Shannon Burke is a student at Full Sail University studying Sports Marketing & Media with a focus on developing digital marketing skills. His goal is to land an entry-level marketing position at NASCAR upon graduation in 2021 in order to increase race-day attendance through digital storytelling. He plans to create a podcast called NASCAR Notes and use social media platforms like Facebook, Instagram, and LinkedIn to promote it and showcase his marketing knowledge.

1. PERSONAL BRAND EXPLORATION
Shannon Burke
Project & Portfolio I: Week 3
August 25, 2019

2. The only child in the family, Shannon Burke grew
up in a small town outside of Charlotte NC,
which shaped his “hard working and creative ”
ethics and principles. He’s been an avid
NASCAR fan his entire life and dreams of
marketing events and drivers for NASCAR. After
high school Shannon joined the work force,
Shannon enrolled in the Sports Marketing &
Media program at Full Sail University where he’s
focused on developing digital marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Social Media Coordinator
• Brand Manager
Creator Archetype: Show my
creative process to get fans
engaged in the sport. I want people
to be amazed and inspired with
what I do.
Digital Marketing for NASCAR.

4. • DEMOGRAPHICS: 60% Female,
35-45 years old, Predominately
White, Married, College Educated,
Located in south-east United
States.
• PSYCHOGRAPHICS: Enjoys
risky outdoor activities, spends
free time playing with kids outside,
adheres to conservative lifestyles
and opinions, regularly attends
church service.
• IDEAL AUDIENCE MEMBERS:
Tim Southers - NASCAR PR
Manager, Patrick Morris -
Director Brand Marketing,
NASCAR, Jill Gregory -
Executive Vice President
Recruiters & Hiring Managers at NASCAR
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at NASCAR.
‣ Connect with, and send a follow up
promotional email to, 20 NASCAR team
members on LinkedIn by December 31, 2022.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed
at expanding NASCAR’s attendance.
‣ Expand year-over-year NASCAR’s event
attendance by 30% nationwide by December
31, 2025.
Long Term: (2040)
• Be able to mentor, train and develop inspiring
candidate’s inspiring to be in the positions that I have
held in the NASCAR industry,

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help NASCAR increase race-day
attendance by entertaining and inspiring
American families through digital media
storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 15 years service cable services
• 5 years in dental prosthetics
Education:
• Content Marketing, Lynda Certification
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2021)

9. COMPETITION
Patrick Brush
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:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Shannon Burke
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• NO experience still in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Crew leader - LKN Underground
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 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
Fullie Salen
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:
• No experience still in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Crew leader - LKN Underground
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
Bringing families and friends together to have
the best race day experience
SHANNON BURKE

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Bojangles Southern 500 Darlington, SC
Sept 1, 2019
2020 Daytona 500 Daytona Beach, FL
Feb 17, 2020
2020 Talladega 500 Talladega Al
Apr 9, 2020
Digital Marketing
• Primary Content: est. podcast called NASCAR Notes; 15 min.
episodes telling personal stories of what I experience at a
nascar event; 1 episode per week; host and syndicate through
sound cloud
• 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 my marketing knowledge and
embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25 yrs
of experience in the NASCAR. 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, Aug. 2019
• SEO Foundations - Lynda.com, Aug 2019
• WordPress 5 Essential Training - Lynda.com, Aug 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
JUN. 2019
• Business Writing Principles - Lynda.com, MAY. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Shannon Burke
You know how NSACAR’s 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 the
remarkable feats off driving a stockcar nearly 200 mph.
“

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
NASACR career site (2019) searched marketing careers
Retrieved August 25 2019, from https://external-
nascar.icims.com/jobs/intro?
hashed=-435769491&mobile=false&width=841&height=500&b
ga=true&needsRedirect=false&jan1offset=-300&jun1offset=-24
0
Racer.com (2019) image sourced from https://racer.com/
2019/06/26/nascar-confirms-daytona-rules-package
sportingnews.com (2019) images sourced from
https://www.sportingnews.com/us/nascar/news/what-channel-
is-nascar-on-today-time-tv-schedule-richmond-race/
1y0rm5374azw11jiq9xm43nan0