Professional Athlete Brand Manager

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description

• Managed a professional athletes personal brand and image through community engagement, event planning, and digital platforms

Transcript of Professional Athlete Brand Manager

Page 1: Professional Athlete Brand Manager
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Purpose

Stephanie Gonzalez

Stephanie Gonzalez, Brand Manager

About Al Horford

Community Engagement

Event Planning

Digital Platforms

Public-Relations and Sport Administration specialist Stephanie Gonzalez has an eye for identifying opportunity, and a remarkable ability to develop any person, place or thing. Her professionalism, tenacious work ethic, attention to detail, and first-class quality is her trademark that has been placed on every project she has touched. Passionate about helping things realize their full-potential, Stephanie strategically brings together her preparation, exposure to the sport industry, non-profit community, and corporate sector. Her fast-paced, multitasking, and execution driven personality often times leave even the most experienced circus jugglers jealous. Take a peak at some of Stephanie’s work, are you Ready, STEPH, Go!

“Please enjoy the following pages which includes work that was realized for Two-Time NBA All-Star Atlanta Hawks Al Horford, focussing on the following 3 categories: sp

ecia

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The real game starts here. The goal is to take your talent from

the court to the community and beyond! ”

- Stephanie Gonzalez

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Alfred Horford Reynoso was born June 3, 1986 in Puerto Plata, Dominican Re-public. Growing up on an island famous for producing baseball legends, Al had different plans for himself. His eyes were fixed on an orange leather ball, one that would guide him to a future destined in basketball. His passion for the game de-veloped as a young boy when he watched his father Tito Horford play in the NBA for the Milwaukee Bucks and the Washington Wizards. His favorite players as a child were Grant Hill, Tim Duncan and Shaquille O’ Neal.

In 2007 Al announced he would enter the NBA Draft. At the draft he was quickly picked third overall by the Atlanta Hawks. Since then, his career with the Hawks has taken flight, and he has been able to help the team reach great heights with his winning mentality. During his Rookie year 2007-08, Al was chosen to partici-pate in the T-Mobile Rookie Challenge during All-Star Weekend in New Orleans, he made the All Rookie First Team, he was runner-up for Rookie of the Year, and he helped lead the Hawks to their first playoff berth since 1999. During his sopho-more year 2008-09, Al continued to work hard and was selected to participate as a sophomore in the Rookie Challenge during All-Star Weekend in Phoenix AZ, he also helped the Hawks clinch a spot in the playoffs. In his third year 2009-10, he was nominated to play in the 2010 All-Star game in Dallas, TX, his first All-Star ap-pearance, and again helped lead his Hawks to yet another run in the playoffs. This season 2010-11, Al has gained a more critical role on the team as he serves as a Team Co- Captain. He made his second All-Star appearance in Los Angeles, CA where he also won the Haier Shooting Stars competition.

About Al Horford

NBA Atlanta Hawks Power Forward, Al Horford

Client

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ResultsNeed

Strategy

Drafted in 2007 by the Atlanta Hawks, Horford relocated to Atlanta from Gainesville, FL where he played basketball and attended college. Unbeknown to most, Horford hails from the Dominican Republic and spent 14 years of his life living on the tropical island. With a last name like that, many people in the Atlanta Latino community were not quick to make the association with his Hispanic roots.

· Connect with local non-profit organizations that target and serve the Hispanic community

· Become involved with their philanthropic efforts

· Engage in social

activities

· Formed a relationship with the Latin American Association (LAA), Atlanta’s leading Latino serving organization.

· Participation in the August 2010 Back to School Supply Drive; Donated 500 notebooks, bookmarks and pencils

· Attended 2010 LAA Latin Fever Ball, the most festive and exquisite ball celebrated during Hispanic Heritage Month with Atlanta’s most noted Hispanic community leaders

· Donated $300.00 worth of Publix Gift Cards to aid in the LAA Annual Thanksgiving Food Drive

· Supported the Latino Youth Leadership Conference, encouraging more than 1,000 kids to stay in school

· Fostered a relationship with the Sandy Spring Mission, an after-school program serving Latino students.

· Coordinated more than six visits to Atlanta Hawks Basketball Games for 25 students

· Selected the Sandy Springs Mission to be the recipient of a $5,000 grant awarded by the NBA Cares Foundation for Horfords’s community outreach efforts

· Worked in conjunction with Atlanta Hawks Community Relations Staff to organize and execute “Al’s Amigos” Annual Holiday Party for 40 children from the Sandy Springs Mission

“Me dio mucho gusto ver a Al ya esta mas metido y comprometi-do con la comunidad hispana.” - Miguel Martinez, Mundo Hispanico, Latin Fever Gala

October 3, 2010

Community Engagement

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Execution

Promotional material From Right to Left: Stephanie Gonzalez, Al Horford and Kasim Reed, Mayor of Atlanta at 2010 LAA Latin Fever Ball.

Gusman Theater

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ResultsNeed

Strategy

Sponsors attained

To have successful summer Basketball Camps.

· Create and plan Horford’s 2011 Basketball Camps to take place in Atlanta, Michigan and the Dominican Republic

· Oversee all logistical planning(date selection, venue, insurance, medical trainers, entertainment, sponsorships, volunteers, participant recruitment, food, and player-goodie bag)

· Work with staff from Wasserman Media Group, LLC to coordinate additional NBA player appearances and coaches

· Heavily promote camps with local media and through Al Horford’s online presence

· Branded camp as “Horford Hoopstars Basketball Camp”

· Accomplished mission of motivating youth through sport and education utilizing hard-work while developing their fundamental skills of the game of basketball

· Executed four camps during the Summer of 2011: Atlanta, GA Emory University; Lansing, MI Court One Athletic Club; Puerto Plata, Dominican Republic Poli Deportivo; Santo Domingo, Dominican Republic Palacios de los Deportes

· Recruited the following sponsors: Atlanta Hawks, Univision 34 Atlanta, Powerade, Moe’s Southwest Grill, McDonalds, Jim Ellis Audi, Mundo Hispanico, and Olympia Produce

· Had more than 125 participants at each camp

· Raised $17,450, donated to the Boys and Girls Club of Metro Atlanta and Lansing, Michigan

· Generated exposure in local media publications such as The Atlanta Journal Constitution, Mundo Hispanico, The Lansing State Journal

Event Planning

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Execution

Promotional material

Gusman Theater

““Since Atlanta is my home now, I wanted to make sure that the kids in my com-munity have the opportunity to learn the fundamentals of the game while improving their skills. I’m really excited about working with each camper to help them reach their personal goals,” said Al Horford.

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ResultsNeed

Strategy

· Create digital presence and voice online, connect with constituents.

· Create a user friendly Website that connects with fans in both English and Spanish

· Manage design team, oversee design of logo, page layout, generate copy for site, arrange photo shoot, integrate social sharing tools

· Use Twitter as a social platform to connect instantly with emerging fan-base and promote the Al Horford brand

· Created www.horford15.com; oversaw the whole project, design of logo, evolution of web site, photo shoot of athlete, designed a functional layout, developed all written copy in both English and Spanish

· Launched weekly fan engagement opportunities through twitter, developed questions and content

· Conducted fan give aways and contests, prizes included: tickets to basketball games, autographed memorabilia, opportunities to meet Al Horford, different fan experiences such as participation in the Horford Hoopstars Basketball Camp

Digital Platforms

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Brand ideation

Twitter platform configuration

Gusman Theater

“ Having a social presence allows a player to connect with fans beyond the court, reaching supporters across the globe.” -Stephanie Gonzalez

Logo evolution

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