This is a project I completed on behalf of my Portfolio I course at Full Sail University on August 06, 2023. Learn more about my evolving passion for public relations as you gain insight into his identity, brand position, goals, credentials, and brand promise.

1. PERSONAL BRAND EXPLORATION
DeShawn Ellis
Project & Portfolio I: Week 1
August 06, 2023

2. I'm a driven individual with a deep desire to infuse storytelling into my
work and bring vivid imagination to life. My creative spirit is not
limited to a speci
fi
c medium; I enjoy expressing myself through various
outlets.
Th
e work created often re
fl
ects my personal experiences and
values, weaving in elements of love, loyalty, and compassion. Alongside
my storytelling endeavors, I also have a passion for cooking, capturing
moments through photography, and constantly seeking new ways to
enhance my knowledge in life. My dream of working as a public
relations specialist or technical writer for renowned organizations,
WWE and ESPN, is where I can combine my love for storytelling with
enthusiasm for sports and entertainment.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Communications Specialist
• Media Relations Specialist
• Community Relations Coordinator
BRAND ARCHETYPE - Being a Creator Brand Archetype isn’t
surprising, and I agree with it. As a teenager, I’ve always wanted to
create something. Bringing my imagination and vision to life always
gave me a sense of joy. Kaye Putnam’s Creator Brand archetype is
someone willing to express themselves by doing, making, or curating
that vision I cherish while ensuring it’s brought to life so everyone
can enjoy it. Utilizing this aspect of my brand can help facilitate my
growth in original content, build professional relationships, and
ensure others validate my authentic reputation within my industry.
Public Relations Specialist for Sports Industry

4. Hiring Managers
TARGET AUDIENCE
Taylor Monti
Outreach Plan:
• Send an introductory email brie
fl
y introducing myself, my skills,
experience, and shared values expressing my interest in collaborating
with ESPN.
• Email. It allows for a professional introduction and provides a written
record for future reference.
• Allow several days to pass; letting Taylor review and respond would be
appropriate.
PROFILE
PICTURE Talent Acquisition at ESPN
Michael Castro
Outreach Plan:
• Research and gather information about Nike’s current projects, recent news,
or relevant topics aligning with the potential working relationship.
• Message Michael on LinkedIn and introduce myself, explain my purpose,
and provide any relevant details or attachments to support my message.
• Provide a week or two for follow up to allow the Castro to review the
materials provided and response.
Talent Acquisition at Nike
Stephanie Peterson
Outreach Plan:
• Conduct thorough research about WWE and Stephanie’s contributions to the
company. It will help demonstrate my knowledge and establish a connection.
• Prepare a formal business letter. Use a professional tone and structure it to include
contact information, and state my purpose, interests, and intent to collaborate.
• Allow two to three weeks to pass before considering a follow-up. Express
appreciation for their time and reiterate key points from the initial letter.
PROFILE
PICTURE Recruiting Coordinator at
WWE

5. GOALS
Short Term: (Immediately After Graduation, 2026)
• Develop a strong online network presence within the sports
industry.
‣ By March 2026, connect with 35 people on LinkedIn and
attend three conferences within my industry.
Mid Term: (2030-2035)
• Secure and develop partnerships with sponsors or brand
collaborations.
‣ Work with 6 to 8 sports-related agencies established via
LinkedIn to create engaging and consumer-based projects
within the WWE.
Long Term: (2040-2060)
• Establish a reputable sports marketing agency & expand into
international markets.
‣ After gaining the necessary knowledge within the sports
industry, Develop an initiative to utilize storytelling as a
basis for marketing in 3 di
ff
erent international markets
(Europe, Asia, and South America.)

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Content Management Systems CMS
SOFT
HARD
Novice / Adept / Expert
Graphic Design Software (Photoshop & Illustrator) Novice / Adept / Expert
Critical Thinking Novice / Adept / Expert
Adaptability Novice / Adept / Expert
Data Base User Interface and Query Software
SOFT
HARD
Novice / Adept / Expert
Sales and Marketing Software Novice / Adept / Expert
Active Listening Novice / Adept / Expert
Speaking Novice / Adept / Expert

7. As a marketer within the sports industry, I
promise to harness the power of storytelling to
bring the exhilarating world of sports to life,
connecting fans with the athletes, teams, and
events that ignite their passion.
PROMISE

8. CREDENTIALS
Work Experience:
• Founder, Sparx Entertainment (05/2015 - present day)
• Assistant Manager, Perry Ellis (01/2022 - 09/2022)
• Sales Associate, Target (11/2018 - 10/2021)
• Associate Manager, Regal Cinemas (12/2017 - 05/2018)
• Merchandise Supervisor, Banana Republic (04/2017 -
12/2017)
Education:
• National Society of Collegiate Scholars - Full Sail
University Chapter (07/2023)
• Sports Marketing and Media, B.S., Full Sail University (Exp. 2025
Leadership Roles:
• Assistant Manager (Supervisor)
• Supervisor (Regal Cinemas, Le Creuset, Banana
Republic)
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Sable B. Fulton
Industry Experience:
• Communication
Education:
• Associate of Science - AS, Sports Communication
Leadership Experience:
• Team Manager at Swenson Arts & Technology High School
Skills and Pro
fi
ciencies:
• Team Leadership
• Adobe Photoshop
• Microsoft Excel
DeShawn Ellis
Overall Online Presence:
• Sable has 51 connections with a professional headshot, but her
banner is grainy and blurry.
Th
e LinkedIn URL is not
customized, and no published articles. Her pro
fi
le is detailed as
it displays her work experience, willingness to work, education,
and various skills that set her apart.
• Grade: N/A
HEADSHOT HEADSHOT
Industry Experience:
• Management
Education:
• Bachelor’s of Science, BS, Sports Communication
Leadership Experience:
• Assistant Manager
• Visual Merchandise Supervisor
Skills and Pro
fi
ciencies:
• Networking - 2 Endorsements
• Product Development - 2 Endorsements
• Customer Experience
Overall Online Presence:
• DeShawn has 84 connections with a professional headshot.
Th
ere is no customized banner displayed and no published
articles. His detailed pro
fi
le displays work experience, academic
studies, and various skills from his time in customer service. He
also is the founder of his own business, Sparx Entertainment.
• Grade: Superior, 4.0

10. COMPETITION
Khiry Cross
Noteworthy Experience:
• Videographer at WWE and AEW
• Production Runner at ESPN
DeShawn Ellis
HEADSHOT HEADSHOT
Industry Experience:
• Production Assistant
Education:
• Bachelor of Science - BS, Sport Marketing and Media
Skills and Pro
fi
ciencies:
• Motion Graphics - 1 Endorsement
• Social Media - 1 Endorsement
• Leadership - 1 Endorsement
Overall Online Presence:
• Khiry Cross has extensive knowledge in the sports industry with
500+ connections. He has worked with two renowned
companies I want to work for, the WWE and ESPN. He also
has a demo reel showcasing his work and his portfolio website
with other featured works.
• Grade: No grade is available although he graduated in 2022.
Industry Experience:
• Management
Education:
• Bachelor’s of Science, BS, Sports Communication
Leadership Experience:
• Assistant Manager
• Visual Merchandise Supervisor
Skills and Pro
fi
ciencies:
• Networking - 2 Endorsements
• Product Development - 2 Endorsements
• Customer Experience
Overall Online Presence:
• DeShawn has 84 connections with a professional headshot.
Th
ere is no customized banner displayed and no published
articles. His detailed pro
fi
le displays work experience, academic
studies, and various skills from his time in customer service. He
also is the founder of his own business, Sparx Entertainment.
• Grade: Superior, 4.0

11. BRAND POSITION
For sports marketing managers looking for a sports marketer, I provide
a unique storytelling style in the marketing
fi
eld. Utilizing storytelling
skills in each project allows me to connect with my target audience on a
deeper level, creating an emotional and memorable experience.
Incorporating it will also e
ff
ectively communicate the unique value
proposition of sports products or events, bringing in potential sponsors
or investors.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Sports and Entertainment Marketing Conference
‣ January 2024 | Orlando
• 2023 SMA Conference
‣ October 2023 | Tampa
• National Sports Forum 2023
‣ February 2024 | Pittsburgh
Digital Marketing
• Primary Content: Collaborate with relevant brands or sponsors to create
authentic content (i.e., product reviews, endorsements). Engage with fans by
responding to comments and fostering a sense of community. Create graphic
designs tailored to game highlights and player players. Lastly, interview athletes,
coaches, or industry experts to provide unique perspectives and insider
knowledge.
• Primary Tools: The leading social networks will be Facebook, Instagram, and
Twitter. Posting on each 2-3 times for three days a week. Maintaining a
dedicated website or blog will also showcase in-depth articles, news updates,
and long-form content.
• Website: Original and sponsored content (graphics, interviews, and
testimonials) curated on the website. Along with contact information, pricing,
FAQs, and hours will be featured.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Looking for a mentor that has knowledge of sports, but experience
in handling media relations, managing a public image, and
executing PR campaigns for sports athletes and organization.
Th
eir
experience should provide insights into the unique challenges and
strategies in sports events, athletes, or teams. - 04/2024
Formal Education
• Bachelor’s of Science BS, Sports Marketing and Media (May 2025)
Technical Skills
• Data Base User Interface and Query Software - Google, April 2024
• Sales and Marketing software - IBM, May 2024
• Customer Relationship Management (CRM) - Salesforce, April
2024
Soft Skills
• Negotiation; “Rebel Talent: Why It Pays to Break the Rules at Work
and in Life” by Francesca Gino - Book, October 2023
• Public Speaking;
Th
e 110 Techniques of Communication and
Public Speaking - TedTalk, September 2023
• Mathematics; Business Math - LinkedIn Learning, November 2023

14. DeShawn Ellis
You know how sports organizations often struggle with e
ff
ectively
communicating their brand and connecting with their target audience? Well,
what I do is help them overcome this challenge by leveraging my expertise in s p o r t s
marketing and public relations. In fact, I have successfully developed and executed PR campaigns for several
sporting events, resulting in increased media coverage, brand visibility, and fan engagement. By combining my
passion for sports with strategic communication skills, I can help sports organizations build strong relationships
with fans, generate positive media attention, and ultimately enhance their brand image in the competitive
sports industry.
“

15. REFERENCES
27-3031.00 - public relations specialists. (n.d.). Onetonline.org. Retrieved
August 6, 2023, from https://www.onetonline.org/link/details/27-3031.00
2023 SMA Conference. (n.d.). Sport Marketing Association. Retrieved August
6, 2023, from http://www.sportmarketingassociation.com/registration
Best Database courses & certi
fi
cations [2023]. (n.d.). Coursera. Retrieved
August 6, 2023, from https://www.coursera.org/courses?query=database
Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook
Handbook. (2023). https://www.bls.gov/ooh/media-and-communication/
public-relations-specialists.htm#tab-8
Chi, C. (2018, May 11). PR career guide: Public relations job titles, descriptions,
& salary. HubSpot. https://blog.hubspot.com/marketing/public-relations-jobs
Cross, K. (n.d.). Linkedin.com. Retrieved August 6, 2023, from https://
www.linkedin.com/in/khirycross/
Distel, A. (2019, May 13). Meeting. Unsplash.com. https://unsplash.com/
photos/wD1LRb9OeEo
Fulton, S. B. (n.d.). Linkedin.com. Retrieved August 6, 2023, from https://
www.linkedin.com/in/sable-brown-fulton-95234026a/
Introduction to web development with HTML, CSS, JavaScript. (n.d.).
Coursera. Retrieved August 6, 2023, from https://www.coursera.org/learn/
introduction-to-web-development-with-html-css-javacript
Kirsch, K. (2022, December 26). 20 technical skills every marketer needs.
HubSpot. https://blog.hubspot.com/marketing/technical-skills
Phillips, D. J. P. (2019, February 2).
Th
e 110 techniques of communication and
p u b l i c s p e a k i n g . h t t p s : / / w w w . t e d . c o m / t a l k s /
david_jp_phillips_the_110_techniques_of_communication_and_public_speakin
g
Salesforce Sales Development Representative. (n.d.). Coursera. Retrieved August
6, 2023, from https://www.coursera.org/professional-certi
fi
cates/sales-
development-representative
Sports and Entertainment Marketing Conference. (n.d.). Deca.org. Retrieved
August 6, 2023, from https://www.deca.org/conferences/sem
Sports Business Conferences –. (2015, January 22). Score and Change. https://
www.scoreandchange.com/sports-business-conferences/
Successful negotiation: Essential strategies and skills. (n.d.). Coursera. Retrieved
August 6, 2023, from https://www.coursera.org/learn/negotiation-skills
Surhone, L. M., Tennoe, M. T., & Henssonow, S. F. (Eds.). (2010). Goodreads.
Betascript Publishing. https://www.goodreads.com/book/show/42411184-rebel-
talent
Transferable skills: How to use them to land your next job. (2021, November
29). Coursera. https://www.coursera.org/articles/transferable-skills