2. The eldest of five children, Dara grew up
in the city that never sleeps, New York,
which shaped his hustle and grind
mentality. After moving from Ireland at
only two years old, Dara enjoys traveling
and exploring new cultures through sport.
After earning an associates degree in
criminal justice, Dara enrolled in the
Sports Marketing & Media program at
Full Sail University where he’s to develop
his knowledge of marketing and content
creation within the sports industry.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Marketing Manager
• Events Coordinator
• Brand Manager
Hero Archetype - working through
inspiring others by overcoming
challenges.
Marketing for Professional Soccer Organization
4. • DEMOGRAPHICS: 68% Male,
21-39 years old, Predominately
White, Earning over $40,000
Located in North America.
• PSYCHOGRAPHICS: Enjoys
going out, enjoys the outdoors,
and enjoy physical activities as
hobbies
• IDEAL AUDIENCE MEMBERS:
Ricardo Campos, Marketing
Manager (NY Red Bulls), Brandi
Davis, Community Relations
(NYCFC), Maira Sansuste, Digital
Marketing Manager (NYCFC)
Recruiters & Hiring Managers in Major League Soccer
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position in the MLS.
‣ Increase LinkedIn connections by 20% by the
end of 2021.
Mid Term: (2025)
• Have a reputable position in the front office of an
MLS organization.
‣ Expand viewership for NYCFC or NY Red
Bulls by 15% or more.
Long Term: (2035)
• Establish a youth soccer league.
‣ Secure partnerships and create a youth soccer
league consisting of all age groups under 18.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Group Work 70%
Time Management 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Community Relations 40%
Public Speaking 60%
SOFTHARD
7. I will help a Major League Soccer
organization develop new fans through hard
work, dedication, and loyalty.
PROMISE
8. CREDENTIALS
Work Experience:
• Orlando City SC Fan Ambassador
Education:
• Criminal Justice Associates, Rockland
Community College
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2021)
Awards:
• Third Team All-State
• 2x All-Section
• 4x All-League
9. COMPETITION
Frank Basso
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• None Listed
Skills and Proficiencies:
• N/A
Dara Donnelly
Overall Online Presence:
• Less than 50 connections, banner image not yet
customized, lack of details throughout profile, no
articles published, active on social media, URL not yet
customized
• Grade: Poor, 15 out of 100
Industry Experience:
• Orlando City SC Fan Ambassador
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Varsity Soccer Captain
Skills and Proficiencies:
• N/A
Overall Online Presence:
• LinkedIn was just made, active on social media
• Grade: Below Average, 25 out of 100
10. COMPETITION
Seamus Antonnelli
Industry Experience:
• N/A
Education:
• B.A. William Patterson University
• Current Student enrolled at Full Sail University
Noteworthy Experience:
• None Listed
Skills and Proficiencies:
• N/A
Dara Donnelly
Overall Online Presence:
• Less than 50 connections, banner image not yet
customized, lack of details throughout profile, no
articles published, inactive on social media, URL not yet
customized
• Grade: Good, 10 out of 100
Industry Experience:
• Orlando City SC Fan Ambassador
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Varsity Soccer Captain
Skills and Proficiencies:
• N/A
Overall Online Presence:
• LinkedIn was just made, active on social media
• Grade: Below Average, 25 out of 100
11. BRAND POSITION
Hard work, dedication and loyalty are the core
principles that Dara lives by as he strives for
improvement everyday.
DARA DONNELLY
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Sports Business Awards
‣ September 30 New York, New York
• SportsPro Insider
‣ October 14-15 Online
• Esports Summit
‣ October 19-21 Las Vegas, Nevada
Digital Marketing
• Primary Content: est. Sports highlight compilations, premier
league & major league soccer podcast
• Primary Tools: Youtube and Instagram - promote podcasts
through promotional videos; showcase highlight tapes through
both mediums
• Website: Full Sail digital portfolio site to showcase school
work
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a marketing professional with at least 10 years
of experience within the professional sports industry
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2021
Technical Skills
• WordPress Website Development
• Microsoft Office
• Adobe Suites
Soft Skills
• Leadership
• Teamwork
• Dependability
• Punctuality
14. Fullie Salen
You know how soccer is still only the fifth largest
professional sport in the United States? Well through
the use of my skills and the knowledge that I bring to the table, I will help an
organization develop their fan base and also bring in new fans. In fact, I
have volunteered in charity kickball and volley tennis tournaments, and both
had record numbers in regards for attendance.
“
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
Company Page on Glassdoor. Retrieved April 14, 2019, from
https://www.glassdoor.com/Overview/Working-at-PBR-
EI_IE22119.11,14.htm
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
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
SilverSpursRodeo.com. (2019). Event Schedule. Retrieved
April 14, 2019, from https://www.silverspursrodeo.com/event-
schedule/
