This document provides details about Matthew Smith's personal brand exploration project. It outlines his background and passions for sports and video games. It identifies his goal of becoming a radio show host by combining these interests. The document describes his target demographics, skills, competition in the field, and plan to establish an online presence through podcasting and networking to achieve his career goals.
2. The middle child of three siblings, Matt was born
and raised in Salt Lake City, Utah, where he
gained great passions for both sports and video
games. He’s been a rabid fan of BYU and
everything regional to Utah, like the Rockies of the
MLB, Avalanche of the NHL, Real Salt Lake of the
MLS, and so on. The rabidity of these fandoms
has cooled considerably, but his passion for all
things sport has not. After discovering video
games at a young age, he developed the same
passion for e-sport as he had for traditional sport.
This led him to acquiring a Sportscasting Degree
from Full Sail University to combine these
passions into his own unique show.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Show Host
• Anchor
• Radio Announcer
Guy Next Door Archetype - creating a
relatable, friendly relationship with
customers by reminding them to be
humble and that their dreams are
possible through hard work and a
great attitude.
Radio Show Host For Morning or Afternoon Drive Times
4. • DEMOGRAPHICS: 100% Female,
35-55 years old, Predominately
White, Married, College Educated,
Located in the Greater Salt Lake
Area.
• PSYCHOGRAPHICS: Career driven,
fun loving family oriented,
adheres to conservative lifestyles
and opinions, regularly attends
church service.
• IDEAL AUDIENCE MEMBERS:
Tammy Rodgers, Business
Manager (Cumulus), Beth Brewer,
Director Human Resources
(Bonneville International), Joyce
Wirthlin, General Sales Manager
(iHeartmedia)
Recruiters & Hiring Managers at iHeart Media, Bonneville International
and Cumulus Media
TARGET AUDIENCE
5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Create a strong listener base and audition tapes
through podcasting/twitch.tv.
‣Continue to grow personal brand to provide
strong numbers to potential employers
Mid Term: (2026)
• Bring listener base over to a broader, regional
audience.
‣Expand year-over-year show listener base by
25% region wide by December 31, 2025.
Long Term: (2040)
• Create a network of shows and twitch.tv broadcasters
that covers a wide variety of groups and topics.
‣Have a total of 10 shows each on my own
podcast network and streaming platform
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Public Speaking 87%
Adobe Creative Suite 65%
Time Management 70%
Social Media Management 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD
7. I create a fun and interactive show by
entertaining and inspiring gamers and
sports fans through digital media
storytelling.
PROMISE
8. CREDENTIALS
Work Experience:
• 8 years customer service
• 1+ years in podcasting and twitch.tv
broadcasting
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2021)
Awards:
• Soon to be filled
9. COMPETITION
Rick Schelker
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail
University
Leadership Experience:
• None that could be found online.
Skills and Proficiencies:
• None available
Matthew Smith
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Very Poor 5 out of 100
Industry Experience:
• 1+ years of podcasting and twitch.tv
broadcasting
Education:
• Current student enrolled in Sportscasting B.S. at Full Sail
University
Leadership Experience:
• GameStop Store Manager in Training
Skills and Proficiencies:
• Customer Service- 1 endorsement
• Sales - 1 endorsement
• Retail - 1 endorsement
Overall Online Presence:
• 60 connections, banner image not customized,
professional headshot, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Poor, 20 out of 100
10. COMPETITION
Peter Walker
Industry Experience:
• ~2 years as Show Host of UTalking on
Cumulus Media
Education:
• Economics, B.A.
• International/Global Studies, B.A.
Noteworthy Experience:
• Entrepreneurship - Owner of MadRock Tile LLC for over
12 years with respectable clientele
• Entrepreneurship - Consulting for Vivint for nearly 2
years; could be distracting attention from Radio work
Skills and Proficiencies:
• Leadership - 30 endorsements
• Microsoft Excel - 19 endorsements
• Microsoft Office - 18 endorsements
Matthew Smith
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, URL not yet customized, basic
membership
• Grade: Decent, 65 out of 100
Industry Experience:
• 1+ years podcasting and twitch.tv
broadcasting
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail
University
Leadership Experience:
• GameStop Store Manager in Training
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 60 connections, banner image not customized,
professional headshot, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Poor, 20 out of 100
11. BRAND POSITION
Creating fun, honesty, and engagement in
online culture by sharing sports and video
game stories that leave you feeling at home.
MATTHEW “MANTIAN” SMITH
Mattew created the nickname
“Mantian” on Xbox Live from
translating his first name into
Mandarin.
12. NETWORKING &
MARKETING
Industry Events & Organizations
• Intro to Google Analytics
‣ August 18 | Salt Lake City, UT
• BlizzCon Virtual Ticket (Activision/Blizzard)
‣ November 1 | Online
• National Federation of Community Broadcasters
‣ https://nfcb.org/
Digital Marketing
• Primary Content: est. podcast called “The Matt Cave”; 45 min.
episodes discussing current sporting and video game events; 1
episode per week; host and syndicate through Libsyn
• Primary Tools: Twitter and twitch.tv - promote podcast
through 30 sec. promo videos; LinkedIn - network with industry
pros and publish monthly articles highlighting some of the
podcast’s highlights
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase sportscasting knowledge and
embed podcast episodes
13. PROFESSIONAL DEVELOPMENT
Mentor
• Jimmy Chunga, 20+ years experience in radio and
podcasting, as well as script writing and acting
Formal Education
• Complete Sportscasting, B.S. by expected graduation
date in 2021
Technical Skills
• SEO Foundations - Lynda.com, May 2019
• GarageBand: Podcasting - Lynda.com, August 2019
Soft Skills
• Producing A Professional Podcast - Lynda.com, Aug.
2019
• Building Online Communities - Lynda.com, Oct. 2019
• Writing A Resumé- Lynda.com, Sept. 2019
14. Matthew Smith
You know how the traditional sports fanbase
and the video game fanbase don’t seem to have a
common ground? Well, what I do is produce a show
that brings the two together that entertain and educate both groups without
alienating either. In fact, after working almost 6 years at GameStop, I noticed
that there are no shows, radio, television or otherwise, that comprise the two.
Customers often chatted with me after their purchase about both the game
they bought and the game last night.
“
15. REFERENCES
Rodgers, T. (2019). Tammy Rodgers LinkedIn Profile. Retrieved
June 23, 2019, from https://www.linkedin.com/in/tammy-
rodgers-580b886b/
Brewer, B. (2019). Beth Brewer LinkedIn Profile. Retrieved June
23, 2019, from https://www.linkedin.com/in/brewerba/
ONETOnLine.org. (2019). Summary Report for: 27-3011.00 -
Search Show Host. Retrieved June 23, 2019, from https://
www.onetonline.org/link/summary/27-3011.00
PBR. (2019). PBR Company Page on Glassdoor. Retrieved April
14, 2019, from https://www.glassdoor.com/Overview/Working-
at-PBR-EI_IE22119.11,14.htm
Bonneville International Career Site. (2019). BYU Sports Talk
Host - Job Description. Retrieved June 23, 2019, from https://
deseretmanagement.wd1.myworkdayjobs.com/en-US/
BonSaltLake/job/SLC-Triad-Center/BYU-Sports-Talk-
Host_R1627
iHeartMedia Career Site. (2019). Morning Show Producer - Job
Description. Retrieved June 23, 2019, from https://
iheartmedia.wd5.myworkdayjobs.com/en-US/External_iHM/job/
Salt-Lake-City-UT-Decker/Morning-Show-Producer_Req11299
Bonneville International. (2019). Bonneville International
Company Page on LinkedIn. Retrieved June 23, 2019, from
https://www.linkedin.com/company/bonneville-international/
National Federation of Community Broadcasters. (2019).
Retrieved June 23, 2019, from https://https://nfcb.org/
BlizzCon (2019). Event Schedule. Retrieved June 23, 2019, from
https://blizzcon.com/en-us/
