Exploring Your Personal Brand

1. PERSONAL BRAND EXPLORATION
James Vice
Project & Portfolio I: Week 3
March 18, 2020

2. James grew up in Pensacola, Florida, where he
played golf and baseball starting at age 4.
Growing up in Pensacola he developed a strong
love for the outdoors as well as sports. James
knows almost all there is to know about most
sports. He has always had a knack at
entertaining people with sports facts and sports
talk in general. James want to continue to
entertain people by running live sporting events
and having his own sports and entertainment
podcast.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Creative Services Director
• Promotions Director
• Communications Manager
Entertainer Archetype - Provide
fulfillment through entertainment,
always trying to put a smile on
people faces through all things and
always striving to find new and
creative ways to keep people
entertained.
Advertising and Promotions Manager

4. • DEMOGRAPHICS: 85% Female,
28-38 years old, Majority White,
College Educated
• PSYCHOGRAPHICS: Loves
sports, spends their free time with
their friends and family.
• IDEAL AUDIENCE MEMBERS:
Katie Orvosh, Human Resources
Coordinator (Orlando City),
Geena Catalano, Events and Fan
Engagement Manager (Orlando
City), Cameron Schneider, HR
Manager (Houston Astros)
Recruiters & Hiring Managers at MLB, NFL, and Orlando City
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Get an entry-level job with Orlando City Soccer Club.
‣Start Producing branded podcasts weekly by
the end of 2021.
Mid Term: (2025)
• Create new in-stadium gameday entertainment that
is used by Orlando City Soccer Club
‣Have Orlando City’s fan return rate at 60% by
2025.
Long Term: (2040)
• Run an event consulting business for sporting
organizations
‣Launch an additional podcast specific to event
management and fan engagement. Have 10
clients by July if 2038.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Keynote Presentations 82%
Adobe Creative Suite 60%
Time Management 78%
Public Speaking 76%
SOFTHARD
Google AdWords; Webtrends Software 5%
Adobe Creative Suite 60%
Critical Thinking 80%
Public Speaking 76%
SOFTHARD

7. I help sporting organizations to increase
their fanbase and make their product more
entertaining, by working hard to always
create new innovative ideas to reward fan
loyalty as well as to create the most unique
and fun fan experience possible.
PROMISE

8. CREDENTIALS
Work Experience:
• 5 years working for Publix, providing
premier customer service
• Matthew Gilbert Middle School softball
coach, 3 years
Education:
• High School Diploma, Escambia High
School
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2021)
Awards:
• None Yet

9. COMPETITION
Scott Massey
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:
•
Skills and Proficiencies:
• Adobe Creative Cloud
James Vice
Overall Online Presence:
• Amateur headshot, lack of details throughout profile,
no articles published, active on personal social media,
URL customized
• Grade: Average, 35 out of 100
Industry Experience:
• None, Student
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Matthew Gilbert Middle School Softball Coach, 3 years
Skills and Proficiencies:
• Adobe Creative Cloud
• Podcasting
Overall Online Presence:
• Banner image customized, professional headshot,
detailed summaries throughout profile with two content
pieces, no articles published, not active on personal
social media accounts, URL customized
• Grade: Average, 30 out of 100

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
James Vice
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• None, Student
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Matthew Gilbert Middle School Softball Coach, 3 years
Skills and Proficiencies:
• Adobe Creative Cloud
• Podcasting
Overall Online Presence:
• Banner image customized, professional headshot,
detailed summaries throughout profile with two content
pieces, no articles published, not active on personal
social media accounts, URL customized
• Grade: Average, 30 out of 100

11. BRAND POSITION
Always working hard to create ways to
entertain people through stories of sports and
trivia and always leaving a smile on their face.
JAMES VICE
James is known by all his
friends as a great storyteller
and entertainer, always making
people laugh

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Sports Marketing Association Annual Conference
‣ October 21-23, 2020 | Las Vegas, NV
• NFL Pro Bowl
‣ January 31, 2021| Orlando, FL (Tentative)
• Citrus Bowl
‣ January 1, 2021 | Orlando, FL
Digital Marketing
• Primary Content: Start to release my podcasts to have more
content available to people who want to know more about me
and more about what I know about sports.
• Primary Tools: Use my Instagram to market my podcast and
also to help market myself and show people what my brand is.
Also Linkedin to expand my professional connections and
lead them to my podcast content.
• Website: Continue to use my Full Sail Portfolio to display my
work and my creativity within my content.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Someone who has worked in the sports industry for 20+
years, preferably someone who has worked on live
entertainment creating and producing live sporting
events.
Formal Education
• Complete Sports Marketing & Media, B.S. by Summer
2021
Technical Skills
• Adobe Creative Cloud, October 2020
• Google Adworks, January 2021
• JavaScript, May 2021
Soft Skills
• Public Speaking
• Negotiation - linkedinlearing.com, February 2021
• Coordination - linkedinlearning.com, October 2020

14. James Vice
You know how sometimes gameday can be
boring and they can all start to seem the same?
What I do is come up with ways to make every
gameday unique and entertaining for fans of all ages. In fact I have an idea
for an in stadium app that would bring games within the app to life within
the live venue if the event. Thats just one of the many ideas I have to make
gameday the best experience each and every time you come out.
“

15. REFERENCES
11-2011.00 - Advertising and Promotions Managers. (n.d.). Retrieved March 20, 2020, from
https://www.onetonline.org/link/summary/11-2011.00
Orlando City SC | LinkedIn. (n.d.). Retrieved March 20, 2020, from
https://www.linkedin.com/company/orlando-city-soccer/
LinkedIn - Cameron Schneider. (n.d.). Retrieved March 20, 2020, from
https://www.linkedin.com/in/camschneider/
National Football League | LinkedIn. (n.d.). Retrieved March 19, 2020, from
https://www.linkedin.com/company/national-football-league/
Front Office Staff. (2020, March 6). Retrieved March 18, 2020, from
https://www.orlandocitysc.com/club/front-office-staff
1972 Clark Ave Alliance, OH, 44601. (n.d.). Home. Retrieved March 22, 2020, from
http://www.sportmarketingassociation.com/home
Citrus Bowl Orlando. (n.d.). Retrieved March 22, 2020, from
https://citrusbowlorlando.com