long Beach
Laguna Coffee Company
Heidelberg Pastry Bistro
Campus Coverage: I have created awareness for Adele on the following campus: • California State University, Long Beach • University of California, Irvine • California Polytechnic University, Pomona • Fullerton College
ďƒ&#x; California State University, Long Beach ďƒ
California State University, Long Beach
University of California, Irvine
University of California, Irvine
California Polytechnic University, Pomona
Online: I have created awareness for Adele’s new record and video online through social networks and blogs featuring similar artists. I attempted to find movies on Getglue.com that had the same target market for Adele as well.
He’s Just Not That Into You movie Get Glue page
Adele’s Get Glue page
Huffington Post – Article about Best New Artist
I Am Number Four movie Get Glue page
In Flex We Trust
Smart Cookie Blog
Studio M website
Carry Me Home
Corinne Bailey Rae – GetGlue
Duffy – GetGlue
Madison Plus blog
The Prophet Blog
College Press: I have secured college press for Adele.
The Daily Titan
The Poly Post
Social Media Channels
Have increased Social Media Presence by over 30%
Initiated Facebook Advertising. Targeted Gamers for a 3D Monitor Promotion. Resulted in reaching 1.9 million Users.
ViewPad 7e Facebook Sweepstakes
Ducks Sponsorship Foursquare Promotion
Career Portfolio, Updated December 2011