Devin White is pursuing a degree in sportscasting at Full Sail University with the goal of becoming a sportscaster. He has 14 years of experience working in restaurants. In this personal branding document, he outlines his background, skills, goals, and plan to enter the sportscasting field upon graduation in 2021. He plans to gain experience in local news and radio and eventually work as a national broadcaster or podcast host.

1. PERSONAL BRAND EXPLORATION
Devin White
Project & Portfolio I: Week 3
May 23rd, 2019

2. Born and raised in Spokane, WA, Devin was
brought up on sports all his life. From going to
University of Washington football games to going
to games of the local teams in Spokane, he always
had a love for sports. After high school, Devin
wasn’t sure how to show his love for sports so he
went into the restaurant industry. After almost 14
years in the industry, Devin discovered the Dan
Patrick School of Sportscasting and enrolled at
Full Sail University. There he is hoping to fulfill a
lifelong dream of becoming a sportscaster.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Sports Director
• Radio Announcer
• Sports Writer
Boy/ Girl Brand Archetype
Relate, belong, develop solid
values, be down to earth,
hardworking, and nice. Has a fear
to be left out or to leave anyone
behind.
Sporscasting Professions

4. • DEMOGRAPHICS: 70% Male,
22-40 in age, college education,
majority lives in Los Angeles
and New York.
• PSYCHOGRAPHICS: Involved in
Social Media, photography, and
videography.
• IDEAL AUDIENCE MEMBERS:
Recruiters & Hiring Managers at PBR, PRCA, and CBR
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately after graduation, 2021)
• Gain an entry level position with a local news company.
• Continue to make connections through
LinkedIn and use those connections to see
about possible job openings later on in my
career.
Mid Term: (2026)
• Be a part of a radio talkshow, whether it be as an on-air
personality or a producer, with a major company or
local station as well as hosting my own podcast.
• Gain more experience with my profession and
hopefully I’m working with an ESPN Radio
station in either Spokane or Seattle.
Term: (2040)
• Still a presence in the radio industry with either Fox or
ESPN and hosting a podcast. Involved with calling
sports on a national level.
• Become a mentor to up and coming
sportscasters on the side, and teach them how
to find their voice.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Keynote 70%
Adobe Creative Suite 60%
Time Management 70%
Public Speaking 80%
SOFTHARD
Spreadsheet Software 10%
Music or sound editing software 10%
Fluency of Ideas 40%
Speech Recognition 60%
SOFTHARD

7. Sports enthusiast pursuing a dream to become a
sportscaster using honest opinions and listening to
what others have to say answer their questions
honestly.
PROMISE

8. CREDENTIALS
Work Experience:
•14 years of working in the restaurant
industry as a cook.
•Table Games Dealer since April 2019
Education:
•Sportscasting, B.S., Full Sail University
(Exp. 2021)
•Culinary Arts, Associate’s, Western Culinary Institute, 2007
Achievements:
•Promoted to Sous Chef in 2012

9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Devin White
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• N/A
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Sous Chef at Kerr’s Italian Kitchen and Cook 2 at
Masselow’s Steakhouse
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company for
over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Devin White
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• N/A
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail
University
Leadership Experience:
• Sous Chef at Kerr’s Italian Kitchen and Cook 2 at
Masselow’s Steakhouse
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
With his passion for sports he’ll always give his
honest opinion and always tell it like it is.
DEVIN WHITE
Devin’s manager at Kerr’s
Italian Kitchen said “I love
sports more than anyone. Well
maybe except Devin” during a
staff meeting.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Content: est. podcast called “Slack-jawed Stories”; 15
min. episodes telling personal stories of rodeo stars; 1 episode
per week; host and syndicate through Libsyn
• Primary Tools: FB and Instagram - promote podcast through 30
sec. promo videos; LinkedIn - network with industry pros and
publish monthly articles highlighting some of the podcast
stories
• Website: Full Sail digital portfolio site to showcase school work;
use blog to showcase rodeo marketing knowledge 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 Sports Marketing & Media, B.S. by expected
graduation date in 2020
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May 2019
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. Devin White
You know how some sportscasting personalities
flip flop on their opinions and never keep their
stories straight? Well, what I do is always give my
opinion and never waver from it, unless I’m shown evidence that will change
my view. In fact, I plan on starting up a weekly Facebook Live show to start
getting comfortable talking to the public and getting my opinions out there.
For years I’ve had family and friends tell me I need to get into sportscasting,
and now I’m finally taking the necessary steps to do that.
“

15. REFERENCES
Brush, P. (2019). Patrick Brush LinkedIn Profile. Retrieved April
14, 2019, from https://www.linkedin.com/in/patrick-brush-
a1930786/
Kalkbrenner, T. (2019). Tracie Kalkbrenner LinkedIn Profile.
Retrieved April 14, 2019, from https://www.linkedin.com/in/
tracie-kalkbrenner-5113503/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved April 14, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
PBR. (2019). PBR Company Page on Glassdoor. Retrieved April
14, 2019, from https://www.glassdoor.com/Overview/Working-
at-PBR-EI_IE22119.11,14.htm
PBR Career Site. (2019). Public Relations Manager - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/communications-community-relations/
public-relations-manager-1955827
PBR Career Site. (2019). Social Media Coordinator - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/marketing/social-media-
coordinator-1955728
Professional Bull Riders, LLC. (2019). Professional Bull Riders,
LLC Company Page on LinkedIn. Retrieved April 14, 2019, from
https://www.linkedin.com/company/professional-bull-riders-
inc./
RodeoCommittees.org. (2019). 2019 Global Rodeo Conference.
Retrieved April 14, 2019, from https://
www.rodeocommittees.org/events/2019/2019-global-rodeo-
conference
SilverSpursRodeo.com. (2019). Event Schedule. Retrieved April
14, 2019, from https://www.silverspursrodeo.com/event-
schedule/