2. IDENTITY
Growing up a middle-child, in a household dominated by women in
Jacksonville, Florida, the only thing that allowed me to get away
and express myself were through sports. Sports were my safe
haven. It provided me the ability to connect to others and build
relationships. From attending Jaguar games, I learned how sports
have the power to unify tens of thousands of people who otherwise
would never cross paths. This is where I developed the passion to
one day play a role in the unification of people through sports,
whether it was on or off the field. After my dreams of being a
professional athlete were halted, I decided to follow my dreams by
pursuing the Sports Marketing and Media degree at Full Sail
University, where I am learning marketing skills and tactics in
hopes of captivating a new generation of sports fans.
3. PROFESSION
Potential Job Titles:
• Marketing Strategist
• Social Media Coordinator
• Game Day Coordinator
Entertainer Archetype - Creating
brand moments that will be
remembered for a lifetime. By using
marketing practices that differs from
the industry standard, that involves
humor and fun, I will attract people
to the game who aren’t normally
associated with the sport.
Director of Fan Development for a Major League Baseball Team or The PGA Tour
4. • DEMOGRAPHICS: 90% Male,
12-22 years old, Predominately
White and Hispanic, Single, Active
Online, Located in the Southern
United States.
• PSYCHOGRAPHICS: Enjoys
spending time outdoors, up for
trying new things, ability to be
surprised, quick-wits, doesn’t take
offense themselves to serious
• IDEAL AUDIENCE MEMBERS:
Chuck White - writer at Void
Magazine, Adam Smith - blogger
at Barstool Sports, Stacy Pagan -
Director, Marketing for the Miami
Marlins.
Recruiters & Hiring Managers at MLB, PGA, and Barstool
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Land an entry-level marketing position with the Miami
Marlins.
‣ 6 months prior to graduation, I will email
members of the marketing department weekly,
to showcase my qualifications for the position
and to inform them of my upcoming availability.
Mid Term: (2026)
• Through my guidance as the Director of Marketing for
the Marlins, I’ll lead a campaign that boast
attendance by 75%.
‣ Top 5 in MLB attendance, #1 in Latin American
attendees, increase sponsorships by 50%
Long Term: (2040)
• As the Director of Creative Content of the MLB for 10
years, I will have helped reemerge the MLB as the
most popular professional sport in America .
‣ Baseball will be regarded even higher than it
once was as America’s pastime.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Marketing Strategies 90%
Social Media Marketing 75%
Organization 60%
Brand Development 40%
SOFTHARD
Community Outreach 75%
Storytelling 86%
Microsoft Office 40%
Communication 60%
SOFTHARD
7. I will help capture the essence of sports
fandom for the next generation and
generations to come by engineering a new
form of sports entertainment that doesn’t
solely rely on the on-field product.
PROMISE
8. CREDENTIALS
Work Experience:
• 5 years as a service technician for
commercial and residential pools
• 2 years outside marketer for Red Bull
Education:
• Content Marketer, Lynda Certification
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2020)
• WordPress 5, Lynda Certification
Awards:
• Arlington Little League Coach of the Year
9. COMPETITION
Zach Denman
Industry Experience:
• Developed an entrepreneurial
business project for the new
Mercedes -Benz Center.
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Basketball Coach
Skills and Proficiencies:
• Photoshop
• Statistics
• Building an app
Josh Pierce
Overall Online Presence:
• Slightly over 100 connections, banner image
customized yet it’s ultra plain, amateur could be viewed
as unprofessional, lack of info throughout the page, no
articles published, no reference to his social media
pages, URL customized
• Grade: Poor, 25 out of 100
Industry Experience:
• 2 years as a outside marketer for Red
Bull
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Youth Baseball Coach
• Boss to 5 employees
Skills and Proficiencies:
• Adobe Spark Video
• Keynote 7
• WordPress
Overall Online Presence:
• 0 connections, banner image is not customized,
headshot appears to look like a selfie, brand new to
Linkedin, no articles published, literally no information
in the page, URL not customized, no links to social
media pages
• Grade: Very Poor, 1 out of 100
10. COMPETITION
Kathryn Buckles
Industry Experience:
• ~12 years of content marketing and
media experience with the MLB
Education:
• Graduate of UC Santa Barbara. BA, Film and Media
Studies, Music. 2004-2008.
Noteworthy Experience:
• Director, New Media & Content Marketing for Major
League Baseball
• As a social media producer, she curated and posted a
wide range of content on Twitter and Facebook for all
30 MLB clubs.
Skills and Proficiencies:
• Facebook - 24 endorsements
• Blogging - 17 endorsements
• Social Media - 16 endorsements
Josh Pierce
Overall Online Presence:
• 500+ connections, banner image not yet customized,
headshot is absent, detailed profile summaries from her
work experiences, dozens of recommendations in wide
variety of areas, experiences jump off the page, URL
not yet customized, only a social media link to twitter
• Grade: Good, 65 out of 100
Industry Experience:
• 2 year as outside marketer for Red Bull
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Youth baseball coach
• Boss to 5 employees
Skills and Proficiencies:
• Adobe Spark Video
• Keynote 7
• WordPress
Overall Online Presence:
• 0 connections, banner image is not customized,
headshot appears to look like a selfie, brand new to
Linkedin, no articles published, literally no information
in the page, URL not customized, no links to social
media pages
• Grade: Very Poor, 1 out of 100
11. BRAND POSITION
Keeping the sport safe, by reinvigorating my
passion and channeling it through the youth
to create the next generation of die-hard
sports fans.
JOSHUA PIERCE
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Sports Business Awards
‣ May 22 | New York, NY
• 2019 Octagon Sports Marketing Symposium
‣ October 15-16 | New York, NY
• 2019 Endeavor Streaming Sports Media & Technology
Conference
‣ November 12-13, 2019 | Marina Del Ray, CA
Marketing
• Primary Content: Daily blogs for Big Cat Country, which is
sports blog for the Jacksonville Jaguars. Providing news,
rumors, and comical takes to get the people as excited as
possible for Jaguar Football
• Primary Tools: Twitter and Instagram - Sharing links to my
blogs; LinkedIn - network with industry peers
• Website: Full Sail digital portfolio site to showcase school
work and my progression throughout my time at Full Sail.
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking to apprentice any present/past Marketing
Directors for sports teams that have made significant
impacts on their team and team’s community
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
• Content Marketer - Lynda.com, April 2019
• WordPress 5 Essential Training - Lynda.com, April 2019
Soft Skills
• Organization
• Microsoft Office
• Communication
• Brand Development
14. Josh Pierce
There are only two things that scare me in
this world: my inevitable death and the steady
decline in Major League Baseball viewership we
are seeing today. As of right now, over 50% of MLB’s
audience is 55 or older and that number will only increase as time goes by. I
refuse to watch baseball crumble and die in my lifetime so I made it my life
mission to put a end to the declining youth interest in the MLB. By using the
same philosophy that drew me to the game, combined with a degree in
Sports Media & Marketing at Full Sail University, I hope to play a pivotal role
in the youth reengagement of America’s pastime.
“
15. REFERENCES
Buckles, Kathryn (2019). Kathryn Buckles LinkedIn Profile.
Retrieved April 21, 2019, from https://www.linkedin.com/in/
kathryn-buckles-1895a31a/
Denman, Z. (2019). Zach Denman LinkedIn Profile. Retrieved
April 20, 2019, from https://www.linkedin.com/in/
zachmdenman/
Paul, Kari. (2017). Why the Biggest Battle in Major League
Baseball is Happening Off the Field. Retrieved from: https://
www.marketwatch.com/story/5-ways-mlb-is-trying-to-get-
younger-fans-interested-in-baseball-2017-02-22
Sports Business Conference & Events. (2019). Retrieved from:
https://www.sportsbusinessdaily.com/Conferences-Events/
Event-Calendar.aspx
