Personal Brand Exploration assignment

1. PERSONAL BRAND EXPLORATION
Matthew Ehlers
Project & Portfolio I: Week 3
July 28, 2019

2. Matthew Ehlers was born in San Diego, California and was raised
in Sedalia, Missouri, and is the oldest of four children. He spent
six years in the U.S. Army and did two tours for a combined 27
months in Iraq. Now, he is using his G.I. Bill to attend Full Sail
University to get his Bachelor’s degree in Sportscasting.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Sports Reporter
• Radio and TV Announcer
• Audio and Video Equipment Technician
Entertainer Archetype - using humor and
charisma to keep football fans both entertained
and informed. Putting a quality product out for
fans by utilizing the latest in industry technology
and the latest news in the sport.
Digital Marketing for Professional Rodeo Organizations

4. • DEMOGRAPHICS: 70% Male, 35-45
years old, Predominately White, College
Educated, Located on the West Coast.
• PSYCHOGRAPHICS: Enjoys playing/
watching other team sports, prefer watching
games on TV over streaming, very active on
social media, tend to follow latest trends of
savvy shopping.
• IDEAL AUDIENCE MEMBERS:
Stacy Williamson, Senior Recruiter (ESPN), John
Quinones, Head of Talent Acquisition (NFL)
Recruiters at ESPN and NFL Network
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level sports media position at either ESPN or NFL
‣Connect with 20 different team members on LinkedIn by April,
2021.
Mid Term: (2026)
• Begin to create my own content and start expanding my fanbase.
‣Start my own football radio talk show or podcast by April, 2026.
Long Term: (2041)
• Become an anchor for NFL Network.
‣Expand my fanbase and gain 5 sponsorships for my radio show
by April 2041.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Sportscasting 50%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 50%
SOFTHARD
Microsoft Word 65%
Photoshop 55%
Improvisation 70%
Game Knowledge 85%
SOFTHARD

7. I deliver sports news and information to a wide fanbase by
building relationships with my fellow sports fans.
PROMISE

8. CREDENTIALS
Work Experience:
• Six years service in the U.S. Army
• Eight years in customer service industry
Education:
• Sportscasting, B.S., Full Sail University (Exp.
2021)
Awards:
• Army Achievement Medal, U.S. Army
• National Defense Service Medal, U.S. Army
• Global War On Terrorism Service Medal, U.S. Army
• Overseas Service Ribbon, U.S. Army

9. COMPETITION
Scott Koral
Industry Experience:
•
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail University
• Sociology, UCLA
• Film and Video Arts, Collins College
Leadership Experience:
• Executive Producer and Content Manager, WREX TV
• Manager, Custom Communications
• Director of Community Outreach, Unity Evangelical Lutheran Church
Skills and Proficiencies:
• Broadcast - 71 endorsements
• Breaking News - 16 endorsements
• Final Cut Pro - 40 endorsements
Matthew Ehlers
Overall Online Presence:
• 500+ connections, banner image not yet customized, professional headshot,
detailed profile,Published newscasts, active on social media, URL not yet
customized
• Grade: Very Good, 80 out of 100
Industry Experience:
• Still in school
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail University
Leadership Experience:
• Subject Matter Expert, First Call Resolutions
Skills and Proficiencies:
• Customer Service
• Adobe Creative Suite
• Improvisation
Overall Online Presence:
• Amateur headshot, no articles published, sporadically active on personal
social media accounts
• Grade: Poor, 10 out of 100

10. COMPETITION
Matt Martucci
Industry Experience:
• 3 years as a play-by-play announcer
• 5 years as a radio anchor
Education:
• BA/BS, Broadcast Journalism/Spanish Language and Culture, Syracuse
University
• Master of Business Administration, Saint Joseph’s University
Noteworthy Experience:
• Anchor/Host on CBS Radio
• Play-by-play announcer of select college basketball games on ESPN
Skills and Proficiencies:
• Radio - 99+ endorsements
• Sports - 99+ endorsements
• Television - 99+ endorsements
Matthew Ehlers
Overall Online Presence:
• 500+ connections, banner image not yet customized, no headshot, detailed
profile summaries, three recommendations, URL is customized, premium
membership
• Grade: Great, 90 out of 100
Industry Experience:
• Still in school
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail University
Leadership Experience:
• Subject Matter Expert, First Call Resolutions
Skills and Proficiencies:
• Customer Service
• Adobe Creative Suite
• Improvisation
Overall Online Presence:
• Amateur headshot, no articles published, sporadically active on personal
social media accounts
• Grade: Poor, 10 out of 100

11. BRAND POSITION
Bolstering football fandom by sharing news
and stories that will leave fans informed and
entertained.
MATTHEW EHLERS

12. NETWORKING &
MARKETING
Industry Events & Organizations
• American Sportscasters Association (ASA)
‣ Student Membership
• National Association of Broadcasters (NAB)
‣ Membership
• NAB Radio Show
‣ Sept 24-26, 2019 | Dallas, TX
Digital Marketing
• Primary Content: establish a podcast with at least thirty minute episodes; one
episode a week during football season
• Primary Tools: FB and Twitter - promote podcast through promo videos;
LinkedIn - network with industry pros and publish weekly articles highlighting some of
the podcast stories
• Website: Full Sail digital portfolio site to showcase school work; use blog to
showcase sport and production knowledge and embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level broadcasting professional with at least 10 yrs of
experience, 2021
Formal Education
• Complete Sportscasting, B.S. by expected graduation date in 2021
Technical Skills
• Digital Media Foundations - Lynda.com, Dec. 2020
• Video Production: Promotional Videos - Lynda.com, Dec. 2020
• Producing Podcasts - Lynda.com, Dec. 2020
Soft Skills
• Public Speaking Foundations - Lynda.com, Dec. 2020
• Impromptu Speaking - Lynda.com, Dec. 2020

14. Matthew Ehlers
You know how football sportscasters are usually
retired players or guys in suits that are hard to relate
to? Well, what I do is relay football news and stories in a manner that most
football fans can personally relate to. In fact, since starting my training at
Full Sail University, I have begun producing a podcast advertised as “For The
Fans, By A Fan”.
“

15. REFERENCES
Koral, S. (2019). Scott Koral LinkedIn Profile. Retrieved July 28, 2019, from
https://www.linkedin.com/in/sdkoral/
Martucci, M. (2019). Matt Martucci LinkedIn Profile. Retrieved July 28, 2019,
from https://www.linkedin.com/in/matt-martucci-9a6a0b3/
Quinones, J. (2019). John Quinones LinkedIn Profile. Retrieved July 28,
2019, from https://www.linkedin.com/in/johnquinones/
Williamson, S. (2019). Stacy Williamson LinkedIn Profile. Retrieved July 28,
2019, from https://www.linkedin.com/in/stacywilliamson/
ONETOnline.org. (2019). Search for “sports”. Retrieved July 28, 2019, from
https://www.onetonline.org/find/quick?s=sports
careerblast.tv. (2019). Online ID Calculator results. Retrieved July 28, 2019,
from https://careerblast.tv/careerblast-online-id-calculator-results/
Martinez, A. (Jan 30, 2015). NFL fans audience by GWi. Retrieved July 28,
2019, from https://www.slideshare.net/alanmtzr/nfl-fans-audience-by-gwi
Morgan, S. (n.d.). Skills for a Sports Commentator. Retrieved July 28, 2019
from https://work.chron.com/skills-sports-commentator-21876.html
americansportscastersonline.com. (2019). Become an ASA Member.
Retrieved July 28, 2019, from http://www.americansportscastersonline.com/
asamembershipform.html
nab.org. (2019). Upcoming Events. Retrieved July 28, 2019, from https://
www.nab.org/events/default.asp