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Willie Ratchford May Personal Brand

1. PERSONAL BRAND EXPLORATION Willie Ratchford Project & Portfolio I: Week 3 April 21, 2019 2. Lover of the arts and creativity, Willie Ratchford grew up in the…
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  • 1. PERSONAL BRAND EXPLORATION Willie Ratchford Project & Portfolio I: Week 3 April 21, 2019
  • 2. Lover of the arts and creativity, Willie Ratchford grew up in the entertainment capital of America, California, which harness is love and passion for producing live events. He's been seen on stage majority of his life and let his imagination run wild behind the creation of an event. After exploring different entertainment channels for over 20 years, Willie enrolled in the Entertainment Business program at Full Sail University where he's focused on developing entertainment business skills. IDENTITY
  • 3. PROFESSION Potential Job Titles: • Show Producer • Executive Creative Producer • Executive Producer My top two brand archetypes are 25% Creator and 25%, Entertainer. Projecting a creative vision, that is unique and clear that inspires others in their self-expression as an individual while entertaining a fun lively atmosphere that compels people to enjoy life aspirations to the fullest. Producer of Live Events and Television and Film.
  • 4. • DEMOGRAPHICS: 75% Female, 30-45 years old, Predominately White, Married, College Educated, Located in Greater Los Angeles. • PSYCHOGRAPHICS: Enjoys to travel to see the world, vacation is the time where they spend relaxing and with families, love cooking, love finding new venturous in food and resutrants, spiritual and free-thinkers. • IDEAL AUDIENCE MEMBERS: Melinda Barror, HR Manager (Universal), Rosenda Teta, Sr. Recruiting Manager (Universal), Isabel Hernandez, HR Manager (Universal) Recruiters & Hiring Managers at Universal Studios & NBC TARGET AUDIENCE
  • 5. I create imagination into a reality that feels like a dream where people of all ages can lose themselves in storytelling, creation, and entertainment. PROMISE
  • 6. GOALS Short Term: (Immediately After Graduation, 2020) • Land an entry-level show direction or producing position at any themepark. ‣ Already have connected with HR and theme park producers on Linkedin. Apply for positions in Florida and Los Angeles areas. Mid Term: (2025) • Lead a successful production team in live events and developing and producing reality television shows. ‣ Expanding my production company on the West Coast and East Coast in live events and TV productions by 2025. Long Term: (2040) • Well establish Production company with household name events that are recognized nationally and internationally.
  • 7. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Event Management 87% Project Management System 80% Time Management 80% Theatre Management 60% SOFTHARD Communications and Media 90% Administration and Management 90% Critical Thinking 55% Coordination and Monitoring 60% SOFTHARD
  • 8. CREDENTIALS Work Experience: • 20 years in theatrical production • 13 years in event management and producing. • 7 years in marketing for Marketing firm. • 5 years in festivals, expos and conferences. • 3 years in Television and Film. Education: • Event Management, Lyndia Certification • Entertainment Business, B.S., Full Sail University (Exp. 2020) Awards: • DIRECTORS CHOICE AWARDS • CYT | BEST CREATIVE IDEA – 2007 • CYT | BEST PRODUCTION NUMBER – 2009 • INLAND THEATER LEAGUE AWARD • RENT – MUSICAL – 2010 • To Kill a Mockingbird -2010
  • 9. COMPETITION Beatriz Jaber Industry Experience: • Does not include work experience on profile; assumed to still be in school Education: • Current student enrolled in Entertainment Business, B.S. at Full Sail University • Lynda . COM for Poster Design, Human Resource, Online Marketing, SEO. Leadership Experience: • There are no leadership experience listed. Skills and Proficiencies: Skills not listed nor endorsements. Willie Ratchford Overall Online Presence: • Less than 200 connections, banner image not yet customized, professional headshot, lack of details throughout profile, no articles published, inactive on social media, URL not yet customized • Grade: Poor, 10 out of 100 Industry Experience: • 20+ years of producing live and immersive entertainment. Education: • Current student enrolled in Entertainment Business, B.S. at Full Sail University Leadership Experience: • Leadership President, Rancho Vista High • Vice Chairman in School Site Council, Rancho Vista High • Year Book Editor - 2 Years, Rancho Vista High • Christian Youth Theater, Directors Program Skills and Proficiencies: • Entertainment - 16 endorsements • Social Media - 14 endorsements • Event Management - 7 endorsements • Event Planning - 4 endorsement Overall Online Presence: • 500+ connections, banner image customized, selfie headshot, detailed summaries throughout profile with two content pieces, 2 articles published, sporadically active on personal social media accounts, URL customized • Grade: Average, 80 out of 100
  • 10. COMPETITION John Murdy Industry Experience: • 14 years as a Creative Director, Entertainment of Universal Studios Education: • Graduated in Bachelor Arts, Theatre, at Whittier College Leadership Experience: • Show Writer KBD Innovative Arts Skills and Proficiencies: • Film Productions- 29 endorsements • Theatrical Production - 20 endorsements • Event Management - 15 endorsements • Entertainment - 14 endorsement Willie Ratchford Overall Online Presence: • 384 connections, banner image not yet customized, polished headshot, detailed profile summaries, given four recommendations, URL not yet customized, • Grade: Poor, 80 out of 100 Industry Experience: • 20+ years of producing live and immersive entertainment. Education: • Current student enrolled in Entertainment Business, B.S. at Full Sail University Leadership Experience: • Leadership President, Rancho Vista High • Vice Chairman in School Site Council, Rancho Vista High • Year Book Editor - 2 Years, Rancho Vista High • Christian Youth Theater, Directors Program Skills and Proficiencies: • Entertainment - 16 endorsements • Social Media - 14 endorsements • Event Management - 7 endorsements • Event Planning - 4 endorsement Overall Online Presence: • 500+ connections, banner image customized, selfie headshot, detailed summaries throughout profile with two content pieces, 2 articles published, sporadically active on personal social media accounts, URL customized • Grade: Average, 80 out of 100
  • 11. BRAND POSITION Pushing the boundaries in entertainment with the depth of vision, and the tenacity of manifesting nightmares and dreams into a reality, through creativity, storytelling, and design. WILLIE “VISIONARY” RATCHFORD Willie’s mentors admire his talents and visionary ideas and plans that always challenge the status quo in his productions.
  • 12. NETWORKING & MARKETING Industry Events & Organizations • 2019 IAAPA EXPO ‣ Nov. 18 - 22 | Orlando, FL • 2019 Transworld ‣ March 23 - 26 | St. Louis, MO • Real Screen West 2019 ‣ June 4-6, 2019 | Santa Monica • Produced By Conference PGA ‣ June 8-9, 2019 | Burbank, CA Digital Marketing • Primary Content: est. Youtube channel and vlogs of my work and my experiences on the job, interviews, story concepts, ideas and top secret production surprises. • Primary Tools: FB, Youtube, and Instagram of promo videos or vlogs of experiences at work; LinkedIn - network with industry pros and publish quarterly articles highlighting produced events. • Website: Full Sail digital portfolio site to showcase school work; use blog to showcase up and coming events that is being produced by me.
  • 13. PROFESSIONAL DEVELOPMENT Mentor • Building a stronger relationship with all mentors to keep a consistent follow up and chats with them. Formal Education • Entertainment Business, B.S. by expected graduation date in 2020 Technical Skills • Complete lynda.com courses in event management, project management, creative writing, Event management & planning. • Looking into Master Program at Full Sail • Looking into film school in Atlanta or Full Sail Soft Skills • Participate in more theatrical programs to continue to grow in the theatre feild.
  • 14. Willie Ratchford You know that people are constantly looking for a safe environment that they can enjoy exciting and well-rounded entertainment so that they can lose themselves in the medium? Well, what I do is partner up with like-minded creatives and entertainment venues that want to build their brand with a locally or nationally known events, that all walks of life can enjoy. In fact, after jumping head first in the industry serving and producing well over 50 productions in live events, theatrical shows, and films with great storytelling, partners have seen a strong ROI from the first-year event, monetizing on emotional connections and giving guests something to scream about. “
  • 15. REFERENCES Barrow, M. (2019). Melinda Barrow LinkedIn Profile. Retrieved April 21, 2019, from https://www.linkedin.com/in/ melindabarrow/ Hernandez, I. (2019). Isabel Hernandez LinkedIn Profile. Retrieved April 21, 2019, from https://www.linkedin.com/in/ isabel-hernandez-88161431/ Jaber, B. (2019). Beatriz Jaber LinkedIn Profile. Retrieved April 21, 2019, from https://www.linkedin.com/in/beatriz- jaber-705b2415a/ Murdy, J. (2019). John Murdy LinkedIn Profile. Retrieved April 21, 2019, from https://www.linkedin.com/in/john-murdy- b1a9835/ ONETOnLine.org. (2019). Summary Report for 27-2012.01 - Search Producer. Retrieved April 21, 2019, from https:// www.onetonline.org/link/summary/27-2012.01 Teta, R. (2019). Rosenda Teta LinkedIn Profile. Retrieved April 21, 2019, from https://www.linkedin.com/in/rosenda- teta-35027922/ Universal Studios. (2019). Universal Orlando Jobs, Show Producer. Retrieved April 21, 2019, from https:// www.universalorlandojobs.com/job/7710201/show-producer- rides-attractions-and-shows-orlando-fl/ Universal Studios. (2019). Universal Orlando Jobs, Show Producer & Production Manager. Retrieved April 21, 2019, from https://www.universalorlandojobs.com/job-search- results/? keyword=Show%20Producer%20%2F%20Production%20Ma nager%20in%20Beijing%20for%20Universal%20Beijing%20 Resort&fuzzy=f Universal Studios. (2019). Universal Orlando Jobs, Creative Producer. Retrieved April 21, 2019, from https:// www.universalorlandojobs.com/job/7653759/creative- producer-interactive-program-manager-orlando-fl/
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