Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Jacob Dennis
Project & Portfolio I: Week 3
March 20, 2020

2. Jacob Dennis grew up in a small town in rural
Oklahoma. His passion for sports helped
define his life. With a new found love in
marketing, Jacob has been enrolled at Full Sail
University to help further himself. Jacob has
unmatchable communication skills as and
drive which is a valuable asset in any field.
Jacob plans to stay local in Texas and become
a marketing manager for the National Football
League.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Marketing Coordinator
•Social Media Coordinator
•Brand Manager
Hero and Entertainer Archetype -
Jacob is a motivator and able to make
clients feel challenged yet equipped.
Aside from motivating, Jacob is
charismatic and extremely sociable.
Marketing for the NFL, one has to be
stern yet adaptable and
approachable.
Digital Marketing for The National Football League

4. • DEMOGRAPHICS: 60% Male, 35-45
years old, Diverse, Both Single and
Married, College Educated, Located
in the East United States.
• PSYCHOGRAPHICS: Enjoys sports,
spends free time watching sports,
adheres to athletic lifestyles and
opinions, regularly attends sporting
events.
• IDEAL AUDIENCE MEMBERS:
Dasha Smith, Executive Vice
President and Chief People Officer
(NFL); John Quinones, Head of
Talent Acquisition (NFL); Margaux
Miller, Talent Acquisition Specialist
(NFL)
Recruiting and HR Managers of The NFL
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land an entry-level marketing position at The NFL.
‣Connect with, and send a follow up
promotional email to 25 NFL team members
on LinkedIn by December 31, 2021.
Mid Term: (2026)
• Lead a successful digital marketing campaign
aimed at increasing fan base.
‣Expand year-over-year NFL fanbase by 20%
nationwide by December 31, 2026.
Long Term: (2042)
• Establish a Marketing Firm that helps aspiring
football players to increase draft popularity.
‣ Save a total of $100,000, complete 10 demo
reels, and create value for 10 1st round draft
players by the April, 2042 draft.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Platforms 75%
Microsoft Suite 65%
Time Management 80%
Public Speaking 70%
SOFTHARD
Design/Video Editing Software 40%
Adobe Software 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. Connect the NFL fanbase to their favorite
teams or players better than other
marketing managers currently available.
PROMISE

8. CREDENTIALS
Work Experience:
• 6 years in customer service
• 2 years sales experience at a store
level
Education:
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2022)
Awards:
• Semper Fidelis Award

9. COMPETITION
Jason Gordon
Industry Experience:
• Does not include work experience
on profile; assumed to still be in
school
Education:
• Ivy Tech Community College, Firefighter and EMT
Training
• Graduated in 2017, Entertainment Business, B.S. at
Full Sail University
Leadership Experience:
• 5 years service in the United States Army
Skills and Proficiencies:
• Recruiting - 3 endorsements
• Social Media - 4 endorsements
• Contract Negotiation - 3 endorsements
Jacob Dennis
Overall Online Presence:
• 426 connections, banner image customized,
professional headshot, details throughout profile, no
articles published, inactive on social media, URL not
yet customized
• Grade: Below Average, 30 out of 100
Industry Experience:
• 6 years customer services
• Up and coming Sports Podcast
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Semper Fidelis Award
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 0 connections, banner image customized,
professional headshot, detailed summaries
throughout profile with no content pieces, no articles
published, sporadically active on personal social
media accounts, URL customized
• Grade: poor, 20 out of 100

10. COMPETITION
John Quinones
Industry Experience:
• 4 years Talent Acquisition
Experience
• 14+ years Recruitment
Education:
• Baruch College, M.S. Industrial and Labor Relations
• Moravian College, B.A. Industrial/Organizational
Psychology
Noteworthy Experience:
• 4 years as Talent Acquisition in the NFL, 7 years as
Vice President of Recruitment in the MLB
Skills and Proficiencies:
• Talent Acquisition - 82 endorsements
• Recruiting - 68 endorsements
• Human Resources - 49 endorsements
Jacob Dennis
Overall Online Presence:
• 500+ connections, banner image customized,
polished headshot, detailed profile summaries, ten
recommendations, notable experience, URL
customized, premium membership
• Grade: Great, 90 out of 100
Industry Experience:
• 6 years customer services
• Up and coming Sports Podcast
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Semper Fidelis Award
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 0 connections, banner image customized,
professional headshot, detailed summaries
throughout profile with no content pieces, no articles
published, sporadically active on personal social
media accounts, URL customized
• Grade: poor, 20 out of 100

11. BRAND POSITION
Bringing the NFL fan base closer to their
favorite teams by using digital social
marketing.
JACOB DENNIS

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Sports Marketing Association Conference
‣ October 21-23 | Las Vegas, NV
• NFL Draft
‣ Late April | Cleveland, Ohio
• NFL Combine
‣ 2021 | Indianapolis, IN
Digital Marketing
• Primary Content: podcast called “The Morning Spill”;
60 min. episodes discussing current events in the
Sports industry; 2 episode per week; host and
syndicate through Anchor
• 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 sports marketing
knowledge and embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25
yrs of experience in Sports industry; upholds strong
work ethic, 2023
Formal Education
• Complete Sports Marketing & Media, B.S. by
expected graduation date in 2022
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, TBD
• SEO Foundations - Lynda.com, TBD
• WordPress 5 Essential Training - Lynda.com, TBD
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, TBD
• Business Writing Principles - Lynda.com, TBD
• Impromptu Speaking - lynda.com, TBD

14. Jacob Dennis
Connectivity with Sport fans to their favorite
team or players seems to be limited to what
is reported on Sports shows on TV or on the
news. There is little control as to what the teams or
players share. My goal is to connect the Fans by improving the
connectivity on social media. The coursework at Full Sail will help
develop skills and show me the tools that can connect the dots. Keeping
our fans up to date on play statistics, current events, and personal lives
of the players will increase fan base for the league.
“

15. REFERENCES
2021 NFL Draft To Be Held In Cleveland (2019, May 23).
In NFL OPS. Retrieved from https://operations.nfl.com/
updates/the-game/2021-nfl-draft-to-be-held-in-cleveland/
Erickson, J. A. (2019, May 22). NFL Combine will remain in
Indianapolis through 2021, with drills moving to prime time.
In Indy Star. Retrieved from https://www.indystar.com/
story/sports/nfl/colts/2019/05/22/nfl-combine-remain-
indianapolis-through-2021-drills-moving-prime-time/
3771820002/
Gordon, J. (2020). Jason Gordon LinkedIn Profile. Retrieved
March 21, 2020, from https://www.linkedin.com/in/jason-
gordon258/
LinkedIn Job search. (2020). Digital Sales Assistant
(Temporary Agency Employee)- Job Description. Retrieved
March 21, 2020, from https://www.linkedin.com/jobs/
search/?
currentJobId=1739919588&f_C=4541&locationId=OTHERS.w
orldwide
LinkedIn Job search. (2020). Vice President, Executive
Creative Director- Job Description. Retrieved March 21,
2020, from https://www.linkedin.com/jobs/search/?
currentJobId=1710735361&f_C=4541&locationId=OTHERS.w
orldwide
The National Football League (2020). The National Football
League LinkedIn Profile. Retrieved March 21, 2020, from
https://www.linkedin.com/company/national-football-
league/people/
Quinones, J. (2020). John Quinones LinkedIn Profile.
Retrieved March 21, 2020, from https://www.linkedin.com/
in/johnquinones/
What is your innate brand advantage? (n.d.). In Kaye
Putnam. Retrieved from https://www.kayeputnam.com/
brandality-quiz/