Week 3 Project and Portfolio 1 Personal Brand Exploration project; Full Sail University

1. PERSONAL BRAND EXPLORATION
Jesse Larson
Project & Portfolio I: Week 3
May 21st, 2020

2. Jesse Larson grew up in a tiny town in
South-central Wisconsin where his passion
for sports began. He spent his high school
years working for the local radio station
providing statistics and color commentary
for his high school sports teams. After
serving 7 years in the U.S. military as a
submariner, Jesse enrolled in the
Sportscasting program at Full Sail University
where he’s focused on developing vital
play-by-play skills to entertain college
sports fans.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Radio/Television Announcer
• Broadcast News Analyst
• Sports Writer
Entertainer Archetype -
producing content allowing people to
have a great time and to get others to
enjoy life to the fullest through the
reach of sports entertainment.
Sportscasting for Collegiate Athletics

4. • DEMOGRAPHICS: 25-50 years
old, 75% male, college educated,
predominately white, nationwide
reach
• PSYCHOGRAPHICS: Enjoys
sports, passionate about success
• IDEAL AUDIENCE MEMBERS:
Lauren Schultz, Talent Acquisition
Manager (Learfield IMG), Brittany
Kelley, Senior Recruiter (ESPN),
Anastasia Flores, Sr. Dir. Talent
Acquisition (CBS)
Recruiters & Hiring Managers at CBS Sports, ESPN & Learfield
IMG College
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land an entry-level broadcasting position with a sports
network.
• Get my foot in the door with a broadcasting position at
a tv or radio station that covers sports in general.
Mid Term: (2028-2030)
• Land a lead play-by-play role at a major college sports
network.
‣ Be the “voice of X University”. I want to be known
as the guy that calls a specific school’s contests.
Long Term: (2040)
• Land a National sportscasting role to cover championship
events.
‣ Secure a spot to broadcast the NCAA Men’s
Basketball Championships and/or the NCAA
College World Series.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Microsoft Office 85%
Adobe Creative Suite 30%
Time Management Skills 95%
Public Speaking 90%
SOFTHARD
Microsoft Office 85%
Enterprise Resource Planning Software 0%
Broadcast Writing 50%
SOFTHARD
Public Speaking 90%

7. I will be the sportscaster that excites
die hard college sports fans, by creating
an atmosphere you can feel through
your TV or radio.
PROMISE

8. CREDENTIALS
Work Experience:
• 7 years service in U.S. Navy
• 4 years as a statistician
Education:
• Sportscasting, B.S., Full Sail University (Exp.
2022)
Awards:
• Navy & Marine Corps Achievement Medal,
U.S. Navy
• Good Conduct Medal x2, U.S. Navy

9. COMPETITION
Jordan Wright
Industry Experience:
• No experience within sportscasting
industry; current furniture salesman
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Held supervisor position at Bravo Farms in Tulare, CA
for 3 years
•
Skills and Proficiencies:
• Communication
• Leadership
• Team Building
Jesse Larson
Overall Online Presence:
• 4 connections, banner image not yet customized,
professional headshot, no articles published, inactive
on LinkedIn.
• Grade: Below Average, 45 out of 100
Industry Experience:
• 4 years as a statistician and color
commentator for local high school
sports
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• U.S. Navy, multiple leadership roles
Skills and Proficiencies:
• Statistics logging
• Public Speaking
• Leadership
Overall Online Presence:
• 12 connections, banner image customized,
professional headshot, detailed summaries
throughout profile with two content pieces, no
articles published, daily activity on personal social
media accounts, URL customized
• Grade: Average, 60 out of 100

10. COMPETITION
Zach Mackey
Industry Experience:
• 6 years of collegiate sportscasting
experience; sportscaster during
high school years
Education:
• B.S. Sports Communication, University of Iowa, 2018
Noteworthy Experience:
• Selected as an All-American by the Sportscasters
Association of America in 2016
• Recipient of the Bob Sheppard High School P.A.
Announcer of the year
Skills and Proficiencies:
• Play-by-play sportscasting
• P.A. announcing
• Football recruiting
Jesse Larson
Overall Online Presence:
• 500+ connections, banner image not yet customized,
no headshot, detailed profile summaries, no
recommendations, URL not yet customized
• Grade: Good, 70 out of 100
Industry Experience:
• 4 years as a statistician and color
commentator for local high school
sports
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• U.S. Navy, multiple leadership roles
Skills and Proficiencies:
• Statistics logging
• Public Speaking
• Leadership
Overall Online Presence:
• 12 connections, banner image customized,
professional headshot, no articles published, daily
activity on personal social media accounts, URL
customized
• Grade: Average, 60 out of 100

11. BRAND POSITION
There are college sportscasters; and then
there is Jesse Larson. His excitement and
enthusiasm will make you feel like you are
in the arena at the game! Feel the passion
through your television!
JESSE LARSON

12. NETWORKING &
MARKETING
Industry Events & Organizations
• International Conference on Sports Media and Racial and Ethnic
Equality
‣ April 22-23, 2021 | Boston, MA
• National Sports Media Association (NMSA)
‣ Student Membership
• The Radio Show
‣ September 13-16, 2020 | Nashville, TN
Digital Marketing
• Primary Content: Play-by-play podcasts showcasing play-by-play
skills and college sports level of knowledge
• Primary Tools: Facebook, Instagram and Reddit- promote podcast,
college sports level of knowledge and play-by-play abilities with
daily video posts and promos.
• Website: Full Sail digital portfolio site to showcase school work;
use blog to showcase college sports level of knowledge and play-
by-play skills

13. PROFESSIONAL
DEVELOPMENT
Mentor
• Seeking mid-level sportscasting veteran with at
least 10 yrs of experience in college sports;
family-oriented person, July 2022
Formal Education
• Complete Sportscasting, B.S. by expected graduation
date in 2022
Technical Skills
• Get ERP Certified via NetSuite Certification
Program, complete by Dec. 2022
• Critical Thinking for Better Judgment and
Decision-Making - LinkedIn Learning Aug. 2022
Soft Skills
• Broadcasting- LinkedIn Learning, Aug. 2022
• Business Writing Strategies - LinkedIn Learning, Aug.
2022
• Measure Athlete Performance - LinkedIn Learning,
Aug. 2022

14. Jesse Larson
You know how the college baseball audience has
declined in viewership in the past few years? Well,
what I do is provide enthusiastic and uplifting baseball
game calls to create an exciting game atmosphere you can feel from your living
room! In fact, before serving 7 years in the U.S. Navy, I provided electrifying calls for
my local high school baseball and softball squads that increased radio station
listening on a year-to-year basis. I was often stopped, while out in town, and
praised for my exciting on-air sportscasting.
“

15. REFERENCES
Wright, J. (2020). Jordan Wright LinkedIn Profile.
Retrieved May 23rd, 2020, from https://
www.linkedin.com/in/jordan-wright-798523135/
Mackey, Z. (2020). Zach Mackey LinkedIn Profile.
Retrieved May 23rd, 2020, from https://
www.linkedin.com/in/zach-mackey-217aa653/
ONETOnLine.org. (2019). Summary Report for: 27-3011.00 -
Radio and Television Announcers Retrieved May 22nd,
2020, from https://www.onetonline.org/link/summary/
27-3011.00#Skills
Putnam, K. (n.d.). The Entertainer Archetype. Kaye
Putnam. https://www.kayeputnam.com/brandality-
archetype-entertainer/
National Sports Media Association. (2020). Student
Chapters. Retrieved May 23rd, 2020 from https://
nationalsportsmedia.org/about-us/student-chapters
Waset.org. (2019). ICSMREI 2021: 15. International
Conference on Sport Media, Racial and Ethnic Inequality.
Retrieved May 23rd, 2020, from https://waset.org/sport-
media-racial-and-ethnic-inequality-conference-in-
april-2021-in-boston
Radioshowweb.com. (2020). Event Schedule. Retrieved
May 23rd, 2020, from https://www.radioshowweb.com/
about/schedule.asp
Zach Mackey Bio. (2020). MSUBobcats. https://
msubobcats.com/staff-directory/zach-mackey/300