Brand Exploration going as I go into esports. this was completed for my project and portfolio class 1 in May of 2021

1. PERSONAL BRAND EXPLORATION
Luke McDonald
Project & Portfolio I: Week 1
May 7, 2021

2. Luke McDonald is from a small town in
Arkansas, where he learned the value of hard
work from family and friends. He has been
passionate about bringing esports to a wider
audience since 2015 when he watched the
League of Legends World Championship. He is a
devote Christian, which shapes his morals and
outlook on life. He has taken up many hobbies
and become proficient at all of them, some
include woodworking, photography, and cooking.
He has started his degree at Full Sail to learn
how to be a good sports broadcaster.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Broadcast Producer
• Video Editor
• Broadcast Announcer
Creator ARCHETYPE - I work hard to
create things that other people can
get on board with. I think of
unorthodox ways to solve problems.
Sports Broadcasting for esports/LEC and OWL

4. • DEMOGRAPHICS: 70% Female,
30% Male. Ages 27-37 Very
Diverse, Predominately Single,
College Educated, located in
California
• PSYCHOGRAPHICS: Spends time
volunteering, playing video
games, and hiking.
• IDEAL AUDIENCE MEMBERS: Mina
Hur - University Recruiter at Riot.
Brian Riley - Global head of Talent
Acquisition at Riot. Josh Jacobs
Talent acquisition in esports.
Recruiters and Hiring Managers at the LEC, LCS and OWL
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Get an entry level esports job at the LEC.
‣Send my reel to broadcast personnel, and
recruiters on February 2022.
Mid Term: (2028)
• Become a Feature Producer, and produce team intros
for worlds.
‣Make videos that tell the story of the players
and teams by August 20, 2028.
Long Term: (2038)
• Become an executive producer and Increase esports
viewership in North America.
‣Increase viewership by 40% across any
demographic by July 20, 2038.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Live Sound Mixing 50%
Photography 70%
Problem Solving 70%
Work Ethic 80%
SOFT
HARD
Data Mining Software 10%
Videography 40%
Critical Thinking 80%
Monitoring 70%
SOFT
HARD

7. I help Professional esports broadcast
increase viewership retention by creating pre
produced content that make teams/athletes
more appealing to fans.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 Year working as a Grip shooting
National/Local Commercials and
American Airgunner (TV Show).
• 3 years as a Broadcast Audio Technician.
Education:
• Associates degree in Electronics
Technologies
• Sportscasting, B.S., Full Sail University (Exp. 2022)
Volunteering:
• 200+ hours of volunteering in the
children’s ministry at First Baptist Fort
Smith

9. COMPETITION
Marcus Block
Industry Experience:
• Technician at Satellite AutoGlass
Education:
• Current Student at Full Sail in Sportcasting Bachelor’s
degree.
Leadership Experience:
• Has no leadership experience listed.
Skills and Proficiencies:
• Presentations - 0 endorsements
• Problem Solving - 0 endorsements
• Broadcasting - 0 endorsements
Luke McDonald
Overall Online Presence:
• 17 connections, banner image is customized,
professionalisms of the headshot is average, the profile
is not detailed at all, no published articles, not active on
any other social media, LinkedIn URL is customized.
• Grade: Poor, 20 out of 100
Industry Experience:
• 3 years of experience as a Broadcast
Technician and Grip
Education:
• Full Sail University Sportscasting Bachelors
• University of Arkansas Fort Smith Electronics
technologies Associates.
Leadership Experience:
• Has no leadership experience listed.
Skills and Proficiencies:
• Leadership - 0 endorsements
• Photography - 0 endorsements
• Audio Mixing - 0 endorsements
Overall Online Presence:
• 45 connections, banner image not customized, the
headshot is very professional but maybe not ideal for
the job, profile is not extremely detailed, no published
articles, not active on any social media, their LinkedIn
URL is not customized.
• Grade: poor, 25 out of 100

10. Industry Experience:
• 17 Years of Industry experience in
various types of producing roles.
COMPETITION
Jacquelyn Bates
Noteworthy Experience:
• Fox Sports Feature Producer 2013-2016
• ESPN Associate Producer 2007-2013
Luke McDonald
HEADSHOT
Education:
• University of North Carolina at Pembroke Public
Relations and Broadcasting Bachelors
Skills and Proficiencies:
• Broadcasting- 0 endorsements
• Field Production - 0 endorsements
• ENPS software - 0 endorsements
Overall Online Presence:
• 124 connections, banner image is not customized, the
headshot is professional but could be improved, the
profile is not very detailed, has shared articles, doesn’t
have any other social media listed, LinkedIn URL is not
customized.
• Grade: Average, 45 out of 100
Industry Experience:
• 3 years of experience as a Broadcast
Technician and Grip
Education:
• Full Sail University Sportscasting Bachelors
• University of Arkansas Fort Smith Electronics
technologies Associates.
Leadership Experience:
• Has no leadership experience listed.
Skills and Proficiencies:
• Leadership - 0 endorsements
• Photography - 0 endorsements
• Audio Mixing - 0 endorsements
Overall Online Presence:
• 45 connections, banner image not customized, the
headshot is very professional but maybe not ideal for
the job, profile is not extremely detailed, no published
articles, not active on any social media, their LinkedIn
URL is not customized.
• Grade: poor, 25 out of 100

11. BRAND POSITION
I Fell in love with esports at first sight. I want to
share that love with as many people as possible,
through telling compelling stories, creative
broadcasting, and great esports.
“LUKE MCDONALD”

12. NETWORKING & MARKETING
Industry Events & Organizations
• Esports Business summit
‣ October 18-20, 2021 | Caesars Palace Las Vegas
• Streaming Media East Conference
‣ May 25-26 | Boston
• National Association of broadcasters
‣ June 7,2021, Orlando chapter
Digital Marketing
• Primary Content: Conduct interviews with players at esports
events, edit them down, and publish them to YouTube.
• Primary Tools: Instagram and Linkedin - Promote and highlight
the interviews by condensing the them down into 30 seconds
and 1 minutes clips to post.
• Website: use my site as a portfolio to showcase any
noteworthy assignments, but primarily uploading personal
projects, including interviews.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will look for a Mentor that has at least 15 years of
experience in multiple types of producing (live tv and
features). Ill also look for someone who has been
successful when thinking outside the box.
Formal Education
• Complete Sportscasting Bachelors by expected
graduation date in 2022
Technical Skills
• Get certified in Premier Pro - Adobe, August 2021
• Google analytics Academy- Google, November 2021
Soft Skills
• Complete a linked in learning on critical thinking -
Linkedin, June 2021
• Talk with professors about improving how I monitor
people in a work envirement - June 2021

14. Luke McDonald
You know how North American viewership as
been fairly stagnant over the past 5 years, and at
times decreased? Well, what I do is Produce intimate
and engaging interviews with players and coaches that will excite old and
new fans alike. I will work hard hours, accomplish my goal. In fact, at almost
every job I have ever worked at I have been the hardest working employees.
Even when I was only 14 working in a tire shop I was one of the hardest
workers there.
“

15. REFERENCES
https://www.linkedin.com/company/riot-games/people/?
facetCurrentFunction=12
https://www.linkedin.com/company/blizzard-entertainment/
people/?facetCurrentFunction=12
Summary Report for: 27-2012.00 - Producers and Directors. O*NET
OnLine. (n.d.). https://www.onetonline.org/link/summary/
27-2012.00.
https://www.linkedin.com/in/marcusblock/
https://www.linkedin.com/in/jacquelyn-bates-83887554/
Google. (n.d.). Google Analytics Academy. https://
analytics.google.com/analytics/academy/course/6.
Esports Business Summit 2021. esportsbiz. (n.d.). https://
www.esportsbiz.com/go/esports-business-summit-2021/.
Streaming Media East Connect 2021 - The World's Leading Online
Streaming Media Conference. Streaming Media - Online Video
News, Trends, and Analysis. (n.d.). https://
www.streamingmedia.com/conferences/east2021/Default.aspx.
NAB: The Voice for America's Radio and TV Broadcasters. National
Association of Broadcasters. (n.d.). https://www.nab.org/.
The importance of critical thinking - Critical Thinking Video
Tutorial: LinkedIn Learning, formerly Lynda.com. LinkedIn.
(2016, June 6). https://www.linkedin.com/learning/critical-
thinking/the-importance-of-critical-thinking-2?u=50813145.