Personal Brand Project walks you through the life of Jacob Catalano, along with his skills, career, attributes, and projects.

1. PERSONAL BRAND EXPLORATION
Jacob Catalano
Project & Portfolio I: Week 3
May 21, 2019

2. Jacob Catalano grew up in the small town of
Waterford, New York, which shaped his
hardworking and never give up attitude. He’s been
a sports fan his entire life and dreams of becoming
a SportsCaster for ESPN. After graduating from high
school in 2015, and interning at News Channel 6 in
Albany, Jacob enrolled in the Sports Casting
program at Full Sail University where he’s focused
on developing critical thinking skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Radio/Television Announcer
• Broadcast News Analyst
• Television Producer
Hero Brand Archetype- producing
brand stories that show the audience the
ample rewards that come from hard
work and discipline. Showing challenges I
have overcome to inspire and motivate
the audience to watch the broadcast.
Sports Broadcasting for Major Television Companies along
with other sports media outlets

4. • DEMOGRAPHICS: 60% male,
25-35 years old, Predominately
White, Married, College Educated,
Located in the North Eastern part
of the United States.
• PSYCHOGRAPHICS: Enjoys the
world of sports, outdoor activities,
Radio, volunteering/giving back to
community, and attends religious
services.
• IDEAL AUDIENCE MEMBERS: ,
Adrienne D'Amato ,Director of
Entertainment of Media Relations
(Fox).
Greggory Pike, Producer(ESPN)
Directors, Hiring Managers, and producers at ESPN, FoxSports,
and Barstool
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level Internship at ESPN.
‣ I will grow my brand awareness online by consistently
publishing branded content on my social media
platforms. Specifically, I will increase my LinkedIn
connections by 25% by December 31, 2021
Mid Term: (2027)
• Become a Sports Caster/Anchor for ESPN.
‣ Expand and Increase Viewer Ratings for ESPN by 30%
by the summer of 2027.
Long Term: (2043)
• Eventually work behind the scenes, become a
Producer.
‣ Keep establishing connections, have viewable
projects that speaks for my hard work ethic, along
with my professionalism. Also would like to impact
the lives of the viewers watching the broadcast.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Excel 90%
Adobe Creative Cloud 85%
Complex Problem Solving 70%
Public Speaking 80%
SOFTHARD
Project Management Software 35%
Sound Editing Software 25%
Professional Writing 75%
Critical Thinking 60%
SOFTHARD

7. I will use my hardworking attributes along with
my calm demeanor to successfully increase the
Network ratings, along with providing a
positive impact to the viewers watching.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 year as Assistant Teacher for YMCA
• 1 year as cook at Pam’s Pub
Education:
• Learning Vector Works, Lynda.com
Certification
• Sports Broadcasting Bachelors Full Sail University(Exp. 2021)
• Waterford Halfmoon Highschool(2015)
Awards:
• Waterford Halfmoon National Honor
Society(2014)
• Full Sail National Honor Society(2018)

9. COMPETITION
Max Batali
Industry Experience:
• Student, still attending College
Education:
• Current student enrolled in Communications and
Journalism Bachelors at Eastern Washington
University.
Leadership Experience:
• Student Brand Ambassador who represented
Amazon Prime at Eastern Washington University.
• Coach for Youth Sports
Skills and Proficiencies:
• Social Media Communications - 0 endorsements
• Intercultural Communications - 0 endorsements
• Brand Ambassador - 0 endorsements
Jacob Catalano
Overall Online Presence:
• Less than 50 connections, banner image not yet
customized, un professional headshot, good content
throughout profile, no articles published, active on
social media, URL not yet customized
Industry Experience:
• Student, who is still in College
Education:
• Current student enrolled in SportsCasting Bachelors,
at Full Sail University
Leadership Experience:
• President of Student Council
• Treasurer for National Honor Society
Skills and Proficiencies:
• Professional Writing - 0 endorsements
• Adobe Creative Cloud - 0 endorsements
• Public Speaking - 0 endorsement s
Overall Online Presence:
• Less than 10 connections, banner image not yet
customized, professional headshot, detailed
summaries throughout profile with two content
pieces, no articles published, sporadically active on
personal social media accounts,
• URL Customized

10. COMPETITION
Ryan Ross
Industry Experience:
• Student, who is still in College
Education:
• Business Management, Associates, at Brookdale
Community College
• Current student enrolled in SportsCasting Bachelors,
at Full Sail University
Leadership Experience:
• Eagle Scout received in June of 2016
Skills and Proficiencies:
• People Management - 0 endorsements
• Creativity - 0 endorsements
• Social Media Marketing - 0 endorsements
Jacob Catalano
Overall Online Presence:
• Less than 10 connections, banner image not yet
customized, polished headshot, detailed profile
summaries, notable volunteer work, URL customized
Industry Experience:
• Student, who is still in College
Education:
• Current student enrolled in SportsCasting Bachelors,
at Full Sail University
Leadership Experience:
• President of Student Council
• Treasurer for National Honor Society
Skills and Proficiencies:
• Professional Writing - 0 endorsement s
• Adobe Creative Cloud - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• Less than 10 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

11. BRAND POSITION
“The way I handle myself on and off camera,
along with my great work ethic, and passion for
Sports will leave everyone wanting more”.
JACOB CATALANO

12. NETWORKING &
MARKETING
Industry Events & Organizations
• American Sports Association(ASA)
Student Membership/New York Chapter
• National Sports Media Association(NSMA)
‣ Student Membership Membership | Syracuse
Chapter
• International Sports Press Association
‣ Student Membership | United States Chapter
Digital Marketing
• Primary Content: est. podcast called, “Late Night Sports”, which
will highlight my knowledge of the industry, along with showing
my on air personality.
• Primary Tools: Twitter and Instagram - promote podcast through
30 sec. promo videos; LinkedIn - network with industry
professionals, along with getting tips on how to make my profile
look better.
• Website: Full Sail digital portfolio site to showcase school work,
along with side projects. Blog: will showcase my knowledge not
only in the sports world but also the entertainment world.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level Sports Broadcaster with 15-25
years of SportsCasting Experience. Must be a family
person, who genuinely enjoys the Sports Industry
Formal Education
• Complete SportsCasting Bachelors at Full Sail, with
an expected graduation date of springs of 2021.
Technical Skills
• Word Processing Course-Lynda.com (Dec. 2019)
• Music Editing Course-Lynda.com (Jan. 2020)
• ERP Software Course-Lynda.com (Feb. 2021)
Soft Skills
• Professional Writing-Lynda.com (Sept. 2019)
• Critical Writing - Lynda.com, (Nov. 2019)
• Public Speaking- Lynda.com, (March 2020)

14. Jacob Catalano
“You know how broadcast stations have
problems with low viewership? Well, what I do is
use my hard working attributes, along with my
professional demeanor to successfully broadcast the news and impact
the viewers lives. In Fact, I started my own podcast about the sports
world, and saw an increase in viewers steadily throughout my first
couple of weeks”.

15. REFERENCES
27-3011.00 - Radio and Television Announcers. (n.d.). Retrieved from
https://www.onetonline.org/link/summary/27-3011.00
27-2012.01 - Producers. (n.d.). Retrieved from https://www.onetonline.org/
link/summary/27-2012.01
27-3021.00 - Broadcast News Analysts. (n.d.). Retrieved from https://
www.onetonline.org/link/summary/27-3021.00
D'Amato, A. (2019). [online] Linkedin. Available at: https://
www.linkedin.com/in/adrienne522/ [Accessed 22 May 2019].
Pike, G. (2019). [online] Linkedin. Available at: https://www.linkedin.com/in/
gregory-pike-1936448/ [Accessed 22 May 2019].
Batali, M. (2019). [online] Linkedin. Available at: https://www.linkedin.com/
in/max-batali-b52466186/ [Accessed 22 May 2019].
Ross, R. (2019). [online] Linkedin. Available at: https://www.linkedin.com/in/
ryan-ross-273369181/?
miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAACryGDcBcfyoaySFsjU
vs4vtfwTTMtoWqoM [Accessed 22 May 2019].
American Sportscasters Online. (n.d.). Retrieved from http://
www.americansportscastersonline.com/
The VOICE for the Nation's RADIO and TELEVISION BROADCASTERS. (n.d.).
Retrieved from https://www.nab.org/
AIPS Media - the online portal of the International Sport Press Association
(AIPS) dedicated to sports media and its professionals. (n.d.). Retrieved
from http://www.aipsmedia.com/