Mock Campaign Brand Manager
🏀 CITY PULSE
Atlanta Hawks Game Day Cultural Activation Concept
Role: Brand & Experiential Marketing Strategist
Focus: Gen Z Fan Acquisition & Cultural Positioning
Scope: Full Campaign Strategy, Budget, ROI Modeling, Creative Direction
The Challenge:
The Atlanta Hawks have strong brand equity, but Gen Z attendance during regular season games presents an opportunity for growth.
The challenge:
How can the Hawks transform game day from a sporting event into a culturally relevant experience that resonates with Atlanta’s next generation?
The Insight:
Gen Z does not simply attend games.
They attend experiences worth documenting.
Atlanta is not just a sports city.
It is a global cultural capital rooted in music, fashion, entrepreneurship, and Black excellence.
Opportunity: Position game day as a cultural event, not just a basketball game.
The Strategy:
City Pulse is a pre-game cultural activation designed to:
• Increase Gen Z attendance
• Deepen cultural alignment with Atlanta’s creative ecosystem
• Drive measurable revenue impact
• Create shareable, social-first moments
The activation includes:
• Local Black-owned vendor marketplace
• Atlanta DJ + live performance
• Special guest cultural conversation (T.I. appearance)
• AR photo booth integration
• Limited-edition merch
• Influencer and digital amplification
Budget & Investment Strategy:
Projected Investment: $130K–$145K
Budget modeled to reflect:
• Talent & entertainment
• Production & operations
• Digital marketing support
• Merchandising & incentives
Sponsorship offset strategy integrated to reduce net team spend.
Projected ROI:
• 500 new Gen Z attendees
• ~$40K immediate ticket & merch revenue
• Long-term fan lifetime value growth
• Increased sponsor integration opportunities
• Cultural brand equity expansion
Designed as a strategic investment in audience acquisition — not a one-night expense.
Why This Matters:
City Pulse positions the Hawks as:
• A cultural convener
• A champion of emerging Atlanta talent
• A brand rooted in community, not just competition
This concept demonstrates my ability to integrate cultural insight, financial modeling, and experiential marketing into one cohesive strategy.
Portfolio 