The document provides details about Briana Robak's personal brand exploration and goals related to a career in sports marketing and media. It summarizes her background in photography, leadership experience, and education. Her goals include obtaining an internship with the New York Yankees and eventually creating a foundation within the organization to give back to the community. The document also analyzes her skills, potential competitors, and provides a proposed brand position and details about her professional development and networking plans.

1. PERSONAL BRAND EXPLORATION
Briana Robak
Project & Portfolio I: Week 1
June 7, 2021

2. Growing up I was always a shy kid, but as the
years passed by I learned to get out of my shell.
In 2010 I joined a leadership program, which
made me realize my love for volunteering and
helping people. Over the years I have come to
realize what is most important to me, and that is
kindness, loyalty, and friendship. I also have
been a photographer for over 6 years, shooting
weddings, senior photos, and family photos.
Giving back to the community is very important
to me, and I hope to volunteer as much as I can
in the future.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Advertising and Promotions
Manager
• Media Programming Director
• Art Director
BRAND ARCHETYPE - While
working, I put my client and they
needs first. I strive to make my
clients feel taken care of and
secure. I do everything possible to
create content that my clients love
and can use for a long time.
Media Marketing for MLB Team

4. • DEMOGRAPHICS: Committee
members have a mix between a
bachelors and masters degree.
Tymon has worked for the
Yankees organization for 37 years.
• PSYCHOGRAPHICS:
Volunteering (specifically with the
Wounded Warrior Project),
watching/playing baseball
(remaining active).
• IDEAL AUDIENCE MEMBERS:
Deborah A. Tymon (Senior Vice
President of Marketing), Aryn
Sobo (Vice President, HR,
Employment and Labor Law),
Brian E. Smith (Senior Vice
President, Community Relations).
Deborah A. Tymon and Hiring Managers at New York Yankees
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Retrieve an internship with the New York Yankees, MLB
team.
‣ Connect with Yankees spring training marketing
team, by December 31, 2021.
Mid Term: (2027)
• After accepting a mid-level position, create a successful
social media campaign, aimed to bring more fans to
home games.
‣ Over the 5 years from my start date, expand home
game attendance by 10%.
Long Term: (2037)
• Create a foundation within the Yankees organization,
which will bring the employees and players together to
give back to the community (both in Tampa and New
York).
‣ Save at least $500,000, connect/work with
homeless shelters and foster homes, and add
volunteer work into players contracts by 2037.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 80%
Adobe Creative Suite 75%
Time Management 65%
Public Speaking 50%
SOFT
HARD
Video Creation/Editing 70%
Webpage Creation 45%
Attention to detail 65%
Social Perceptiveness 70%
SOFT
HARD

7. I help the New York Yankees organization
increase home game attendance, and moral
influence, by generating more social media
content, while allowing employees and
players to give back to their communities.
PROMISE

8. CREDENTIALS
Work Experience:
• Photographer (2012-present)
• Weddings, engagement shoots and
senior portraits.
• Assistant Manager (2014-present) at
Lakeside at Loon Lake
Education:
• Media Arts Certificate, SUNY Adirondack
• Sports Marketing and Media, B.S., Full Sail University (Exp. 2022)
Awards:
• Leaders President, Leaders is a YMCA
club that that is committed to bettering
ourselves and the world around us.

9. Gabrielle Yoder
Leadership Experience:
• Shift Supervisor at Starbucks
• Fundraising Volunteer for Feed Our Children NOW!
Industry Experience:
• Photographer 2015-present
Education:
• Full Sail University- Bachelor’s Degree in Music
Business
Skills and Proficiencies:
• Microsoft Office- 2 endorsements
• Social Media - 2 endorsements
• Photography - 2 endorsements
Overall Online Presence:
• 30 connections, no customized banner photo,
professional headshot, profile is fairly detailed
• Grade: Average, 60 out of 100
COMPETITION
Briana Robak
Industry Experience:
• Photographer 2012-present
Education:
• SUNY Adirondack- Media Arts Certificate
• Full Sail University- Bachelor’s Degree in Sports
Marketing and Media (2022)
Leadership Experience:
• President of Leaders of the YMCA
• Assistant Manager at Lakeside at Loon Lake
Skills and Proficiencies:
• Editing - 0 endorsements
• Marketing - 0 endorsements
• Photography - 0 endorsements
Overall Online Presence:
• 1 connection, personal banner of Yankee Stadium,
headshot was taken by a photographer, not a very
detailed profile, remains active on Instagram
• Grade: Average, 63 out of 100

10. COMPETITION
Jonathan Kliment
Industry Experience:
• Play by Play Broadcaster/Director of
Media Relations at CAN-USA Sports
2018-present
Education:
• American Broadcasting School- Diploma
• Full Sail University- Bachelor’s Degree in Sports Media
and Marketing
• Full Sail University- Masters Degree in Entertainment
Business of Science with Sports Management
Leadership Experience:
• Communications Manager
• Media Relations Director
Skills and Proficiencies:
• Sports- 9 endorsements
• Radio - 7 endorsements
• Sports Marketing - 6 endorsements
Briana Robak
Overall Online Presence:
• Over 500 connections, personal banner image,
headshot is a personal photo, Jonathan’s profile is very
detailed, he also stays up to date on twitter.
• Grade: Superior, 83 out of 100
Industry Experience:
• Photographer 2012-present
Education:
• SUNY Adirondack- Media Arts Certificate
• Full Sail University- Bachelor’s Degree in Sports
Marketing and Media (2022)
Leadership Experience:
• President of Leaders of the YMCA
• Assistant Manager at Lakeside at Loon Lake
Skills and Proficiencies:
• Editing - 0 endorsements
• Marketing - 0 endorsements
• Photography - 0 endorsements
Overall Online Presence:
• 1 connection, personal banner of Yankee Stadium,
headshot was taken by a photographer, not a very
detailed profile, remains active on Instagram
• Grade: Average, 63 out of 100

11. BRAND POSITION
For the New York Yankees who need a digital
marketer, I provide a unique blend of old school art
(vintage) with a modern twist to most things,
allowing my work to connect with the older and
younger generations. I give back to the community
as much as I can, bringing in a sense of kindness
and loyalty that some people do not have.
“BRIESUS”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• DECA Sports and Entertainment Marketing Conference
‣ February 2-6 | Orlando, FL
• New Mainstream Business Summit
‣ TBD | Miami, FL
• IMG Sports Marketing Symposium
‣ TBD | New York City, NY
Digital Marketing
• Primary Content: Most of my current content posted online is
my photography. I have both a website and social media
page, showcasing my work and I intend on keeping that up-to-
date.
• Primary Tools: I intend on continuing to use Instagram as my
primary account, but I am also looking at creating a Facebook
page for my brand.
• Website: I have a decent following in the town I live in, but I
intend on repeatedly updating my website and adding more
photos as I go on. I would love to add more photos from my
time volunteering abroad as well.

13. PROFESSIONAL DEVELOPMENT
Mentor
• My current mentor is Jonathan Kliment, and I hope to
stay in contact and work with him more over the years.
May 2021
Formal Education
• Full Sail University- Bachelor’s Degree in Sports
Marketing and Media (2022)
Technical Skills
• Video Editing, Palm Beach Atlantic University, August
2016
• Webpage Creation, Full Sail University, May 2021
• Adobe Photoshop, Neilson August 2017
Soft Skills
• Time management- Escape LG, May 2019
• Public Speaking- Palm Beach Atlantic University,
September 2016
• Attention to detail- Full Sail University, June 2021

14. Briana Robak
You know many people don’t associate sports
with giving back? Well, what I do is create a
program within the organization that will help give
back to the community. In fact, I already have many connections from
volunteering in NY, NJ, FL, as well as in other countries. When you add a
volunteer requirement for players/employees, you can create a marketing
event just based off of the times they volunteer; pulling at the consumers
heart-strings.
“

15. REFERENCES
Summary Report for: 27-1011.00 - Art Directors. O*NET OnLine. (n.d.). https://
www.onetonline.org/link/summary/27-1011.00.
Summary Report for: 27-2012.03 - Media Programming Directors. O*NET OnLine.
(n.d.). https://www.onetonline.org/link/summary/27-2012.03.
Summary Report for: 11-2011.00 - Advertising and Promotions Managers. O*NET
OnLine. (n.d.). https://www.onetonline.org/link/summary/11-2011.00.
Caregiver Brand Archetype - Kaye Putnam: Psychology Brand Strategy. Kaye Putnam
| Psychology Driven Brand Strategist. (2019, August 19). https://
www.kayeputnam.com/brandality-archetype-caregiver/.
Amore, D. (2018, October 2). Army To Honor Yankees Employee From Stamford.
courant.com. https://www.courant.com/hc-xpm-2013-05-21-hc-ct-woman-
honored-0522-20130521-story.html.
Diversity and Inclusion Committee. MLB.com. (n.d.). https://www.mlb.com/yankees/
community/diversity-and-inclusion-committee.
Front Office. MLB.com. (n.d.). https://www.mlb.com/yankees/team/front-office.
Summary Report for: 11-2011.00 - Advertising and Promotions Managers. O*NET
OnLine. (n.d.). https://www.onetonline.org/link/summary/11-2011.00.
Welcome: Brie Robak. Mysite. (n.d.). https://brierobak.wixsite.com/mysite.