Christopher Havens Jr. is exploring a personal brand in digital marketing for professional basketball organizations. He was born into a military family and moved frequently as a child, gaining exposure to diverse cultures and viewpoints. He is currently studying sports marketing and media at Full Sail University. His goals are to join an NBA team's marketing department after graduation and later start a company helping NBA players develop their personal brands. He analyzes his skills, competition in the field, and develops strategies to network and build his professional profile in the industry.

1. PERSONAL BRAND EXPLORATION
Christopher W. Havens Jr.
Project & Portfolio I: Week 3
April 21, 2019

2. Christopher was born into a Military family moving a total
of 7 times by the time he turned 18. This helped him gain a
variety of points of view from a wide ranging group of
people and cultures. He became a chameleon; able to join
any group and fit right in. The one constant in his life was
his fandom for professional sports, more specifically the
NBA. This lead him to join Full Sail University to learn
digital marketing.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Market Specialist
• Athlete Marketing Agent
• Social Media Coordinator
Entertainer Archetype - positioning brands to
entertain through humor and pointing out the
silly parts of life. Standing out from the crowd
by energizing and amusing customers.
Digital Marketing for Professional Basketball Organizations

4. • DEMOGRAPHICS: 60% Male, 30-35
Years Old, Located mostly in East Coast
of U.S., and College Educated.
• PSYCHOGRAPHICS: Driven, Passionate,
Fan Focused, NBA fans.
• IDEAL AUDIENCE MEMBERS: Dave Berry,
Director of Technical Operations (NBA),
Coleen Kane, Director of Emerging
Technologies (NBA),
Recruiters & Hiring Managers at NBA and NBA
Organizations
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Join NBA or NBA team with an en
‣Connect with at least 20 NBA marketing employees by
graduation.
Mid Term: (2027)
• Create a Digital Marketing campaign with the focus on social media
that successfully raises a NBA teams over attendance.
‣Increase attendance by 25% of the 2026 attendance.
Long Term: (2045)
• Create a company designed to help NBA players create and grow
their personal brand.
‣Save $50,000, help 5 players create their brand
presentations, and gain 5 business partners by 2043.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office 80%
Windows and Mac OS 75%
Active Listening 60%
Speaking 80%
SOFTHARD
CRM Software 10%
Adobe Suite 10%
Professional Writing 30%
Persuasion 20%
SOFTHARD

7. I help professional basketball organizations increase
attendance by entertaining new and casual fans
through enthusiastic and humorous digital stories.
PROMISE

8. CREDENTIALS
Work Experience:
• 4 Years of Managerial experience
• 7 Years of Customer Service
Education:
• Sports Marketing & Media, B.S., Full Sail University
(Exp. 2020)

9. COMPETITION
Zach Denman
Industry Experience:
• No current experience listed, possibly still a
student.
Education:
• Current student enrolled in Sports Marketing & Media, B.S. at
Full Sail University
Leadership Experience:
• No experience listed
Skills and Proficiencies:
• No skills listed
Christopher Havens
Overall Online Presence:
• 2 connections with basic profile add ons. A couple of
certifications and an about and experience added.
• Grade: Poor, 10 out of 100
Industry Experience:
• No current experience, currently in School.
Education:
• Current student enrolled in Sports Marketing & Media, B.S. at
Full Sail University
Leadership Experience:
• No experience listed
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Communication - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• New profile with basic additions. No summary or social media
added. No personal website and non customized URL. No profile
summary. Skills, banner, and profile picture edited.
• Grade: Average, 20 out of 100

10. COMPETITION
Coleen (Busby) Kane
Industry Experience:
• ~11 Years in marketing, 7 years at NBA
working with digital media
Education:
• Bachelor of Science in Communications, Advertising
• Master of Business Administration
Noteworthy Experience:
• Digital Account Manager at Z-Media
• Manager and then Director of Emerging Technology in the NBA
Skills and Proficiencies:
• Social Media - 7 endorsements
• MArketing - 4 endorsements
• Marketing Communications - 2 endorsements
Christopher Havens
Overall Online Presence:
• 500+ connections, professional headshot, customized URL, no
social media or customized banner every field is filled with
experience and interests
• Grade: Good, 70 out of 100
Industry Experience:
• No current experience, currently in School.
Education:
• Current student enrolled in Sports Marketing & Media, B.S. at
Full Sail University
Leadership Experience:
• No experience listed
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Communication - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• New profile with basic additions. No summary or social media
added. No personal website and non customized URL. No profile
summary
• Grade: Poor, 10 out of 100

11. BRAND POSITION
Lighting up fellow fans and consumers through fun and
entertaining stories.
CHRISTOPHER HAVENS JR.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• NBA Tech Summit 2020
‣ Date and Location TBD
• American Marketing Association (AMA)
‣ Collegiate Membership | IE Chapter
• NBA games in Staples Center
‣ Friday Nov. 22nd, Thursday Feb. 6th
Digital Marketing
• Primary Content: Monthly set of Mock Ads for NBA Teams such as
posters, pictures, and videos.
• Primary Tools: Twitter and Instagram to post work and links to
personal website and LinkedIn page. Use LinkedIn to connect to
current industry employees in the NBA
• Website: Full Sail digital portfolio site to showcase school and
mock ad work; using blog post as main source of ads and a place
for self promotion.

13. PROFESSIONAL
DEVELOPMENT
Mentor
• Seeking NBA employee in Marketing department with 10 years
of experience. Looking for someone who has also been a long
time NBA fan.
Formal Education
• Complete Bachelors Sports Media Marketing program at Full
Sail University. (2021 expected graduation)
Technical Skills
• Adobe Certified Associate - lynda.com, December 2019
• Social Media Marketing CRM - lynda.com, January 2020
• Excel Expert - lynda.com, November 2019
Soft Skills
• Negotiation Foundations - lynda.com, February 2020
• Persuasive Selling - lynda.com, November 2019
• Business Writing Strategies- lynda.com, September 2019

14. Christopher Havens Jr
You know how third party tickets have risen in the past few
years in professional sports? Well what I do is show the casual or
one time visitors how fun and entertaining NBA games are to see live through enthusiastic
and energetic story telling. In fact my current manager has noticed a 10% gain in regular
customers since I was moved into full time.
“

15. REFERENCES
Kane, C. (2019). Coleen Kane LinkedIn Profile. Retrieved September 19, 2019,
from https://www.linkedin.com/in/coleenbusby//
Denman, Z. (2019). Zach Denman LinkedIn Profile. Retrieved September 19,
2019, from https://www.linkedin.com/in/zachmdenman/
2019 NBA Tech Summit. (n.d.). Retrieved from http://
techsummit.nba.com/
AMA.org. (2019, September 25). Retrieved from https://www.ama.org/?
_ga=2.217950997.2004381979.1569199430-576578011.1569199430
Entertainer Brand Archetype - Kaye Putnam: Psychology Brand Strategy.
(n.d.). Retrieved from https://www.kayeputnam.com/brandality-
archetype-entertainer/
NBA.com. (n.d.). Employees. Retrieved from https://careers.nba.com/
employees/
Onnetonline.org. (n.d.). Summary Report for: 13-1011.00 - Agents and
Business Managers of Artists, Performers, and Athletes. Retrieved from
https://www.onetonline.org/link/summary/13-1011.00
Onnetonline.org. (n.d.). Summary Report for: 11-2021.00 - Marketing
Managers. Retrieved from https://www.onetonline.org/link/summary/
11-2021.00