Joshua Jackson is pursuing a career in digital marketing for the NBA. He grew up in New York City and is currently studying Sports Marketing & Media at Full Sail University. His goals are to land an entry-level marketing job with the NBA upon graduation, lead a successful digital campaign for an underdog NBA team by 2026, and establish his own NBA marketing company by 2041. He analyzes his skills, experiences, competitors, target audience and develops a brand position and networking plan to pursue his professional goals.

1. PERSONAL BRAND EXPLORATION
Joshua Jackson
Project & Portfolio I: Week 1
September 30, 2020

2. The youngest of four siblings, Joshua Jackson
grew up in a big city named New York City,
which shaped his “street-style/urban
photography ” ethics and principles. He’s been
an avid art fan his entire life and dreams of
marketing games and matches all over the world
for the NBA. After Joshua 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 (& what I’ll do):
• Brand Manager - plan ways to promote and
change the public perception of the whole league
or a specific team.
• Marketing Coordinator - preparing advertising
strategies, plans, and objectives for a specific
team with the goal in making them better.
• Social Media Coordinator - monitor social media
channels for industry trends as will as interact with
users.
Royalty Archetype - I am aiming to create a
prosperous, successful community of people who look
to what I believe in. In order to lead by example I'll be
influential and captivating.
Digital Marketing for the National Basketball Association

4. • DEMOGRAPHICS: 70% Male, 18-45
years old, Predominately mixed
raced, on both ends of education
spectrum.
• PSYCHOGRAPHICS: Enjoys being
active, in and outdoor activities, very
loyal to city and state, very devoted to
color schemes as well as commodity
with friends.
• IDEAL AUDIENCE MEMBERS:
Kate Jhaveri (NBA), Chief Marketing
Officer,
• Coleen (NBA), Digital Media
• Melissa Rosenthal Brenner (NBA),
Executive Vice President, Digital
Media
Recruiters & Hiring Managers at NBA
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at NBA.
‣ Work hard and very diligently on networking with higher
ups while also still doing the best I possibly can with job
wise on task.
Mid Term: (2026)
• Lead a successful digital marketing campaign aimed to those
higher-ups and who I befriended in order to continuously
elevate. Specifically for one that team that is considered an
underdog when it comes down to marketing purposes.
‣ Expand year-over-year NBA event attendance by 25%
nationwide by December 31, 2026.
Long Term: (2041)
• Establish a NBA Marketing Company that helps aspiring
marketers and content creators as well as individuals who need
to be marketed.
‣ Save a total amount of 50,000 in order to help support
new marketers come up and start their business to their
desires as well as create business partnerships by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 100%
Adobe Creative Suite 65%
Time Management 80%
Public Speaking 40%
SOFTHARD
Data Mining Software 10%
Bilingual or multilingual 45%
Professional Writing 70%
Public Speaking 25%
SOFTHARD

7. To the National Basketball Association
(NBA) to increase foot traffic at events, as
well as online presence, by inspiring
American families through digital media
storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years Account management
• 5+ years in customer service jobs ; from
retail stores all the way to theme Parks
and a water company
Education:
• Freeman High school
• Hermitage Technical Center for Web
Development and Graphic Design
• Sports Marketing & Media, B.S., Full Sail
University (Exp. 2022)

9. COMPETITION
Cherish Armendariz
Industry Experience:
• 20+ years of marketing experience
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
• Phillips Junior College - Associate’s degree in Business
administration and management.
Leadership Experience:
• SMMBS MVP Program
• National Society of Collegiate Scholars
• SBLA
• FSSSMMBS
Skills and Proficiencies:
• Content Marketing - 2 endorsements
• Social Media Marketing- 2 endorsements
• Web Analytics - 1 endorsements
Industry Experience:
• 2 years Account management
• 5+ years in customer service jobs ; from
retail stores all the way to theme Parks
and a water company
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Football team captain , multiple leadership roles in high
school.
Skills and Proficiencies:
• Adobe Creative Suite
• Public Speaking
• Social Media Marketing
Overall Online Presence:
• 1 connections, banner image not customized,
unprofessional headshot, no detailed summary
throughout profile URL customized
Joshua Jackson
Overall Online Presence:
• 500+ connections, banner image customized,
unprofessional but decent headshot, detailed
summaries URL customized

10. COMPETITION
Christopher Baird
Industry Experience:
• ~7 years of marketing and sales
experience
Education:
• Marketing, B.A. University of North Georgia
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Noteworthy Experience:
• No noteworthy experiences listed.
Skills and Proficiencies:
• Market Research
• Marketing
• Sports
Industry Experience:
• 2 years Account management
• 5+ years in customer service jobs ; from
retail stores all the way to theme Parks
and a water company
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Football team captain , multiple leadership roles in high
school.
Skills and Proficiencies:
• Adobe Creative Suite
• Public Speaking
• Social Media Marketing
Overall Online Presence:
• 1 connections, banner image not customized,
unprofessional headshot, no detailed summary
throughout profile URL customized
Joshua Jackson
Overall Online Presence:
• 15 connections, banner image customized,
unprofessional but decent headshot, detailed
summaries URL customized

11. BRAND POSITION
Only objective; Inspire. Explore.Create. The
simplest way to put it but yet the most
effective way to put it as well.
JOSHUA JACKSON

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Aug. 20: NBA Draft Lottery
• Sep. 30: Beginning of NBA Finals
• Dec. 1: Opening night for 2020-21 season
Digital Marketing
• Primary Content: e showcasing talents through photos,
editing included, flyers, and videos showcasing.
• Primary Tools: Social Media (Twitter and FaceBook) - promo
videos and flyers;
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase my photography and marketing
knowledge and embed galleries and videos.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25
yrs of experience in rodeo industry; family man that
upholds Christian values, Jan. 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2021
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• Grac
• WordPress 5 Essential Training - Lynda.com, Aug.
2020
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Joshua Jackson
You know how the NBA fanbase hasn't been ideal when it came down to people
specifically choosing a team again. We all know that customers can switch teams a lot
easier than the players but, but my objective will be to guarantee more foot traffic as well
as loyalty to your team and brand. By doing that I will increase your brand’s audience
presents online by 150% in just a couple of weeks. Lately my process for attracting
individuals in to adhere to what I am saying has been very radiant lately. Allowing me to
shine my light on your brand and organization we were both benefit from this and you
guys have less to lose with choosing someone from the outside anyway so let me be that
guy for you guys .

15. REFERENCES
11-2021.00 - Marketing managers. (n.d.). O*NET OnLine.
https://www.onetonline.org/link/summary/11-2021.00
23 terrific NBA fan demographics. (2015, October 1).
BrandonGaille.com. https://brandongaille.com/23-nba-fan-demographics/
Brand manager: Job description. (2020, June 29). TARGETjobs.
https://targetjobs.co.uk/careers-advice/job-descriptions/667965-brand-
manager-job-description
Hard skills vs. soft skills. (n.d.). Job Search | Indeed.
https://www.indeed.com/career-advice/resumes-cover-letters/hard-skills-
vs-soft-skills
Kobe Bryant fans petition to change NBA logo to honor lakers legend.
(2020, January 28). wnep.com.
https://www.wnep.com/article/news/kobe-bryant-fans-petition-to-change-
nba-logo-to-honor-lakers-legend/523-27fc5791-dc61-454d-9778-
e1f6ab9ba391
Leadership. (2016, May 10). NBA Careers.
https://careers.nba.com/leadership/
(n.d.). LinkedIn. https://www.linkedin.com/in/cherisharmendariz/
(n.d.). LinkedIn. https://www.linkedin.com/in/christopher-baird-
4881a417b/
(n.d.). LinkedIn. https://www.linkedin.com/in/kelley-walton-563ab647/
Marketing coordinator job description sample. (2019, November 7).
Monster Employer Resources | Monster.com.
https://hiring.monster.com/employer-resources/job-description-
templates/marketing-coordinator-job-description-sample/
NBA finals logo. (2014, April 19). The All Out Sports Network.
https://theaosn.com/nba-playoffs-eastern-conference/nba-finals-logo/
NBA return timeline, key dates: League sets schedule for seeding
games, playoffs, draft, free agency. (2020, August 6). CBSSports.com.
https://www.cbssports.com/nba/news/nba-return-timeline-key-dates-
league-sets-schedule-for-seeding-games-playoffs-draft-free-agency/
NBA shows where its target market is, and it’s not you. (n.d.).
Unbalanced. https://vocal.media/unbalanced/nba-shows-where-its-
target-market-is-and-its-not-you