Exploring Your Personal Brand

1. PERSONAL BRAND EXPLORATION
Jonathan Basabe “J.D.”
Project & Portfolio I: Week 3
April 1, 2019

2. Born and raised in Puerto Rico Jonathan “J.D.”
Basabe had a passion for sports all his life. After
not accomplishing his goal of playing
professional baseball he pursued a degree in
marketing from the Metropolitan University in
Puerto Rico. For seven year he grew in the
industry but still had a void in his life. Then
Hurricane Maria hit the island, and his life was
put in a crossroads. After a long process, he
decided to leave everything that he build and
follow his passion in sports, pursuing a degree
from the Dan Patrick School of Sportscasting in
Full Sail.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Reporter and Correspondent
• Radio & Television Announcer
• Sports Broadcasts News Analyst
Entertainer Archetype - producing shocking
and entertaining sports news content that
creates a bridge between Latin and American
culture to bring meaning to a new wave of
thinking and the enjoyment of the public.
Correspondent and Contributor for the ESPN Network

4. • DEMOGRAPHICS: 50% Female
and Male, 35-45 years old,
Predominately White, Married,
College Educated, Located in
Hartford Connecticut
• PSYCHOGRAPHICS: Higher
management, confidence, work
ethic, and organization. Team
player mentality.
• IDEAL AUDIENCE MEMBERS:
Parikshit Chitre, Director HR at
ESPN, Douglas Atkins, Vice
President, Human Resources at
ESPN, Amy McManus, Sr.
Recruiter at ESPN, Amanda
McCullough, Talent Acquisition,
ESPN
Recruiters & Hiring Managers at ESPN Inc.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Land an entry-level as a part time sports data analyst.
‣ Connect with, 25 ESPN team members on
LinkedIn by August 31, 2020, and send a video
demo via email showcase my on air skills but also
my knowledge
Mid Term: (2025)
• Reporter or Correspondent
‣ Be a tv personality for Baseball Tonight or “Beisbol
Esta Noche” (ESPN Deportes Baseball Tonight) in
order to expand my brand nationwide by
December 31, 2025.
Long Term: (2040)
• Establish my own sports media company call “La
Facotoria Sports (The Factory Sports)
‣ This is a media company that creates sports
related content in a digital form (podcast, Video
content, reporting, blog post, email news letter
and many more)

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Organization 79%
Public Speaking 85%
SOFTHARD
Camera Work 40%
Adobe Premier Editing skills 10%
Sports Writing 40%
Sports Knowledge 86%
SOFTHARD

7. My cultural background is going to bring a
refreshing new voice to ESPN and will
create a bridge between cultures that would
help grow your company.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years as a cook for different restaurant in Puerto
Rico
• 7+ years working for a Marketing Firm
Education:
• Certification of culinary Arts from Escuela Hotelera de
San Juan
• Marketing BA, Metropolitan University in Puerto Rico
• Sportscasting BA, Dan Patrick School of Sportscasting
Full Sail University
Awards:
• Awarded a certification by The Retail Group of
excellence in marketing planning and plan execution
Language:
• Spanish (Writing and verbal professional level
• English (Writing and verbal professional level.

9. COMPETITION
Tyler Boronski
Industry Experience:
• 1 year industry Media Broadcasting
experience
Education:
• Current student enrolled in Dan Patrick School of
Sportscasting, B.S. at Full Sail University
Leadership Experience:
• Does not show any Leadership Experience
Skills and Proficiencies:
• Interviewing - 1 endorsements
• Video Production - 0 endorsements
• Management - 0 endorsements
J.D. Basabe
Overall Online Presence:
• Less than 100 connections, amateur headshot, some
details throughout profile, video content, active on
social media, URL customized
• Grade: average, 55 out of 100
Industry Experience:
• No industry work experience
Education:
• Current student enrolled in Dan Patrick School of
Sportscasting,B.S. at Full Sail University
• Marketing B.S. at Metropolitan University
Leadership Experience:
• The Retail Group , multiple leadership roles
• Played and Coach Baseball for more than 12 years
• Youngest High Council member in Nu Sigma Beta
Fraternity
Skills and Proficiencies:
• Digital Producer - 0 endorsement
• Strategy & Planning - 0 endorsements
• Marketing & Public Speaking- 0 endorsements
Overall Online Presence:
• Less then 100 connections, professional headshot,
throughout profile with two content pieces, no articles
published, sporadically active on personal social media
accounts, URL customize, Linkedin in two languages
(Spanish and English)
• Grade: Poor 25 out of 100

10. COMPETITION
Roger Hoover
Industry Experience:
• 5 + year, in sportscasting experience
Education:
• Science in communication, journalism and Electronic
Media, Sports Journalism B.A., University of Tennessee
Noteworthy Experience:
• Play-by-play announcer - SEC network announcer for
more than five NCAA sports.
• Director of broadcasting- Director of Broadcasting
oversees club’s media relations effort for baseball
information
Skills and Proficiencies:
• Sports Writing - 67 endorsements
• Sports - 58 endorsements
• Broadcast - 50 endorsements
J.D. Basabe
Overall Online Presence:
• 500+ connections, polished headshot, detailed profile
summaries, several recommendation, Extensive work
experience, URL customized.
• Grade: Good, 70 out of 100
Industry Experience:
• No industry work experience
Education:
• Current student enrolled in Dan Patrick School of
Sportscasting ,B.S. at Full Sail University
• Marketing B.S. at Metropolitan University
Leadership Experience:
• The Retail Group , multiple leadership roles
• Played and Coach Baseball for more than 12 years
• Youngest High Council member in Nu Sigma Beta
Fraternity
Skills and Proficiencies:
• Digital Producer - 0 endorsement
• Strategy & Planning - 0 endorsements
• Marketing & Public Speaking- 0 endorsements
Overall Online Presence:
• Less then 100 connections, professional headshot,
throughout profile with two content pieces, no articles
published, sporadically active on personal social media
accounts, URL customize, Linkedin in two languages
(Spanish and English)
• Grade: Poor 25 out of 100

11. BRAND POSITION
JONATHAN “J.D. LA MAQUINA” BASABE
J.D earned the nickname “La Maquina” (The Machine
in English) in his Baseball/Softball days he
demonstrated in the Baseball Dimond his hard and
gritty playing style.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 International Broadcast Convention (IBC)
‣ Sept 13 - 17 | RAI, Amsterdam
• National Sports Media Association (NSMA)
‣ Collegiate Membership | Orlando Chapter
Digital Exposure
• Primary Content: est. podcast called “Benchwarmers”; 59 min.
episodes talking about top sports stories; 1 episode per week;
host and syndicate throughout mayor Podcast Provider.
• Primary Tools: FB, Instagram,Twitter - promote podcast
through 30 sec. promo videos post; LinkedIn - network with
industry pros and publish monthly blog post highlighting some
of the podcast content.
• Website: Jonathan Basabe digital portfolio site to showcase
school work; use blog to showcase sports knowledge and
embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-broadcaster pro with at least 20 yrs of
experience in Sportscasting industry; Latino in the
American Broadcasting industry, Family Man,
Determination and Drive. Willing to pass on his
Knowledge. Jan. 2020
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in 2020
• Marketing, B.S. 2015
Technical Skills
• Adobe Creative Cloud; complete all lynda.com courses
through, Jan. 2020
• WordPress 5 Essential Training - Lynda.com, May 2020
• Play-by-Play seminars- Full Sail University
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 Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. J.D.Basabe
Know that in the United States are roughly 58.9
Hispanic people that accumulate 18.1% of the
USA population. In the 2015 US census, they
projected by 2060 that the percentage of Hispanic in the
states is going to be 28.6%. Most of those people are a die- hard
sports fan. But mayor companies Like ESPN, Fox Sports and many more do not
provide or create little content that molds to their sport’s necessity. That’s why
being born and raise in a multi Latin household and knowledge of games has
provided the tools to this segment of the population. I create digital and visual
content that help Mayor Sports brands increase in viewership and also a voice
that this demographic is familiar and can relate to it.
“

15. REFERENCES
About IBC. (n.d.).
Retrieved from https://show.ibc.org/about-ibc-new
Admin. (2015, January 11). MLB.
Retrieved from http://joefavorito.com/2015/01/11/
tackling-the-latino-market-in-sport/
ESPN Together We Triumph. (n.d.).
Retrieved from https://jobs.espncareers.com/job/bristol/
part-time-sports-data-analyst/5216/11295056
Hispanics in the US Fast Facts. (2019, March 06).
Retrieved from https://edition.cnn.com/2013/09/20/us/
hispanics-in-the-u-s-/index.html
Onetonline. (n.d.).
Retrieved from https://www.onetonline.org/find/quick?
s=broadcaster
LinkedIn Profile.
Retrieved from: https://www.linkedin.com/in/
parikshitchitre/
LinkedIn Profile.
Retrieved from: https://www.linkedin.com/in/douglas-
adkins-81272990/
LinkedIn Profile.
Retrieved from: https://www.linkedin.com/in/amy-
mcmanus-3629677/
LinkedIn Profile.
Retrieved from: https://www.linkedin.com/in/jason-
williams-1263aa4/
LinkedIn Profile.
Retrieved from: https://www.linkedin.com/in/
amandamccullough7/