Personal Brand Exploration slide show

1. PERSONAL BRAND EXPLORATION
Jordan Kendall
Project & Portfolio I: Week 3
March 23, 2020

2. Jordan Kendall grew up in west Kentucky,
playing competitive sports nearly all of his pre-
adult life, thus the seed of his love for sports.
Spending time working with many different prep
basketball programs as a coach and also as a
member of the media in his early 20s showed
him the value of having a strong network in the
sports industry, particularly basketball. From
these experiences he was inspired to teach
other young people how to grow their network
in the sports industry through a website that
could connect them with the appropriate people
to mentor and help them grow.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Public Relations Specialist
• Reporters and Correspondants
• Radio and Television Announcers
Girl/Guy Next Door Archetype -
Media Jobs For Professional and Collegiate Basketball Teams

4. • DEMOGRAPHICS: 85% Male,
25-35 years old, Predominately
White or African American,
Married, College Educated,
Located in Southeast United
States.
• PSYCHOGRAPHICS: Enjoys
spending time watching and
attending sporting events,
competitive in nature, and does
well with breaking down numbers
• IDEAL AUDIENCE MEMBERS:
Lauren Hamlett, Director of HR
(NBC Universal)
Recruiters & Hiring Managers at NBC Universal, ESPN, & other
sports media outlets
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at NBC
Universal or another sports media outlet.
‣ Connect building my digital portfolio and
resume, and apply for positions with NBC
Universal and other sports outlets
Mid Term: (2026)
• Be the lead anchor on a high profile sportscast
‣ Grow my network and continue building my
sportscasting skills and experience
Long Term: (2040)
• Have my own sportscast and a fully functioning social
site that connects other people in the sports industry
‣ Continue building the social site and post
content that can be used by others in the
sports industry
‣ Exponentially increase viewership on previous
sportscasts

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 60%
iMovie Editor 65%
Time Management 70%
Public Speaking 75%
SOFTHARD
Adobe Photoshop 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help sportscasts increase viewership and
popularity through a modernized approach
by staying in tune with the trends and culture
of the sports industry.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 year sportscasting on The Grind
Session
• 3 years of free-lance writing about prep
basketball
• 2 years of coaching in prep basketball
Education:
• Paducah Tilghman High School (2014)
• Sportscasting, B.S., Full Sail University
(Exp. 2021)

9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Valedictorian Sports Marketing & Media, B.S. at Full
Sail University
Leadership Experience:
• Internship with Hoop Brothers
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Jordan Kendall
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:
• 1 year sportscasting on The Grind
Session
• 3 years free-lance writing about prep
basketball
• 2 years coaching prep basketball
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Coaching prep basketball at Victory Rock Prep and St.
Louis Christian Academy
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 300+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
• Grade: Below Average, 35 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
Jordan Kendall
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:
• 1 year sportscasting on The Grind
Session
• 3 years free-lance writing about prep
basketball
• 2 years coaching prep basketball
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Coaching prep basketball and Victory Rock Prep and
St. Louis Christian
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 300+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
• Grade: Below Average, 35 out of 100

11. BRAND POSITION
When it comes to jobs in the sports industry,
your network is your net worth.
JORDAN KENDALL

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Sports PR Summit East
‣ May 19, 2020 | New York City, NY
• National Sports Media Association (NSMA)
‣ Student Membership
• 2020 Basketball Career Conference
‣ July 10-11, 2020 | Las Vegas, Nevada
Digital Marketing
• Primary Content: est. a blog called “Whistle 2 Whistle Sports”;
cover basketball at a prep, collegiate, and professional level; 3
posts per day; host through WordPress
• Primary Tools: Twitter and Instagram - promote blog posts
with 15 second highlight clip of the main player covered;
LinkedIn - network with other members of the sports industry
and stay active in order to maintain relationships
• Website: Full Sail digital portfolio site to showcase school
work and potential sports social networking site; use blog to
post Whistle 2 Whistle blog posts

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level sportscaster with at least 10 years
of experience; some experience in coaching at a
college level or higher; June 2021
Formal Education
• Complete Sportscasting, B.S. by expected graduation
date in 2020
Technical Skills
• Complete Adobe Photoshop certification, May 2020
• WordPress 5 Essential Training - Lynda.com, May 2021
Soft Skills
• Writing With Impact - Lynda.com, June 2020
• Sports Photography: Shooting a Soccer Action Photo -
Lynda.com, August 2020
• Public Speaking - Lynda.com, Nov. 2020

14. Jordan Kendall
You know how in an industry as big as the sports
industry, it can be overwhelming trying to find your
niche? I’m here to help with that problem by connecting
people in different areas of the sports industry through my
experiences in the vast job fields that sports can offer. Some of those jobs have
included growing Verbal Commits and The Grind Session’s social media presence as
their social media director, spending time as a sportscaster with The Grind Session,
and coaching at multiple high-level prep basketball programs. I refer to myself as a
renaissance man in the sports industry, and would like to help others grow in order to
reach the same heights.
“

15. REFERENCES
Summary Report for: 27-3011.00 - Radio and Television
Announcers. (n.d.). Retrieved March 22, 2020 from https://
www.onetonline.org/link/summary/27-3011.00
Summary Report for: 27-3022.00 - Reporters and
Correspondents. (n.d.). Retrieved March 22, 2020 from https://
www.onetonline.org/link/summary/27-3022.00
Summary Report for: 27-3031.00 - Public Relations Specialists.
(n.d.). Retrieved March 22, 2020 from https://
www.onetonline.org/link/summary/27-3031.00
Partner With Sports PR Summit. (n.d.). Retrieved March 23,
2020 from https://www.sportsprsummit.com/east/
Being a Student Member: National Sports Media Association.
(n.d.). Retrieved on March 23, 2020 from https://
nationalsportsmedia.org/join-today/student-members
Vegas Summer League Basketball Career Conference: Sports
Management Worldwide. (n.d). Retrieved March 23, 2020 from
https://www.sportsmanagementworldwide.com/LasVegas-
Basketball-Career-Conference
Creative Cloud Certifications. (n.d.). Retrieved March 23, 2020
from https://spark.adobe.com/page/hbJnir2rBU4FG/
Tgeller. (2018, November 8). Writing with Impact. Retrieved
March 23, 2020 from https://www.lynda.com/Writing-tutorials/
Writing-Impact/699321-2.html?srchtrk=index:1
Steele, K. (2014, July 7). Sports Photography: Shooting a
Soccer Action Photo. Retrieved March 23, 2020 from https://
www.lynda.com/Photogrpahy-Lighting-tutorials/Shooting-
Soccer-Action-Photo/180778-2.html
Falkman, D. (2017, February 1). Public speaking. Retrieved
March 23, 2020 from https://www.lynda.com/Software-
Development-tutorials/Public-speaking/513586/582032-4.html