Haley Gillespie is exploring a personal brand in sports broadcasting. Her goals are to start at a local news station after graduation in 2023, become the main sports broadcaster at that station by 2030, and work as a sideline reporter for ESPN by 2040. She believes in creating an authentic and friendly atmosphere for clients and wants to be innovative in reaching her goals.

1. PERSONAL BRAND EXPLORATION
Haley Gillespie
Project & Portfolio I: Week 1
January 9, 2021

2. Hi I’m Haley Gillespie! I believe that the client
should always feel comfortable. I want to create
a safe space where my clients feel that they can
be themselves and have a personal experience.
Our conversations should be able to flow
smoothly and with a certain understanding
between each other. Connecting with my clients
is a huge part of what I do.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Broadcast Announcers and Radio Disc
Jockeys
• News Analysts, Reporters, and
Journalists
• Camera Operators, Television, Video,
and Film
BRAND ARCHETYPE - I create an
authentic and friendly atmosphere. I want
to have an inclusive community where my
clients feel understood, connected,
supported, and encouraged. I love to be
innovative and find new ways to reach my
goal.
Sports Broadcasting for Sports Industry

4. • DEMOGRAPHICS: Mainly a
female audience in the talent
acquisition and human resources.
• PSYCHOGRAPHICS: Hobbies and
interests include sports and
sporting events.
• IDEAL AUDIENCE MEMBERS:
Paul Richardson-Senior Vice
President, Human Resources;
Tracey Pass-Vice President Talent
Acquisition; Stacie McCollum-Vince
President, Programming and
Acquisitions; Lynn Matthews-Vice
President, Talent Acquisitions
Target Audience of ESPN
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• First job at a news station.
‣ I want to start at a local news station working in
broadcasting so that I can work my way up to my
dream job. March 31, 2023.
‣ I will complete 6 job applications by February 2023.
Mid Term: (2030)
• Become the main sports broadcaster at the local news
station.
‣ I want to be the main reporter for the sports section at
the local news station so that I can then move up to
becoming a sideline reporter for ESPN. August 1,
2030.
‣ I will complete 2 meetings with my boss to get the
promotion by June 2030.
Long Term: (2040)
• Sideline reporter for ESPN.
‣ I want to be on the sidelines of sporting events so that
I can interview players and coaches. August 31, 2040.
‣ I will complete 5 interviews to get to ESPN by June
2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Adobe Software Suite 63%
Leadership 88%
Dependability 75%
SOFT
HARD
Operating Computers 76%
Editing Equipment 63%
Active Listening 83%
Speaking 94%
SOFT
HARD
Marketing Campaign Management 58%

7. I help sports teams get recognition by
broadcasting plays and showing highlights.
PROMISE

8. CREDENTIALS
Work Experience:
• JV Cheer Manager for my high school
• Chick-Fil-A employee
• Leadership in my school with a freshman
mentor program
• Volunteering at an elementary school
Education:
• Sportscasting, B.S., Full Sail University
(2022)
• Entertainment Business Master’s - Sports
Management Track, M.S., Full Sail
University (2023)
Awards:
• 2nd place at the NC HOSA regional
competition

9. COMPETITION
AJ Jennings
Industry Experience:
• Game Advisor
• Podcast Host
• Technical Assistant
Education:
• Film, B.S., Full Sail University (2016-2018)
• Entertainment Business, M.S., Full Sail University
(2018-2019)
• Sportscasting, Certification, Full Sail University (2020-
2021)
Leadership Experience:
• Volunteer at Children’s Miracle Network
• Project Manager at Children’s Miracle Network
Skills and Proficiencies:
• Video Editing - Skylar Nichols
• Microsoft Office - Skylar Nichols
• Adobe Premiere Pro - Skylar Nichols
Haley Gillespie
Overall Online Presence:
• 500+ connections. No custom banner image. Headshot
is professional looking. Profile is detailed. No published
articles. No linked social media. Yes, their LinkedIn
URL customized.
• Grade unkown
Industry Experience:
• JV Cheer Manager for my high school
Education:
• High School Diploma
• Sportscasting, B.S., Full Sail University (2022)
• Entertainment Business Master’s - Sports Management
Track, M.S., Full Sail University (2023)
Leadership Experience:
• PGC Leader (freshman mentor)
• Volunteer work with an elementary school
• HOSA Leadership
Skills and Proficiencies:
• Leadership - High School Teachers
• Community Outreach - Bladen County Schools
• Adobe Creative Suite - Full Sail University
Overall Online Presence:
• 9 Connections. Banner image is customized. Headshot
is professional looking. The profile is somewhat
detailed. No published articles. Active on other social
media.
• Grade unkown

10. COMPETITION
Lakia Atkins
Noteworthy Experience:
• Teaching Assistant
Haley Gillespie
Industry Experience:
• Production Assistant
Education:
• Journalism, University of Arizona (2015-2017)
• Sportscasting, B.S., Full Sail University
Skills and Proficiencies:
• Leadership - Ty Ray and David Loewer
• Microsoft Skills - Ty Ray
• Broadcast Journalism - Ty Ray
Overall Online Presence:
• 80 connections. Banner image is customized. Headshot
is professional looking. Profile is somewhat detailed. No
published articles. No linked social media. Link is not
customized.
• Grade unkown
Industry Experience:
• JV Cheer Manager for my high school
Education:
• High School Diploma
• Sportscasting, B.S., Full Sail University (2022)
• Entertainment Business Master’s - Sports Management
Track, M.S., Full Sail University (2023)
Leadership Experience:
• PGC Leader (freshman mentor)
• Volunteer work with an elementary school
• HOSA Leadership
Skills and Proficiencies:
• Leadership - High School Teachers
• Community Outreach - Bladen County Schools
• Adobe Creative Suite - Full Sail University
Overall Online Presence:
• 9 Connections. Banner image is customized. Headshot
is professional looking. The profile is somewhat
detailed. No published articles. Active on other social
media.
• Grade unkown

11. BRAND POSITION
For my fellow sports lovers who need
representation, I provide up to date sports news
while getting personal with the players and
coaches because I want to get the real news and
real scores for your entertainment.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Orlando Invitational
‣ November 25, 2021 l HP Field House ESPN Wide World of
Sports Complex, 700 S Victory Way, Kissimmee, FL 34747
• FBC Mortgage Cure Bowl
‣ December 1, 2021 l Camping World Stadium 1800 Carter St,
Orlando, FL 32805
• Armed Forces Classic
‣ November 1, 2021 l Marine Corps Base Camp Lejeune,
Sneads Ferry Rd, Camp Lejeune, NC 28547
Digital Marketing
• Primary Content: I will create content that will give my audience
up to date news on what is going on in the sports industry.
• Primary Tools: I will use twitter, instagram, and my blog/website
to keep my audience up to date. I will take in the opinions of my
audience to tailor to what they want to see and hear about.
• Website: I will use my website/blog by updating it when major
sports stories happen as well as updating with game scores. I will
cover all of the latest sports stories so that my audience can get
a mix of everything they like.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will look for a mentor that is already in the sports industry. Specifically
someone that deals with sideline reporting so that I can learn how to
grow myself professionally.
Formal Education
• Sportscasting, B.S., Full Sail University (2022).
• Entertainment Business Master’s - Sports Management Track, M.S.,
Full Sail University (2023).
Technical Skills
• Video creation and editing software- learning during my college classes.
• Web page creation and editing software- learned how to create a web
page during my Project and Portfolio class.
• Music and sound editing software- college classes will help teach you
how to edit sound.
• Document management software
Soft Skills
• Coordination- I will learn more about the coordination of the business
during my jobs in the future.
• Judgment and decision making- I am good in stressful situations but I
can continue to improve myself.
• Reading comprehension- I need to work on my reading comprehension
when it comes to business reading.
• Speaking- I am a good public speaker but I get nervous. I will continue
to practice my public speaking.
• Critical thinking- I can continue to work on my critical thinking as I work
on my brand and my degree during college as well as in my future
career.
• Social perceptiveness
• Writing- continuing to work over time on improving my writing.

14. Haley Gillespie
You know how you seem to have to go to so many different websites just
for updates on sporting events?Well, what I do is give you up to date
information on sporting events as it happens. I also give you up to date
information on new headlines involving players, teams, and the game. In
fact, on my website I have the most up to date game stats, player stats,
and all of the latest sports articles.

15. REFERENCES
Andrew.cohen@sporttechie.com. (2020, September 15). ESPN Expands
Partnerships With DraftKings & Caesars. SportTechie.
https://sporttechie.com/espn-expands-partnerships-with-draftkings-
caesars.Â
Atkins, L. Lakia Atkins - Atlanta Metropolitan Area | Professional ... Lakia
Atkins LinkedIn. https://www.linkedin.com/in/lakia-atkins-223b89185.Â
Brand Quiz - Kaye Putnam: Psychology Driven Brand Strategist. (2019, May 22).
https://www.kayeputnam.com/brandality-quiz/.Â
Discover an audience in us who like ESPN.
https://screen.yougov.com/audience/dashboard/39da2a50de45e81b8c5a8
c5ec574fc436cbfc159/default_view.Â
Hard Skills vs. Soft Skills. Indeed Career Guide. https://www.indeed.com/career-
advice/resumes-cover-letters/hard-skills-vs-soft-skills.Â
Home. ESPN Events. (2020, May 6). https://espnevents.com/.Â
How to Get a Job in Sports Broadcasting. Be On Air. (2019, August 27).
https://beonair.com/how-to-get-a-job-in-sports-broadcasting.Â
Jennings, A. J. AJ Jennings - Game Advisor - GameStop | LinkedIn. AJ
Jennings LinkedIn. https://www.linkedin.com/in/thegingerbreadman.Â
Network Demographics. National Media Spots.
https://www.nationalmediaspots.com/network-demographics.php.Â
Service, L. L. N. (2018, May 25). Graduates earn 6,285 degrees, certificates
from Full Sail University. Baldwin Park Today.
https://baldwinparktoday.com/stories/511428762-graduates-earn-6-285-
degrees-certificates-from-full-sail-university.Â
Summary Report for: 27-3011.00 - Broadcast Announcers and Radio Disc
Jockeys. O*NET OnLine. https://www.onetonline.org/link/summary/27-
3011.00.Â
Summary Report for: 27-3023.00 - News Analysts, Reporters, and Journalists.
O*NET OnLine. https://www.onetonline.org/link/summary/27-3023.00.Â
Summary Report for: 27-4031.00 - Camera Operators, Television, Video, and
Film. O*NET OnLine. https://www.onetonline.org/link/summary/27-
4031.00.Â
ESPN Commentator, Anchor and Executive Bios. (2019, May 1).
https://espnpressroom.com/us/bios/.Â
Job Profile: Sports Broadcaster. Sports Management Degree Guide.
https://www.sports-management-degrees.com/job-profiles/sports-
broadcaster/.Â
Lynn Matthews. ESPN Press Room U.S. (2019, April 2).
https://espnpressroom.com/us/bios/lynn-matthews/.Â
Paul Richardson. ESPN Press Room U.S. (2019, March 27).
https://espnpressroom.com/us/bios/richardson_paul/.Â
Stacie McCollum. ESPN Press Room U.S. (2020, January 4).
https://espnpressroom.com/us/bios/stacie-mccollum/.Â
Tracey Pass. ESPN Press Room U.S.
https://espnpressroom.com/us/bios/178645/.Â