Welcome to my Personal Brand!

1. PERSONAL BRAND EXPLORATION
DOMINIC LOCKLEAR
Project & Portfolio I: Week 1
NOVEMBER,

2. • I believe what shows who I am is, I love to
learn, I want to be the best at what I do and
I’m very competitive. I’m born and raised in
from Buffalo, NY, which is home to 4 sports
teams. I believe my upbringing has helped me
in many ways, especially in the competitive
characteristic of me as I have played hockey
since I was 3 years old, and always have
followed sports, especially becoming a die
hard Buffalo Bills follower. A goal I want to
achieve is working in the media for sports
such as Sports Media and or Sports
broadcasting for ESPN or sports team.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• TV SPORTS ANNOUNCER
• RADIO ANNOUNCER
• HOST
BRAND ARCHETYPE — what
stands out about me is I have a decent
following from being in a lot of sports during
my life such as hockey, lacrosse, baseball
and more, which also made me very familiar
with sports. I am proficient in professional
sports knowledge and staying up to date on
recent stats. Also, being very active on social
media with sports, while running a sports fan
page for fun.
BROADCAST ANNOUNCER OR DISC JOCKEY for
PROFESSIONAL SPORTS
Picture Relevant
to Your Industry
Goes Here

4. TARGET AUDIENCE
ESPN SPORTS
Outreach Plan:
• Research his position and what he specifies in
• I would reach out by email first introducing myself
• If no email response, I would contact by phone and set
up a meeting.
PROFILE
PICTURE MATT BOWEN, NFL WRITER
& ANALYST
JEFF MATTHEWS
Outreach Plan:
• Prepare my media skills and show my sports fan page
• Induce myself in a written email
• Set up a meeting with one of the staff and try to induce
myself
PROFILE
PICTURE VP OF MEDIA & CONTENT,
BUFFALO BILLS
JOE ANDRUZZI
Outreach Plan:
• Memorize stats from previous years of players and
against teams
• Reach out by phone call and try to set up a meeting
• Resume communication through email or phone
FOOTBALL ANALYTICS
ASSISTANT, ARIZONA
CARDINALS

5. GOALS
Short Term: (Immediately After Graduation)
• Grow media following on social media platforms by
consistently posting sports content on instagram &
TikTok
‣6 months to 2 years
Mid Term: year to five years
‣Increase my connections and personal
relations in sports media via LinkedIn & media
functions.
Long Term: three to ten years
‣Actively reporting on social media and
commentating on sports statistics on social
media platforms.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
ADOBE PHOTOSHOP
SOFT
HARD
Novice / Adept / Expert
RUNDOWN CREATER Novice / Adept / Expert
IMOVIE Novice / Adept / Expert
MICROSOFT POWERPOINT Novice / Adept / Expert
ADOBE AUDITION
SOFT
HARD
Novice / Adept / Expert
ADOBE AFTEREFFECTS Novice / Adept / Expert
MICROSOFT EXCEL Novice / Adept / Expert
MICROSOFT OFFICE Novice / Adept / Expert

7. I help inform the public by accurately stating
and reporting updated, frequent information
by not being bias and only sharing accurate
data.
PROMISE

8. CREDENTIALS
Work Experience:
• Highlight Video Production for NFL
games
• Inform viewers & listeners via social
media platforms
Education:
• Sports Broadcasting, B.S., Full Sail University 2025
Volunteer Work:
• Promote own Instagram Hockey page
• Podcast on NFL football
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
DAN PATRICK
Industry Experience:
• Dan Patrick Show, NBC’s Football
Night, Writer for Sports Illustrated,
ESPN Anchor
Education:
• University of Eastern Kentucky
• University of Dayton
Leadership Experience:
• Talk show Host
• Full Sail University sports broadcasting program
Skills and Proficiencies:
• Business Marketing - Red Hook brewery
• Broadcasting Expertise - Full Sail University
• Sports Diversity - Dan Patrick Show
DOMINIC LOCKLEAR
Overall Online Presence:
• Has 160k followers for The Dan Patrick show, 452k
followers on Twitter, 324k YouTube subscribers,
• Featured on ESPN Radio, NBC,
• Grade: Average, 7 out of 10
HEADSHOT
Industry Experience:
• Commentating on highlight clips
• Reporting sports content on social
media
Education:
• Bryant & Stratton College
• Full Sail University
Leadership Experience:
• Assistant captain- hockey
• Executor for Fantasy Football
Skills and Proficiencies:
• Highlight reels
• Social Media- sportspage
• Sports Podcast
Overall Online Presence:
• 1,600 followers on instagram, 274 followers on TikTok
and 300 followers on sports fan page
• Grade: Poor, 5 out of 10

10. COMPETITION
ADAM SCHEFTER
Noteworthy Experience:
• Employed at NFL network
• Researcher- Ann Arbor News, Detroit Free Press, The
Michigan Daily
DOMINIC LOCKLEAR
HEADSHOT
Industry Experience:
• Industry experience goes here
Education:
• University of Michigan
• Northwestern University
Skills and Proficiencies:
• Communication Skills - Sports Writer
• Live reporting - ESPN
• Brand marketing- Draftkings
Overall Online Presence:
• 500 connections and 3,000 followers on LinkedIn
• 10.6 million followers on twitter, 1.8 million on
instagram, The Adam Schefter Podcast
• Grade: Superior, 9 out of 10
Industry Experience:
• Commentating on highlight clips
• Reporting sports content on social
media
Education:
• Bryant & Stratton College
• Full Sail University
Leadership Experience:
• Assistant captain- hockey
• Executor for Fantasy Football
Skills and Proficiencies:
• Highlight reels
• Social Media- sportspage
• Sports Podcast
Overall Online Presence:
• 1,600 followers on instagram, 274 followers on TikTok
and 300 followers on sports fan page
• Grade: Poor, 5 out of 10
https://us.macmillan.com/author/adamschefter

11. BRAND POSITION
For the population who connects to sports, I
provide heart and passion while reporting sports
statistics and game information because I have an
extreme passion and admiration for promoting
sports and their benefits.
“DOM LOCKLEAR”

12. NETWORKING &
MARKETING
Industry Events & Organizations
Hawaiian Airlines Diamond Head Classic
‣ 12/21/23| Honolulu
• Champions Classic
‣ 11/12/24 | United Center, Chicago
• College Bowl
‣ 12/27/23 | NRG Stadium, Texas
Digital Marketing
• Primary Content: The type of content I will be providing is
daily posts to TIK TOC and other social media platforms. Also
podcasts clips to social media platforms.
• Primary Tools: The social networks I will be using will be
YouTube and TIC TOC to build up my brand.
• Website: I will be using my digital Portfolio site by expanding
the brand and daily posts revealing information.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Adam Schefter is a personable infulence that I see as a
mentor on my career path. His honesty and constant
presence is how I want to execute my profession in
sports media.
Formal Education
• Sports Broadcasting, B.S., Full Sail
University 2025
Technical Skills
• Sports Media intern, Arizona Cardinals (spring 2024)
• Social Marketing & Media Associate ( Oct, 2025)
• Media Tools , October 2023, Full Sail University
Soft Skills
• Project & Portfolio: Personal Branding, November 2023
• Broadcast Writing, October 2023, Full Sail University
• Postcast & Video production
• Attendance at NFL games for live footage & stats

14. DOMINIC
You know all the bias opinions? Well, what I do is report the facts and give it
straight. In fact I avoid criticism at all costs.

15. REFERENCES
Arizona Cardinals Team Page (2023). Retrieved from
https://www.onetonline.org/link/summary/27-3011.00
linkedin.com Retrieved from
https://www.linkedin.com/in/jeff-matthews-127b5a49
MacMillan Publishers (2023). Retrieved from
PHOTO:https://us.macmillan.com/author/adamschefter
linkedin.com Retrieved from
https://www.linkedin.com/in/adamschefter?challengeId=AQHk4
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