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PERSONAL BRAND EXPLORATION
Dominic Allen
Project & Portfolio I: Week 1
June 4, 2023
My name is Dominic Allen. I am from Longview,
Texas but I currently reside in Plano. I want to
become a sportscaster, and I think my
personality and work ethic will make me a great
one. Watching sports and loving to read about
stats with players has guided me to the person I
am today. I want to be able to share my passion
of sports with fans all around the world.
IDENTITY
PROFESSION
Potential Job Titles:
• Communication Specialist
• Multi-Media Reporter
• On-Air Reporter
BRAND ARCHETYPE – I like to
lead by example. I want to be the
leading man in sportscasting that
everyone wants to look up to. As a
Sage archetype, teaching others is
my passion, and its something that
being in this industry can lead me to
doing on a bigger scale.
Reporter for Sports/Media
Recruiters at Sports Media Companies
TARGET AUDIENCE
Meredith Powers
Outreach Plan:
• I will research what it means to work for Bally and how I can
contribute to improve their brand
• I will reach out to Ms. Powers on LinkedIn. I will submit my
resume as well so even if there is nothing she can do, she
could help me out with jobs/improvements to my resume
• I will take some time to learn how to be respectful/how to stand
out to higher level executives. Once I feel confident in my
skills, I will reach out to Ms. Powers.
Chief HR Officer at Bally
Sports
Jason Williams
Outreach Plan:
• I will find an entry job in this field to get some experience in
this field. To work for ESPN, I will need to have plenty of
experience.
• To pop up on Mr. Williams’s radar, I will apply for an internship
after gathering some field practice. This will be one of the only
ways to get his attention.
• This plan will take the longest out of the 3. ESPN is by far the
biggest company on here, so it would be quite a while before I
would apply to work there.
HR Director at ESPN
Kim Beauvais
Outreach Plan:
• Start with the entry jobs that FOX Sports offers. They offer high
school game coverage and that would be a great place to get some
field work done.
• I could have face to face talk with Ms. Beauvais if she appears at the
Texas office for FOX Sports. This is a unique opportunity because I
would not otherwise be able to meet one of these directors in
person.
• I will apply to work at a FOX Sports station soon, maybe within the
next week. I can get into some work there and that will jump start my
plans.
HR and Business Operations
at FOX Sports
GOALS
Short Term: By December 31, 2023
• I want to grow my LinkedIn connections to over 60
‣ I will start looking around for jobs in my career path and
start making connections on LinkedIn. Connections are
very important in the world, so its crucial I get started
making some early.
Mid Term: By Graduation in April 2025
• I want to have a locally known brand
‣ I will accomplish this goal by making new social media
accounts and posting sports content. I hope by the time I
graduate I will have 50K subscribers on a YouTube
channel.
Long Term: By 2035
• I want to be a Sports Broadcaster on a well-known platform
‣ I want to work at a highly popular company by the year
2035. I think this can be done by working up the chain of
command while keeping up my social media. I don’t have
to be a hugely popular broadcaster, but I still want to be
one.
SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Speech Clarity
SOFT
HARD
Novice / Adept / Expert
Fluency of Ideas Novice / Adept / Expert
Independence of Work Novice / Adept / Expert
Selective Attention Novice / Adept / Expert
Thinking Creatively
SOFT
HARD
Novice / Adept / Expert
Communicating with Supervisors Novice / Adept / Expert
Organizing and Planning Novice / Adept / Expert
Establishing/Maintaining
Interpersonal Relationships
Novice / Adept / Expert
I promise to help the audience learn by
being a passionate teacher.
PROMISE
CREDENTIALS
Work Experience:
• Cashier, Murphy USA, March 2021-June
2022
• PSA Summer Camp, 2021-Present (only
summer)
Education:
• GED, October 2020
• Certified in Adobe Photoshop, Premier
Pro, and After Effects, May 2020
Volunteer Work:
• Meals on Wheels: 2010-2021, every
other week with parents, by self starting
in 2019
• Part of Theatre group at Jasper High
School and Plano West, helped build set
pieces
COMPETITION
Ryan Staloff
Industry Experience:
• ESPN, DEC 2018 – AUG 2022
• FOX Sports, AUG 2022 - Present
Education:
• B.A. Journalism, Penn State 2007-2011
Leadership Experience:
• Content Producer at ESPN
• Producer at FOX Sports
Skills and Proficiencies:
• Video Editing - ESPN
• Video Production - ESPN
• Social Media - ESPN
Dominic Allen
Overall Online Presence:
• Over 500 connections. Banner image is customized,
and headshot is very professional. Profile is extremely
detailed with past work experience and articles he has
written.
• Grade: Superior, 95/100
Industry Experience:
• No industry experience
Education:
• GED, October 2020
Leadership Experience:
• No leadership experience
Skills and Proficiencies:
• Very fluent with technology – Certified with Adobe
products by the State of Texas
• Very Personable – Multiple supervisors
Overall Online Presence:
• Only 3 connections. Has a profile picture and posts
about new jobs and attending Full Sail University.
• Grade: Poor, 10/100
COMPETITION
Kristianna Ratliff
Noteworthy Experience:
• ChicagoLand Student intern
• Works for Nuts and Bolts LLC
Dominic Allen
Industry Experience:
• Foul on the Play podcast, July 2021-
Present
Education:
• Sportscasting degree, Fullsail University, grad. May
2022
Skills and Proficiencies:
• Proficient Writer – Nuts and Bolts Sports
• Popular Radio Personality - FLUENTRADIO
• Great Work Ethic - 3 jobs lasting multiple years
Overall Online Presence:
• 436 connections, not a very detailed profile. Posts
about her new jobs and her graduation, but not much
else
• Grade: Average, 55/100
Industry Experience:
• No industry experience
Education:
• GED, October 2020
Leadership Experience:
• No Leadership experience
Skills and Proficiencies:
• Fluent with Technology – Certified with Adobe products
by the State of Texas
• Very Personable – Multiple supervisors
Overall Online Presence:
• Only 3 connections. Has a profile picture and posts
about new jobs and attending Full Sail University.
• Grade: Poor, 10/100
BRAND POSITION
For sports fans who want an entertaining way to
stay updated, I provide a better way to watch
sports programing because I talk like a fan. I
always will be a fan at heart, so I know what the
fans want to hear and see. I will not change my
wasy, but my passion will grow stronger each day.
SPORTS BROADCASTER
NETWORKING &
MARKETING
Industry Events & Organizations
• Dallas SportsCasting Play by Play camp
‣ June 5-9, 2023 | SMU campus
• Pat Doney Sportscaster Camp
‣ July 10-14, 2023 | Dallas
• BSMG SportsCasting Program
‣ July 20-30, 2023 | Dallas
Digital Marketing
• Primary Content: I would like to publish YouTube videos
about different sports topics that are prevalent in the world. I
think that fans would love to be kept up to date in a fun,
exciting way rathe than listen to other anchors spit out facts.
• Primary Tools: Different social media platforms such as
Twitter, Instagram, and even LinkedIn. I will use YouTube to
post videos.
• Website: I will post links to my stories/articles that I write to
have a simple way for viewers to read my things. It will also be
a great place for discussion for fans.
PROFESSIONAL DEVELOPMENT
Mentor
• I want a mentor who can relate to my life. I want
someone who can help me out when I’m not feeling
class and who can lead me to graduation. I do not know
when I might consider getting a mentor, but I would
guess around 2024, while I am making my last push to
graduation.
Formal Education
• I am attending Full Sail University’s Online
Sportscasting Degree program and plan to graduate in
April 2025
Technical Skills
• Online class to help me learn how to use video editing
software - Udemy, July 2023
• Graphic design and editing masterclass- Udemy,
August 2023
• Social media film school masterclass- Udemy,
September 2023
Soft Skills
• Leadership Mentoring, MentorLoop, July 2023
• Leadership Mentoring: Skills and Discussion- Together
Platform, August 2023
• How to become a great team leader course -
MentorLoop, September 2023
Dominic Allen
You know how bland some commentators can be? Well, what I do is inject
passion and liveliness into talking about sports. In fact, I’ve had multiple
people tell me to get into this program to show my true passion about
sports.
REFERENCES
Staloff, R. (n.d.). Ryan Staloff - producer - fox sports | linkedin.
https://www.linkedin.com/in/ryan-staloff/.
https://www.linkedin.com/in/ryan-staloff
Beauvais, K. (n.d.). Kim Beauvais - EVP, HR & Business
Operations - Fox Sports - LinkedIn.
https://www.linkedin.com/in/kim-beauvais-2108545/.
https://www.linkedin.com/in/kim-beauvais-2108545
27-3011.00 - broadcast announcers and radio disc jockeys.
O*NET OnLine. (n.d.).
https://www.onetonline.org/link/summary/27-3011.00
Treatman, J. (n.d.). Dallas. Play By Play Sports Broadcasting
Camps. https://www.playbyplaycamps.com/dallas
Ebiner, P. (n.d.). Adobe Premiere Pro CC Video editor for
beginners: Editing - udemy.
https://www.udemy.com/course/adobe-premiere-pro-video-
editing/. https://www.udemy.com/course/adobe-premiere-pro-
video-editing/
Lloyd, L. (2023, May 17). Leadership mentoring: Developing
and cultivating effective leaders. Mentorloop Mentoring
Software. https://mentorloop.com/blog/leadership-mentoring-
effective-leaders/
James, C. (2023, February 13). Mentor leadership: Why
mentoring is essential to good leadership - master public
speaking & presentation skills: CJM training. Master Public
Speaking & Presentation Skills | CJM Training.
https://colinjamesmethod.com/mentor-leadership-essential-
good-leadership/

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Brand Exploration

  • 1. PERSONAL BRAND EXPLORATION Dominic Allen Project & Portfolio I: Week 1 June 4, 2023
  • 2. My name is Dominic Allen. I am from Longview, Texas but I currently reside in Plano. I want to become a sportscaster, and I think my personality and work ethic will make me a great one. Watching sports and loving to read about stats with players has guided me to the person I am today. I want to be able to share my passion of sports with fans all around the world. IDENTITY
  • 3. PROFESSION Potential Job Titles: • Communication Specialist • Multi-Media Reporter • On-Air Reporter BRAND ARCHETYPE – I like to lead by example. I want to be the leading man in sportscasting that everyone wants to look up to. As a Sage archetype, teaching others is my passion, and its something that being in this industry can lead me to doing on a bigger scale. Reporter for Sports/Media
  • 4. Recruiters at Sports Media Companies TARGET AUDIENCE Meredith Powers Outreach Plan: • I will research what it means to work for Bally and how I can contribute to improve their brand • I will reach out to Ms. Powers on LinkedIn. I will submit my resume as well so even if there is nothing she can do, she could help me out with jobs/improvements to my resume • I will take some time to learn how to be respectful/how to stand out to higher level executives. Once I feel confident in my skills, I will reach out to Ms. Powers. Chief HR Officer at Bally Sports Jason Williams Outreach Plan: • I will find an entry job in this field to get some experience in this field. To work for ESPN, I will need to have plenty of experience. • To pop up on Mr. Williams’s radar, I will apply for an internship after gathering some field practice. This will be one of the only ways to get his attention. • This plan will take the longest out of the 3. ESPN is by far the biggest company on here, so it would be quite a while before I would apply to work there. HR Director at ESPN Kim Beauvais Outreach Plan: • Start with the entry jobs that FOX Sports offers. They offer high school game coverage and that would be a great place to get some field work done. • I could have face to face talk with Ms. Beauvais if she appears at the Texas office for FOX Sports. This is a unique opportunity because I would not otherwise be able to meet one of these directors in person. • I will apply to work at a FOX Sports station soon, maybe within the next week. I can get into some work there and that will jump start my plans. HR and Business Operations at FOX Sports
  • 5. GOALS Short Term: By December 31, 2023 • I want to grow my LinkedIn connections to over 60 ‣ I will start looking around for jobs in my career path and start making connections on LinkedIn. Connections are very important in the world, so its crucial I get started making some early. Mid Term: By Graduation in April 2025 • I want to have a locally known brand ‣ I will accomplish this goal by making new social media accounts and posting sports content. I hope by the time I graduate I will have 50K subscribers on a YouTube channel. Long Term: By 2035 • I want to be a Sports Broadcaster on a well-known platform ‣ I want to work at a highly popular company by the year 2035. I think this can be done by working up the chain of command while keeping up my social media. I don’t have to be a hugely popular broadcaster, but I still want to be one.
  • 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Speech Clarity SOFT HARD Novice / Adept / Expert Fluency of Ideas Novice / Adept / Expert Independence of Work Novice / Adept / Expert Selective Attention Novice / Adept / Expert Thinking Creatively SOFT HARD Novice / Adept / Expert Communicating with Supervisors Novice / Adept / Expert Organizing and Planning Novice / Adept / Expert Establishing/Maintaining Interpersonal Relationships Novice / Adept / Expert
  • 7. I promise to help the audience learn by being a passionate teacher. PROMISE
  • 8. CREDENTIALS Work Experience: • Cashier, Murphy USA, March 2021-June 2022 • PSA Summer Camp, 2021-Present (only summer) Education: • GED, October 2020 • Certified in Adobe Photoshop, Premier Pro, and After Effects, May 2020 Volunteer Work: • Meals on Wheels: 2010-2021, every other week with parents, by self starting in 2019 • Part of Theatre group at Jasper High School and Plano West, helped build set pieces
  • 9. COMPETITION Ryan Staloff Industry Experience: • ESPN, DEC 2018 – AUG 2022 • FOX Sports, AUG 2022 - Present Education: • B.A. Journalism, Penn State 2007-2011 Leadership Experience: • Content Producer at ESPN • Producer at FOX Sports Skills and Proficiencies: • Video Editing - ESPN • Video Production - ESPN • Social Media - ESPN Dominic Allen Overall Online Presence: • Over 500 connections. Banner image is customized, and headshot is very professional. Profile is extremely detailed with past work experience and articles he has written. • Grade: Superior, 95/100 Industry Experience: • No industry experience Education: • GED, October 2020 Leadership Experience: • No leadership experience Skills and Proficiencies: • Very fluent with technology – Certified with Adobe products by the State of Texas • Very Personable – Multiple supervisors Overall Online Presence: • Only 3 connections. Has a profile picture and posts about new jobs and attending Full Sail University. • Grade: Poor, 10/100
  • 10. COMPETITION Kristianna Ratliff Noteworthy Experience: • ChicagoLand Student intern • Works for Nuts and Bolts LLC Dominic Allen Industry Experience: • Foul on the Play podcast, July 2021- Present Education: • Sportscasting degree, Fullsail University, grad. May 2022 Skills and Proficiencies: • Proficient Writer – Nuts and Bolts Sports • Popular Radio Personality - FLUENTRADIO • Great Work Ethic - 3 jobs lasting multiple years Overall Online Presence: • 436 connections, not a very detailed profile. Posts about her new jobs and her graduation, but not much else • Grade: Average, 55/100 Industry Experience: • No industry experience Education: • GED, October 2020 Leadership Experience: • No Leadership experience Skills and Proficiencies: • Fluent with Technology – Certified with Adobe products by the State of Texas • Very Personable – Multiple supervisors Overall Online Presence: • Only 3 connections. Has a profile picture and posts about new jobs and attending Full Sail University. • Grade: Poor, 10/100
  • 11. BRAND POSITION For sports fans who want an entertaining way to stay updated, I provide a better way to watch sports programing because I talk like a fan. I always will be a fan at heart, so I know what the fans want to hear and see. I will not change my wasy, but my passion will grow stronger each day. SPORTS BROADCASTER
  • 12. NETWORKING & MARKETING Industry Events & Organizations • Dallas SportsCasting Play by Play camp ‣ June 5-9, 2023 | SMU campus • Pat Doney Sportscaster Camp ‣ July 10-14, 2023 | Dallas • BSMG SportsCasting Program ‣ July 20-30, 2023 | Dallas Digital Marketing • Primary Content: I would like to publish YouTube videos about different sports topics that are prevalent in the world. I think that fans would love to be kept up to date in a fun, exciting way rathe than listen to other anchors spit out facts. • Primary Tools: Different social media platforms such as Twitter, Instagram, and even LinkedIn. I will use YouTube to post videos. • Website: I will post links to my stories/articles that I write to have a simple way for viewers to read my things. It will also be a great place for discussion for fans.
  • 13. PROFESSIONAL DEVELOPMENT Mentor • I want a mentor who can relate to my life. I want someone who can help me out when I’m not feeling class and who can lead me to graduation. I do not know when I might consider getting a mentor, but I would guess around 2024, while I am making my last push to graduation. Formal Education • I am attending Full Sail University’s Online Sportscasting Degree program and plan to graduate in April 2025 Technical Skills • Online class to help me learn how to use video editing software - Udemy, July 2023 • Graphic design and editing masterclass- Udemy, August 2023 • Social media film school masterclass- Udemy, September 2023 Soft Skills • Leadership Mentoring, MentorLoop, July 2023 • Leadership Mentoring: Skills and Discussion- Together Platform, August 2023 • How to become a great team leader course - MentorLoop, September 2023
  • 14. Dominic Allen You know how bland some commentators can be? Well, what I do is inject passion and liveliness into talking about sports. In fact, I’ve had multiple people tell me to get into this program to show my true passion about sports.
  • 15. REFERENCES Staloff, R. (n.d.). Ryan Staloff - producer - fox sports | linkedin. https://www.linkedin.com/in/ryan-staloff/. https://www.linkedin.com/in/ryan-staloff Beauvais, K. (n.d.). Kim Beauvais - EVP, HR & Business Operations - Fox Sports - LinkedIn. https://www.linkedin.com/in/kim-beauvais-2108545/. https://www.linkedin.com/in/kim-beauvais-2108545 27-3011.00 - broadcast announcers and radio disc jockeys. O*NET OnLine. (n.d.). https://www.onetonline.org/link/summary/27-3011.00 Treatman, J. (n.d.). Dallas. Play By Play Sports Broadcasting Camps. https://www.playbyplaycamps.com/dallas Ebiner, P. (n.d.). Adobe Premiere Pro CC Video editor for beginners: Editing - udemy. https://www.udemy.com/course/adobe-premiere-pro-video- editing/. https://www.udemy.com/course/adobe-premiere-pro- video-editing/ Lloyd, L. (2023, May 17). Leadership mentoring: Developing and cultivating effective leaders. Mentorloop Mentoring Software. https://mentorloop.com/blog/leadership-mentoring- effective-leaders/ James, C. (2023, February 13). Mentor leadership: Why mentoring is essential to good leadership - master public speaking & presentation skills: CJM training. Master Public Speaking & Presentation Skills | CJM Training. https://colinjamesmethod.com/mentor-leadership-essential- good-leadership/

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.