Jason Mayo is a student studying sports marketing and media. He has a background working for the Navy as a merchant marine for 10 years. His personal brand focuses on using digital marketing to attract new and existing sports fans. His goals are to land an entry-level marketing job in the sports industry after graduation and help expand sports league attendance through digital campaigns. He recognizes his top competitors have more industry experience and connections but aims to stand out through his storytelling skills and understanding of different cultures from his travels.

1. PERSONAL BRAND EXPLORATION
JASON MAYO
Project & Portfolio I: Week 3
October 10, 2019

2. The eldest of two, Jason Mayo grew up a
military brat in the San Francisco Bay Area,
which shaped his ethics and principles. He’s
been a huge fan of sports since he can
remember and has dreams of working for
the NFL or NBA. After working for the Navy
as a merchant marine for almost 10 years,
Jason enrolled in the Sports Marketing &
Media program at Full Sail University where
he’s focused on developing his digital
marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Brand Manager
• Search Marketing Strategists
• Sports Agent
Lover Archetype - producing
exciting content that connects
people with their heart’s desires.
Using industry trends and defining
new ones while giving new and old
audiences an attractive experience
leaving them spellbound.
Digital Marketing/ Sports Agent for the NFL/NBA

4. • DEMOGRAPHICS: 70% Female,
35-45 years old, Predominately
White, Married, College Educated,
Located in the greater Los Angeles
area.
• PSYCHOGRAPHICS: Enjoys all
types of sports and activities, lives
an active lifestyle and gives back
to the community by volunteering.
Spends time with close friends
and family, regularly attends
church service.
• IDEAL AUDIENCE MEMBERS:
Carrie Brzezinski, Vice President of
Marketing (ESPN), Alia Tabet, Sr.
Director of Marketing (NFL),
Jennifer Sailer, Senior Marketing
Manager (NBA)
Recruiters & Hiring Managers at NFL, NBA, and ESPN
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at NFL, NBA,
or ESPN.
‣Connect with, and send a follow up
promotional email to, 25 team members on
LinkedIn from the NFL, NBA and ESPN by
September 1st, 2021.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed
at expanding NFL/NBA attendance.
‣Expand year-over-year NFL/NBA event
attendance by 30% nationwide by December
31, 2025.
Long Term: (2030)
• Establish a Digital Media Company that helps small
businesses increase sales and brand awareness
through digital marketing strategies.
‣Save a total of $100,000, purchase 2
commercial buildings by January 1st, 2035.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Word Press 50%
Microsoft PowerPoint 65%
Time Management 85%
Problem Sensitivity 90%
SOFTHARD
Adobe Photoshop 5%
Google Analytics 15%
Professional Writing 35%
Service Orientation 90%
SOFTHARD

7. I passionately fulfill business desires by
attracting their target audience through
exciting digital media storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 7 years as a Merchant Marine for the
Department of the Navy
• 3 years as a day porter and customer
service for Serving Seniors
Education:
• Sports Marketing & Media, B.S., Full Sail University (Exp. 2021)
Awards:
• Global War on Terrorism Medal,
Secretary of State
• Afloat Civilian Personnel Award for 6
different USNS and USS Naval Ships
• Employee of the Quarter, Serving Seniors

9. COMPETITION
Brian Pohl
Industry Experience:
• 2 years Writer/Social Media Intern for
SkyBoat.com
Education:
• BS, Sports Marketing & Media
Leadership Experience:
• Leadership experience not listed
Skills and Proficiencies:
• Storytelling - 0 endorsements
• Social Media - 1 endorsements
• Microsoft Office - 0 endorsements
Jason Mayo
Overall Online Presence:
• Less than 100 connections, banner image not yet
customized, Professional headshot, provides short
details throughout profile, no articles published,
volunteer work, URL customized
• Grade: Poor, 20 out of 100
Industry Experience:
• 7 years working for the Department of
the Navy as a Merchant Marine
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S Merchant Marine, multiple leadership roles
Skills and Proficiencies:
• WordPress - 0 endorsements
• Microsoft PowerPoint - 0 endorsements
• Social Media - 0 endorsements
Overall Online Presence:
• 34 connections, banner image not customized,
professional headshot, detailed summaries throughout
profile with one content piece, no articles published,
volunteer work provided, URL customized
• Grade: Poor, 15 out of 100

10. COMPETITION
Shantal F.
Industry Experience:
• 3 years as a Certified Life Coach.
• 1 year as a Sports Agent
Education:
• Broadcast Journalism, Minor in Marketing, Advertising
& PR, B.A.
• Sports Law and Business, M.A.
Noteworthy Experience:
• Entrepreneurship - Owner and Operator of her own Life
Coach Training company.
• Chicago Cubs Sales Consultant and CBS intern
Skills and Proficiencies:
• Storytelling - 96 endorsements
• Sports Marketing - 41 endorsements
• Social Media Marketing - 48 endorsements
Jason Mayo
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, detailed profile summaries, 11 years notable
volunteer work, URL not yet customized, premium
membership.
• Grade: Good, 87 out of 100
Industry Experience:
• 7 years working for the Department of
the Navy as a Merchant Marine
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S Merchant Marine, multiple leadership roles
Skills and Proficiencies:
• WordPress - 0 endorsements
• Microsoft PowerPoint - 0 endorsements
• Social Media - 0 endorsements
Overall Online Presence:
• 34 connections, banner image not customized,
professional headshot, detailed summaries throughout
profile with one content piece, no articles published,
volunteer work provided, URL customized.
• Grade: Poor, 10 out of 100

11. BRAND POSITION
Making it fun to do business while creating
exciting content that will leave you
spellbound.
JASON “SPELLBOUND” MAYO
Jason earned the nickname
“Spellbound” in high school due to
his passionate, exciting, attractive
storytelling abilities.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Social Media Marketing World Conference
‣ March 1 - 3 | San Diego, CA
• Sports Marketing Association (SMA)
‣ Collegiate Membership | San Diego Chapter
• American Marketing Association
‣ Collegiate Membership | San Diego Chapter
Digital Marketing
• Primary Content: Produce sports content such as breaking
news, pictures, video clips, and notable sports figure quotes
and sayings.
• Primary Tools: Facebook, Instagram and Twitter; LinkedIn -
connect with Sports industry professionals
• Website: Full Sail digital portfolio site to display school
projects; use blog to showcase sports marketing knowledge
and embed posts from Instagram page.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 20 yrs
of experience in Digital Marketing; family man and
entrepreneur , 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, Feb. 2020
• Google Analytics; complete all Analytics courses
through Google Analytics Academy - google.com , Feb
2020
• WordPress 5 Essential Training - Lynda.com, May 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Jan. 2020
• Negotiation - Lynda.com, May. 2020
• Persuading others - Lynda.com, Mar. 2020

14. Jason Mayo
You know how the NFL fanbase has been
decreasing over the course of 10 years? Well, what I
do is create attractive content that excites new, old and
current fans introducing and renewing passion for the game. Having
traveled to over 30 countries as a U.S Merchant Marine, I experienced
different cultures and values. I confidently say I understand people, with that
knowledge I can help reach an untapped market.
“

15. REFERENCES
ama.org. (2019). American Marketing Association.
Retrieved October 19. 2019. From
https://www.ama.org/
Barrientos, J. (2017). Oakland Raiders Stadium [Photograph].
Retrieved from https://unsplash.com/photos/NpiMxrnHUlQ
Brush, P. (2019). Patrick Brush LinkedIn Profile. Retrieved April
14, 2019, from https://www.linkedin.com/in/patrick-brush-
a1930786/
Crayton, I. (2019). New York Jets Stadium [Photograph].
Retrieved from https://unsplash.com/photos/ShDJMeadsfA
F, Shantal. (2019). Shantal F. Linkedin Profile.
Retrieved October 19, 2019, from
https://www.linkedin.com/in/shantal-f-8ab33154/
Jones, B. (2019). Sports Memorabilia Wall [Photograph].
Retrieved from https://unsplash.com/photos/L9_o4hEKbrw
Krogh-Jorgensen, A. (2019) Los Angeles Chargers
[Photograph]. Retrieved from https://unsplash.com/photos/
LwX1bBi0dwY
Mayo, J (2019) Professional Headshot [Photograph]
Retrieved from myself.
NeONBRAND. (2017) Basketball Court [Photograph]. Retrieved
from
https://unsplash.com/photos/UegcSdRtmlg
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved October 19, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
Sports Marketing Association. (2019). Sports Marketing
Association.
Retrieved October 19, 2019, from
http://www.sportmarketingassociation.com/home
10times.com. (2019). 2020 Social Media Marketing World
Conference. Retrieved October 19, 2019, from
https://10times.com/dashboard/event?
ref=MTE4NDEwNjc=&thankyou=1