Project and Portfolio assignment Full Sail University

1. PERSONAL BRAND EXPLORATION
Daniel Arenson
Project & Portfolio I: Week 3
December 12, 2019

2. Arenson is a 22 year old from Chicago
Illinois who is honest, family oriented and
passionate. He is a jack of all trades and is
extremely knowledgeable about all
different kinds of sports. Watching
storylines develop, paying attention to why
people or teams succeed and a desire to
narrate these storylines are a couple of
reasons why he is studying the art of
Sportscasting here at Full Sail University.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Public Address Announcer
• Game operations coordinator
• On air talent/play by play
announcer
Guy Next Door Archetype:
Moving to Winter Park and starting school
at Full Sail has rejuvenated me and made
me feel like I found a new home. I am now
excited about my future and can’t wait to
see where my career goes from here.
Play by Play announcer for collegiate athletics

4. • DEMOGRAPHICS: 50% Male
Female, 25-50 years old,
Predominately college educated
Caucasians
• PSYCHOGRAPHICS: Enjoys
watching collegiate athletics and
putting on productions for these
events. Kind caring people who
give back and help the
community.
• IDEAL AUDIENCE MEMBERS:
Mariel Brady, Director
Programing at CBS Sports, Mark
Silverman, President National
networks at Fox Sports
Recruiters & Talent coordinators at ESPN, Fox Sports, CBS Sports, Big 10 Network,
SEC Network
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level production or on air position at a well
known company like the Golf Channel or Big Ten Network
‣ Follow or shadow someone who works at CBS
sports by June 2020
‣ Connect with 20 people who are working at the
Golf Chanel through LinkedIn by December 2020.
Mid Term: (2025)
• Become a legitimate play by play personality and start
broadcasting division one college athletics.
‣ Travel to five different college towns and develop a
relationship with colleagues and crew by the end of
2025
Long Term: (2040)
• Land a job with a big time network that broadcasts prime
time sporting events.
‣ Completed a national broadcast that is shown
worldwide by December of 2040

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Public Speaking 65%
Adobe Creative Suite 30% 65%
Time Management 70%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I will always make sure the games I am
calling are filled with energy, relevant
information and leave a lasting impression
on my audience.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years at the Chicago Board of Trade
as a runner
• 2 years as a nanny helping out a family
with their four boys
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2020)
Awards:
• Named Captain of high school hockey
team Senior season

9. COMPETITION
Ali Lucia
Industry Experience:
• Big 10 Football Reporter for
Big 10 Network
Education:
• Graduated from the University of
Minnesota with a Bachelor’s degree in
Media Communications
Leadership Experience:
• Has on air experience which brings out
leadership and communication skills with
producers or directors
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Daniel Arenson
Overall Online Presence:
• Exceptional profile and clean page
• Multiple connections with industry
professionals
• Solid references from high up individuals
Industry Experience:
• Volunteer at the 2019 MLS all
star game
Education:
• Current student enrolled in Sports
Marketing & Media, B.S. at Full Sail
University
Leadership Experience:
• Captain of Glenbrook South hockey team
Senior season
Skills and Proficiencies:
• Public Speaking: On air experience
• Won my 2019 march madness bracket
Overall Online Presence:
• Not many connections
• Lacking proof or footage of sportscasting
• Needs to be more unique of a page to
make the candidate stand out.

10. BRAND POSITION
Bringing you honest, relevant information
in a creative way that can attract a wide
array of audiences in a unique way.
DANIEL “DEEKS” ARENSON
Daniel earned the
nickname Deeks after
dazzling moves
throughout his career
in the Scholastic
Hockey League

11. NETWORKING &
SPORTSCASTING
Industry Events & Organizations
• 2019 MLS all star game volunteer
‣ June 18 - 20 | Orlando, FL
• Legendary Guest Service Representative
‣ Orlando Magic | July 2019-Present
Sportscasting Events
• Broadcasted 9 Rollins College Athletic events
including 4 soccer games, 2 volleyball games, and 3
basketball games
• Hosted a radio show on WGBK 88.5 for Glenbrook
South’s high school radio program

12. PROFESSIONAL DEVELOPMENT
Mentor
• My father and mother who have each held
the same jobs for over thirty years. They
have taught me the value of hard work and
persistence and to excel at whatever it is
that I chose to do.
Formal Education
• Complete Sportscasting Bachelors. by
expected graduation date in 2020
Technical Skills
• Adobe Creative cloud
• Photography basics
Soft Skills
• College basketball aficionado
• Avid watcher of the National Hockey
League
• Exceptional listener and understanding of
people

13. Daniel Arenson
I think sports and the broadcast business is
rapidly growing in popularity, especially with the
legalization of sports gambling happening around the
country. I think going forward, it is pivotal for announcers and broadcasters to
not only acknowledge the gambling side of sports, but to embrace it and try to
use it as a tool to connect with your audience. Social media can also be used
as a weapon to galvanize a fan base or connect with viewers who want to feel
like they are apart of the broadcast.
“

14. REFERENCES
Lucia, A. (2019). Ali Lucia LinkedIn Profile. Retrieved
December 12, 2019, from https://www.linkedin.com/in/
ali-lucia-97b19412/
Brady, M. (2019). Mariel Brady LinkedIn Profile.
Retrieved December, 12, 2019, from https://
www.linkedin.com/in/mariel-brady-18713224/
Silverman, M. (2019). Mark Silverman LinkedIn Profile.
Retrieved December 12, 2019, from linkedin.com/in/
mark-silverman-36a64/
Kaye Putnam. (2019) Personal Brand Archetype page.
Retrieved December 13, 2019, from https://
www.kayeputnam.com/brandality-archetype-everyman/
Nielsen Ratings. (2016). College athletics popularity and
ratings over the years. Retrieved December, 12, 2019
from https://www.nielsen.com/us/en/insights/article/
2016/spenders-in-the-grass-the-reach-of-college-
football-is-formidable/
ONETOnline.org. (2019). Search Public Address
Announcers. Retrieved December 12, 2019, from
https://www.onetonline.org/link/summary/27-3012.00
indeed.com. (2019). Search Sports announcer job
openings. Retrieved December 13, 2019, from https://
www.indeed.com/q-Sports-Announcer-jobs.html