Jonathan "Joey" Johnson is exploring a personal brand in sports broadcasting. He has a diverse background from growing up in Texas and working in the oilfield. His goals are to start an independent podcast that reaches many listeners and establishes a network of successful podcasts. He plans to attend Full Sail University and build his online presence and network by attending industry events. His brand positions him as able to connect with diverse groups and backgrounds due to his wide range of experiences.

1. PERSONAL BRAND EXPLORATION
Jonathan “Joey” Johnson
Project & Portfolio I: Week 1
September 4, 2022

2. I’m a born and raised Texan looking to
understand the world and my place in it. From a
small town, to college, to the oilfield, and now
back to college; my journey has been unique
and helps me see the world from a different
perspective. I’ve spent years in leadership
positions and successfully kept up with the
constant technology changes in my current
profession, including learning specialized
industry computer software as it is released.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Anchor
• Announcer
• Host
BRAND ARCHETYPE - As a
caregiver, the foundation of my
brand is helping people. I use my
wide array of experience to relate to
people and make them relatable to
others.
Broadcasting for Television Sports
Picture Relevant
to Your Industry
Goes Here

4. [Hiring Manangers]
TARGET AUDIENCE
Amy Riley
Outreach Plan:
• Completely update all LinkedIn information.
• Open line of communication on LinkedIn.
• Follow up with a message on LinkedIn after one month.
PROFILE
PICTURE
Sr. Recruiter at ESPN
Gene White
Outreach Plan:
• Have professional headshots taken and added to
LinkedIn/portfolio.
• LinkedIn message with link to portfolio.
• Follow up message on LinkedIn after two months.
PROFILE
PICTURE
Director, Talent Acquisition at
FOX Sports
Zack Rome Outreach Plan:
• Expand content in my portfolio.
• Forward updated portfolio information on LinkedIn.
• Follow up message on LinkedIn after two months.
PROFILE
PICTURE Head of Tech Recruiting at
NBCUniversal

5. GOALS
Short Term: (2025)
• Start production of an independent podcast with wide
reach.
‣ Have podcast available on a minimum of five
platforms.
Mid Term: (2028)
• Establish a successful podcast.
‣ Reach 250,000 total listens/downloads.
Long Term: (2035)
• Establish a network of successful independent but
podcasts.
‣ At least three podcast with 100,000 weekly
listeners/downloads.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Data Collection
SOFT
HARD
Novice / Adept / Expert
Microsoft Excel Novice / Adept / Expert
Interpersonal Communication Novice / Adept / Expert
Time Management Novice / Adept / Expert
Control Consoles
SOFT
HARD
Novice / Adept / Expert
Sound Editing Novice / Adept / Expert
Problem Solving Novice / Adept / Expert
Conflict Resolution Novice / Adept / Expert

7. I will help marginalized people be heard by
giving them a platform to express
themselves.
PROMISE

8. CREDENTIALS
Work Experience:
• Premier Pressure Pumping, Lead
Operator
• Platinum Energy, Supervisor
Education:
• Sports Broadcasting, B.S., Full Sail University (2024)
Volunteer Work:
• Habitat for Humanity
• Mallalieu UMC
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Scott Tucker
Industry Experience:
• BallerTV Site Lead
Education:
• Full Sail University
Leadership Experience:
• BallerTV Site Lead
Skills and Proficiencies:
• Small Business Management - 3 endorsements
• Audio Post Production - 1 endorsement
• User Experience Design - 3 endorsements
Jonathan “Joey” Johnson
Overall Online Presence:
• 266 connections, customized banner image,
professional headshot, detailed profile, no published
articles, active on other social media, LinkedIn URL is
customized
• Grade: Average, 73 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• Full Sail University
Education:
• Full Sail University
Leadership Experience:
• Supervisor in Training - Platinum Energy Solutions
• Field Engineer - Legend Energy Services
Skills and Proficiencies:
• Supervisory Skills - 6 endorsements
• Oilfield - 3 endorsements
• Hydraulic Fracturing - 2 endorsements
Overall Online Presence:
• 287 connections, no banner image, bad headshot,
detailed profile, no published articles, somewhat active
on other social media, LinkedIn URL customized
• Grade: Poor, 53 out of 100

10. COMPETITION
Tyler Hergert
Noteworthy Experience:
• Sport Podcaster
• Full Sail Student
Jonathan “Joey” Johnson
HEADSHOT HEADSHOT
Industry Experience:
• The Faceoff Hockey Network
Education:
• Full Sail University
Skills and Proficiencies:
• English - 0 endorsements
• Communication - 0 endorsements
• Sports Writing - 0 endorsements
Overall Online Presence:
• 88 connections, customized banner image,
professionalism of headshot?, somewhat detailed
profile, no published articles, active on other social
media, LinkedIn URL customized
• Grade: Average, 65 out of 100
Industry Experience:
• Full Sail University
Education:
• Full Sail University
Leadership Experience:
• Supervisor in Training - Platinum Energy Solutions
• Field Engineer - Legend Energy Services
Skills and Proficiencies:
• Supervisory Skills - 6 endorsements
• OIlfield - 3 endorsements
• Hydraulic Fracturing - 2 endorsements
Overall Online Presence:
• 287 connections, no banner image, bad headshot,
detailed profile, no published articles, somewhat active
on other social media, LinkedIn URL is customized?
• Grade: Poor, 53 out of 100

11. BRAND POSITION
For hiring managers who seek to expand their
audience to marginalized groups, I provide AN
ABILITY TO CREATE PERSONAL
CONNECTIONS WITH PEOPLE OF DIVERSE
BACKGROUNDS AND PHILOSOPHIES because
MY LIFE HAS TAKEN ME THROUGH A WIDE
RANGE OF EXPERIENCES.
“NICKNAME?”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• National Association of Black Journalists Convention
‣ Aug. 2-6, 2023 | Birmingham, AL
• Podcast Movement Convention
‣ March 7-10, 2023 | Las Vegas, NV
• Afros & Audio Podcast Festival
‣ Oct. 22-23, 2022 | Philadelphia, PA
Digital Marketing
• Primary Content: A podcast network with a variety of hosts
and content.
• Primary Tools: Social media will be a big part of the marketing
plan, specifically Twitter.
• Website: My digital portfolio will be built around promoting
myself and podcast in as many places as possible.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• I plan to seek a mentor with experience in
entrepreneurial ventures. My mentor should be very
good at planning and organizing as those are
weaknesses of mine. Summer 2023
Formal Education
• Full Sail University, Bachelors of Science, Summer
2024
Technical Skills
• Sound editing - LinkedIn Learning, 2023
• Video editing - Full Sail University, Oct 2022
• Picture Editing - Full Sail University, Oct 2022
Soft Skills
• Creating Goals - LinkedIn Learning, 2022
• Writing Under a Deadline - LinkedIn Learning, 2022
• Speech Clarity - Full Sail University,2023

14. Jonathan “Joey” Johnson
Is your organization trying to expand its reach to marginalized groups?
Well, what I do is listen and give them a place to express themselves.
People I barely know routinely feel comfortable enough to open up to me.
Picture of You
Goes Here

15. REFERENCES
2023 NABJ Convention and career fair. (2023, August 02).
Retrieved September 24, 2022, from
https://nabjonline.org/event/2023-nabj-convention-and-
career-fair/
27-3011.00 - broadcast announcers and radio disc jockeys.
(n.d.). Retrieved September 24, 2022, from
https://onetonline.org/link/summary/27-3011.00
Afros and audio: United States: Black podcasters. (n.d.).
Retrieved September 24, 2022, from
https://www.afrosandaudio.com/
Hergert, T. (n.d.). Tyler Hergert - PXP broadcaster - Eli Sports
Network | LinkedIn. Retrieved September 24, 2022, from
https://www.linkedin.com/in/tyler-hergert-2b4b40213
Podcaster & Podcast Industry Conference - Podcast
Movement Evolutions: Las Vegas 2023. (2022, August
03). Retrieved September 24, 2022, from
https://evolutions.podcastmovement.com/
Putnam, K. (2022, August 06). Caregiver brand archetype -
kaye putnam: Psychology brand strategy. Retrieved
September 24, 2022, from
https://www.kayeputnam.com/brand-archetype-
caregiver/.
Riley, A. (n.d.). Amy Riley - Sr.. recruiter - ESPN | linkedin.
Retrieved September 24, 2022, from
https://www.linkedin.com/in/amy-riley-3629677
Rome, Z. (n.d.). Zack (Rogg-Meltzer) Rome - director, Talent
Acquisition - operations ... Retrieved September 24,
2022, from https://www.linkedin.com/in/zackrm
Tucker, S. (n.d.). Scott Tucker. Retrieved September 24, 2022,
from https://www.linkedin.com/in/scottdtucker
White, G. (n.d.). Gene White - director, talent acquisition for
Fox Sports at ... - linkedin. Retrieved September 24,
2022, from https://www.linkedin.com/in/gene-white-
1a891a8
O Net Online (2022). Broadcast Announcers and Radio Disc
Jockeys. Retrieved from
https://www.onetonline.org/link/summary/27-3011.00