Project and portfolio personal branding slides

1. PERSONAL BRAND EXPLORATION
WYNTON MCCULLOUGH
Project & portfolio I: week 1
Sports Casting Bachelor of Science
FEBRUARY 11, 2024

2. Career Category: Changing Careers
GOALS
Short Term Career Goal:
Immediately After Graduation,
2025
• Procure an entry-level position in Sports
Broadcasting.
Network with and send Demo videos to 50 Radio
host as well as content creators on LinkedIn, X, and
YouTube by December 31, 2025.
Long Term Career Goal: (2035)
Become a predominant Radio
Personality at a prestigious Radio Station.

3. PROFESSION
OCCUPATION
Sports Broadcasting
Potential Job Titles:
• Anchor
• Host
• On Air Personality
Source: OnetOnline,
LinkedIn

4. Target Audience
Managers and Producers at local radio stations. Talent agencies and Content Creators.
1. MY GREATES PASSIONS
RELATED TO MY WORK
Being able to articulate my point of
view when it comes to sports to an
induvial and or audience. Having the
ability to use my voice to entertain a
listening ear through the art of story
telling. I am also passionate about
being able to have an informative and
entertaining conversation
2. My Natural Talents
I BRING TO MY WORK
I am a clear speaker being able to speak in
a manor that does not confuse who I'm
talking to. Listening is another talent of
mine, through the art of listening I can pick
up on cues to effectively keep a
conversation going. I am a great storyteller
who can adjust what I am saying to hold
the mind of a wide range of audiences. I'm
also a hard worker, someone who will go
all out to accomplish what is asked of him
with pride.
3. THE ASPECTS OF MY FIELD
I KNOW MOST ABOUT
I am a student of the game when it comes to
Football and Basketball making me
knowledgeable. I know not to be bias if I'm
speaking to a national audience, or to focus
on one team if I'm speaking a local audience.
With my wide range of knowledge, I can
easily cover multiple local markets. I know
how to interact with a listener, or someone
being interviewed. I also know how to read
and build Rundowns.
4. MY INTREST & HOBBIES
THAT CONNECT WITH MY MARKET
Being a student of the game keeps me
up to date on current events. However, I
am also knowledgeable on the history of
the game as well. My interest in public
speaking keeps what and how I'm
speaking at the forefront. I am always
striving to sharpen my public speaking
skills. Another hobby of mind is having
entertaining conversation about sports,
this acts as a simulation being on air
holding a conversation with an audience.
5 LIFE SITUATIONS OR ROLES
THAT MY MARKET MIGHT IDENTIFY WITH
As a minister I have been schooled in the art of public speaking. This role has put me in situations where I must speak to a crowd of people or complete strangers. Having played
High School football that gives me some hands-on experience in that sport. Also, as a student at Dan Patrick School of Sportscasting I am instructed by the industry experts,
obtaining inside knowledge.
Source: Book Yourself Solid

5. COMPETITION
LAURYN
WATERS
Work Experience
• 2+ years of Broad casting Journalism
Education
• University of South Carolina
Noteworthy Experience
• Called games for USC men basketball as
well as softball
• Has 2 years experience in news production on
and off air
Skills and Proficiencies
• Broadcast Journalism 2 endorsements
• News Writing 2 endorsements
• Adobe Premiere Pro
Overall Online Presence
• 167 connections, polished headshot, detailed profile
summaries,
• Grade Average 50 out of 100
WYNTON
MCCULLOUGH
Work Experience
• 10 years of customer service experience
Education
• Current student enrolled in Sports Casting
Bachelor of Science
Noteworthy Experience
• Took on leadership role for multiple
employers
Skills and Proficiencies
• Public speaking
• Broadcast writing
• Time Management
• Tier 2 Help desk support
Overall Online Presence
• 4 connections, polished profile picture, detailed summaries throughout profile,
banner image customized, URL customized
• Grade below average 40 out of 100
Source: LinkedIn

6. IDENTITY
Core Values
1. Love
2. Intelligence
3. Dedication
4. Fun
5. Humility
Vision
Become a dominant media
personality with a voice that
all sports consumers want to
hear from.
Guiding Principle
“I'm brilliant because I know I'm not. I
steal from those who are, I learn from
them, and I disseminate that level of
brilliance that I got from other people,
always giving them credit.”- STEPHEN
A SMITH
Golden Circle:
Why?
To create a fun space for sports consumers, a space that is purely
based on the field of play where we can all argue, debate, and talk
sports.
How?
Build creditability as a radio personality as well as a
effective network system.
What?
Create sports content that is informative and
entertaining.
Passion:
Spectacular sports moments
Super Power:
The ability to enlighten, inform, and entertain through
the art of story telling.
Conceptual Materials: Start with why, Core values Discovery
Exercise

7. PROMISE & POSITION
PROMISE
I articulate my perspective on
sports in an entertaining
manner that generates interest
from those who consume
sports content.
POSITION:
Entertaining Savant

8. NETWORKING Industry Event:
• Peach Jam 2024
July 12-21 2024, in
North Augusta, GA
Objective: Network
with content creators and
other members of media.
Gather content from scouts
and athletes.
Professional Organizations:
• American Sportscasters Online
June 1, 20205 in
New York, NY
Objective: Use the ASA as a resource
for building a strong network and job
opportunities
Elevator Pitch
You know how most applicants for the entry level position at
your station have graduated from college for Sportscasting but
have little to no experience in the field. By attending Dan Patrick
School of Sportscasting I have experience in all areas of sports
production. That’s broadcast writing and public speaking,
building and reading rundowns, operating audio equipment and
hosting a segment. That’s just to name a few of my skills! I will
be a versatile asset who is able to fill many roles.
Mentorship
Experienced member of sports media or content creator with character and personality.
An individual who passionate about sports and invested in talent development.
Source: American Sportscasters Online, Ground News :

9. DIGITAL
MAARKETING
Online ID Calc. Scores
• Volume: Less than zero
• Relevance: Zero
• Purity: High
• Diversity: Less than zero
• Validation: Less than zero
Brand Archetype
• Archetype: Sage
• Description: Highly observant thinker who focuses on
the truth that is backed by facts. Knowledgeable enough to
understand what is going on between the lines in the sports
world and can relay that information to sports consumers.
Digital Marketing Strategy to Improve Online ID Calculator
Scores While Exuding Brand Archetype
• Focus Variables: Volume and Purity
• Types of Content: Podcast and short videos, podcast is called “That's What I Said”. 1–2-hour
episodes, 60 sec short videos discussing relevant sports topics giving insights on my favorite and popular
teams.
• Primary Tolls for Distribution: Instagram and YouTube – promote podcast through short
videos .
Conceptual Materials: Kaye Putnam, Content Marketing Institute , Career-Blast

10. PROFESSIONAL DEVELOPMENT
TECHNICAL TRANSFERABLE
SPORTS DIGITAL PRODUCTION
• Task: Complete the sports
digital production course
• ORG: Full Sail University
• Date: March,2024
Content Creation
• Task: Complete content
creating course
• ORG: LinkedIn Learning
• Date: March,2024
Vocal Training
• Task: Complete Vocal training
course
• ORG: Full Fail University
• Date: October,2024
Sharpen Broadcast Writing
• Task: Redo assignments from
Broadcast Writing course
• ORG: Full Sail University
• Date: Full Sail University
Source: LinkedIn Learning

11. 27-3011.00 - broadcast announcers and radio disc jockeys. O*NET OnLine. (n.d.). https://www.onetonline.org/link/summary/27-3011.00
ASA. (n.d.). American Sportscasters Online. American Sportscasters Association. http://www.americansportscastersonline.com/
Aughtmon, S. (2016, June 24). 31 types of content we crave [infographic]. Content Marketing Institute. https://contentmarketinginstitute.com/articles/content-crave-infographic/
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Ground News. (2023, November 20). Peach Jam 2024 dates announced by Nike Eybl. Ground News: Breaking News Headlines and Media Bias. https://ground.news/article/peach-jam-
Howes , L. (2023, January 23). If you want to become a high-value person, watch this! | Stephen A. Smith & Lewis Howes. YouTube. https://www.youtube.com/watch?v=OcQYe2wKBi4
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https://learning.oreilly.com/library/view/book-yourself-solid/9781118611357/9781118611357c2.xhtml#c02_level1_1
Putnam , K. (2024, January 24). Sage brand archetype: Psychology-driven brand strategy. Kaye Putnam | Psychology Driven Brand Strategist. https://www.kayeputnam.com/brand-
Shtull, O., & Arruda, W. (2023, May 26). Resources. Careerblast.TV. https://careerblast.tv/resources/
Sign up. LinkedIn. (n.d.). https://www.linkedin.com/search/results/all/?keywords=sports+broadcasting&origin=AUTO_COMPLETE&searchId=bb4bff52-956f-468c-bb52-
44a35bed093a&sid=.1j&spellCorrectionEnabled=false
Sinek , S. (2011, July 5). Simon Sinek: How great leaders inspire action. YouTube. https://youtu.be/7zFeuSagktM
Sinek , S. (n.d.). The Golden Circle. Simon Sinek. https://simonsinek.com/golden-circle/
REFERENCES