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PERSONAL BRAND EXPLORATION
Brent Crater
Project & Portfolio I: Week 1
February 5, 2023
I am a fun-loving sports junkie who always tries
to go the extra mile to help others around me.
Growing up, sports were my number 1 driving
force; I played and studied a multitude of sports.
I enjoy using my passion of sports to spread
positivity to others. I do this by teaching the
youth in my area these games in a summer
recreational program. Outside of sports I enjoy
making people laugh with my quick-witted sense
of humor. Because of this I currently serve
tables as I journey through school. When
serving, I am entertaining and give guests an
enhanced dining experience.
IDENTITY
PROFESSION
Potential Job Titles:
• Anchor
• News Reporter
• Radio Talk Show Host
BRAND ARCHETYPE – I am an
entertainer at heart; however, I don’t
manufacture a personality to do so.
I manage to excel at being
entertaining while still being my
authentic self. Being entirely
authentic makes me more relatable
which, in turn, makes my audience
Television Personality for the Sports Industry
Hiring Managers at sports news/local news companies or
companies looking for sports commentators
TARGET AUDIENCE
Jim Turpin
Outreach Plan:
• I will watch more local news to prepare myself for what
kind of sports anchors are currently with the company
• I will attempt to use LinkedIn to make initial contact with
Jim
• I will attempt to follow up via email or, if possible, in
person within a year after graduation
News Director at WETM-TV
Preston Chapman
Outreach Plan:
• Since I will be looking to commentate sporting events
for the college, I will start researching the different
teams and players.
• Since his email is public on the college website, I will
email him asking what steps to take if I were interested
in working as a commentator for them.
• I will try to meet him at a sporting event to talk about the
job in person within a year after graduation.
Director of athletic events and
operations at Elmira College
Ryan Campbell
Outreach Plan:
• Ryan was also an anchor, so I’d love to study him and
what he did in order to get where he is
• His social medias have been easy to find, so I will
attempt to connect in that way
• I will create a mock news story, make a video of me
casting it, and send it to him within a year of graduating
Sports Director at WENY-TV
GOALS
Short Term: 2026
• Earn internship or entry level Anchor role with local
news or college
‣Currently, my LinkedIn connections are very
minimal. That will be changed by the time of
graduation. Between graduation and the time
of earning my job, I would like to double my
connection count.
Mid Term: 2033
• I will get hired by a sports specific company such as
ESPN or Fox Sports
‣I will build my social media presence by 25
percent from the start of my first job to
achieving my mid term goal.
Long Term: 2041
• I will run my own sports podcast style show
‣I will have doubled my social media following
from the point of my mid term goal to the start
of my long term
SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
PowerPoint
SOFT
HARD
Novice / Adept / Expert
Social Media skills Novice / Adept / Expert
Active Listener Novice / Adept / Expert
Speaking Skills Novice / Adept / Expert
Programming
SOFT
HARD
Novice / Adept / Expert
Telecommunications Novice / Adept / Expert
Social perceptiveness Novice / Adept / Expert
Time Management Novice / Adept / Expert

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editpp.pptx

  • 1. PERSONAL BRAND EXPLORATION Brent Crater Project & Portfolio I: Week 1 February 5, 2023
  • 2. I am a fun-loving sports junkie who always tries to go the extra mile to help others around me. Growing up, sports were my number 1 driving force; I played and studied a multitude of sports. I enjoy using my passion of sports to spread positivity to others. I do this by teaching the youth in my area these games in a summer recreational program. Outside of sports I enjoy making people laugh with my quick-witted sense of humor. Because of this I currently serve tables as I journey through school. When serving, I am entertaining and give guests an enhanced dining experience. IDENTITY
  • 3. PROFESSION Potential Job Titles: • Anchor • News Reporter • Radio Talk Show Host BRAND ARCHETYPE – I am an entertainer at heart; however, I don’t manufacture a personality to do so. I manage to excel at being entertaining while still being my authentic self. Being entirely authentic makes me more relatable which, in turn, makes my audience Television Personality for the Sports Industry
  • 4. Hiring Managers at sports news/local news companies or companies looking for sports commentators TARGET AUDIENCE Jim Turpin Outreach Plan: • I will watch more local news to prepare myself for what kind of sports anchors are currently with the company • I will attempt to use LinkedIn to make initial contact with Jim • I will attempt to follow up via email or, if possible, in person within a year after graduation News Director at WETM-TV Preston Chapman Outreach Plan: • Since I will be looking to commentate sporting events for the college, I will start researching the different teams and players. • Since his email is public on the college website, I will email him asking what steps to take if I were interested in working as a commentator for them. • I will try to meet him at a sporting event to talk about the job in person within a year after graduation. Director of athletic events and operations at Elmira College Ryan Campbell Outreach Plan: • Ryan was also an anchor, so I’d love to study him and what he did in order to get where he is • His social medias have been easy to find, so I will attempt to connect in that way • I will create a mock news story, make a video of me casting it, and send it to him within a year of graduating Sports Director at WENY-TV
  • 5. GOALS Short Term: 2026 • Earn internship or entry level Anchor role with local news or college ‣Currently, my LinkedIn connections are very minimal. That will be changed by the time of graduation. Between graduation and the time of earning my job, I would like to double my connection count. Mid Term: 2033 • I will get hired by a sports specific company such as ESPN or Fox Sports ‣I will build my social media presence by 25 percent from the start of my first job to achieving my mid term goal. Long Term: 2041 • I will run my own sports podcast style show ‣I will have doubled my social media following from the point of my mid term goal to the start of my long term
  • 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: PowerPoint SOFT HARD Novice / Adept / Expert Social Media skills Novice / Adept / Expert Active Listener Novice / Adept / Expert Speaking Skills Novice / Adept / Expert Programming SOFT HARD Novice / Adept / Expert Telecommunications Novice / Adept / Expert Social perceptiveness Novice / Adept / Expert Time Management Novice / Adept / Expert
  • 7. I help sports fans find entertainment by spreading my knowledge and passion of sports PROMISE
  • 8. CREDENTIALS Work Experience: • Server at Outback Steakhouse • Recreational leader for a local summer youth program Education: • High School Diploma (Elmira High School) • Current Sportscasting student at Full Sail University Leadership Roles: • Helped coach youth lacrosse and basketball
  • 9. COMPETITION Cameron Jenkins Industry Experience: • 0 experience. Still in school Education: • Currently studying at Full Sail University Leadership Experience: • N/A Skills and Proficiencies: • Communication Skills • Adobe Color • Leadership Skills Brent Crater Overall Online Presence: • He has 20 connections. His banner image is customized. His headshot picture is somewhat professional. His profile is somewhat detailed. For instance, he is missing leadership experience, but he does include licenses and certifications. No published articles. Other social media platforms are not included in the profile. His LinkedIn URL is customized. • Grade: Average. 40 out of 100. Industry Experience: • 0 experience. Still in school Education: • Currently studying at Full Sail University Leadership Experience: • Recreation Leader of summer youth program Skills and Proficiencies: • Microsoft PowerPoint • Active Listening Skills • Communication Skills Overall Online Presence: • 0 connections (new to LinkedIn). My banner image is not customized. Headshot is not yet added. My profile is not detailed at all. No published articles. I am active on other social media. My LinkedIn URL is not customized. • Grade: Poor. 5 out of 100
  • 10. COMPETITION Ashley Miller Noteworthy Experience: • N/A Brent Crater Industry Experience: • Sports Producer (4yrs 9mo) • Sports Anchor/Reporter (9yrs 8mo) Education: • Bachelor’s Degree, Broadcast Journalism, Syracuse University Skills and Proficiencies: • Sports Writing • Video Editing • Broadcasting Overall Online Presence: • 467 connections. Banner image is not customized. Headshot is very professional. Her profile is somewhat detailed as she does not have a bio written. No published articles. Other social media platforms are not listed. Her LinkedIn URL is not customized. • Grade: Average. 50 out of 100. Industry Experience: • 0 experience. Still in school Education: • Currently studying at Full Sail University Leadership Experience: • Recreation Leader of summer youth program Skills and Proficiencies: • Microsoft PowerPoint • Active Listening Skills • Communication Skills Overall Online Presence: • 0 connections (new to LinkedIn). My banner image is not customized. Headshot is not yet added. My profile is not detailed at all. No published articles. I am active on other social media. My LinkedIn URL is not customized. • Grade: Poor. 5 out of 100
  • 11. BRAND POSITION For sports fans who are looking for an entertaining take on their passion, I provide a real, authentic, and entertaining sports opinion because I have committed my life to gaining knowledge on and keeping up to date with a multitude of sports. BRENT
  • 12. NETWORKING & MARKETING Industry Events & Organizations • Professional Panel Virtual Series Events ‣ 02/28/2023 | Virtual (Zoom) • The Future of Sports Broadcasting Summit ‣ 03/08/2023-03/09/2023 | Virtual • Hashtag Sports ‣ 06/13/2023-06/14/2023 | New York, NY Digital Marketing • Primary Content: I will create podcasts and sports related YouTube content • Primary Tools: I will use Facebook, Twitter, and Instagram to promote my brand daily. • Website: I will put pieces of my work on my personal portfolio so my talents are all displayed in one place
  • 13. PROFESSIONAL DEVELOPMENT Mentor • I will seek a mentor who works in the sports broadcasting field. They should have at least 5 years of sports broadcasting experience and be a dedicated sports fan like myself. I would like to have this mentorship established by February 2024. Formal Education • Include degree program here and/or other professional certification programs you intend to complete w/ dates. Technical Skills • Photoshop 2023 Essential Training, May 2023 • Ace the Basics: Adobe Photoshop, Illustrator, and Premiere Pro, September 2023 • Photoshop for Video Editors, November 2023 Soft Skills • Develop Your Presentation Skills, July 2023 • Improve Your Organizational Skills, January 2024 • Develop Your Communication Skills and Interpersonal Influence, March 2024
  • 14. Brent Crater You know those sportscasters who give inaccurate information and sound like they’re reading a script? Well, what I do is add personality and humor to 100% accurate sports coverage. In fact, I fact check all the information I relay across multiple different sources, including direct sources whenever possible, and as for the humor? Tune in and check it out for yourself! You’ll enjoy a few laughs, guaranteed.
  • 15. REFERENCES Ace the Basics: Adobe Photoshop, Illustrator, and Premiere Pro Learning Path | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn. Retrieved February 6, 2023, from https://www.linkedin.com/learning/paths/ace- the-basics-adobe-photoshop-illustrator-and-premiere-pro?u=50813145 (n.d.). Ashley Miller [Review of Ashley Miller]. LinkedIn. Retrieved February 5, 2023, from https://www.linkedin.com/in/ashley-miller-2803a01b7/ “Cameron Jenkins.” LinkedIn, https://www.linkedin.com/in/camjenks96/. Develop Your Communication Skills and Interpersonal Influence Learning Path | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn. Retrieved February 6, 2023, from https://www.linkedin.com/learning/paths/develop-your-communication- skills-and-interpersonal-influence?u=50813145 Develop Your Presentation Skills Learning Path | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn. Retrieved February 6, 2023, from https://www.linkedin.com/learning/paths/develop-your-presentation- skills?u=50813145 Future of Sports Broadcasting Summit | 8-9 Mar 2023 | Online. (n.d.). Retrieved February 6, 2023, from https://2023.fsbsummit.com/ Hashtag Sports 2023 | Festival, Conference, Awards. (n.d.). Www.hashtagsports.com. Retrieved February 6, 2023, from https://www.hashtagsports.com/conference Improve Your Organizational Skills Learning Path | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn. Retrieved February 6, 2023, from https://www.linkedin.com/learning/paths/improve-your-organizational- Jim Turpin email address & phone number | Wetm-Tv (Nbc) News Director contact information. (n.d.). RocketReach. Retrieved February 6, 2023, from https://rocketreach.co/jim-turpin-email_11436114 Preston Chapman - Director of Athletic Events & Operations / MAC Manager - Staff Directory. (n.d.). Elmira College Athletics. Retrieved February 6, 2023, from https://athletics.elmira.edu/staff- directory/preston-chapman/19 Professional Panel Virtual Series Events: Entertainment, Media, Sports Marketing Management Professionals | February 28, 2023 | Elmira College. (n.d.). Www.elmira.edu. Retrieved February 6, 2023, from https://www.elmira.edu/event-calendar/2023/02/28/professional-panel- virtual-series-events-entertainment-media-sports-marketing- management-professionals Ryan Campbell. (n.d.). Www.weny.com. Retrieved February 6, 2023, from https://www.weny.com/story/40642652/ryan-campbell 27-3023.00 - News Analysts, Reporters, and Journalists. (n.d.). Www.onetonline.org. https://www.onetonline.org/link/summary/27- 3023.00 Welcome to Photoshop Essential Training - Photoshop Video Tutorial | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn. Retrieved February 6, 2023, from https://www.linkedin.com/learning/photoshop- 2023-essential-training/welcome-to-photoshop-essential- training?autoplay=true&u=50813145 What you can learn in this course - Photoshop for Video Editors: Core Skills Video Tutorial | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn.

Editor's Notes

  1. Forbes Most Valuable Brands List (2017): https://www.forbes.com/powerful-brands/list/ Apple 2. Google 3. Microsoft 4. Facebook 5. Coca-Cola 6. Amazon 7. Disney 8. Toyota 9. McDonald’s 10. Samsung Methodology: Forbes valued more than 200 global brands by looking at three years of earnings and allocating a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.