MARKETING
Florida Gators Sports Properties Brand Campaign Playbook
For a class project, I developed a full-funnel brand campaign and digital strategy for Florida Gators Sports Properties designed to strengthen emotional connection and engagement with Gator Nation. The campaign, Built in the Swamp, repositioned FGSP from a sponsor-centric presence to a fan-first brand rooted in tradition, nostalgia, and community identity.
The strategy targeted students, young alumni, and early-career professionals through an integrated channel mix of Instagram, YouTube, LinkedIn, and Facebook. Content pillars included athlete storytelling, NIL narratives, sponsorship activations, and fan-generated content, all mapped across awareness, consideration, decision, and retention stages. Platform-specific plans outlined organic formats, paid media executions, influencer and athlete partnerships, and community-driven activations.
A data-backed paid media plan projected 1.47M+ impressions/views, 84K+ engagements, 80 conversions, and a 12% increase in user-generated content on a $20.5K budget. Performance measurement frameworks were built around reach, engagement rate, CTR, UGC submissions, and long-term community growth.
This project demonstrated how strategic storytelling, audience insight, and platform-native content can drive measurable engagement, reinforce brand loyalty, and transform digital channels into authentic community spaces rather than promotional billboards.
Skills learned from project:
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Digital & Social Media Strategy
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Brand Strategy & Positioning
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Audience Research & Persona Development
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Campaign Analytics & KPI Planning
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Integrated Marketing & Paid Media Planning
DICK'S Sporting Goods CRM Project
For another class project, I developed a strategic plan for DICK’S Sporting Goods to expand into the wellness market, targeting consumers focused on lifestyle fitness, yoga, and holistic health. The plan leveraged DSG’s digital ecosystem, including email, Instagram, TikTok, SEO/blog content, YouTube, and referral programs, to attract, engage, and retain wellness customers.
The strategy combined content marketing, micro-influencer collaborations, and loyalty-triggered campaigns to generate leads and build long-term engagement. Example activations included “Mindful Mondays” featuring CALIA gear with short wellness routines, automated email nurture sequences, and referral incentives for new wellness shoppers. HubSpot was proposed to capture leads, automate personalized workflows, and integrate marketing, CRM, and service touchpoints.
Performance was measured using lead capture, email engagement, conversion rates, and projected lifetime value of new wellness customers, with goals including a 15-20% increase in new wellness customers and 55-65% retention within the first year. The project demonstrated that targeting wellness could diversify revenue, encourage repeat purchases, and strengthen DSG’s position beyond seasonal sports.
This project highlighted how brand mission, digital strategy, and loyalty programs can be aligned to reach a growing lifestyle audience while maintaining trust and engagement with existing customers.
Skills learned from project:
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Customer Relationship Management (CRM)
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Market Research
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Marketing Strategy
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Customer Segmentation Strategy
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Multi-Channel Marketing
Contact
Email: hnicolle76@gmail.com
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