Project completed in Personal Branding class at Full Sail University

1. PERSONAL BRAND EXPLORATION
Luke Petrozza
Project & Portfolio I: Week 1
May 9th 2021

2. • My name is Luke Petrozza. Originally from Staten Island
New York, I moved to the Manhattan a couple of years
ago to pursue my dream of becoming a sports journalist.
I graduated the New York Film Academies Broadcast
Journalism School and was impassioned to continue my
journey here at FullSail. I have been die hard sports fan
since I was a boy and always been a bit obsessive about
the stats and knowledge that come along with it. I am a
student of the game and an admirer of its effects on this
world, on and off the court or field. I have always been
told since high-school when my voice finally dropped
that I had a deep resonating timbre and have always
been a talker and writer. I am primarily interested in but
not limited to professional basketball, soccer, football
and Esports, which I believe to be the fastest growing
industry in the ports realm right now. I hope one day to
work at the likes of MSG, ESPN , Twitch or Barstool
Sports as personality, journalist or anchor.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
1. Sports News Anchor
2. Sports Writer
3. Sports Reporter
The brand archetype of Sage best
illustrates how I will get my work
done differently than others. My
obsessive drive to know and use
stats that some many not be familiar
with but also to see pass the stats
and see the bigger picture whether it
be on, or off the field.
27-3023.00 - News Analysts, Reporters, and Journalists
Picture Relevant
to Your Industry
Goes Here

4. • DEMOGRAPHICS: Males ages 18
to 34 with average to above
average income levels and have
at minimum finished High School.
• PSYCHOGRAPHICS: Those who
have active lifestyles and are
passionate and avid sports fans.
• IDEAL AUDIENCE MEMBERS:
Brittany Kelley, Senior Recruiter
ESPN, Eleni Sfouggatakis,
Strategic Talent
Acquisition,Madison Square
Garden Company, Kate
Rodehau,Talent Aquisition,
Bleacher Report
TARGET AUDIENCE
Recruiters and Hiring Managers of
Sports Syndications

5. GOALS
SHORT TERM- Gain entry level employment
with one of the big media conglomerates of the
sports world (ESPN, Barstool Sports, NBC, ABC,
MSG) Increase LinkedIn connections by 50%
MID TERM- Become a salary journalist, reporter
or broadcaster , continue with personal podcast
work growing along with personal brand, KPI;
Have over 250 articles, or broadcasts, published
or aired by year 5 in the industry
LONG TERM-Delve into Sports Documentaries
to explore my creative side along with my love
of sports , Join the 30 for 30 division of EPSN.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Script Writing 85%
Adobe Premier 75%
Public Speaking 75%
Writing 80%
SOFT
HARD
OBS Studio 15%
Script Writing 85%
Storytelling 80%
Camera Presence 80%
SOFT
HARD
Pro Tools 85 %

7. “I was always labeled as undersized as a
player, I promise my passion for sports can
barely fit inside the building. “
-Luke Petrozza
PROMISE

8. CREDENTIALS
Picture Relevant
to Your Industry
Goes Here
WORK EXPERIENCE
• 8th Grade Basketball Coach Staten Island Academy 2016-2020
• Editor/Founder/Host “Mens League Allstars” Podcast
• Program Supervisor United Activities Unlimited
LEADERSHIP ROLES/ AWARDS
• Athlete of the Year 2010 Staten Island Academy
EDUCATION
High School Diploma Staten Island Academy
New York Film Academy Certificate Degree in Broadcast Journalism

9. COMPETITION
Luke Petrozza
Industry Experience:
• Sports Podcast Host
Education:
• High School Diploma
• NYFA School of Broadcast Journalism Graduate
• FullSail University Graduate
Leadership Experience:
• General Manager Port Atlantic Yacht Club
•
Skills and Proficiencies:
• Adobe Premier
James Woodcock
Overall Online Presence:
• Poor
HEADSHOT HEADSHOT
Industry Experience:
• None
Education:
• FullSail University Graduate
Leadership Experience:
• None
Skills and Proficiencies:
• Grammar Foundations
• Information Literacy
Overall Online Presence:
• Poor

10. COMPETITION
Luke Petrozza
Industry Experience:
• Podcast Host
Education:
• High School Diploma
• NYFA School of Broadcast Journalism Graduate
• FullSail University Graduate
Leadership Experience:
• General Manager Port Atlantic Yacht Club
•
Skills and Proficiencies:
• Adobe Premier
James Woodcock
Overall Online Presence:
• Poor
HEADSHOT HEADSHOT
Industry Experience:
• None
Education:
• FullSail University Graduate
Leadership Experience:
• None
Skills and Proficiencies:
• Grammar Foundations
• Information Literacy
Overall Online Presence:
• Poor

11. BRAND POSITION
For those of you sick of hearing the same
monotonous sports reporting and top ten lists, I’m
here to shake things up, lets make moves.
“MAKING MOVES LUKE”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Sports Industry Networking & Career Conference
‣ George Washington University in Washington, D.C.
February 21-22, 2020.
• The Esports Business Summit
‣ October 19-21 | Las Vegas, NV
• Horizon Summit 2021
‣ JULY 28-29 | VIRTUAL
Digital Marketing
• Primary Content: I will have sports concentrated content as
long with the human side or off field/court side of sports
stories that go further than just stats but with heavy
concentration in fact.
• Primary Tools: Instagram, Facebook, LinkedIn, TikTok,
Personal Blog, Podcast, Produced Packages
• Website: Post Daily stories as well as daily or weekly content
such as produced packages or documentaries
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• The mentor I wish to have is the awesome Scott Van
Pelt, SVP used his acumen as well as his networking
prowess to catapult himself into having his own
segment on the biggest sports network in the world. His
demeanor and conversational tone when he performs
his segment are wonderful as well as the fact that he
writes his own material giving him complete autonomy.
He is a breath of fresh air in the sports journalism
realm.
Formal Education
• High School Diploma Staten Island Academy
• NYFA School of Broadcast Journalism Graduate
Technical Skills
• Proficient in Premiere Pro, Avid, Microsoft Products,
Apple Products, iMovie, Pro tools, OBS,
Soft Skills
• Public Speaking
• Writing
• Stats
• Camera Presense
• Producing Video Content

14. Luke Petrozza
You know how casuals think Lebron James is the
best to ever do it, I don’t. You think Magic Johnson is the greatest
point guard ever, I don’t. You think Steph Curry is the greatest shooter ever,
I don’t. I’ll show you why and back it up with stats and help you become a
true student of the game.”
“
Picture of You
Goes Here

15. REFERENCES
https://phdessay.com/background-of-sports-illustrated-
magazine/
#:~:text=Today%2C%20Sports%20Illustrated's%20key%20de
mographic,at%20minimum%20finished%20High%20School.
https://horizonsummit.com/
https://zoomph.com/blog/top-sports-business-conferences-
in-2020/
https://www.marketingdive.com/ex/mobilemarketer/cms/
opinion/columns/17885.html
https://www.linkedin.com/in/james-woodcock-166159172/
https://www.onetonline.org/link/summary/27-3023.00
https://phdessay.com/background-of-sports-illustrated-
magazine/
#:~:text=Today%2C%20Sports%20Illustrated's%20key%20de
mographic,fans%2C%20and%20or%20NASCAR%20segment
s.
https://www.northeastern.edu/graduate/blog/tips-for-building-
your-personal-brand/
https://jobs.disneycareers.com/espn