Personal Brand Canvas

1. PERSONAL BRAND EXPLORATION
Ellie Davis#c4217d
Project & Portfolio I: Week 3
February 20, 2020

2. Ellie Davis is from Fort Wayne, Indiana. From a
very young age, she has had a strong passion for
broadcasting along with sports and has been
working towards turning his interests into her
future career which led her to Full Sail University
to get a degree in Sportscasting so that she can
gain experience and work in the industry following
graduation.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Radio and Television
Announcer
• Producer
• Broadcast news analysis
Maverick Archetype - working
to create an environment
where I can be fearless and
assertive and make my clients
feel like they can explore
whatever areas they want and
that they are empowered and
motivated to work.
Sportscasting: Sideline Reporting

4. • DEMOGRAPHICS: 25%
Female 35-45 years old,
Predominately White and College
Educated, Located in middle-
America.
• PSYCHOGRAPHICS: Enjos
discussing and broadcasting on
sports. College educated, well
spoken. Core values of honest,
hard work, and dedication to their
craft.
• IDEAL AUDIENCE MEMBERS:
Kathleen Kelly (CBS) Jim Brentel
(Fox Sports) Steve Craddock,
Senior Marketing Manager (Fox
Sports)
Recruiters & Hiring Managers at Fox Sports, CBS, ESPN
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level internship with Fox Sports
‣ Connect with, and send a follow up to Fox
Sports network via LinkedIn by December 31,
2020 with my resume and experience.
Mid Term: (2026)
• Land a production assistant job with Fox Sports.
‣ Expand on the internship, turn it into a paid
position, where I am getting hands on
experience, and hopefully working not only on
the side, but being on camera, by December
31, 2026.
Long Term: (2035)
• Work as a sideline reporter for Fox Sports
‣ Create a demo reel of free lance work, or any
material I can show Fox that I have produced,
collect references, and show how much work I
have done for the company and why I will be a
valuable employee by December 31, 2035.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 80%
Adobe Creative Suite 60%
Time Management 70%
Public Speaking 50%
SOFTHARD
CRM Software 5%
WordPress CMS 5%
Professional Writing 30%
Public Speaking 60%
SOFTHARD

7. I want to share what goes on in the storts
industusy and give an inside look on what
goes on, both inside the locker room and
outside, on the court and off the court,
through storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• Orlando City Soccer Staff (Fan
Ambassador)
• US Tennis Channel (Orlando) Internship
Education:
• SportsCasting, B.S., Full Sail University (Exp. 2021)
Awards:
• Adobe Premiere Certification (2019)

9. COMPETITION
Garrison Alston
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Orlando City Soccer Fan Ambassador
Skills and Proficiencies:
• Public Speaking - 3 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Eleanore Davis
Overall Online Presence:
• Less than 200 connections, amateur headshot, no
articles published, active on social media, URL not yet
customized
• Grade: Average 66/100
Industry Experience:
• 1 year internship with the US Tennis
Channel
Education:
• Current student enrolled in Sportscasting B.S. at Full
Sail University
Leadership Experience:
• Multiple leadership roles with school activiites, and the
Tennis Channel
• Orlando City Soccer Fan Ambassador
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 3 endorsements
• Public Speaking - 5 endorsements
Overall Online Presence:
• Few connections, projects published online that I have
worked on, and or created on my own, active on social
media, URL not yet customized.
• Grade: Average 50/100

10. COMPETITION
Erin Andrews
Industry Experience:
•
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Freelance reporter 2001-2002
• 2002-2004 Reporter and Host for the Turner South
• 2004-2012 ESPN Reporter
• 2012-Present Fox Sports Sideline Reporter
Skills and Proficiencies:
• Hundreds of endorsements in every category possible
Eleanore Davis
Overall Online Presence:
• 500+ connections, polished headshot, detailed profile
summaries, thousands of notable recommendations
notable volunteer work
• Grade: Good, 100 out of 100
Industry Experience:
• 2 year social media marketing for cattle
feed retail store
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
Telling stories and communication news with
character, honesty, with comedy and
accuracy
ELEANORE DAVIS

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Washington Journalism and Media Conference 2018
‣ July, Washington, DC
• National Association of Student Broadcasters
‣ Collegiate Membership | Florida Sector
• USTA Internship College Program
‣ December 2019 | Lake Nona, FL
Digital Marketing
• Primary Content: Youtube Channel, “Boogie Boys” experience
with creating a Vlog with my friends, 1 episode per week.
Podcast created, but not posted yet, discussing sports.
• Primary Tools: Snapchat and Instagram- using both to
promote my channel
• Website: Full Sail digital portfolio site to showcase school
work; use my blog to showcase my work

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level Broadcasting industry
professional, preferably female with 5-10 years of
experience, dedicated to working and producing clean
content.
Formal Education
• Complete Sportscasting B.S. by expected graduation
date in 2020
Technical Skills
• Adobe Creative Cloud
• Cerifications through lynda.com Courses
• WordPress Essential Training - lynda.com, February
2020
Soft Skills
• Delivering Presentations with Purpose- lynda.com
December 2020
• Business Writing Principles - Lynda.com, February
2020
• Public Speaking - Lynda.com, January 2020

14. Ellie Davis
In a very short amount of time, I’ve been involving
myself in as many opportunities to gain industry
experience, social skills, and build a professional reputation within the
broadcasting industry. I’ve secured internships, volunteer positions, and paid
positions, ranging from The US Tennis Channel, Orlando City Soccer and
IHeart Radio.
“

15. REFERENCES
Quick Search for: broadcasting. (n.d.). Retrieved February 23,
2020, from https://www.onetonline.org/find/quick?
s=broadcasting
ESPN. (n.d.). Retrieved February 23, 2020, from https://
www.linkedin.com/
OnAir Personalities Archive. (n.d.). Retrieved February 23, 2020,
from https://www.foxsports.com/presspass/fmc_personas_cpt
Erin Andrews. (n.d.). Retrieved from https://www.foxsports.com/
presspass/bios/on-air/erin-andrews
CBS Sports - News, Live Scores, Schedules, Fantasy Games,
Video and more. (n.d.). Retrieved February 23, 2020, from
https://www.cbssports.com/