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PB PROJECT 1 MCDONALD
- 1. PERSONAL BRAND EXPLORATION Ben McDonald Project & Portfolio I: Week 3 April 28th, 2019
- 2. Ben McDonald was born and raised in Carmel Indiana and graduated from Carmel High School in June of 2018. During his high school years he participated in sports and other extracurriculars but found his calling in radio. Initially joining because of the musical side of things Ben eventually realized his passion in sports broadcasting. He was awarded with Senior Award for the station as well as Best Baseball Play By Play from the Intercollegiate Broadcasting System Awards (IASB) in New York City in March of 2018. Here at Full Sail, Ben is pursuing a Bachelors in Sportscasting as apart of the Dan Patrick School of Sportscasting. Ben has been keeping busy working on side projects and broadcasting with Rollins College as apart of their partnership with Full Sail. After Full Sail, Ben hopes to pursue a career in broadcasting and is looking forward to wherever it may take him. IDENTITY
- 3. PROFESSION Potential Job Titles: • Radio/TV Announcer • Program Director • Broadcast News Analysts Creator Archetype - producing content that inspires others to follow their passions and indulge in their own imagination and curiosity. Digital Marketing for Professional Rodeo Organizations https://visionone.co.uk/consumer/brand-research/brand-archetypes-2/the-creator/
- 4. • DEMOGRAPHICS: 60% Female, 28-45 years old, good variation of raceSome married, College Educated, From U.S. • PSYCHOGRAPHICS: passionate about sports, enjoy behind the scenes of shows/ programs, open minded individuals with a creative outlook on their work • IDEAL AUDIENCE MEMBERS: Stacy Williamson- Senior Recruiter (ESPN Bristol), Erick Valdes- Senior Media Operator (ESPN) Senior Recruiters and Senior Media Operators at ESPN TARGET AUDIENCE https://www.linkedin.com/company/espn/people/
- 5. GOALS Short Term: (Immediately After Graduation, 2020) • Land an entry-level production assistant job at either a local or small market station. ‣ Connect with Full Sail alum or Industry individuals to grow personal network (by June 2021). Mid Term: (2025) • Gain experience and connections through the years, work way up into a live broadcast role. ‣ Expand social media presence and make mutual friends through Networking events (Job opportunities). Long Term: (2040) • Establish a solid resume fit for a live broadcast role for ESPN or Fox Sports. ‣ Secure a job as a Host, create own live show that airs for a consistent time slot. Broadcast live sports on the side. (2045)
- 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills needed in Announcing & Current Proficiencies: Broadcasting live content 65% Adobe Creative Suite 55% Time Management 50% Public Speaking 60% SOFTHARD Rundown Creator 10% Operate Control Consoles 10% Broadcast Writing 70% Public Speaking 60% SOFTHARD https://www.onetonline.org/link/summary/27-3011.00
- 7. Both through the airwaves and on screen, I use my notability and creativity to paint a colorful picture to better inform and entertain audiences of every walk of life. PROMISE
- 8. CREDENTIALS Work Experience: • 3 years working at an FCC regulated high school radio station • 1 year in a director role as the head of all sports programming Education: • Carmel High School, 2018 • Sportscasting, B.S., Full Sail University (Exp. 2020) Awards: • IASB National Award Winner- Best Baseball PBP
- 9. COMPETITION Elijah Balcarcel Industry Experience: • Worked as maintenance at Wanderers Golf club in Wellington FL • Cashier at Tijuana Flats Education: • Current student enrolled in Sportscasting, B.S. at Full Sail University Leadership Experience: • No leadership experience listed Skills and Proficiencies: • No endorsements yet Ben McDonald Overall Online Presence: • Less than 200 connections, banner image not yet customized, Clear and clean headshot, lack of details throughout profile, no articles published, Very intone with social media, URL is customized • Grade: Decent, 45 out of 100 Industry Experience: • 3 years at FCC regulated high school station (91.3 WHJE) • 100s of broadcasts and shows complete Education: • Current student enrolled in Sportscasting, B.S. at Full Sail University Leadership Experience: • Sports Director at high school station Skills and Proficiencies: • No endorsements yet Overall Online Presence: • 11 connections, banner image customized, professional headshot, no content pieces yet, no articles published, sporadically active on personal social media accounts, URL customized • Grade: Average, 65 out of 100
- 10. COMPETITION Ben Wolfson Industry Experience: • ~9 months as a Production Assistant at ESPN Education: • Sports Communication B.A. Noteworthy Experience: • Executive Board Member IUTV • Sports Director • Video intern for IU football Skills and Proficiencies: • Adobe Premiere Pro- 1 endorsement • Adobe Photoshop- 1 endorsement • Social Media - 1 endorsement Ben McDonald Overall Online Presence: • 300+ connections, banner image not yet customized, polished headshot, detailed profile summaries, no recommendations, notable volunteer work, URL not yet customized, • Grade: Solid, 80 out of 100 Industry Experience: • 3 years at FCC regulated high school station (91.3 WHJE) • 100s of broadcasts and shows complete Education: • Current student enrolled in Sportscasting, B.S. at Full Sail University Leadership Experience: • Sports Director at high school station Skills and Proficiencies: • No endorsements yet Overall Online Presence: • 11 connections, banner image customized, professional headshot, no content pieces yet, no articles published, sporadically active on personal social media accounts, URL customized • Grade: Average, 65 out of 100
- 11. BRAND POSITION Creating confidence with great story telling and relatability. Professional and compassionate both on screen and off. BEN MCDONALD
- 12. NETWORKING & MARKETING Industry Events & Organizations • 2019 HOF Week Full Sail University ‣ May 2019 • American Marketing Association (AMA) ‣ Collegiate Membership | Orlando Chapter • Full Sail guest speakers/networking opportunities ‣ Year Round, Winter Park FL Digital Marketing • Primary Content: est. podcast with fellow classmates “Untitled” and use unique podcasts techniques to build an audience. 1-2 hours per episode with breaks and multiple pre- produced segments. • Primary Tools: Twitter and Instagram - promote personal brand and work; LinkedIn - network with industry pros and publish monthly articles highlighting some of the podcast episodes • Website: Full Sail digital portfolio site to showcase school work; use blog to showcase announcing work/experiences and embed podcast episodes
- 13. PROFESSIONAL DEVELOPMENT Mentor • Seeking senior-level marketing pro with at least 25 yrs of experience in rodeo industry; family man that upholds Christian values, Jan. 2020 Formal Education • Complete Sportscasting, B.S. by expected graduation date in 2020 Technical Skills • Endure more projects and experience with adobe creative cloud and other online softwares useful in the industry- throughout degree program (present-2020) • Learn affective ways to distribute content both over a camera and behind a screen (present-2020) Soft Skills • Broadcasting experience will be continuous throughout the time at Full Sail, as the Rollins Games will help to fulfill that • Broadcast writing experience (in-class 2019) • Time management will evolve with time • Public Speaking will be worked on continuously with the broadcast opprotunities and many others in class and out
- 14. Ben McDonald You know how Sports media has been heavily influenced by social media? Well, what I do is produce content that is free from biased, negative social media influence and stays true to the passionate fan and their particular team and sport. In fact, after releasing my first season of my podcast listeners have provided nothing but positive feedback and ways they themselves are making the change with social media and sports. “