Brittney Kunder is a student in the Sports Marketing & Media program at Full Sail University exploring her personal brand. She has a passion for college football stemming from her childhood in Michigan. Her goal is to land an entry-level marketing position at the University of Georgia upon graduating in 2021. Long term, she aims to start an athlete mentoring company. Her skills include social media marketing, Adobe Creative Suite, and critical thinking. She plans to network at industry events, develop social media accounts, and complete technical and soft skills training.

1. PERSONAL BRAND EXPLORATION
Brittney Kunder
Project & Portfolio I: Week 3
November 17, 2019

2. Raised in a small town in southern Michigan,
Brittney Kunder was destined for a life in
sports. At a young age she started competing
in team sports and attended stadiums
regularly. At the age of 10, Brittney’s love for
college football took off after a life changing
surgery at C. S. Mott Children’s Hospital, home
of the University of Michigan. The Michigan
Wolverines quickly became a passion of hers
and has inspired her to enter the sports
industry. After 10 years in commissioned sales,
Brittney enrolled in the Sports Marketing &
Media program at Full Sail University where
she is establishing a solid ground in digital
marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Public Relations Specialist
• Social Media Designer
Entertainer/Girl Next Door Archetype
- Creating original content to
encourage fans to develop a more
personable bond with the team
they love. Utilizing old and new
techniques to engage and excite
them on a new level for the fan
experience.
Digital Marketing for Colleges and Universities

4. • DEMOGRAPHICS: 80% Female,
30-40 years old, Predominately
White, Married, College
Educated, Located in Eastern-
America.
• PSYCHOGRAPHICS: Enjoys the
sports environment, healthy
lifestyle, spends free time
playing with family, Pro Women
equality.
• IDEAL AUDIENCE MEMBERS:
Brittany Kelley, Senior Recruiter
(ESPN), Amanda McCullough,
Talent Acquisition (ESPN), Dan
Helmick, Employment
Onboarding (UGA)
Recruiters & Hiring Managers at ESPN, and College Football Teams
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at
University of Ga.
‣ Connect with 20 members on UGA
marketing team by November 1st, 2021
Mid Term: (2025)
• Orchestrate a successful digital marketing
campaign for fan online purchases.
‣ Increase year-over-year online sales for team
memorabilia by 25%
Long Term: (2040)
• Start an Athlete Mentoring/Media Company that
helps aspiring athletes maneuver the ins and outs
of being an a professional athlete.
‣ Save a total of $75,000, create 5 demo hype
films, and secure 3 promising athletes by
January 1st, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 45%
Adobe Creative Suite 50%
Critical Thinking 70%
Reading Comprehension 60%
SOFTHARD
CRM Software 10%
Web Development Software 20%
Active Learning 50%
Active Listening 60%
SOFTHARD

7. I help college football programs
increase fan engagement by creating
new experiences for fans to further
their connection to their team.
PROMISE

8. CREDENTIALS
Work Experience:
• 6 years service in
Telecommunications & Sales
• 6 years in retail
Education:
• Sports Marketing & Media, B.S., Full Sail
University (Exp. 2021)
Awards:
• Management Development
Program 2016
• Regional Top Seller 2016

9. COMPETITION
Cherish Armendariz
Industry Experience:
• Currently working at amazon as a
Sorter. Not much experience in
sports industry other than being
a fan, but has graphic design
experience.Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University set to graduate
in 2020
Leadership Experience:
• SMMBS MVP Program
• National Society of Collegiate Scholars
Skills and Proficiencies:
• Content Marketing - 2 endorsements
• Social Media Marketing - 2 endorsements
• Image Editing - 2 endorsements
• Web Analytics - 1 endorsement
Brittney Kunder
Overall Online Presence:
• Over 300 connections, professional headshot,
adequate and up to date details throughout
profile, active in posting and commenting, active
on social media, Portfolio and twitter page linked
• Grade: Great, 85 out of 100
Industry Experience:
• 2 year social media marketing for
cattle feed retail store
• Great knowledge of College
Football and its history.
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University. Exp 2021
Leadership Experience:
• 2 Year retail management
Skills and Proficiencies:
• Sales - no endorsements
• Adobe Creative Suite - 65 endorsements
• Customer Experience - no endorsements
Overall Online Presence:
• Only 10 connections, banner image is
customized, casual headshot, a few summaries
throughout profile , no articles published, not
active on social media accounts, URL not
customized
• Grade: Average, 50 out of 100

10. COMPETITION
Monica DeMairo
Industry Experience:
• ~6 years of experience in sports
industry, 1 year experience with
ESPN.
Education:
• Sociology/Psychology , B.A. from Duke University
• Market and Management Certificate
Noteworthy Experience:
• 3 month intern with NBA Think Tank
• 1 year intern with Duke University Athletics
Marketing and Promotions team
• 5 years with the NBA/WNBA as an associate
Manager
•
Skills and Proficiencies:
• Market Research - 3 endorsements
• Power Point - 1 endorsement
• Strategic Planning - no endorsements
Brittney Kunder
Overall Online Presence:
• Over 500 connections, banner image not yet
customized, casual headshot, profile summaries,
are filled in, lots of experience , URL not yet
customized, no social media account, no links to
websites or portfolios.
• Grade: Good, 70 out of 100
Industry Experience:
• 2 year social media marketing for
cattle feed retail store
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• 2 Year retail management
Skills and Proficiencies:
• Sales - no endorsements
• Adobe Creative Suite - 65 endorsements
• Customer Experience - no endorsements
Overall Online Presence:
• Only 10 connections, banner image is
customized, casual headshot, a few summaries
throughout profile , no articles published, not
active on social media accounts, URL not
customized
• Grade: Average, 50 out of 100

11. BRAND POSITION
Fills the room with her loud, passionate,
and comedic values for the College
Football culture. It’s more than just a
game to her.
BRITTNEY KUNDER

12. NETWORKING &
MARKETING
Industry Events & Organizations
• SMA Annual Conference Conference
‣ November 6 - 8, 2020 | Chicago, IL
• Sports Marketing Association (SMA)
‣ Student Membership
• Sport Techie Member
‣ Pro Membership
Digital Marketing
• Primary Content: Establish social media accounts
called “Kundy Kickoff”. Post pictures and articles
based on news in sports industry. Create discussions
and brand awareness.
• Primary Tools: Instagram and Twitter - promote social
media accounts through ads and influencers. LinkedIn
- network with industry pros and link social media
accounts
• Website: Full Sail digital portfolio site to showcase
school work; link social media account to see original
content and campaigns.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing expert with at
least 20 yrs of experience in the Sports industry;
Alpha female in college athletics.
Formal Education
• Complete Sports Marketing & Media, B.S. by
expected graduation date in 2021
Technical Skills
• Complete Zoho CRM courses through LinkedIn
Learning , Dec. 2019
• Adobe Creative Suite - LinkedIN Learning, June
2020
• WordPress 5 Essential Training - LinkedIn
Learning, January 2020
Soft Skills
• Communicating with Confidence - LinkedIn
Learning, June 2020
• Spanish reading and writing - Rosetta Stone, Oct.
2020
• Public Speaking Foundations - LinkedIn
Learning, January 2021

14. Brittney Kunder
You know how college athletics
has grown in popularity? Well, what
I do is develop original content
marketing for teams by creating a more personal
relationship between the fan and the team. In fact, last
year I created a new ad campaign for a team and rose
their online revenue by 25%.
“

15. REFERENCES
DeMario, M. (2019). Monica DeMario LinkedIn Profile.
Retrieved November 16, 2019, from https://
www.linkedin.com/in/monicademairo/
Armendariz, C. (2019). Cherish Armendariz LinkedIn
Profile. Retrieved November 16, 2019, from https://
www.linkedin.com/in/sportsmarketingfemme/
Kelley, B. (2019). Brittany Kelley LinkedIn Profile.
Retrieved November 16, 2019, fromhttps://
www.linkedin.com/in/brittany-kelley-25637726/
ONETOnLine.org. (2019). Summary Report for: 11-2021.00
— Search Marketing Manager. Retrieved November 15,
2019, from https://www.onetonline.org/link/summary/
11-2021.00
UGA. (2019). University of Georgia, Company site on
Human Resource page. Retrieved November 14, 2019,
from https://hr.uga.edu/contact/
ESPN. (2019). ESPN company page on Glassdoor -
Retrieved November 14, 2019, from https://
www.glassdoor.com/Overview/Working-at-ESPN-
EI_IE13401.11,15.htm
SMA. (2019). Sports Marketing Association - Member
Description. Retrieved November 16, 2019, from http://
www.sportmarketingassociation.com/home
Sport Techie (2019) Events page on website. Retrieved
November 16, 2019, from https://events.sporttechie.com
ONETOnLine.org. (2019). Summary Report for:
27-1024.00 — Search Graphic Designer. Retrieved
November 15, 2019, from https://www.onetonline.org/
link/summary/27-1024.00