Exploring Your Personal Brand

1. PERSONAL BRAND EXPLORATION
Alexa Bruno
Project & Portfolio I: Week 3
December, 15 2019

2. The youngest of four siblings, Alexa Bruno,
grew up in a small town outside of San
Jose, Costa Rica, which started her love for
sports. She’s been a devoted sports fan
since she was a little girl and dreams of
marketing events for a major professional
sports league. After 11 years of working
multiple customer services jobs, Alexa
knew it was time to pursued her dream
career in sports marketing. Alexa enrolled
in the sports marketing and media
program at Full Sail University where she’s
focused on developing marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Director
• Social Media Coordinator
• Marketing and Promotions
Manager
Girl Next Door Archetype -
producing brand stories that
relates solid values by honesty.
Creating real connections with
the audience by sharing real life
experiences with them.
Digital Marketing for Professional Rodeo Organizations

4. • DEMOGRAPHICS: 60% Female,
40% Male, 30-40 years old, Mostly
White, Never Married, and
Married, College Educated,
Located in eastern of United
States.
• PSYCHOGRAPHICS: Enjoys risky
outdoor activities, spends free
time playing with kids outside,
adheres to conservative lifestyles
and opinions.
• IDEAL AUDIENCE MEMBERS:
Sarah Balseiro, Recruiter (NBA),
Kate Jhaveri, EVP & Chief
Marketing Officer (NBA), Samuel
Farber, Vice President Digital
Media (NBA).
Recruiters & Hiring Managers at NBA.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position for the
Miami Heat.
• By Fall of 2020, have an Interactive Marketing
Internship with the Miami Heat.
Mid Term: (2025)
• Lead a successful digital marketing campaign
aimed at expanding the female attendance to
NBA games.
‣ Expand year-over-year NBA female event
attendance by 40% nationwide by
December 31, 2025.
Long Term: (2040)
• Become the Chief Marketing Officer for the NBA
‣ Developing of innovative marketing
campaigns and brand messaging across all
platforms to connect with fans and grow the
game of basketball around the world.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office Skills 70%
Creative Suite 65%
Time Management 70%
Problem-Solving 60%
SOFTHARD
WordPress CMS 10%
Professional Writing 20%
Critical Thinking 60%
SOFTHARD
Adobe Analytics 20%

7. I provide ambitious ideas and results-oriented
solutions to help the marketing professionals in
franchises to engage more female fans to the
team’s brand.
PROMISE

8. CREDENTIALS
Work Experience:
• 9 years of Customer Service
experience.
Education:
• Sports Marketing & Media, B.S., Full
Sail University (Exp. 2021)
Awards:
• Keynote 6 Essential Training - Lynda.com
Certification.
• Moodboards for Web Designers
• Lynda.com Certification

9. COMPETITION
Brendan Chabot
Industry Experience:
• Does not included work
experience in profile.
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Does not included leadership experience on
profile
Skills and Proficiencies:
• Does not included skills and proficiencies on
profile
Alexa Bruno
Overall Online Presence:
• Doesn’t have any connections, banner image not
yet customized, no headshot, lack of details
throughout profile, no articles published, inactive
on social media, URL not yet customized
• Grade: Poor, 30 out of 100
Industry Experience:
• 9 years of customer service
experience
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Throughout the 9 years of different
employments I have gained multiple leadership
skills like activate listening, patience, team work,
ability to teach other and reliability es
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Critical Thinking- 0 endorsements
• Problem Solving- 0 endorsements
Overall Online Presence:
• Only 3 connections, banner image customized,
professional headshot, no summaries
throughout profile, no articles published, no
personal social media accounts, URL customized
• Grade: Average, 30 out of 100

10. COMPETITION
Brian Pohl
Industry Experience:
• ~13 years of marketing
experience, 1 year as a marketing
manager at PBR
Education:
• Sports Marketing and Social Media B.S.
Noteworthy Experience:
• Writer/Social Media Intern - TheSkyBoat.com,
covering sports games and events
• Intern - Tony Fay Public Relations, assisted with
PR duties at the 2018 College Football Playoff
National Championship
• Sales Associate for 2 years at Your Serve Tennis.
Skills and Proficiencies:
• Social Media - 1 endorsements
• Microsoft Office- 0 endorsements
• Customer Service - 0 endorsements
Alexa Bruno
Overall Online Presence:
• 80 connections, banner image not yet
customized, polished headshot, detailed profile
summaries, one recommendations, notable
volunteer work, URL customized,
• Grade: Good, 80 out of 100
Industry Experience:
• 9 years of customer service
experience
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Throughout the 9 years of different
employments I have gained multiple leadership
skills like activate listening, patience, team work,
ability to teach other and reliability
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Critical Thinking- 0 endorsements
• Problem Solving- 0 endorsements
Overall Online Presence:
• Only 3 connections, banner image customized,
professional headshot, no summaries
throughout profile, no articles published, no
personal social media accounts, URL customized
• Grade: Average, 20 out of 100

11. BRAND POSITION
Renewing honor, courage, and
commitment in American culture by
sharing rodeo stories that leave you
slacked-jawed.
ALEXA BRUNO
Fullie earned the nickname
“Slack-Jaw” in the Marines
as he often left his brothers
at arms astonished by his
stories.

12. NETWORKING & MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Content: est. podcast called “Slack-jawed
Stories”; 15 min. episodes telling personal stories of
rodeo stars; 1 episode per week; host and syndicate
through Libsyn
• 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 rodeo marketing
knowledge and embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least
25 yrs of experience in rodeo industry; family
man that upholds Christian values, Jan. 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by
expected graduation date in 2020
Technical Skills
• Set up free HubSpot CRM; complete all CRM
courses through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com,
May 2019
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct.
2019
• Join local Toastmasters Club and regularly
attend monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Alexa Bruno
You know how the rodeo fanbase has
been gradually slipping over the past
decade? Well, what I do is produce personal
brand stories that entertain and inspire
American families to celebrate remarkable feats of bravery within
professional bull riding. In fact, after serving 10 years as a U.S.
Marine, I produced a short film that helped a local cattle feed store
increase their brand awareness online by 500% in just one month.
Customers often referenced my video as the reason they decided
to shop at the retail store.
“

15. REFERENCES
Brush, P. (2019). Patrick Brush LinkedIn Profile.
Retrieved April 14, 2019, from https://www.linkedin.com/
in/patrick-brush-a1930786/
Kalkbrenner, T. (2019). Tracie Kalkbrenner LinkedIn
Profile. Retrieved April 14, 2019, from https://
www.linkedin.com/in/tracie-kalkbrenner-5113503/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10
- Search Marketing Strategists. Retrieved April 14, 2019,
from https://www.onetonline.org/link/summary/
15-1199.10
PBR. (2019). PBR Company Page on Glassdoor.
Retrieved April 14, 2019, from https://
www.glassdoor.com/Overview/Working-at-PBR-
EI_IE22119.11,14.htm
PBR Career Site. (2019). Public Relations Manager - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/communications-community-
relations/public-relations-manager-1955827
PBR Career Site. (2019). Social Media Coordinator - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/marketing/social-media-
coordinator-1955728
Professional Bull Riders, LLC. (2019). Professional Bull
Riders, LLC Company Page on LinkedIn. Retrieved April
14, 2019, from https://www.linkedin.com/company/
professional-bull-riders-inc./
RodeoCommittees.org. (2019). 2019 Global Rodeo
Conference. Retrieved April 14, 2019, from https://
www.rodeocommittees.org/events/2019/2019-global-
rodeo-conference