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Personal brand exploration keynote - Andrew Cook

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This is a project i completed on behalf of my digital portfolio 1 course at Full Sail University completed in june 2020

Personal brand exploration keynote - Andrew Cook

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PERSONAL BRAND EXPLORATION
Fullie Salen
Project & Portfolio I: Week 3
April 1, 2019
The only child in his family, Andrew cook grew
up in a very country city called Perrysburg,
Ohio, which allowed him to follow his passion of
marketing and sports. His ethics and principles
are second to none. He’s been an avid sports
fan his entire life and dreams of marketing and
anchoring events in sports professionally. After
working 3 years as a brand ambassador doing
promotional work. Andrew enrolled in the Sports
Broadcasting program at Full Sail University
where he’s focused on developing broadcasting
skills.
IDENTITY
PROFESSION
Potential Job Titles:
• Anchor
• Product Promoter
• Market Manager
Lover Archetype- I am determined
to build a relationship with my
clients. I will connect my clients to
their passion in business. Using my
skills to appeal and build a better
experience for my clients and
audience. I will get my clients
excited about their business
prospects.
Sports Broadcaster for Professional Sports Events
• DEMOGRAPHICS: 70% male,
35-45 years old, Predominately
White, College Educated, Located
in middle-America.
• PSYCHOGRAPHICS: Former
athletes, enjoys sports, family
oriented, educated,
• IDEAL AUDIENCE MEMBERS:Kim
Beauvais, SVP, HR and business
ops at Fox Sports, James A
Hendricks, Human Resources
executive (ESPN)
Recruiters & Hiring Managers at Fox Sports 1, ESPN, and NHL
TARGET AUDIENCE
GOALS
Short Term: (Immediately After Graduation, 2022)
• Land an entry-level communications position with the
NHL.
‣Connect with, and send a follow up
promotional email to, 32 NHL team members
on LinkedIn by December 31, 2021.
Mid Term: (2025)
• Lead a successful broadcasting campaign aimed at
expanding NHL network viewership ratings.
‣Expand year-over-year NHL network ratings by
30% nationwide by December 31, 2025.
Long Term: (2040)
• Establish a Sports Media Channel that expands on all
sports. Creating and hiring up to 25 more workers to
ensure the success of the channel and create
experience for students who just graduated college.
This will allow the graduates to gain and earn
experience while being paid.
SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 65%
Adobe audition, 55%
Critical thinking. 50%
Public Speaking 80%
SOFTHARD
Microsoft office 30%
Web Browser software 70%
Active Listening 40%
Public Speaking 60%
SOFTHARD
Ad

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Personal brand exploration keynote - Andrew Cook

  • 1. PERSONAL BRAND EXPLORATION Fullie Salen Project & Portfolio I: Week 3 April 1, 2019
  • 2. The only child in his family, Andrew cook grew up in a very country city called Perrysburg, Ohio, which allowed him to follow his passion of marketing and sports. His ethics and principles are second to none. He’s been an avid sports fan his entire life and dreams of marketing and anchoring events in sports professionally. After working 3 years as a brand ambassador doing promotional work. Andrew enrolled in the Sports Broadcasting program at Full Sail University where he’s focused on developing broadcasting skills. IDENTITY
  • 3. PROFESSION Potential Job Titles: • Anchor • Product Promoter • Market Manager Lover Archetype- I am determined to build a relationship with my clients. I will connect my clients to their passion in business. Using my skills to appeal and build a better experience for my clients and audience. I will get my clients excited about their business prospects. Sports Broadcaster for Professional Sports Events
  • 4. • DEMOGRAPHICS: 70% male, 35-45 years old, Predominately White, College Educated, Located in middle-America. • PSYCHOGRAPHICS: Former athletes, enjoys sports, family oriented, educated, • IDEAL AUDIENCE MEMBERS:Kim Beauvais, SVP, HR and business ops at Fox Sports, James A Hendricks, Human Resources executive (ESPN) Recruiters & Hiring Managers at Fox Sports 1, ESPN, and NHL TARGET AUDIENCE
  • 5. GOALS Short Term: (Immediately After Graduation, 2022) • Land an entry-level communications position with the NHL. ‣Connect with, and send a follow up promotional email to, 32 NHL team members on LinkedIn by December 31, 2021. Mid Term: (2025) • Lead a successful broadcasting campaign aimed at expanding NHL network viewership ratings. ‣Expand year-over-year NHL network ratings by 30% nationwide by December 31, 2025. Long Term: (2040) • Establish a Sports Media Channel that expands on all sports. Creating and hiring up to 25 more workers to ensure the success of the channel and create experience for students who just graduated college. This will allow the graduates to gain and earn experience while being paid.
  • 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Social Media Marketing 65% Adobe audition, 55% Critical thinking. 50% Public Speaking 80% SOFTHARD Microsoft office 30% Web Browser software 70% Active Listening 40% Public Speaking 60% SOFTHARD
  • 7. I help Professional sports events and organizations increase tv ratings by entertaining and bringing authenticity and passion to their broadcasts and events. PROMISE
  • 8. CREDENTIALS Work Experience: • 3 years as brand ambassador • 3 years in sportscasting Education: • IT from ITT Tech • Sports Marketing & Media, B.S., Full Sail University (Exp. 2022) Awards: • Best sports reporter in Wood County in 2017
  • 9. COMPETITION Troy Aikman Industry Experience: • Fox Sports Analyst Education: • University of California , Los Angeles Noteworthy Experience Skills and Proficiencies Andrew Cook Overall Online Presence: • Less than 200 connections, banner image not yet customized, no headshot, lack of details throughout profile, no articles published, inactive on social media, URL not yet customized • Grade: Poor, 10 out of 100 Industry Experience: • 2 years podcasting with Sports Against the Odds Education: • Current student enrolled in Sportscasting , B.A. at Full Sail University Leadership Experience: • Team lead with 2020 Companies Skills and Proficiencies: • Social Media Marketing - 87 endorsements • Adobe Creative Suite - 65 endorsements • Public Speaking - 60 endorsements Overall Online Presence: • 500+ connections , banner image customized , professional headshot, detailed summaries throughout profile with no content pieces, no articles published, sporadically active on personal social media accounts, url customized • Grade: Average, 75 out of 100
  • 10. COMPETITION Ben Meyers Industry Experience: • ~1 year producer experience, 8 months coordinator and Sports Brands Partnerships at Fox Sports Education: • Sports management , B.A. Noteworthy Experience: • Entrepreneurship - President of promotions company for over 3 years with respectable clientele • Entrepreneurship - Real estate company for nearly 6 years; could be distracting attention from PBR work Skills and Proficiencies: • Leadership- 22 endorsements • Social Media - 21 endorsements • Event Planning - 16 endorsements Fullie Salen Overall Online Presence: • 500+ connections, banner image customized, polished headshot, detailed profile summaries, No recommendations, notable volunteer work, URL is customized, premium membership • Grade: Good, 80 out of 100 Industry Experience: • 2 years podcasting with Sports Against the Odds Education: • Current student enrolled in Sportscasting , B.A. at Full Sail University Leadership Experience: • Team lead with 2020 Companies Skills and Proficiencies: • Social Media Marketing - 87 endorsements • Adobe Creative Suite - 65 endorsements • Public Speaking - 60 endorsements Overall Online Presence: • 500+ connections , banner image customized , professional headshot, detailed summaries throughout profile with no content pieces, no articles published, sporadically active on personal social media accounts, url customized • Grade: Average, 75 out of 100
  • 11. BRAND POSITION Demonstrating relentless work effort and knowledge of sports and broadcasting. Andrew has been changing the podcasting and broadcasting field in a major way. He uses motivation when doing his broadcasts. ANDREW “COOKIE” COOK Andrew earned the nickname cookie in middle school due to his last name being Cook
  • 12. NETWORKING & MARKETING Industry Events & Organizations • 2019 Global Broadcasting Conference ‣ June 19 - 21 | New York, NY • American Sportscasting Association (ASA) ‣ Membership | First Chapter Digital Marketing • Primary Content: est. podcast called “The boys talking boys”; 15 min. episodes telling sporting news, stories of sports stars; 1 episode per week; host and syndicate through iTunes • Primary Tools: FB and Twitter - promote podcast through Facebook live promo videos; LinkedIn - network with industry pros and Podcasting pros • Website: Full Sail digital portfolio site to showcase school work; use blog to showcase Sportscasting knowledge and embed podcast episodes
  • 13. PROFESSIONAL DEVELOPMENT Mentor • Seeking senior-level Broadcasting pro with at least 25 yrs of experience in sports industry; family man that has good work ethic Feb. 2020 Formal Education • Complete Sports Casting B.A. by expected graduation date in 2022 Technical Skills • Adobe creative suite Dec. 2019 • Microsoft office June 2019 • Garageband May 2019 Soft Skills • Writing Formal Business Letters & Emails - Lynda.com, Sept. 2019 • Business Writing Principles - Lynda.com, Oct. 2019 • Join local Toastmasters Club and regularly attend monthly events, starting Nov. 2019 • Public speaking - Nov. 2019
  • 14. Andrew cook You know how the quality of sports broadcasting has been gradually declining over the past 15 years? Well, What I do is motivate through my broadcasts that entertain my audience and also increase their knowledge of sports. In fact, after spending three years as a brand ambassador and promotions specialist , I gained experience dealing with the national media. I am authentic and honest. Not afraid to be controversial when needed, I am a straight shooter. “
  • 15. REFERENCES Meyers, B. (2020). Ben Meyers LinkedIn Profile. Retrieved June 23, 2020, from https://www.linkedin.com/in/ben- meyers/ ONETOnLine.org. (2019). Summary Report for: 15-1199.10 - Search. Sportscasting Retrieved June 23, 2020, from https://www.onetonline.org/link/ summary/27-3011.00 Aikman T. (2020) Troy Aikman Linkedin Profile. Retrieved June 23, 2020 fromhttps://www.linkedin.com/in/troy- aikman-7623577/