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Katherine Hernandez Career Portfolio 



Contents

I.

Welcome

II.

Resume

III.

Samples of Work a. California Polytechnic University, Pomona b. Studio M Salon c. Sony Music Entertainment


I.

Welcome


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!
 
 Recently,
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
has
been
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.
 
 Enjoy!
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 



II.

Resume


Katherine Hernandez 8171 Inspiration Drive, Alta Loma, CA 91701 (951) 217-8519 mskatherinehernandez@gmail.com http://www.linkedin.com/in/kathyhernandez OBJECTIVE To build a long and successful career applying my skills and experience in music marketing. EDUCATION Bachelor of Science, Business Administration: Marketing California State Polytechnic University, Pomona (June 2011) EXPERIENCE College Marketing Representative, Sony Music Entertainment (July 2008 – Present) • Organize cross-promotional events to create excitement for artists and new releases • Work closely and manage relationships with record stores and lifestyle accounts to aid in development of breakthrough and established artists • Deliver promotional support and supplement reporting needs for the label and management at music events • Leverage 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 – Present) • Create and design all social media and online outlets in addition to email marketing to gain and retain clients • Increased online presence by 40% 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 Coordinator, Idobi Radio (December 2009 – May 2010) • Expanded fan base through use and maintenance of Facebook and Twitter in order to alert new and current fans on new shows and articles • Contacted publicists to inform coverage of their artists through reviews, interviews, and photos on the network 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 • Supported all departments (tour, publicity, licensing, marketing, etc.) with special project needs Artists and Repertoire Intern, Columbia Records (June – September 2008) • Researched prospective new talent through off- and online media to present to A&R executives for review • Assisted with special projects, database maintenance, and promotional mailings for marketing efforts Licensing Intern, Sony BMG Music Entertainment (September – December 2007) • Organized material for delivery of collateral to private licensing clients to secure placement • Researched artists being considered for licensing opportunities ensuring proper paperwork and information ACTIVITIES • GRAMMY U, Campus Representative (2009-present) • Music and Entertainment Industry Student Association, Member, Cal Poly Pomona (2009-present) SPECIAL SKILLS • Speaking, reading and writing ability in Spanish • Microsoft Office, PC and MAC platform proficiency, Adobe Photoshop, Dreamweaver, HTML, Wordpress


III. Samples of Work


California Polytechnic University, Pomona


Movie Marketing: Press Release


 Contact: IBM 491 Group 6 Tel: (951) 217-8519 Fax: (909) 987-7987 Email: mskatherinehernandez@gmail.com

FOR IMMEDIATE RELEASE

20TH CENTURY FOX AND EDWARD R. PRESSMAN FILM HOST THE WORLD PREMIERE OF ‘WALL STREET: MONEY NEVER SLEEPS’ The Sequel Starring Michael Douglas and Directed by Oliver Stone Will Premiere in New York on September 20th, 2011 WHAT:

The World Premiere of 20th Century Fox’s and Edward R. Pressman Film’s “Wall Street: Money Never Sleeps,” starring Oscar award winner Michael Douglas who is released from prison due to insider trading and faces the modern world of finance while attempting to build his estranged daughter’s relationship and her fiancé, young Wall Street player.

WHO:

“Wall Street: Money Never Sleeps” stars Michael Douglas, Shia LeBouf, Carey Mulligan and Josh Brolin will join director and producer Oliver Stone, executive producers Alessandro Camon, Celia D. Costas, Alex Young, producers Eric Kopeloff, Edward R. Pressman, co-writers Allan Loeb, Stephen Schiff, composer Craig Armstrong and David Byrne. Other celebrity guests include: Charlie Sheen, Frank Langella, Eli Wallach, Susan Sarandon, Catherine Zeta Jones, Thomas Belesis, Vanessa Ferlito, George Blumenthal, Catherine Wolf, Olaf Rogge, James Chanos, Graydon Carter, Natalie Morales and many more.

WHERE:

Ziegfeld Theatre 141 West 54th Street

WHEN:

Tuesday, September 20 Press Time: 4:00PM Celebrity Arrivals: 5:00PM Screening: 8:00PM

“Wall Street: Money Never Sleeps” opens nationwide on Friday, September 23, 2011.
 ### For more information, or to schedule interviews, please contact IBM 491 Group 6 at mskatherinehernandez@gmail.com


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

Photo
contest
for
Valentine’s
Day.
 Helped
in
spread
the
word
about
the
salon
and
build
 Facebook
presence.
 Winner
won
makeover
and
brought
in
20+
new
 facebook
likes.
 



Online Outlets


Online Outlets


Sony Music Entertainment


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.

Buffalo Exchange

Ice Cream Man

Listening Event: We had scheduled to start at 1PM but had some technical difficulties and started up around 1:30PM. Even with a late start, there were kids coming by waiting to hear the record. They went next door to Fingerprints to kill some time. At 1:30 we started it 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, I’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!


Back to School Event Example Cal Poly Pomona’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 Internet. 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


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 don’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 Bayside’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 but I felt really bad afterwards because people kept coming up to me asking if I had anymore. Definitely could have handed out a lot more.


**Bayside Tattoo**


**Another Bayside Tattoo** 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.


Merch Area (dropped off some download cards)

Merch Area (dropped off some download cards)


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

McClain’s Coffeehouse

Pizza Lounge


Marco Polo Pizza

Rocky’s Café

Trax Accessories

Uptown Whittier

Gina’s Pizzeria Campus Coverage: • • •

Chaffey Community College Fullerton College UC Irvine

Wahoo’s Tacos


 Chaffey Community College 

 Chaffey Community College 

Chaffey Community College

Fullerton College


 UC Irvine 

UC Irvine

Cal Poly Pomona

Cal Poly Pomona


Online:

Alternative Music – LA/OC Facebook page

Cal Poly Pomona interest page


Downtown Fullerton Facebook page

Fullerton College Facebook page


Goodfellas Bar & Grill Facebook page

OrangeCounty.Com’s Facebook page


Slidebar Facebook page

Tumblr


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


Gina’s Pizzeria

Buffalo Exchange – Long Beach

Laguna Beach

Laguna Coffee Company

Heidelberg Pastry Bistro

Gina’s Pizzeria


Buffalo Exchange – Fullerton

Coutlet Boutique

 SoHo Clothing 

 Trax Accessories 


 Jeanology 

McClain’s Coffeehouse 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

 California State University, Long Beach 


California State University, Long Beach

University of California, Irvine

University of California, Irvine

California Polytechnic University, Pomona

ďƒ&#x; California Polytechnic University, Pomona ďƒ 


 CPP 

 CPP 

 CSULB 


 CSULB 

 CSULB 

 UC Irvine 


UC Irvine

Fullerton College

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.

Facebook

He’s Just Not That Into You movie Get Glue page

I Am Number Four movie Get Glue page

Adele’s Get Glue page

Huffington Post – Article about Best New Artist

In Flex We Trust


Smart Cookie Blog

Studio M website

Carry Me Home

Corinne Bailey Rae – GetGlue

Duffy – GetGlue

Madison Plus blog

Music Rooms.net

The Prophet Blog

Personal Facebook

Twitter


College Press: I have secured college press for Adele.

The Daily Titan

The Poly Post


The End. 


Katherine Hernandez, Career Portfolio