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Personal Brand Exploration
- 1. PERSONAL BRAND EXPLORATION DavidRodabaugh Sportscasting October 19th, 2019 1
- 2. The oldest oftwo siblings, I grew up in a small town in western Kentucky, which shaped me into the sports-loving man I am today. I have been an avid fan of sports for as long as I can remember. My dream is to become a sportscaster and have a career in the NCAA covering football and continue my career to become an analyst for the NFL. After being a team manager and eventually becoming an assistant coach for my high school football team and local college team, I then became a coach and part-owner of a semi-pro football team. I then enrolled in the sportscasting program at Full Sail University, where I'm focused on developing my skills as a sportscaster. IDENTITY
- 3. PROFESSION Potential Job Titles: •Radio/Television Announcer • Television Host • Sports Director Girl/Guy Next Door Brand Archetype - It's not uncommon to become friends with new people you meet because you have a way of making people feel comfortable and understood. Your hard working and humble ways are a breath of fresh air for your audience who are energized by how grounded and honest you are. Sportscaster
- 4. • DEMOGRAPHICS: 76.3%of announcers are Male, and the majority are Caucasian with a median age of 40 years of age and have college education.b • PSYCHOGRAPHICS: Enjoys risky outdoor activities, spends free time watching sports and spending time with friends and family. Some may even be athletic and spend time in the gym. • IDEAL AUDIENCE MEMBERS: Gus Johnson (CBS/Showtime/Big Ten Network), Joe Buck (Fox), Dick Vitale (ESPN) Television Sports Announcers TARGET AUDIENCE
- 5. GOALS Short Term: (ImmediatelyAfter Graduation, 2020) • Land an entry-level position at a local radio or television station and build my experience. ‣ Develop my Linkedin page to increase traffic by 15% and to have 5-10 solid connections by graduation. Mid Term: (2025) • Land a successful intermediate or experienced level position with the SEC Network. ‣ Expand my level of experience within the company to advance my career and position as well as develop my social media following by 30%. Long Term: (2040) • Establish my own show within the company or a position as full time announcer for all of the prime time games in the NCAA or NFL. ‣ I want to be in the running for the Emmy award for “Best Sports Coverage” as well as have a savings of $100,000 to put my children through college.
- 6. SKILLS ANALYSIS Notable Skills& Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Microsoft Office 80% Adobe Creative Suite 75% Computers and Electronics 90% Telecommunications 50% SoftHARD ERP Software 5% Music/Sound editing software 10% Customer and personal service 40% Public Speaking 60% SOFTHARD
- 7. I will usemy knowledge of sports and my grounded and honest personality to introduce the audience into a new era of sportscasting. PROMISE
- 8. CREDENTIALS Work Experience: • 6years of Sports Coaching • 5 years of Sports Management • 1 year of ownership of a semi-pro football team Education: • Sportscasting, B.S., Full Sail University (Exp. 2020) Awards: • 2013 Manager of the year
- 9. COMPETITION Aaron Moses 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 Leadership Experience: • Manager for last job listed Skills and Proficiencies: • Customer Service • Microsoft Office • Microsoft Excel David Rodabaugh Overall Online Presence: • Banner image not yet customized, Professional Headshot, lack of details throughout profile, no articles published, inactive on social media, URL not yet customized • Grade: Poor, 30 out of 100 Industry Experience: • No Sportscasting experience Education: • Currently a student enrolled in Sportscasting, B.S. at Full Sail University Leadership Experience: • 6 years of Sports Coaching • 5 years of Sports Management • 1 year of ownership of a semi-pro football team Skills and Proficiencies: • Microsoft Office • Adobe Creative Suite • Computer and Electronics Overall Online Presence: • 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, 55 out of 100
- 10. COMPETITION Egidio DeliuIndustry Experience: •5 years as a play-by-play Announcer/Reporter/Producer • 2 years as Television News Reporter • 2 years as Host/Producer/Commentator/Sideline Reporter Education: • Bachelor of Arts (B.A.), Communications Noteworthy Experience: • 5 years as a play-by-play Announcer/Reporter/Producer Skills and Proficiencies: • Broadcast- 9 endorsements • Microsoft Office- 7 endorsements • Sports- 7 endorsements David Rodabaugh Overall Online Presence: • 250+ connections, banner image not yet customized, polished headshot, detailed profile summaries, no recommendations, notable volunteer work, URL not yet customized, No membership • Grade: Good, 75 out of 100 Industry Experience: • No Sportscasting experience Education: • Currently a student enrolled in Sports Marketing & Media, B.S. at Full Sail University Leadership Experience: • 6 years of Sports Coaching • 5 years of Sports Management • 1 year of ownership of a semi-pro football team Skills and Proficiencies: • Microsoft Office • Adobe Creative Suite • Computer and Electronics Overall Online Presence: • 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, 55 out of 100
- 11. BRAND POSITION Renewing theworld of sports by establishing a connection with the audience by showing how grounded and honest I am and leaving them more entertained than ever before. DAVID “RODIE” RODABAUGH David earned the nickname “Rodie” in High School because his Football coach and teammates couldn’t pronounce his last name.
- 12. NETWORKING & MARKETING Industry Events& Organizations • Football Career Conference during the NFL Combine ‣ Feb 27th, 2020 | Indianapolis, Indiana • 2019 Dealmakers in sports ‣ December 4th, 2019 | New York City, NY • SportAccort Pan America ‣ December 10th-12th, 2019 | Fort Lauderdale, FL Digital Marketing • Primary Content: est. a weekly running show based on recapping games, stats, injuries, and highlights that would be edited by me and published to YouTube. • Primary Tools: Facebook, Twitter, and Instagram - promote through 30 sec. teaser videos; LinkedIn - network with industry pros and publish monthly articles highlighting some of the weekly Stats and stories. • Website: Full Sail digital portfolio site to showcase school work and I will use my blog to showcase sportscasting skills and link to my weekly show.
- 13. PROFESSIONAL DEVELOPMENT Mentor • Seeksenior-level broadcasting pro with at least 25 yrs of experience in the Sportscasting Industry; A sports enthusiasts that wants to have a great time talking about sports. 2020 Formal Education • Complete Sportscasting, B.S. by expected graduation date in 2020 Technical Skills • Complete ERP Training and Tutorials -lynda.com, Dec. 2019 • Adobe Suite courses - Lynda.com, May 2019 Soft Skills • Customer Service - Lynda.com, Sept. 2019 • Personal Service - Lynda.com, Oct. 2019 • Join local Football Career Conference during the NFL Combine and regularly attend yearly events, starting Feb 27th, 2020
- 14. David Rodabugh You knowhow, when you watch sports you see what seems to be the same people, older and more structured gentlemen? Well, my goal is to bring in a more youthful and freeform feel to the announcing board around the scene. I can do so by showing the audience that they can experience a new way of enjoying the sports by being active on all social media platforms, which in turn will increase traffic to the company's social media platforms and will boost our reach and following by 100% in which it will boost our television ratings.
- 15. REFERENCES (n.d.). Retrieved October20, 2019, from https://www.linkedin.com/in/aaron-moses- 282291124/?showPremiumWelcomeBanner=true. (n.d.). Retrieved October 20, 2019, from https://www.linkedin.com/in/egidio-deliu-68894750/. Adams, M. (2018, April 11). Customer service. Retrieved October 20, 2019, from https://www.lynda.com/HootSuite- tutorials/Customer-service/514231/558017-4.html. Announcers. (n.d.). Retrieved October 20, 2019, from https://datausa.io/profile/soc/announcers#education. Conferences: Sports Management Worldwide. (n.d.). Retrieved October 20, 2019, from https://www.sportsmanagementworldwide.com/conferences. Sports Business Conferences. (n.d.). Retrieved October 20, 2019, from https://www.scoreandchange.com/sports-business- conferences/. Summary Report for: 27-3011.00 - Radio and Television Announcers. (n.d.). Retrieved October 20, 2019, from https://www.onetonline.org/link/summary/27-3011.00.
Editor's Notes
- #4 Forbes Most Valuable Brands List (2017): https://www.forbes.com/powerful-brands/list/ Apple 2. Google 3. Microsoft 4. Facebook 5. Coca-Cola 6. Amazon 7. Disney 8. Toyota 9. McDonald’s 10. Samsung Methodology: Forbes valued more than 200 global brands by looking at three years of earnings and allocating a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.