Robert Shaw exploring what makes his brand unique.

1. PERSONAL BRAND EXPLORATION
Robert Shaw
Project & Portfolio I: Week 3
May 24th, 2019

2. The eldest of three siblings, Robert Shaw grew
up in a small town just over an hour away from
New York City, which helped him view sports not
just big league but small town as well. He’s been
an avid basketball fan his entire life and dreams
of sportscasting events for The Ringer. After ten
years of chasing his dream part time, Robert
enrolled in the Sports Casting program at Full
Sail University where he’s focused on
developing sports casting skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Radio and Television Announcers
• Broadcast News Analysis
• Camera Operator
Explorer Archetype - authentically
doing this out of love and
determination to bring together the
three things my brand stands for which
are basketball, hip hop and nerd
culture. In the essence of my work I
want to expand peoples knowledge
and conversations beyond the barriers
in which they have been placed in
already.
Sports Casting for Sporting News Organizations

4. • DEMOGRAPHICS: 80% Male,
18-32 years old, Predominately
Minority with a mix of Caucasion,
Single, High School Educated,
Located in middle-America.
• PSYCHOGRAPHICS: The audience
will be people who want more than surface
level content, they are people like me who
eat sleep and breathe basketball or deep
dive facts on the movies they are going to
see. The audience who I will deliver too will
be lost in comparing lyrics and artists from
hip hop based on where they started and
their evolution as well as where they come
from as an artist geographically
• IDEAL AUDIENCE MEMBERS:
Bill Simmons (theRinger), Rachel
Nichols host of the jump (ESPN),
Howard Beck writer/ podcast host
(BleacherReport)
Recruiters & Hiring Managers at the Ringer, ESPN,
and Bleacher Report
TARGET AUDIENCE

5. GOALS
o Short term. – After graduation in 2021 from Full Sail
I would like to be hired by Bill Simmons at The
Ringer within a year.
o Mid Term - A successful podcast by expanding my
following by at least 75% and a voice within the
culture ; if I give something my stamp of approval
– you may not agree with it but your willing to try
it because I suggested it
o Long Term – To make a platform that allows others
and myself, to create content to be delivered
based on our three core categories. Specifically
by February of 2032 I will have at least three full
time staff helping create my content.
•

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Perceptivness 78%
Learning Strategies 70%
Time Management 55%
Writing 60%
SOFTHARD
Persuassion 70%
Judgment and Decision Making 50%
Learning Strategies 40%
Public Speaking 70%
SOFTHARD

7. I promise to be the intersection of sports, hip
hop and nerd culture you never knew you
needed but have always wanted.
PROMISE

8. CREDENTIALS
Work Experience:
Prospected internship at local news station in
the sports department.
Photography for local athletes
Education:
• Sports Casting, B.S., Full Sail University (Exp. 2021)
Credibility:
Locally known sports podcast
Running own website
NYS coaching certification

9. COMPETITION
Kevin O’Connor
Industry Experience:
• Staff writer at The Ringer
• Editor/Writer at SportsNet
Education:
• Bridgewater State University
• BA in Psychology
Noteworthy Experience:
• Head of theRinger NBA draft content
Skills and Proficiencies:
• Sports Writing - 15 endorsements
• Journalism - 18 endorsements
• Creative Writing- 8 endorsements
Robert Shaw
Overall Online Presence:
• 500+ Connections, professional headshot, plain banner
image, basic or not in depth summaries. URL is not
customized, does not appear to be into his online
presence.
Industry Experience:
• 2 years running and producing a
personal podcast Shawslaw.
Education:
• Current student enrolled in Sports Casting at Full Sail
University BA, expected graduation 2021
Leadership Experience:
• Social recreation director of Boys and Girls Club
• Supervisor at School Aged Day treatment
Skills and Proficiencies:
• Podcasting
• Non for profit organizations
• Public speaking
• Creative writing
Overall Online Presence:
• No present connections and will need to grow to be
recognized in the industry

10. COMPETITION
Jacob Catalano
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Casting B.S at Full
Sail
Leadership Experience:
• Teacher’s Assistant at YMCA
Skills and Proficiencies:
• Broadcasting
• Data Analysis
• Broadcasting Journalism
Robert Shaw
Overall Online Presence:
• 4 connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
Industry Experience:
• 2 years running and producing a
personal podcast Shawslaw.
Education:
• Current student enrolled in Sports Casting at Full Sail
University BA, expected graduation 2021
Leadership Experience:
• Social recreation director of Boys and Girls Club
• Supervisor at School Aged Day treatment
Skills and Proficiencies:
• Podcasting
• Non for profit organizations
• Public speaking
• Creative writing
Overall Online Presence:
• No present connections and will need to grow to be
recognized in the industry

11. BRAND POSITION
Passion, courage, authenticity, individuality
ROBERT SHAW
Combining three things he is
passionate about, in a way he’s
always wanted someone else to
do but now am doing it himself.

12. NETWORKING &
MARKETING
Industry Events & Organizations
‣ NBA Las Vegas Summer League
‣ Year of 2020
‣ National Sports Media Association
‣ Join Association
‣ NSMA Awards
‣ Year of 2021
Digital Marketing
• Primary Content: est. podcast called “Shawslaw” ; hour long
episodes talking about basketball, movies and music.
• Primary Tools: Twitter and Instagram - promote podcast
through tweets and IGtv videos
• Website: Full Sail digital portfolio site to showcase school
work; use blog to write short stories and post podcasts as well
as videos.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level sportscaster with at least 5 yrs of
experience in the industry; the will be able to see my
links in all of the categories I am doing.
Formal Education
• Complete Sports Casting, B.S. by expected graduation
date in 2021
Technical Skills
• Digital design improvement
• Rapid creativity through digital websites
Soft Skills
• Writing Formats to fit career goals
•

14. Robert Shaw
“Have you ever noticed how
sportscasting can only link in a few
other topics? Well what I do is pull in all
forms of categories from basketball to hip hop all the way to nerd
culture. In fact, I can see things from all perspectives and
verbalize it for my following, which have now been able find
similarities in the cultures they have least expected.
“

15. REFERENCES
(n.d.). Retrieved from https://www.myplan.com/careers/radio-and-television-announcers/
requirements-27-3011.00.html
Bleacher Report. (n.d.). Retrieved from https://bleacherreport.com/
Log In or Sign Up. (n.d.). Retrieved from https:/www.linkedin.com/
Quick Search. (n.d.). Retrieved from https://www.onetonline.org/find/quick?s=sports casting
Serving fans. Anytime. Anywhere. (n.d.). Retrieved from http://www.espn.com/
Vroom, S., Zeegers, M., Hemingway, J., Blacksmith, R., Zeegers, M., Willis, Z., . . . Hemingway, J.
(2019, May 24). Pure Sports -. Retrieved from https://www.sportscasting.com/