James Ballerstein is exploring personal branding for a career in sports broadcasting. He has a background in the military and various jobs that provided experience in leadership, problem solving, and different work environments. His goals are to obtain an internship in sideline reporting after graduation then shift to an anchor position and eventually create his own nationwide TV show. He analyzes his skills, competition, and develops a brand position and networking plan to achieve these career aspirations.

1. PERSONAL BRAND EXPLORATION
James Ballerstein
Project & Portfolio I: Week 3
April 20, 2019

2. James Ballerstein grew up in multiple cultural
locations, giving him a unique perspective and
experience with analyzing culture and blending
in. He has strong values of hard work, tenacity,
perfectionism and creative problem solving. His
military history formed a tough but fair
leadership style which has served him well in his
work history, everything from manual labor to
laboratory work, customer service to college
internships.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Anchor
• Sports Photographer
• Photojournalist (Video)
Hero Archetype - producing high
quality on-air and digital content to
empower the viewer and colleagues
though leadership, motivation,
direct communication and
fearlessness.
Broadcast Production

4. • DEMOGRAPHICS: 80% Female,
35-45 years old, Predominately White,
Married, College Educated, Located
in large cities on the coasts.
• PSYCHOGRAPHICS: Very
precise, work-driven people.
Social, outgoing, polite. Most
worked from the bottom.
Motivated people.
• IDEAL AUDIENCE MEMBERS:
Jason Williams, Director, HR (ESPN),
Laura Jordan, HR Operations (NFL),
Cristin Dunn, SR. Talent Booker and
Recruitment (NBC Sports)
Recruiters & Hiring Managers at NFL Network, ESPN, NBC
Sports, FOX and CBS Sports
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Earn an internship with a major media outlet doing sideline
reporting.
‣ Connect with, and send a follow up greeting email to 25
NFL, ESPN, NBC Sports, FOX and CBS Sports team
members on LinkedIn by January 31, 2020.
Mid Term: (2025)
• Shift from sideline reporting to an anchor position on a
primetime TV show on one of the above networks.
‣ Create more high-end connections with executives and
plant the seed for future shows.
Long Term: (2040)
• Establish a nationwide network TV show of my creation.
‣ Become a household name in sports broadcasting,
gaining influence to bring in high level guests and
create exclusive content for my network.

6. Speech Clarity 80%
Oral Expression 60%
Active Listening 70%
Speaking 80%
Public Speaking 80%
SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Media Creation 80%
Adobe Creative Suite 70%
Time Management 90%
SOFTHARDSOFTHARD

7. I use my strong work ethic, adaptability and
leadership to generate team based success
on all levels of sports broadcasting and
media for the fans.
PROMISE

8. CREDENTIALS
Work Experience:
• 6 years in the Army, serving as team
leader/squad leader in that time.
• 2 years of variety work, serving as
everything from PA to cameraman.
Education:
• Sportscasting B.S., Full Sail University
(Exp. June 2020)
Awards:
• Global War on Terrorism Medal, US
Army.
• 7 Army Achievement Medals, US Army.
• Graduated from Ranger School, US Army.

9. COMPETITION
Elijah Balcarcel
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
• Wellington High School, graduated 2018
Leadership Experience:
• Cashier, Tijuana Flats, Experience dealing with difficult
people.
• Maintenance at the International Polo Club of Palm
Beach, experience dealing with labor.
Skills and Proficiencies:
• Adobe Suite - 0 Recommendations
• Microsoft Suite - 0 Recommendations
James Ballerstein
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, lack of details throughout profile, no
articles published, very active on Twitter, URL not yet
customized
• Grade: Poor, 15 out of 100
Industry Experience:
• Does not include work experience:
assumed to still be in school.
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
• GED, 99% on testing 2006
Leadership Experience:
• 6 years US Army Infantry.
• Various manual labor jobs, showing experience with
hands.
Skills and Proficiencies:
• Television - 1 endorsement
• Production Assistant - 2 recommendations
Overall Online Presence:
• 14 connections, banner image not customized,
professional headshot, detailed summaries throughout
profile, no articles published, active on personal social
media accounts, URL customized
• Grade: Poor, 30 out of 100

10. COMPETITION
Alex Perlman
Industry Experience:
• 12 years experience as on-air talent
• 1 year experience as Director of
Broadcasting and Media Relations
Education:
• Syracuse University, Bachelor’s Degree, Broadcast
Journalism, Political Science
Noteworthy Experience:
• 12 Years of on-air talent
• Greek Fraternity, Sigma Phi Epsilon
Skills and Proficiencies:
• Broadcast - 50 Endorsements
• Editing - 34 Endorsements
• Social Media - 27 Endorsements
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, notable
volunteer work, URL not yet customized, over 100
endorsements
• Grade: Good, 70 out of 100
James Ballerstein
Industry Experience:
• Does not include work experience:
assumed to still be in school.
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
• GED, 99% on testing 2006
Leadership Experience:
• 6 years US Army Infantry.
• Various manual labor jobs, showing experience with
hands.
Skills and Proficiencies:
• Television - 1 endorsement
• Production Assistant - 2 recommendations
Overall Online Presence:
• 14 connections, banner image not customized,
professional headshot, detailed summaries throughout
profile, no articles published, active on personal social
media accounts, URL customized
• Grade: Poor, 30 out of 100

11. BRAND POSITION
Delivering accurate and up to date
information that you need and want from a
source you trust.
JAMES BALLERSTEIN

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Radio and TV Entertainment Networking Event Talent Search;
Sat, March 20 8:30 AM; Chapman Studio and Production
Center Orlando, FL
• Full Sail Hall of Fame Week, May 19-23, 2019; Full Sail
University Orlando, FL
• Tampa Bay Comic Con; August 2-4, 2019; Tampa Convention
Center Tampa, FL
Digital Marketing
• Primary Content: Continue building a portfolio based on paid
and volunteer activities offered through Full Sail Sportscasting
program
• Primary Tools: Twitter and Instagram - Post videos and
pictures on Social Media using hashtags to gain an audience.
Use Adobe Suite. To edit and create content for social media.
• Website: Full Sail digital portfolio site to showcase school
work; Social media and digital portfolio to showcase works
generated from events.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a pro in the on-air world working specifically on
debate shows or sideline reporting; January 2020.
Formal Education
• Complete Sportscasting, B.S. by expected graduation
date in June 2020
Technical Skills
• Progress Adobe Suite proficiency through classwork
and personal work from field work and internships
provided through the program at Full Sail, June 2020
• Gain experience through lynda.com programs in
everything from Business Management to Voice
Training and website creation, June 2020
Soft Skills
• Creating a Sports Highlight Reel with iMovie, lynda.com
May 2019
• Pro Video Tips - lynda.com May 2019
• Sports Photography - lynda.com May 2019
• Writing with Flair: How to Become an Exceptional Writer
- lynda.com may 2019

14. Fullie Salen
You know how sportscasters have been
criticized lately for putting out useless
information? Well, what I do is make sure that I’m
delivering up to the moment information thats relevant, without
compromising the integrity of the story or individual. In fact, I’ve recently
been verified in many debates on Twitter by top level professionals, while
also delivering information that’s been true while remaining unbiased in
my opinions and information.
“

15. REFERENCES
27-3011.00 - Radio and Television Announcers. (n.d.). Retrieved
April 27, 2019, from https://www.onetonline.org/link/summary/
27-3011.00
27-4021.00 - Photographers. (n.d.). Retrieved April 27, 2019, from
https://www.onetonline.org/link/summary/27-4021.00
27-4031.00 - Camera Operators, Television, Video, and Motion
Picture. (n.d.). Retrieved April
27, 2019, from https://www.onetonline.org/link/summary/
27-4031.00
Orlando, FL Film & Media Events. (n.d.). Retrieved April 27, 2019,
from https://www.eventbrite.com/d/fl--orlando/film-and-media--
events/?page=5
Raja, S. (2018, May 29). Writing with Flair: How to Become an
Exceptional Writer. Retrieved April 27, 2019, from https://
www.lynda.com/Writing-tutorials/Writing-Flair-How-Become-
Exceptional-Writer/721923-2.html
Jordan, L. (2019). Laura Jordan LinkedIn Profile. Retrieved
April 27, 2019, from https://www.linkedin.com/in/laura-
jordan-0403a31/
Williams, J. (2019). Jason Williams LinkedIn Profile. Retrieved
April 27, 2019, from https://www.linkedin.com/in/jason-
williams-1263aa4/
Dunn, C. (2019). Cristin Dunn LinkedIn Profile. Retrieved April
27, 2019, from https://www.linkedin.com/in/cristin-
dunn-6b11442/
Fox Film, TV, Sports. (2019). Fox Film TV and Sports “HR”
LinkedIn Search. Retrieved April 27, 2019, from https://
www.linkedin.com/company/fox-filmed-entertainment/
people/?keywords=HR
Sports, CBS. (2019). CBS Sports LinkedIn “HR” Profile.
Retrieved April 27, 2019, from https://www.linkedin.com/
company/cbs-sports-page/people/?keywords=HR
Balcarcel, E. (2019). Elijah Balcarcel LinkedIn Profile. Retrieved
April 27, 2019, from https://www.linkedin.com/in/elijah-
balcarcel-97bb1a17a/