2. Introduction - Why Derek Jeter?
● Growing up I aspired to be like him
● I want to learn more about the charities he is involved with, the type of person
he is, and the type of baseball player he is.
● He is one of the greatest baseball players of all time.
3. Charities
● Turn 2 Foundation
○ A charitable organization to turn away from drugs and alcohol and turn2 a
healthy lifestyle
● Entertainment Industry Foundation
○ Charitable organization to raise money for childhood hunger, cancer
research, creative arts, education, and cardiovascular research
● Soles4Souls
○ Charity that collects shoes from the warehouse of footwear companies
and the closets of ordinary people
● Stand Up to Cancer
○ Nonprofit organization that aims to raise money for cancer researchers
and scientists to come together and reach the common goal to finding a
cure for cancer
4.
5. As a Person
● Role model and leader for the youth
○ Private and lives responsibly
■ Keeps his private life off the field and out of reporters reach
○ Humble - gives credit to his parents and grandparents for his success
○ All about the youth bettering themselves
○ Not a hypocrite - stays away from drugs and some charities are related to
helping kids recover from drug use and the potential drug use
○ Everything he does is for his fans and his family
6. As a Baseball Player
● Humble
○ does not take credit for his own success
○ Everything he does is for his fans
● Hero
○ Admired by many young and old athletes
○ Clean character and impeccable attitude
● Superstar
○ Accomplished more than imaginable
■ 5 world series championships, 13 all-star games, 5 silver slugger
awards, 5 golden gloves, 2 World Classic Games for the USA, all-time
leader in hits, games played, at-bats, stolen bases and singles, 12
time Yankee captain, and many more
7. Brand Identity
● How is brand recognition created? How is it kept?
○ Derek Jeter started #RE2PECT when he was a Yankee baseball player, it
is a very common slogan used when speaking about him; he is known as
being respectful
● Who is your target market?
○ Young kids dealing with drug and alcohol use, medical issues, hunger,
and clothing issues
○ Young athletes
● Who is the brand direct competition?
○ Building a culture and philosophy for Marlins, any baseball player, any
athlete, and any one who is involved in drug, alcohol, or cancer charities
8.
9. Brand Identity Continued
● What is your brand’s identity?
○ Derek Jeter presents himself as a successful, humble, caring, and hard
working
● What is your brand’s demographic?
○ 43 years old, married, owner of the marlins baseball team, former
shortstop for the yankees baseball team, graduated from Kalamazoo
Central High School and went on to University of Michigan
10. Works Cited
● Derek Jeter: Charity Work & Causes. (n.d.). Retrieved April 17, 2018, from
https://www.looktothestars.org/celebrity/derek-jeter
● DerekJeter.com - Turn 2 Foundation. (n.d.). Retrieved April 17, 2018, from
http://mlb.mlb.com/players/jeter_derek/turn2/index.jsp
● About Us. (n.d.). Retrieved April 17, 2018, from https://soles4souls.org/about-us/
● Stand Up To Cancer. (n.d.). Retrieved April 17, 2018, from
https://www.standuptocancer.org/
11. Works Cited
● McDonnell, J. W. (2017, August 12). Derek Jeter's Newest Challenge Is Building A
Philosophy And Culture For The Miami Marlins. Retrieved April 17, 2018,
from https://www.forbes.com/sites/waynemcdonnell/2017/08/12/derek-jeters-newest-
challenge-is-building-a-philosophy-and-culture-for-the-miami-marlins/#5e904daa7601
● Fantauzzi, D. (n.d.). The Definition of a Role Model: Derek Jeter. Retrieved April
17, 2018, from https://www.saratogatodayonline.com/today-in-saratoga/sports/item/3857-
the-definition-of-a-role-model-derek-jeter
● Grossman, Evan. “Derek Jeter's Marlins Renege on Memorial for Jose Fernandez, Says Late
Pitcher's Family - NY Daily News.” Nydailynews.com, New York Daily News, 19 Apr. 2018,
www.nydailynews.com/sports/baseball/jose-fernandez-family-marlins-ruining-pitcher-legacy-
article-1.3942363.
