PB Project 1: Exploring Your Personal Brand

1. PERSONAL BRAND EXPLORATION
Jason Kleen
Project & Portfolio I: Week 3
February 22, 2020

2. Jason Kleen grew up on a farm in Southwest
Iowa, which shaped his Hard Working - No
Nonsense ethics and principles. He’s been an
avid sports fan his entire life and dreams of
discussing sporting events and its players. After
getting his stepsons off to college following
their dreams, Jason enrolled in Dan Patrick's
School of Sportscasting at Full Sail University
where he’s focused on developing broadcasting
skills while finally pursuing his goals.
IDENTITY

3. PROFESSION
Potential Job Titles:
- Full Time 105.3 The Fan Sports
Talk Host
- Dallas Mavericks Broadcast
Coordinator
- Full-Time Producer for KTCK
Hero Archetype - producing brand
stories that motivate by direct and
to the point. Using industry trends
and defining new ones to fascinate
audiences and motivate them to
“Think” while analyzing from a
different view.
Radio and Television Announcer

4. • DEMOGRAPHICS: 80% - 90%
Male, 35-45 years old,
Predominately White, Married,
College Educated, Located in
middle-America.
• PSYCHOGRAPHICS: Enjoys
watching and attending sporting
events. Adheres to discussing and
debating sports from both sides.
• IDEAL AUDIENCE MEMBERS:
Gavin Spittle Vice President of
News/TalkSports at Entercom,
Derek Eagleton Senior Director
of Media & Programming at
Dallas Cowboys,
Recruiters & Hiring Managers at 105.3 The Fan, Dallas Mavericks, Or KTCK
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at Dallas
sports media.
‣Connect with, and send a follow up
promotional email to, 25 Dallas media
members on LinkedIn by December 31, 2019.
Mid Term: (2026)
• Lead a successful digital marketing campaign aimed
at expanding my media brand and radio popularity.
‣Expand year-over-year listeners by 30%.
Long Term: (2041)
• Becoming the most listened to Sports Radio Team in
DFW.
‣Save a total of $75,000, Having the most
listened to Dallas Sports Podcast by
December 31, 2041.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I will help the fans and listeners directly
understand what is happening with their
favorite team. Delivering the breaking news
that they want to hear with directness and a
little bit of humor, while helping them
breakdown the happenings from the front
offices to the practice facility.
PROMISE

8. CREDENTIALS
Work Experience:
• 3 years experience with KJAN Radio
• Sports Media via Twitter, Facebook,
Instagram, and FanCred
Education:
• Atlantic High School, Atlantic, Iowa
• Dan Patrick School of Sportscasting, B.S., Full Sail University (Exp. 2021)
Certificates:
• Producing Professional Podcasts
• The Data Science of Sports Management
• Designing a Channel Ident

9. COMPETITION
Cesar Becerra
Industry Experience:
• On-Air Host Bleav Podcast Primary
Responsibilities: Host a weekly
show on Bleav podcast network:
"Dodgers and Angels Prospects”
Education:
• UC Irvine Bachelor's degree in Literary Journalism
• Currently enrolled in Dan Patrick's School of
Sportscasting at Full Sail University
Leadership Experience:
• Sports Editor for New University Newspaper
• Freelance Writer for ClutchPoints
• Contributing Editor for DodgersNation.com,
Skills and Proficiencies:
• Social Media - 4 endorsements
• Customer Service - 3 endorsements
• Public Speaking - 2 endorsements
Jason Kleen
Overall Online Presence:
• Less than 200 connections, amateur headshot,
lack of details throughout profile, URL not yet
customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 3 years as an On-Air weekend host
during NFL and MLB games
1989-1992
Education:
• Current student enrolled in Dan Patrick's School
of Sports Casting at Full Sail University
Leadership Experience:
• Weekend Radio Host
• Team freight Lead at Scheels
• Team Freight Lead at Nike
Skills and Proficiencies:
• Customer Service - 13 endorsements
• Sales - 11 endorsements
• Team Building - 11 endorsements
Overall Online Presence:
• 400+ connections, banner image customized,
detailed summaries throughout profile with two
content pieces, no articles published, 9
Certificates obtained, on personal social media
accounts
• Grade: Average, 65 out of 100

10. COMPETITION
Jon Shipman
Industry Experience:
• Ben & Skin Producer/Personality
on 105.3 the Fan
Education:
• University of Missouri-Columbia
Broadcast Journalism
Noteworthy Experience:
• Director of Texas Rangers Radio Network
• Producer of K&C Masterpiece on 105.3 the Fan
• 105.3 the Fan Overnight Board Operator
Skills and Proficiencies:
• Radio Broadcasting - 6 endorsements
• Radio Production - 6 endorsements
• Twitter - 5 endorsements
Jason Kleen
Overall Online Presence:
• 400+ connections, banner image not yet
customized, polished headshot, detailed profile
summaries, multiple endorsements
• Grade: Good, 55 out of 100
Industry Experience:
• 3 years as an On-Air weekend host
during NFL and MLB games
1989-1992
Education:
• Current student enrolled in Dan Patrick's School
of Sports Casting at Full Sail University
Leadership Experience:
• Weekend Radio Host
• Team freight Lead at Scheels
• Team Freight Lead at Nike
Skills and Proficiencies:
• Customer Service - 13 endorsements
• Sales - 11 endorsements
• Team Building - 11 endorsements
Overall Online Presence:
• 400+ connections, banner image customized,
detailed summaries throughout profile with two
content pieces, no articles published, 9
Certificates obtained, on personal social media
accounts
• Grade: Average, 65 out of 100

11. BRAND POSITION
Discussing and debating sports from all
angles to help listeners understand
everything what’s going on from the practice
field to the front offices.
JASON “J.K.” KLEEN
Jason earned the abbreviation
“J.K.” while in high school, since
he had multiple teammates with
the same name. They shortened
them each to initials.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• WorkInSports.com
• TeamWork Online
• Front Office Sports
• Sportscasters Talent Agency of America
Digital Marketing
• Primary Tools: Twitter, Facebook, and Instagram - promote
myself though sharing sports knowledge. LinkedIn - network
with industry pros and publish monthly articles highlighting
some stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase Sportscasting knowledge and
embed certifications

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level sportscasting pro with
established in the industry who can help me make
the inside contacts in the sports field .
Formal Education
• Complete Dan Patrick's School of Sportscasting, B.S.
by expected graduation date in 2021
Technical Skills
• Producing Professional Podcasts
LinkedIn Learning February 2020
• The Data Science of Sports Management
LinkedIn Learning February 2020
• Designing Channel Identity
LinkedIn Learning February 2020
Soft Skills
• Producing Podcasts
LinkedIn Learning February 2020
• Mograph Techniques: Creating a Sports Bumper
LinkedIn Learning February 2020
• Public Relations Foundations: Media Training
LinkedIn Learning February 2020

14. Jason Kleen
The Fans and Listeners want more of their
favorite Sports.
I enjoy debating and discussing sports from all
angles, while being direct with a little humor mixed in. Bringing all Sports
topics to the table, plus an understanding of everything from the front
offices to the practice facility. Sports radio needs those discussions so the
fans are able to understand so much more than just the X’s and O’s of their
favorite team.
“

15. REFERENCES
Becerra, C. (2020). Cesar Becerra LinkedIn Profile. Retrieved
February 23, 2020, from https://www.linkedin.com/in/cesar-
becerra-la/
Shipman, J. (2020). Jonathon Shipman LinkedIn Profile.
Retrieved February 23, 2020, from https://www.linkedin.com/
in/jonathon-shipman-28312a114/
ONETOnLine.org. (2020). Summary Report for: 27-3011.00 -
Radio and Television Announcers. Retrieved February 23,
2020, from https://www.onetonline.org/link/summary/
27-3011.00
Cumulus Media. (2020). Sports Talk Show Host - Job
Description. Retrieved February 23, 2020, from https://
www.linkedin.com/jobs/view/1733952207/?refId=ee1dfd74-
cf3a-4556-a6b0-2f1c73ce0a1c&trk=eml-sjr-read-
more&midToken=AQGx7u7lzj9ZTQ&trkEmail=eml-
email_jobs_saved_job_reminder_01-null-1-null-
null-3j7za5%7Ek6z62pdf%7Era-null-jobs%7Eview
Entercom Career Site. (2020). Full Time 105.3 The Fan Sports
Talk Host - Job Description. Retrieved February 23, 2020, from
https://entercom.avature.net/careers/JobDetail/Full-
Time-105-3-The-Fan-Sports-Talk-Host/15054
Cumulus Media. (2020) PRODUCER - KTCK "THE TICKET”.
Retrieved February 23, 2020, from https://
cumulusmedia.jobs.net/en-US/job/producer-ktck-the-ticket/
J3N4G35YY6DFNCGF994
Dallas Mavericks (2020). Broadcast Coordinator. Retrieved
February 23, 2020, from https://www.teamworkonline.com/
basketball-jobs/dallas-mavericks-jobs/dallas-mavericks/
broadcast-coordinator-1971510
Dallas Cowboys. (2020). Multimedia Videographer/Editor.
Retrieved February 23, 2020, from https://
www.teamworkonline.com/football-jobs/footballjobs/dallas-
cowboys-29704/multimedia-videographer-editor-1962353