Michael DeFrancisco Personal Brand Exploration!

1. PERSONAL BRAND EXPLORATION
Michael DeFrancisco
Project & Portfolio I: Week 1
November 25th 2023

2. My name is Michael and ever since I was young
I have loved to be outgoing and express to
others my passions in life. Growing up sports
has been the biggest passion in my life. After
playing Football and Baseball for more than ten
years, I learned that this is what I would want to
do when I was grown. Not being a world class
athlete made me shift my focus from being a
player to being an individual who makes his
name by commentating, analyzing, dissecting
and providing entertainment covering my
favorite sports. I tend to be very passionate,
opinionated, humorous and knowledgable. I
think my brand archetype would be lover, due to
my compassion and caring. Jester could also be
a archetype I fall into because I love to make
jokes and entertain.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Analyst
• Color Commentator
• Reporter
BRAND ARCHETYPE - I think what
could make me unique is my
authenticity and my relatability. As I
discovered in the Quiz for
Discussion #1, my strength is being
able to relate and connect with
others. And I think the audience
would be no exception. I feel
confident that I could connect with
them and make them feel like I am
one of them.
Sports Media Personality for Sports Media Industry
Picture Relevant
to Your Industry
Goes Here

4. [CATEGORY of PEOPLE]
TARGET AUDIENCE
Amy Riley
Outreach Plan:
• First I will make sure my LinkedIn profile is polished and
includes all of my information.
• Send a Personalized Connection Request.
• Check on updates and send a message within the 24-
48 hour timeframe after a interview
PROFILE
PICTURE
Senior recruiter -ESPN
Amanda McCollough
Outreach Plan:
• Make sure my profile is unique and professional
looking..
• I will send a LinkedIn InMail message with a eye
catching subject line and by finding a similarity we both
share.
• I will follow up within a few weeks to ensure we can
continue to converse.
PROFILE
PICTURE
Talent Acquisition ESPN
Gene White
Outreach Plan:
• Research the company and the skills and traits they
look for.
• Reach out by either A personalized connection request
or by sending a InMail message
• Circle back around days after the initial message
PROFILE
PICTURE Talent Acquisition - Fox
Sports

5. GOALS
Short Term: (Immediately After Graduation, 2025)
• Create my Personnel Website.
‣Look at google search results, Website Traffic
Unique Viewers and SEO Analytics Score and
Frequency of Google search results
Mid Term: (2026)
• Find a Stable Job Working in the Sports Media
Industry.
‣KPI Could be Continued mastery of my craft,
My responsibility at the Job or the Quality and
Professionalism of my work
Long Term: (2036)
• Create my own content network (Similar to the
Volume) and recruit other Media members to join.
‣Employee Churn rate, Average Engagement,
Number of Post Shares and % Growth in
Following

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Editing and Equipment Setup
SOFT
HARD
Adept
Reporting and Researching Adept
Hardworking Expert
Punctual Expert
Social Media Expertise
SOFT
HARD
Adept
Graphic Design Adept
Detail oriented Adept
Interpersonal Skills Expert

7. I promise to be Authentic, Honest, Prepared
and to become the best Entertainer that I am
capable of becoming by pouring my passion
into every assignment I’m tasked with. I
promise to be the hardest working
entertainer I can be to fulfill the needs of my
audience.
PROMISE

8. CREDENTIALS
Work Experience:
• Video Intern - Aurora TV Station
• Associate - Planet Fitness
Education:
• CPR Certified
• Yorkville High School Graduate 2021
• Sports Marketing and Media B.S., Full Sail University 2025
Awards:
• Deans List Student
• Phi Theta Kappa honor society recipient
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Emma Barnard
Industry Experience:
• Operations Managing Intern
Education:
• University of Alabama
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Time Management - Endorsed by Charles Schmitz
• Microsoft Office - Endorsed by Paul Michael Hargrove
• Leadership - Endorsed By Paul Michael Hargrove
Michael DeFrancisco
Overall Online Presence:
• Detailed profile aired with great headshot picture and
banner image. Very descriptive about experience/
education. Skills are well defined with multiple
endorsements. 100/100
HEADSHOT HEADSHOT
Industry Experience:
• TV Station Intern
Education:
• Full Sail University
• Waubonsee Community College
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Online Content Creation - No Endorsments
• Video Editing - No endorsements
• Marketing - No Endorsments
Overall Online Presence:
• No banner image paired with a non-professional
headshot. Education and Experience are well defined
and Skills are listed but with no endorsements. 60/100

10. COMPETITION
Marcus Ribbon
Noteworthy Experience:
• Fitness Trainer/ Coach
• Customer service
Michael DeFrancisco
HEADSHOT HEADSHOT
Industry Experience:
• None yet
Education:
• Full Sail University
• Lionel university
Skills and Proficiencies:
• Final Cut Pro - No endorsements
• Adobe Premiere Pro - No endorsements
• Adobe Photoshop - No endorsements
Overall Online Presence:
• 80/100. Profile Picture Looks professional. The Banner
image is of an NFL Football Stadium. His profile lists all
of his education, and skillset. He did not include his
experience working in the field. Does include a fantastic
description to attract employers.
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Leadership Experience:
• Day Camp leader
• Leadership experience goes here
Skills and Proficiencies:
• Online Content Creation - No Endorsments
• Video Editing - No endorsements
• Marketing - No Endorsments
Overall Online Presence:
• No banner image paired with a non-professional
headshot. Education and Experience are well defined
and Skills are listed but with no endorsements. 60/100

11. BRAND POSITION
I want my audience to feel like they are just
talking to their buddy, someone who you enjoy
listening too and can trust. I value the input of
others and will work to improve my weaknesses. I
want people to feel happy and entertained.
“DEFRAN”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Cleveland Sports Entertainment and Career Fair
‣ 11/28 Cleveland Ohio
• MiLB Southern Regional Career Fair
‣ 12/7 | Jacksonville Florida
• Colorado Sports and Entertainment Career Fair
‣ 11/29 Denver Colorado
Digital Marketing
• Primary Content: Creating Informative and Entertaining
Content surrounding the National Football League and Major
League Baseball.
• Primary Tools: Using YouTube, Twitter and Instagram to
make regular updates surrounding events of the sports. Will
also use my personnel website to connect them all and to
publish my written articles.
• Website: The more content that I produce it will help me to
increase my SEO and bring me up in the Google search
results. Additionally the more I produce the larger fanbase I
should have.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• Looking for an experienced Mentor who has experience
in the Sports Media world who is willing to show me the
ropes and teach me the skills necessary to be
successful.
Formal Education
• Bachelor of Science in Sports Marketing and Media
from Full Sail University
Technical Skills
• Microsoft Office Profeciency, aim to have it down by
February 2024
• On Camera Experience aim to become better at this by
January of 2024
Soft Skills
• Time Management - March 2024
• Memorization - March 2024
• Public Speaking - June 2024

14. MICHAEL DEFRANCISCO
You know the problem with dishonest and unreliable media members who
can’t connect to your audience? Well, what I do is provide honest,
entertaining and informative content for your audience to spend more time
on and engage with your platform.

15. REFERENCES
27 KPI examples: A guide to great key performance
indicators. OnStrategy. (2023, April 25).
https://onstrategyhq.com/resources/27-examples-
of-key-performance-indicators/
Glassdoor job search | you deserve a job that loves you
back. (n.d.). https://www.glassdoor.com/index.htm
Management, S. (2023, September 13). What are the
top skills you look for in sports media and
communication professionals?. Top Skills for
Sports Media and Communication Professionals.
https://www.linkedin.com/advice/0/what-top-skills-
you-look-sports-media-communication
Meet sports employers face-to-face at our career fairs
& networking events. TeamWork Online. (n.d.).
https://www.teamworkonline.com/pages/events
O*Net online. O*NET OnLine. (n.d.).
https://www.onetonline.org/
Ondrejka, T. (2023, March 28). How to reach out to a
recruiter on linkedin? use these 7 proven
messages. How to Reach Out to a Recruiter on
LinkedIn? [with examples].
https://www.linkedin.com/pulse/how-reach-out-
recruiter-linkedin-use-7-proven-
tom%C3%A1%C5%A1-ondrejka/
Rawnsley, A. (2020, April 4). 7 essential skills for
working in sports media. Sportscaster Life.
https://www.sportscasterlife.com/7-essential-skills-
for-working-in-sports-media/