Anthony Castro is exploring his personal brand as a 20-year-old student studying sportscasting. His goals are to complete internships and gain experience in the sports media industry with the long-term goal of becoming one of the highest paid and well-known sports anchors. He recognizes he is just starting out and needs to build his online presence and network within the industry.

1. PERSONAL BRAND EXPLORATION
Anthony Castro
Project & Portfolio I: Week 1
May 7th, 2023

2. I am a goal oriented 20 year old from Southern
California. I am a driven leader that loves to uplift
those around me and push everyone to go for
more and do better. To me, my motto is the “The
Sky Is The Limit.” and “Never Settle.” I am a true
believer in never being too comfortable and to
always push for more in every circumstance.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Journalist
• Sideline Reporter
• News Anchor
BRAND ARCHETYPE - I am the fun
and outgoing one, also known as
“The Entertainer.” I feel like work is
better when you actually enjoy what
you’re doing and having fun with it
at the same time.
[BROAD OCCUPATION] for [INDUSTRY/ MARKET]
Picture Relevant
to Your Industry
Goes Here

4. Recruiters
TARGET AUDIENCE
Jenny Meier
Outreach Plan:
• I will do my research on Jenny specifically and figure
out what she is looking for exactly.
• I will send a message via LinkedIn messaging.
• After first contact, I will follow up around 3 days later.
PROFILE
PICTURE Senior Recruiter at
NBCUniversal Media, LLC
Oscar Sanchez Jr.
Outreach Plan:
• I will build a strong resume stating areas I am familiar
with.
• I will send an email to the email he has on his profile.
• After initial contact, if no message has been returned
within a week I will message via LinkedIn.
PROFILE
PICTURE
Early Career Recruiter at
NBCUniversal
Kevin McDonnell
Outreach Plan:
• I will make a plan to detail my experience when it
comes to internships and other areas that fit his
expectations.
• The only way to contact him would be to message on
LinkedIn so that would be the route I take.
• Depending on how long it would take to receive a
message back I would follow up weekly.
PROFILE
PICTURE
Human Resources - Talent
Acquisition at ESPN

5. GOALS
Short Term: (2024)
• Complete multiple internships/gain experience.
‣ I will apply and receive offers to complete
internships to big media companies such as
NBC & Fox by the end of 2024.
Mid Term: (2028)
• Get an actual job in the industry.
‣ I will use my internships from before to help me
land a job and build connections with people
inside ESPN & Fox Sports by the end of
November 2028
Long Term: (2035)
• Become one of highest paid & known anchors.
‣ By May 2035 my goal is to become one of the
most known and talked about in
fl
uences in
sports media.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Adobe Premiere Pro
SOFT
HARD
Novice / Adept / Expert
Photoshop Novice / Adept / Expert
Leadership Novice / Adept / Expert
Dependability Novice / Adept / Expert
Writing in different formats
SOFT
HARD
Novice / Adept / Expert
Microsoft Word/Pages Novice / Adept / Expert
Attention to Detail Novice / Adept / Expert
Research skills Novice / Adept / Expert

7. I will provide factual evidence to every
reader that comes across my writing by
doing exceptional research and fact
checking.
PROMISE

8. CREDENTIALS
Work Experience:
• Supervisor at The Coffee Bean & Tea
Leaf
• Anchor in weekly High School News
segment
Education:
• Chino Hills High School (Graduated in
2021)
• Sportscasting, B.S., Full Sail University (2024)
Volunteer Work:
• Tutor students during the summer.
• Feed the homeless during every holiday.
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Kirk Chavez
Industry Experience:
• Sports Writer at Fantom Sports
Industries
Education:
• Student of Sportscasting Degree at Full Sail University
(2025)
Leadership Experience:
• Server - 4 months
• Production Intern - 2 months
Skills and Pro
fi
ciencies:
• Adobe Photoshop - Fantom Sports Industeries
• WordPress - Fantom Sports Industries
• English - Everyday Life
Anthony Castro
Overall Online Presence:
• Kirk has over 153 connections on Linkedin with a really
good headshot photo to show his personality.
• Grade: Above Average ; 78 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• No industry experience ; current
student.
Education:
• Student of Sportscasting Degree at Full Sail University
(2024)
Leadership Experience:
• Supervisor at Coffee Bean - 9 months
• Server - 2 years
Skills and Pro
fi
ciencies:
• Photoshop - Youtube Channel
• English - Everyday
• Attention to Detail - Coffee Bean
Overall Online Presence:
• I have 3 connections, just starting out on Linked inand
trying to build a brand.
• Grade: Poor ; 59 out of 100

10. COMPETITION
Gary Striewski
Noteworthy Experience:
• Sideline Reporter - NESN - 3 years
• Sports Anchor - CBS Colorado - 8 months
HEADSHOT HEADSHOT
Industry Experience:
• SportsCenter Anchor - 5 years
Education:
• BA, Journalism - MSU Denver
Skills and Pro
fi
ciencies:
• Social Media - 8 endorsements
• Public Speaking. - 4 endorsements
• Broadcasting. - 2 endorsements
Overall Online Presence:
• Gary has over 377 connections. He is very active on
social media including TikTok in which he shows his
everyday life.
• Grade: Superior ; 87 out of 100
Industry Experience:
• No industry experience ; current
student.
Education:
• Student of Sportscasting Degree at Full Sail University
(2024)
Leadership Experience:
• Supervisor at Coffee Bean - 9 months
• Server - 2 years
Skills and Pro
fi
ciencies:
• Photoshop - Youtube Channel
• English - Everyday
• Attention to Detail - Coffee Bean
Overall Online Presence:
• I have 3 connections, just starting out on Linked inand
trying to build a brand.
• Grade: Poor ; 59 out of 100

11. BRAND POSITION
For readers who love everything sports, I provide
true and authentic stories/quotes from athletes
because when it comes straight from the athlete it
is more relatable to life scenarios.
“THE RELATABLE ONE”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• WATV - Broadcasting
‣ May 22, 2023 | The Ink Spot Writing Studio
• Collaborative Journalism Summit
‣ June 7, 2023 | Washington DC.
• Journalism Conference
‣ Summer 2024 | Las Vegas Review Journal
Digital Marketing
• Primary Content: I would make creative content using
Instagram Reels showcasing my writing skills while also
publishing articles to sites like Reddit or Twitter.
• Primary Tools: Instagram Reels, TikTok, & Twitter. 3-4 times
a month.
• Website: I will use LinkedIn to continue building meaningful
connections to help me get more further in the industry.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will seek a mentor that will push me to always go
further and to never stop. I would like someone that
goes based off routine and keeps everything in order.
Novemeber 2024.
Formal Education
• Sportscasting, BS, Full Sail University, 2024.
Technical Skills
• Content Creation - Tiktok, October 2020
• Video Editing - Adobe Premiere Pro, November 2022
• AP Writing - Apple Pages, June 2022
Soft Skills
• Leadership - Coffee Bean, August 2022
• Persuasiveness - Server , May 2019
• Teamwork - Any Job, May 2019

14. YOUR NAME
“You know how most articles use clickbait? Well what
I do is not lead people on and give the reader exactly what they’re looking
for. In fact, in all my content I create, it goes along with the thumbnail of the
video.
“
Picture of You
Goes Here

15. REFERENCES
McCormick, K. (2022). 13 (Really) Good Elevator
Pitch Examples & Templates (+How to Write
Yours)
https://www.wordstream.com/blog/ws/2022/08/16/
elevator-pitch-examples-templates
Indeed Editorial Team (2023).J ournalist Skills:
De
fi
nition and Examples. Retrieved from https://
uk.indeed.com/career-advice/career-
development/journalist-skills
O*NET OnLine (2023). News Analysts,
Reporters, and Journalists. Retrieved from
https://www.onetonline.org/link/details/27-3023.00
Striewski, G. (2023). LinkedIn Pro
fi
le. Retrieved
from https://www.linkedin.com/in/gary-
striewski-521a5a3a/