Jackson Burlison is exploring his personal brand and career path in sports broadcasting. He grew up moving frequently but found stability in family and hard work. His goals are to get an on-air job within two years of graduating from Full Sail University and eventually work as a debate show host covering many sports for a major company. He currently runs a sports podcast and plans to develop his skills, network within the industry, and strengthen his online presence.

1. PERSONAL BRAND EXPLORATION
Jackson Burlison
Project & Portfolio I: Week 1
October 26, 2023

2. Jackson Burlison grew up in a household where
moving from place to place was consistently a
thing. His parents always encouraged him to
make new friends while stressing the hard work
mentality. Those values of hard work, adapting,
and problem-solving helped him become who he
is today. His dad was in the military and always
gave wisdom to Jackson relating to those
experiences. Putting in effort was verbal and
physical for Jackson, as yard work was a big
way to show what it meant to “work hard.”
Family is a big thing for Jackson, and so is
connecting, which has made him very outgoing.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Broadcast announcer
• Reporter
• Journalist
HERO ARCHETYPE - producing
quality content, inspiring others
while wanting to be a expert at
everything creates motivation for
themselves and others. Overcomes
challenges trying to rise to the
occasion to take action making
decisions.
[Broadcaster] for [Sports]

4. [Sports companies]
TARGET AUDIENCE
Daniel Gaston
Outreach Plan:
• I will complete organizing my LInkedIn page
• I will email because I do not know the person yet so I
think that is the most professional way to reach out
• If this person does not reach out to me in the
fi
rst 2 to 3
weeks then I will follow with a email reminding them I
want to get in touch
Recruiter at CBS
Kim Beauvais
Outreach Plan:
• Get to my 10th month at Full Sail successfully and
continue to build my LInkedIn page
• I will message this person on LinkedIn so I can show off
my newly revamped page along with all the things I do
outside of school
• If she doesn’t get back with me for 2 weeks I will reach
again telling her more about myself and provide
another reason for why I am reaching out.
HR at Fox Sports
Michael Schulman
Outreach Plan:
• I will complete my 14th month at Full Sail and will also
be trying to make me more relevant on the internet
• Phone call for this one because this shows initiative as
I’ll be ready which would be a great
fi
rst impression if
executed properly
• If they do not return my call within the week I will call
back ready to pitch why I am calling with good reason
N/A
Recruiter at NBC Sports

5. GOALS
Short Term: (2 months After Graduation, 2025)
• Would like to get a job on air anywhere.
‣ While at Full Sail I would like to have a deep
connection with at least 5 people who can get
me on TV by July of 2024.
Mid Term: (2030)
• Would like to be on air for a more mainstream
company
• While at my
fi
rst on air job I wanna show all my co-
workers I work hard and love what I do while
networking with anyone I may meet. You never know
who you may meet.
Long Term: (2040)
• My ultimate goal is to be on a debate show while
covering many sports for a mainstream company.
‣ 10 years is the perfect time frame for me to
perfect my craft and build more connections
within the industry while also showing I am
available at all times

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Editing
SOFT
HARD
Expert
Electronic Mail Software Expert
Speaking Adept
Writing Adept
Web creation
SOFT
HARD
Novice
Analytical Software Novice
Time Management Adept
Coordination Novice

7. I help sports fans do more thinking by giving
analysis from a fan perspective.
[WHO?] [WHAT?] [HOW?]
PROMISE

8. CREDENTIALS
Work Experience:
• Podcast Host and Writer for a year and
10 months for my own podcast/blog
called THE Take
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2025)
Volunteer Work:
• Used to volunteer at soup kitchen for 4
years throughout high school.
• Volunteered at a food pantry for 4 years

9. COMPETITION
Jack Cote
Industry Experience:
• 1 year 8 months
Education:
• Indiana University Bloomington
Leadership Experience:
• Podcast Host
• N/A
Skills and Pro
fi
ciencies:
• Speaking - X endorsements
• Writing - X endorsements
Jackson
Overall Online Presence:
• 0 connections, no customized banner?, No professional
headshot?, pro
fi
le not detailed, no published articles,
from linked in doesn’t appear to be active on socials,
LinkedIn Url is customized
• Grade: Poor?, 25 out of 100
Industry Experience:
• 1 year 10 months
Education:
• Full Sail University
Leadership Experience:
• Podcast Host
• Lead Editor
Skills and Pro
fi
ciencies:
• Speaking - X endorsements
• Writing - X endorsements
• Editing - X endorsements
Overall Online Presence:
• 1 connection, banner imaged is customized?, headshot
is not professional, not detailed enough but has some
good information in the skills tab, has a link to writing
blog in contact info, has social media as a skill but does
not have social handles anywhere, LinkedIn url is
customized
• Grade: Poor, 35 out of 100

10. COMPETITION
Sam Dingman
Noteworthy Experience:
• Head Writer
• Podcast Host
Jackson
Industry Experience:
• 7 years
Education:
• Swarthmore College
Skills and Pro
fi
ciencies:
• Social Media- 9 endorsements
• Blogging -14 endorsements
• Editing - 9 endorsements
Overall Online Presence:
• 500+ connections, banner image is customized?,
headshot is professional, the pro
fi
le is very detailed
laying out everything you should know, yes has a link in
his contact info for them, has link to twitter in contact
info, LinkedIn url is customized
• Grade: Superior, 90 out of 100
Industry Experience:
• 1 year and 10 months
Education:
• Full Sail University
Leadership Experience:
• Podcast Host
• Lead Editor
Skills and Pro
fi
ciencies:
• Speaking - X endorsements
• Writing - X endorsements
• Editing - X endorsements
Overall Online Presence:
• 1 connection, banner imaged is customized?, headshot
is not professional, not detailed enough but has some
good information in the skills tab, has a link to writing
blog in contact info, has social media as a skill but does
not have social handles anywhere, LinkedIn url is
customized
• Grade: Poor, 35 out of 100

11. BRAND POSITION
“crazy take guy”
Sidenote: not that crazy
“NICKNAME?”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• The secrets of podcasting
‣ November 6 | Online
• Be the Bank broadcast
‣ November 8 | Online
• Writers Thursday Zoom
‣ November 2 | Online
Digital Marketing
• Primary Content: continue creating sports articles and
podcasts that entertain people. Different types of content is
me doing more fun collaborations with other podcasts and
also doing more content at live sporting events with more fan
interaction.
• Primary Tools: Using TikTok, Instagram, X, and Facebook.
Every time I post content I will promote it. Images and videos
are the format I will be using
• Website: Using my digital portfolio site to promote and post
more of my content so users have another way to know about
it other then my social medias.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will seek a on air professional who has up to 10 years
of experience in the industry who understands the ins
and outs who can guide me on my journey. March 2024
Formal Education
• Complete Sportscasting, BS. At Full Sail University by
expected graduation date of January 2025.
Technical Skills
• Progress in Web creation by so I can perform this task
for a company and myself, at Full Sail University by
August 2024
• Learn more and master analytical software to better so I
am prepared for my job and can understand analytics -
Full Sail University, February 2024
Soft Skills
• Time Management is something I struggle with at times
so being more focused is what I need to work on, Full
Sail University, January 2024, MONTH YEAR
• Coordination is oe twijg that will require better
organization which can be learned by taking initiative in
shows for open IL, at Full Sail University, February 2024

14. Jackson Burlison
You know the problem with podcasts? They
are too long including mine sometimes. I have a
sports podcast and I have a solution to this
problem. Often times having guests is not always the best
thing because they love to talk. Doing a podcast with just you talking is a lot
of talking but shorter. People can listen to a full 15-20 minute episode but an
hour that is hard for most people. I have been doing my podcast on
YouTube and Spotify for over a year now and I have noticed me not having
guests the views are better then when I do.
“

15. REFERENCES
Sam Dingman - podcast host - meadowlark media | linkedin.
(n.d.). https://www.linkedin.com/in/sam-dingman-6504a22
Beauvais, K. (2021, May 1). In need of a qualified Manager,
Contract Administration at BTN. https://www.linkedin.com/in/
kim-beauvais-2108545/
(N.d.). Linkedin.com. Retrieved October 29, 2023, from https://
www.linkedin.com/in/daniel-gaston-7560bb121?
lipi=urn:li:page:d_flagship3_profile_view_base_contact_
details;TTEEnUv+Qsmd9tm+tWoVEg==
27-3011.00 - Broadcast Announcers and Radio Disc Jockeys.
(n.d.). 27-3011.00 - Broadcast Announcers and Radio
Disc Jockeys. Retrieved October 29, 2023, from https://
www.onetonline.org/link/summary/27-3011.00
Michael Schulman - Talent acquisition recruiter - NBC sports |
LinkedIn. (n.d.). LinkedIn. https://www.linkedin.com/in/
mikeschulman/
“Find Events & Groups.” Meetup, 29 Oct. 2023, https://
www.meetup.com/find/.
“Hero Brand Archetype | Psychology-Driven Brand Strategy.”
Kaye Putnam | Psychology Driven Brand Strategist, https://
www.kayeputnam.com/brand-archetype-hero/. Accessed 29
Oct. 2023.
Jack Cote- Podcast Host- Imagine Sports| LinkedIn (n.d.).
https://www.linkedin.com/in/jack-cote-329056198/