Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Julian Macfie
Project & Portfolio I: Week 1
September 8, 2021

2. My name is Julian Macfie, I’m from Houston,
Texas and I’m 19 years old. Living in a city like
Houston taught me that in order to reach the
level of success that I crave, I must simply
outwork everyone with the same goal. My entire
life has been defined by a reluctance, a refusal
to fail. Self-care, self-love, and self-respect are
things we must master in order to reach our
highest and happiest selves. My purpose in life
is to help others find their purpose, however, I
never have the answers. Everyone has
greatness in them, it just has to be awoken.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Broadcast Announcer
• Sports Journalist
• Show Host/Anchor
BRAND ARCHETYPE - My goal is
to connect with as many people as
possible. I want to speak about
topics that include everyone and
keep as many audiences engaged
as possible.
SPORTSCASTING for SPORTS MEDIA
Caption

4. HIRING MANAGERS
TARGET AUDIENCE
Brittany Kelley
Outreach Plan:
• Prior to making contact, I would research Brittany’s
work to get an idea of who I’m reaching out too.
• I would utilize LinkedIn to get in contact with Brittany
Kelley.
• I would hope to follow up with Brittany in less than a
week.
Senior Recruiter at ESPN
Emily Magielnicki
Outreach Plan:
• Before reaching out too Emily, I would put together a
pitch as to why FOX Sports should give me a chance.
• I would also utilize LinkedIn to get in contact with Emily
Magielnicki.
• A follow up would most likely take place after about a
week.
PROFILE
PICTURE Senior Manager of Talent
Acquisition at FOX Sports
Kimberly Fortner
Outreach Plan:
• Determining what time slot would be best suited for my
show would be my main focus before contacting
Kimberly.
• I would reach out to Kimberly Fortner through the
Twitter app.
• My goal would be to get back with Kimberly before 2
weeks.
PROFILE
PICTURE Senior Recruiter at SiriusXM

5. GOALS
Short Term: (May 2024)
• Have an entry level job lined up and have
participated in at least 1 internship.
‣ I will strengthen the foundation of my brand by
building relationships. I will increase my
LinkedIn connections by 10% by May 31,
2022.
Mid Term: (2029-2034)
• Maintain a steady occupation at a major sports
coverage company (ESPN, FOX Sports, etc.)
‣ I will increase my LinkedIn connections by 35%
by May 31, 2030.
Long Term: (2039-2044)
• Be the face of the top sports coverage company in
the world and have my own sports talk show.
‣ I will increase my LinkedIn connections by 50%
by May 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Project Management
SOFT
HARD
Novice / Adept / Expert
Data Analysis Novice / Adept / Expert
Problem Solving Novice / Adept / Expert
Relationship Building Novice / Adept / Expert
Software Proficiency
SOFT
HARD
Novice / Adept / Expert
Content Management Systems Novice / Adept / Expert
Creativity Novice / Adept / Expert
Writing Novice / Adept / Expert

7. I help people do great things by being the
example.
PROMISE

8. CREDENTIALS
Work Experience:
• Video Editor/Sports Producer - ABC
NEWS
• Sports Talk Show Host - SportsTalk 790
Education:
• Sportscasting, B.S., Full Sail
University
Volunteer Work:
• Commentate the local high school sports
games during the season.
Picture Relevant
to Your Industry
Goes Here
Caption

9. COMPETITION
GABRIEL LEY
Industry Experience:
• Video Editor at CBS
Education:
• Sportscasting, BS, Full Sail University
Leadership Experience:
• Senior Recruiter at CBS
Skills and Proficiencies:
• Software Proficiency
• Communication
• Relationship Building
JULIAN MACFIE
Overall Online Presence:
• Not very much of an online presence, only 2
connections and LinkedIn page is not very organized or
well thought out.
• Grade: Poor, 30/100
HEADSHOT HEADSHOT
Industry Experience:
• Video Editor/Sports Producer at ABC
NEWS
Education:
• Sportscasting, BS, Full Sail University
Leadership Experience:
• Sports Talk Show Host - SportsTalk 790
Skills and Proficiencies:
• Problem Solving
• Software Proficiency
• Writing
Overall Online Presence:
• Not a ton of online presence but still active here and
there, important information is provided.
• Grade: Average, 50/100

10. COMPETITION
CARSON EISEN
Noteworthy Experience:
• Student Filmmaker - St. Mary’s County Public Schools
JULIAN MACFIE
HEADSHOT HEADSHOT
Industry Experience:
• Skateboarding Videographer and
Editor
Education:
• Student Filmmaker and Digital Storyteller for the Media
Communications Bachelor of Science Program
Skills and Proficiencies:
• Project Management
• Content Management Systems
• Software Proficiency
Overall Online Presence:
• With nearly 150 connections, Carson has clearly gone
above and beyond with his LinkedIn page.
• Grade: Superior, 85/100
Industry Experience:
• Video Editor/Sports Producer at ABC
NEWS
Education:
• Sportscasting, BS, Full Sail University
Leadership Experience:
• Sports Talk Show Host - SportsTalk 790
Skills and Proficiencies:
• Problem Solving
• Software Proficiency
• Writing
Overall Online Presence:
• Not a ton of online presence but still active here and
there, important information is provided.
• Grade: Average, 50/100

11. BRAND POSITION
For those who still need to find their purpose, I
provide years of experience and a willingness to
make sacrifices because we were all destined for
something more, we just need someone to
believe in us.
“PURPOSE”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• The Sports Broadcasting Camp
‣ July 26-30, 2021; Virtual
• NAB Show
‣ Oct. 9-13, 2021; Las Vegas, Nevada
• ESPN Radio
‣ Bristol, Connecticut
Digital Marketing
• Primary Content: I will create videos and posts in which I
interact with people about various relevant sports topics on a
daily basis. I will also write articles about the major topics that
deserve a little more attention.
• Primary Tools: Twitter would be my number one source of
output because it’s popular and easy to use. I would be
posting content daily, but the amount of content per day would
vary.
• Website: I will use my website to introduce as many people
as possible to vision and passion.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I plan to seek a mentor that practices consistency, and
has worked extremely hard to get to the point they are
at.
Formal Education
• Sportscasting Certificate from Full Sail University, May
31, 2024
Technical Skills
• PMP Certification - Project Management Institute,
December 2024
• Data Analytics Bootcamp - Springboard, April 2025
• Content Management Systems - Microsoft Dynamics
365, January 2026
Soft Skills
• Presentation Skills and Public Speaking - The
Presentation Company, October 2021
• Communication - Zoom, December 2021
• Giving and Receiving Feedback - Reddit, March 2022

14. YOUR NAME
You know how most sports shows nowadays just attack players when they
perform poorly? Well, what I do is celebrate players when they display acts
of greatness. In fact, my radio show was the #1 sports talk show in America
last year because I eat, sleep, and breathe positivity.

15. REFERENCES
Build your future WITH O*net online. O*NET OnLine.
(n.d.). https://www.onetonline.org/.
Sign up. LinkedIn. (n.d.). https://www.linkedin.com/feed/.
Job search - millions of jobs hiring near you. ZipRecruiter.
(n.d.). https://www.ziprecruiter.com/.
ESPN Internet Ventures. (n.d.). Serving sports fans.
anytime. anywhere. ESPN. https://www.espn.com/.