2. Lacey Smith grew up in Reno, NV raised by a single parent who
taught her the values of hard work and dedication every day. Her
passion in sports started at the young age of 5 when she would
watch games like it was a religion. Lacey not only watched sports
on television, but also played basketball for over 20 years
earning awards like a Character Achievement Award, All-
Tournament Team, MVP, and even an invitation to play with team
USA. When Lacey decided to focus on the business side of
sports, she enrolled in Full Sail University where she gained the
skills required to thrive in Marketing. Skills such as effective
storytelling in Marketing, data analysis, fundamentals in web
design including but not limited to a proper layout design/color
schemes, etc. Outside of classes in Full Sail University, Lacey
studied Law courses where she learned the power of persuasion.
She currently works in Human Resources with TriNet and has
over 5 years of experience in Collections. After graduation, Lacey
plans to move to Southern California to work for a major sports
organization like the Los Angeles Lakers.
IDENTITY
Picture of You
Goes Here
3. PROFESSION
Potential Job Titles:
• Advertising and Promotions
Manager
• Internet Marketing Specialist
• Marketing Manager
Hero Archetype - Create stories
that show how athletes mastered
their craft by being courageous and
overcoming adversity. Inspire the
audience to take action and be
decisive by motivating to be as
strong and competent as ever.
Digital Marketing for the NBA
Picture Relevant
to Your Industry
Goes Here
4. • DEMOGRAPHICS: 50% male
and 50% female, 35-45 years
old, 90% white, college
educated, primarily located in the
United States Los Angeles area.
• PSYCHOGRAPHICS:
Passionate about sports and
inclusion, spends free time
listening to podcasts/TED talks,
enjoys the arts and journalism
• IDEAL AUDIENCE MEMBERS:
Nicholas Bishop, Talent
Acquisition Recruiter (NBA), Jeff
Brutout, Director of Talent
Acquisition (NBA), Chris Van
Patten, Director Digital Product
Development (NBA)
Recruiters and hiring managers with LA Lakers, Sparks, NBA,
and WNBA
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Land an entry-level Marketing job with the LA Lakers
‣ Reach out to 15 different team members within the
LA Lakers organization by December 31, 2021.
Mid Term: (2028)
• Lead a Marketing campaign to increase team revenue
within our NBA and WNBA organization.
‣ Partner with members of the LA Lakers and
Sparks to increase game attendance at the
Staples Center and overall sales by 25% within a
1 year timeframe.
Long Term: (2043)
• Establish a true partnership with the NBA and WNBA
promoting gender equality in sports.
‣ Work with both leagues on a financial plan to
revenue and pay to players. This would include a
plan to gain visibility in the WNBA by 30% within 6
months which will ultimately increase revenue
allowing for equal compensation.
6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Customer Relationship Management Software 80%
Electronic Mail Software 55%
Time Management 80%
Complex Problem Solving 60%
SOFT
HARD
Graphics/Photo Imagery Software 10%
Customer Relationship Management Software 80%
Public Speaking 15%
Social Perceptiveness 60%
SOFT
HARD
7. I help sports organizations increase visibility
and revenue by inspiring and expanding the
variety of sports to all fans through
Marketing and Media campaigns.
PROMISE
8. CREDENTIALS
Work Experience:
• Client Success Specialist at TriNet - 1
year
• Collections at Employers Insurance,
Escalation Specialist - 4 years
• Fundamentals Basketball Coach, North
Valleys High School - 1 year
Education:
• Sports Marketing and Media, B.S., Full Sail University 2023
Awards:
• Character Achievement Award - Alden
Central School
Picture Relevant
to Your Industry
Goes Here
9. COMPETITION
Zacchaeus Nifong
Industry Experience:
• 12+ years Chief Marketing Strategist
for Canopy Digital
• 5 months SEO Specialist for Automatit
Education:
• Full Sail University 2016-2018, Internet Marketing, BS
• Asheville-Buncombe Technical Community College
2009-2011, Associates Degree Core
• University of Phoenix 2004-2006, Business
Management, BS
Leadership Experience:
• Built several different full functioning websites for
companies.
Skills and Proficiencies:
• Marketing Strategy - 8 endorsements
• Digital Marketing - 7 endorsements
• Digital Strategy - 5 endorsements
Lacey Smith
Overall Online Presence:
• Over 500 connections, customized banner, professional
headshot, the profile was very detailed with skills/
recommendations/jobs/education/etc, 2 published
articles, active on 1 social media platform, LinkedIn
URL is customized
• Grade: Superior, 85 out of 100
Industry Experience:
• No industry experience
Education:
• Current student enrolled in Sports Marketing and
Media, BS at Full Sail University
Leadership Experience:
• Fundamentals Coach at North Valleys High School
• Multiple leadership roles playing years of basketball
Skills and Proficiencies:
• Customer Satisfaction - 0 endorsements
• Problem Solving - 0 endorsements
• Negotiation - 0 endorsements
Overall Online Presence:
• New profile and no connections as of yet, customized
banner image, amateur headshot, lack of detail on
profile, no published articles, active on other personal
social media accounts, LinkedIn URL is customized
• Grade: Poor, 15 out of 100
10. COMPETITION
Jacob Wikoff
Noteworthy Experience:
• No noteworthy experience shown
Lacey Smith
Industry Experience:
• No Industry experience
Education:
• Full Sail University 2017-2019, Master of Science MS -
Entertainment Business, Internet Marketing BS
• Cowley College 2012-2014, Associate of Arts
Skills and Proficiencies:
• Market Research- 0 endorsements
• Social Media Marketing - 0 endorsements
• Data Analysis- 0 endorsements
Overall Online Presence:
• Less than 30 connections, banner image is not
customized, amateur headshot, lack of detail on profile,
no published articles, inactive on other social media,
LinkedIn URL is customized
• Grade: Poor, 10 out of 100
Industry Experience:
• No Industry experience
Education:
• Current student enrolled in Sports Marketing and
Media, BS at Full Sail University
Leadership Experience:
• Fundamentals Coach at North Valleys High School
• Multiple leadership roles playing years of basketball
Skills and Proficiencies:
• Customer Satisfaction - 0 endorsements
• Problem Solving - 0 endorsements
• Negotiation - 0 endorsements
Overall Online Presence:
• Only 1 connection, customized banner image, amateur
headshot, lack of detail on profile, no published articles,
active on other personal social media accounts,
LinkedIn URL is customized
• Grade: Poor, 15 out of 100
11. BRAND POSITION
Always the first to arrive and the last to
leave. Will astonish you with the hard work
and dedication it takes to succeed.
LACEY “LEBRONDA” SMITH
Lacey earned the nickname
“Lebronda” for her work ethic
being compared to the athletes
and her 2 roles models LeBron
James and Ronda Rousey.
12. NETWORKING &
MARKETING
Industry Events & Organizations
• Building a Top-Performing Marketing and Sales Team
‣ May 25 | Reno, NV
• Toastmasters - Sierra Advanced Speakers
‣ Club Membership | Reno, NV
• Sport Marketing Association Conference
‣ October 20-22 | Las Vegas, NV
Digital Marketing
• Primary Content: Podcast titled the Sports Kitchen including
female speakers on general topics of interest in sports and
empowering other minorities in this industry.
• Primary Tools: All social media platforms will be used to
promote the Sports Kitchen. Platforms such as Instagram,
Facebook, and Twitter using short 20 second trailer videos as
well as image promotions. The podcasts will also be posted
on YouTube for anyone to watch.
• Website: Full Sail portfolio showing school work and
progression. My podcast will also be utilized to show my
knowledge as well as my passion for all sports.
Picture of You
Goes Here
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking Marketing pro in Sports Marketing or general
Marketing. Planning to meet with a top 5 sales/
marketing rep within an events coordinator, May 2021
Formal Education
• Complete Sports Marketing and Media, BS at Full Sail
University by 2023.
Technical Skills
• Take more tutorials on photoshop to address any lack of
knowledge in photo/graphic editing, June 2021
• Attend SEO classes in LinkedIn Learning to become
better prepared, July 2021
• Self guided web development courses with
Codeacademy, October 2021
Soft Skills
• Join a Reno chapter of Toastmasters to improve on
public speaking, June 2021
• Take professional writing classes with Grammarly,
November 2021
• Best Practices for New People Leaders - lydia.com,
May 2021
14. Lacey Smith
You know how reaching an audience for the sports
field can be difficult outside of your normal fanbase?
Well, what I do is transform the way people are used to looking at sports by
creating a new narrative any individual can relate to. In fact, I have
promoted WNBA athletes to young basketball players that sparked interest
in regularly watching and studying women’s sports.
“
15. REFERENCES
BUILDING A TOP-PERFORMING MARKETING AND SALES TEAM.
Eventbrite. (n.d.). https://www.eventbrite.com/e/building-a-top-
performing-marketing-and-sales-team-tickets-152725150035.
Jacob Wikoff. Home [LinkedIn Page]. LinkedIn. Retrieved 05/09/2021.
https://www.linkedin.com/in/jtwikoff/
Sierra Advanced Speakers. Toastmasters International -Sierra Advanced
Speakers. (n.d.). https://www.toastmasters.org/Find-a-Club/
01178392-sierra-advanced-speakers.
Sport Marketing Association Conference. 10times. (n.d.). https://
10times.com/sma-conference-las-vegas.
Summary Report for: 11-2011.00 - Advertising and Promotions Managers.
O*NET OnLine. (2021). https://www.onetonline.org/link/summary/
11-2011.00.
Summary Report for: 11-2021.00 - Marketing Managers. O*NET OnLine.
(2021). https://www.onetonline.org/link/summary/11-2021.00.
Summary Report for: 13-1161.01 - Search Marketing Strategists. O*NET
OnLine. (2021). https://www.onetonline.org/link/summary/
13-1161.01.
Zacchaeus Nifong. Home [LinkedIn Page]. LinkedIn. Retrieved
05/09/2021. https://www.linkedin.com/in/zacchaeus/
