Entertainment Portfolio

1. Tammy Kennedy
Leadership Portfolio

2. Tammy Kennedy
Leadership Portfolio

3. Executive Leadership
Acquired Skills
for
Effective Leadership
★ Attitude Highly Effective
★ Integrity Highly Effective
★ Priorities Highly Effective

4. Project and Team
Management
And the winner is
The A TEAM

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6. Business Storytelling
and
Brand Development
Soul Shack
Summer Concert Series

7. IMMEDIATE PRESS RELEASE
Harlem Fusion’s Soul Shack Concert Tour Showcases Neo­Soul Talent
NEW YORK, N.Y. ‐‐ Harlem Fusion kicks of the summer with Soul Shack, a series of live musical concerts and events that celebrates and recognizes emerging and established arDsts
and individuals who have blazed independent paths to success in the soul music category. The concert series, formerly Soul Shack Urban Music Showcase, has been re‐launched t
focus primarily on Neo‐Soul and R&B music.
Soul Shack Concerts will be feature both invitaDon‐only and open to the public music experiences featuring performances by soul music's established and emerging arDsts. At eac
concert, which will be part of a series of events happening in Atlanta, Harlem Fusion will also present the Soul Music Impact Awards to rising stars who has experienced success
while making a posiDve impact on the music community.
"Harlem Fusion lends a spotlight to performers who are inspiring a generaDon with their inspiraDonal spirit and undeniable talent," said Shakesha Dennis‐Williams, Chief ExecuDv
Officer of Harlem Fusion. "We're proud to share this premium experience and these talented performers with fans of the Neo‐Soul genre and to provide a forum to showcase
rising talents in the industry. Soul Shack is another example of Harlem Fusion's long‐term commitment to bring original and innovaDve music experiences to the masses."
The concert aspect of the event series begins on August 19 in Atlanta and concludes in early November in New York. The line will be announced soon. The dates are as follows:
*8/18: Kick Off Party
*8/19: Soul Shack Concert
* 8/20: Private Jam Session (By InvitaDon Only)
*8/21: Soul Shack Outdoor Music FesDval
About the Soul Music Impact Awards
During Soul Shack, Harlem Fusion will present several Soul Music Impact Awards to individuals in the independent music industry. The award recognizes individuals in the music
community who exemplify the virtues of integrity, drive and achievement and who are making a posiDve impact in their community. "The Soul Music Impact Award celebrates the
talents of giaed rising stars who have shown dedicaDon, desire and hustle in achieving their success," said Dennis‐Williams. "By presenDng the Impact Award during Soul Shack,
we are offering a plaborm for deserving individuals to gain the exposure and recogniDon they have earned through a lifeDme of hard work."
For more details about Harlem Fusion and Soul Music Impact Award, visit hcp://soulshackurbanmusic.com
About Harlem Fusion's Support of Music
Soul Shack Concert Series demonstrates Harlem Fusion's conDnued commitment to bring soul music fans electrifying musical experiences. In 2006, Harlem Fusion co‐founded and
execuDve produced Soul Sessions Urban Music Showcase. Harlem Fusion launched Soul Shack in 2009 and has launched concert events in New York City and Atlanta since its
incepDon. Harlem Fusion is also planning concerts in Philly and LA with a special event Grammy weekend February 2011.

8. MARKETING, SPONSORSHIP PROMOTION

13. Negotiation
Deal Making

14. Negotiation
Deal Making

15. CALVIN JONES
INTERVIEWEE
“RUN THIS TOWN”
• City Planning
Commission
• Marshall
• Advisor to the
Mayor

16. Me and MR. Jones
Interviewer Keynote Presentation
• What did I learn
about negotiation?

17. Sports management
and operations
Interview with Mr. Charles Ward
Director, sports information FVSU

18. Charles Ward
Director Sports Information
Fort Valley
State
University
WILDCATS

19. Fort Valley State University
Mr. Ward started in sports management in 1996 as the Director of Public Relations for the Southern Intercollegiate Athletic Conference (SIAC). He transitioned into management after
providing sports casting services to one of the schools in the SIAC.
In 2002, he served as associate athletics director and sports information director at Clark Atlanta University. With the hiring of a new head football coach that year that had regional and
national notoriety, he spearheaded the launch of a sponsorship and broadcast campaign, which gave the Clark Atlanta athletic program exposure to over 800,000 television households. The
sponsorship program was one of the most successful in the history of Clark Atlanta athletics.
Interview
1. Q What exactly do you do as a sports information director?
A: My primary responsibility is to ensure that statistics from each intercollegiate activity are properly reported to the conference ofTice and the NCAA. In addition, I am responsible
for coordinating publicity for the 11 sports that the department offers.
2. Q Were you an athlete as a youth and if yes what sports?
A: Yes. In high school I played basketball and baseball. In college, I played baseball and golf.
3. Q Has your career always been at an HBCU?
A: Yes. I started as adjunct professor of history at Morehouse College then served as director of public relations for the Southern Intercollegiate Athletic Conference. Subsequently, I was
associate athletics director and sports information director at Clark Atlanta University. My current position is sports information director at Fort Valley State University.
4. Q What is the future of sports at FVSU‐ new stadium activities, sports camps etc.?
A: FVSU athletics is on the cusp of becoming one of the premiere Division II programs in the country. With a new 10,000 seats football stadium that opened last year; a 5,000 seat basketball
area; and a new softball Tield, the athletic facilities are some of the best in the nation for a division II program.
This summer there will be a total of six basketball camps and two football camps held in FVSU athletic facilities.
This fall, with the start of the 2010 football season, FVSU athletics will launch a new multi‐platform broadcast model to extend the FVSU brand.
5. Q Can you talk a little about the 2010 homecoming at FVSU?
A: Homecoming 2010 will build on the model set in 2009. In an expected sell out, FVSU will host conference rival Benedict College. A week’s worth of activities for students, staff & faculty,
alumni, and the Fort Valley community highlight the annual game. Last year’s tailgate venue attracted one of the largest crowds in tailgating history at FVSU.

20. Legal issues in
sports
Dr Chico

21. Sports Media Coverage
Dr. P.L. (Chico) Caldwell Interview July 27,
2010
C ol le gi ate Sp orts in te r v ie wer
Tamm y K en ned y
A udio Pa p a ra z z i by L ad y G aG a

22. Rights of Publicity
Collegiate sports coverage unlike professional sports coverage is ruled by
the Student Athletic Handbook.
Policy and procedure are established and must be followed to obtain
access.
There is a whole page outlining the new media of social networking.
In order to have access you MUST be connected to a sports agency.
Access to sideline credentials is limited, remember these are kids.
Parents can’t even get access to student records without the students
permission.

23. Avoiding Controversy
Media needs to be controlled
Students can’t handle paparazzi attention
Scrutiny needs to be controlled
Policy makers need to be creative
Schools can be penalized, students can lose
scholarships and be dismissed from team.

24. Sports
Marketing
Sponsorship Sales

32. Digital
marketing
http://tammy-kennedy.blogspot.com/2010/09/
get-ready-set-google.html

33. mobile marketing and
commerce
Survey Participants
1. Erik Kennedy, 23 years old African American male small business owner from Cleveland, Ohio
2. Henry Clay, middle-aged African American male, college graduate and sales representative in St Louis, Missouri.
3. Maybelline Brown, middle-aged African American female and retired early childhood teacher in Georgia with some college.
4. Cheikh Gningue, 15 years old African American male in Georgia
5. Chaka Gningue, 14 years old African American male in Georgia
Summary
The younger subjects use the mobile devices to not only communicate but to also interact. The older adults primarily use their cell phone to
communicate and are not interested in interaction. The younger subjects are more comfortable using their mobile devices because they have grown up
with them and are not intimidated to try the different applications. They also will be more open to using the devices for entertainment and business.
Although the younger subjects are using the mobile devices for fun and communication and not so much business they seem to be more open to doing
everything with them. The older adults were more skeptical and apprehensive to do business with mobile devices. Neither group seems to want to
embrace the idea of mobile marketing per se. All were open to getting solicited marketing when they request it.
The older adults I surveyed basically wanted a mobile device to communicate. They wanted the basic necessities and were not interested in playing
games, music or videos on their mobile device. The younger people wanted all of the bells and whistles. The older adults wanted to basically get good
service from their cell phones and did not own multiple devices. They all disliked when the service was not available.
I could definitely develop a mobile marketing plan within my business plan because my target market is a younger demographic. They are college
educated and more likely to have mobile devices. This demographic would be more apt to interact with and participate in a mobile marketing
campaign.

34. business plan
development
In dollars net sales
Quick Facts Year 1 $766,748
Business Summary Fort Valley Social Club, LLC (FVSC) is a private membership, Seeking:
social networking club and entertainment center. Created to provide members with Year 2 $1,575,010
social and entertaining activities. We are seeking $50,000. $50,000 loan at 12% APR for
3 years
Year 3 $2,177,106
Management: CEO, Tammy Kennedy, a veteran event planner for cultural and
educational institutions, has 10 years experience in travel and tourism. She has a Company Profile:
B.A. in Travel and Tourism Management and an M.S. in Entertainment Business.
GM, Carl Taylor, worked in sales and night club management for major
Expenses w/COGS
Entertainment Industry
establishments in Georgia for over 15 years. 2 Employees Year 1 $277,489
December 15, 2009
Target Market: FVSC, LLC is targeting Bibb, Houston and Peach counties. The
specific target audience is African American professionals, 30 and over, residing in
Year 2 $301,565
Contact Information:
the region and lacking entertainment options and social networking opportunities. Year 3 $352,759
www.fvsc.org
Sales/Marketing Strategy: FVSC, LLC sells products and services via the Tammy Kennedy
entertainment center and website. Using social media and local media outlets on a 1903 Carver Drive,
weekly basis to increase brand awareness and develop strategic partnerships with Fort Valley, Georgia 31030 Profit before Taxes
community organizations. 478-225-7155
tlk@fvsc.org Year 1 $489,259
Business Model: Creating different entertainment options and experiences for
members is the focus of FVSC, LLC. Entertainment and networking activities for Investment Information: Year 2 $1,273,445
members will be developed, marketed and executed on and off site with community
partners. Description of how the cycle works from marketing to delivery and Investment by Principal of
Year 3 $1,824,347
payment. $230,000
ROI on $50,000 loan at 12%
Competitors: Fort Valley State University, an historical black college activities for APR for 3 years
faculty and staff would be in direct competition, with local nightclubs Inferno and The
Swamp indirectly competing due to the private membership status of the FVSC, Management:
LLC. Profile of your direct and indirect competition
Tammy Kennedy
Competitive Advantage: Members of the FVSC, LLC will be an exclusive audience Carl Taylor
looking for first class amenities for members only. There are no other African
American family owned private clubs in the region offering a private facility with a full Advisors:
kitchen and an event staff.
John Bustamante Esq.
H & R Block
Dorothy Crumbly
Key Financials:
$50,000 is needed by January
2011 for startup costs
Profitable in year 1
Gross profit year 3 $2,094,372

35. leadership
portfolio
The End