This was a assignment for Full Sail University in November of 2023.

1. PERSONAL BRAND EXPLORATION
Luke Von Arx
Project & Portfolio I: Week 1
October 28, 2023

2. Hello, I’m Luke Von Arx, and I’ve had some things
happen in my life that have changed my outlook.
I have an older brother who molded me into
what I am today. He brought out the creativity
and humor in me because he’s one of the
funniest people ever. There were hard times, too,
but what I
fi
nd most meaningful is making the
most out of situations and being the person who
can light up a room. Many bad things are
happening in the world, and I pride myself on
making sure we think about the good in the
world, too.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Broadcast Announcer
• Video and
fi
lm editors
• Producer and directors
BRAND ARCHETYPE - Being the
entertainer archetype adds
responsibility to make people want to
watch more. I bring a di
ff
erent type of
humor while still being knowledgable
about what is being talked about.
Writer for Sports Media
Picture Relevant
to Your Industry
Goes Here

4. TARGET AUDIENCE
Jim Peterson
Outreach Plan:
• I will have questions ready to try to understand Peterson
and pick his brain on what he does and why he does it.
• He’s active on Twitter and talks about conversations from
Twitter on the broadcast sometimes. Also, his email is
available.
• Follow up to try and make sure he remembers my face and
try to make it clear what my purpose is the second time
around.
Broadcast at Bally Sports
(Timberwolves)
Dan (Big Cat) Katz
Outreach Plan:
• Be ready not to have a lot of time as he is a big
fi
gure, but try to
get into the
fi
ne print of why he thinks he’s done so well in the
industry.
• Reach out via Twitter or email to once again see how he thinks
about his job. Is it about being di
ff
erent, funny, or something
else?
• Next time you talk to him show interest in and passion for this
industry, whether that’s through email, Twitter or any other
way.
Podcast personality at
Barstool Sports
Dane Moore
Outreach Plan:
• I watch all the Timberwolves games where Dane specializes, so try to be
ready to show my knowingness and understanding as he does.
• Twitter is a great way to communicate with Dane as he is not afraid to
respond.
• Continue to follow up through Twitter to prove that I know what I’m
talking about and that I’m di
ff
erent from the norm.
Reporter at NBA/
Timberwovles

5. GOALS
Short Term: (Immediately After Graduation, 2025)
• Grow following on Twitter by 50%.
‣Stay consistent on Tweeting about the NBA,
Timberwolves and the world of Sports.
Mid Term: (2030)
• Work for a NBA organization.
‣Continue to watch and grow my knowledge of
the NBA and all it amenities.
Long Term: (2045)
• Front o
ffi
ce level job within the NBA.
‣Working up through the ranks is a long and
hard process but I know I can work hard and be
seen as a valuable asset.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Producing
SOFT
HARD
Novice / Adept / Expert
Publishing live streams to web Novice / Adept / Expert
Working in groups Novice / Adept / Expert
Common sense Novice / Adept / Expert
Live audio mixing and routing
SOFT
HARD
Novice / Adept / Expert
Live video switching Novice / Adept / Expert
Show organization Novice / Adept / Expert
Time management Novice / Adept / Expert

7. I help sports organizations communicate
their message by supporting technical
aspects of production.
PROMISE

8. CREDENTIALS
Work Experience:
• 4 year newspaper and yearbook journalists.
• Children’s golf instructor.
• Takes for Days founder (podcast and blog).
• Attended media day at 2018 Final four
Education:
• Minnehaha Academy graduate
• Bachelors degree from Full Sail University for Sports Media and Marketing
Awards:
• 3 year journalist honor roll
• 2019 gold medallion winner
• All conference golf
• Two time golf captain

9. COMPETITION
Alex Teri
Noteworthy Experience:
• Marketing intern for Just College
• Account Coordinator for INK & Roses
• Marketing assistant for Conde Nast
Luke Von Arx
Industry Experience:
• Integrated Marketing Barstool Sports
Education:
• Garden City Senior High School
• Bachelors Degree from Providence College in Marketing
Skills and Pro
fi
ciencies:
• Leadership - 3 endorsements
• Social marketing - 3 endorsements
• Customer service - 4 endorsements
Overall Online Presence:
• 500 connections through LinkedIn, also has a
customized banner photo and a lot of information on
her and her story.
• 92/100
Industry Experience:
• Founder of Takes for Days (blog and
podcast)
Education:
• Minnehaha Academy graduate
• One year at Butler University studying Sports Media
• Sports Media and Marketing Bachelors degree from Full
Sail University
Leadership Experience:
• Two time Captain of the golf team.
• Children’s golf instructor.
Skills and Pro
fi
ciencies:
• Podcasting - Reid Westrem endorsements
• Instructing - Aaron Shafranski endorsements
• Video creation
Overall Online Presence:
• Very few connections, not very well put together look
and overall not appealing
• Grade: 15/100 Grade: Poor, Average, or Superior?, XX
out of 100

10. COMPETITION
Michael Rowland
Noteworthy Experience:
• Customer service rep for Men’s Warehouse
• Loader/Unloader for National Ls Inc. and Capstone
Logistics
• Warehouse Supervisor for Costa Solutions
Industry Experience:
• Student at Full Sail for Marketing and
Sports Media
Education:
• Temple College, General Studies
• Currently enrolled at Full Sail For Sports Media and
Marketing
Skills and Pro
fi
ciencies:
• Sports Marketing - 2 endorsements
• Interpersonal skills - 3 endorsements
Overall Online Presence:
• 41 connections through LinkedIn without a customized
banner, but still a lot of good information about Michael
here. Still need to get his information to more people
giving him more connections but his has a solid
baseline.
• 65/100
Luke Von Arx
Industry Experience:
• Founder of Takes for Days (blog and
podcast)
Education:
• Minnehaha Academy graduate
• One year at Butler University studying Sports Media
• Sports Media and Marketing Bachelors degree from Full
Sail University
Leadership Experience:
• Two time Captain of the golf team.
• Children’s golf instructor.
Skills and Pro
fi
ciencies:
• Podcasting - Reid Westrem endorsements
• Instructing - Aaron Shafranski endorsements
• Video creation
Overall Online Presence:
• Very few connections, not very well put together look
and overall not appealing
• Grade: 15/100 Grade: Poor, Average, or Superior?, XX
out of 100

11. BRAND POSITION
For a media company who wants to be
entertained, I provide thought provoking insight in
an entertaining way because I have a unique
perspective on the world of sports based on my
passion and understanding of sports.

12. NETWORKING &
MARKETING
Industry Events & Organizations
•Barstool Sports Invitational
‣ Early November 2024, Chicago IL
•Intercollegiate Athletics Forum
‣ December 5-6 2023, Las Vegas, NV
•Brand Innovation Summit
‣ June 11-12 2024, Chicago IL
Digital Marketing
• Primary Content: I want to be more disciplined with
posting on social media speci
fi
cally Twitter. I also am starting
to blog again which is an easy way to create content the way
that I want too.
• Primary Tools: Twitter will be used mostly but it will be
daily. I went more than daily at di
ff
erent times but daily feels
like not to much or too little.
• Website: continue to update and use it to make connections
that can boost my following.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Dane Moore is a journalist who follows the Timberwolves and
the Timberwolves are the team I love. I believe if I show a
passion for the Wolves, Moore will help me to grow. June
2024
Formal Education
• Bachelors degree from Full Sail University in Sports Media and
Marketing.
Technical Skills
• Work with Photoshop, in design and Rush to be able to do
anything within adobe. Adobe, December 2024
• Live audio mixing is something that I can work on through
audacity. June 2024
• Live switching within a broadcast is something to work on and
there are videos on YouTube that can help with this.
Soft Skills
• In depth Organization of all content which can be done by
myself. Date- Whenever I post a blog.
• Time management, using tips from popular website Slack.
Within the Year.
• Communication via online. LinkedIn can help keep me
disciplined and trying new things. Will do this forever.

14. Luke Von Arx
You know how journalists seem uninterested in
what they cover? Well, what I do is take pride in the
audience's experience to make it more interesting, entertaining, and funny.
Many people have told me that I'm entertaining; whether that's on a podcast
or writing, people seem to love it.
“

15. REFERENCES
Jobs. Barstool Sports. (n.d.). https://
www.barstoolsports.com/jobs/details?
gh_jid=4319751005
Katz, D. (n.d.). Big Cat pro
fi
le picture. Twitter.
https://twitter.com/BarstoolBigCat
O*Net online. O*NET OnLine. (n.d.). https://
www.onetonline.org/
Rowland, M. (n.d.). Michael Rowland - digital
marketing executive - linkedin. https://
www.linkedin.com/in/michael-rowland-
marketing
Sports broadcasters and announcers. Vault.
(n.d.). https://vault.com/professions/
sports-broadcasters-and-announcers#
Sports Business Journal. (n.d.). Event calendar.
Sports Business Journal. https://
www.sportsbusinessjournal.com/
Conferences-Events/Event-Calendar.aspx