Christian Kirby's Personal Brand Exploration - This is a project I completed on behalf of my Portfolio 1 course at Full Sail University. Completed in May 2019.

1. PERSONAL BRAND EXPLORATION
Christian Kirby
Project & Portfolio I: Week 3
May 26, 2019

2. Christian Kirby grew up in Orange County,
California, where he quickly grew a love for
entertainment, especially in the arenas of sports
and music. His love for sports was developed at
a very young age, following greats like Michael
Jordan and Jerry Rice from a young age, and
developing a love for baseball following the
Angels in the late 90s and 2000s. After working
in music for 8 years, Christian decided to enroll
in the Sportscasting program at Full Sail
University where he’s focused on developing his
creative talents towards becoming a voice in
sports media.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Sports Reporter
• Television and Radio Announcer
• Sports Writer
Creator Archetype - producing
stories that look at sports in unique
ways. Create work that inspires
others to think outside the box and
find their own unique stories in the
things they love.
Sports Broadcasting for Sports Media Organizations

4. • DEMOGRAPHICS: 65% Male,
35-45 years old, Predominately
White, Married, College Educated,
Located in the East Coast and LA.
• PSYCHOGRAPHICS: consumes
sports-related content through a
number of mediums, spends
free time with creative content
from sites like Netflix, on the
move often.
• IDEAL AUDIENCE MEMBERS:
Jason Williams, Director of Human
Resources (ESPN), Brittany Kelley,
Senior Recruiter (ESPN), Kim
Beauvais, SVP of HR and Business
Operations (FOX Sports)
Recruiters & Hiring Managers at ESPN, FOX Sports, and NBC
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level production assistant position or
internship at ESPN.
‣Connect with, and send a follow up
promotional email to, 25 ESPN team members
on LinkedIn by December 31, 2020.
Mid Term: (2026)
• Work up to an on-camera and/or sports writer
position.
‣Produce an article and related piece of video
content that exceeds 100,000 hits on
ESPN.com by December 31, 2026.
Long Term: (2040)
• Establish a new website or show for ESPN that
focuses on unique looks at sports.
‣Obtain at least 5 endorsements from
respected ESPN personalities, appear on at
least 5 shows, and establish solid relationships
with ESPN executives by December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office 89%
Adobe Creative Suite 65%
Organization & Scheduling 80%
Public Speaking 60%
SOFTHARD
Live Commentary 25%
Telecommunications 10%
Professional Writing 45%
Public Speaking 60%
SOFTHARD

7. I help sports media organizations create
unique entertainment by artistically creating
content using my unique outlook on sports.
PROMISE

8. CREDENTIALS
Work Experience:
• 3 years in web design as an independent
contractor
• 7 years experience as a musician,
including work in social media,
scheduling, and leading teams of up to 25
people at a time
Education:
• Sportscasting, B.S., Full Sail University
(Exp. 2021)
Other Skills:
• 2 years experience video and audio
editing and producing for YouTube
channels

9. COMPETITION
Jason Palatsky
Industry Experience:
• 3 years experience in Sports Media,
assumed to be in school
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Assistant High School Coach
• Hosted a few sports programs
Skills and Proficiencies:
• Leadership - 2 endorsements
• Teamwork - 2 endorsements
• Writing - 1 endorsement
Christian Kirby
Overall Online Presence:
• More than 300 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, sporadically
active on social media, URL customized
• Grade: Average, 60 out of 100
Industry Experience:
• 7 years experience in entertainment, no
experience in Sports Media
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• 5 years experience in church leadership positions
• 7 years leading direction of multiple music programs
Skills and Proficiencies:
• Leadership
• Adobe Creative Suite
• Public Speaking
Overall Online Presence:
• Less than 100 connections, banner image customized,
professional headshot, detailed summaries throughout
profile, no articles published, sporadically active on
personal social media accounts, URL customized
• Grade: Below Average, 30 out of 100

10. COMPETITION
Trent Rush
Industry Experience:
• 7 years experience in Sports Media, 6
years experience as a broadcaster at
ESPN LA
Education:
• Graduate of Chapman University, degree unknown
Noteworthy Experience:
• Play-by-play at ESPN since 2013 in a variety of sports
• Sports Reporter for the LA Angels on ESPN Radio LA
for 4 years
Skills and Proficiencies:
• Broadcast - 73 endorsements
• Sports Media - 63 endorsements
• Broadcast Journalism - 48 endorsements
Christian Kirby
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, one
recommendation, URL not yet customized, little to no
social media presence
• Grade: Above Average, 60 out of 100
Industry Experience:
• 7 years experience in entertainment, no
experience in Sports Media
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• 5 years experience in church leadership positions
• 7 years leading direction of multiple music programs
Skills and Proficiencies:
• Leadership
• Adobe Creative Suite
• Public Speaking
Overall Online Presence:
• Less than 100 connections, banner image customized,
professional headshot, detailed summaries throughout
profile, no articles published, sporadically active on
personal social media accounts, URL customized
• Grade: Below Average, 30 out of 100

11. BRAND POSITION
Inspiring others with unique looks at the world
of sports by creating artistic entertainment.
CHRISTIAN KIRBY
Christian’s expression of self
comes from finding new ways
to tell fascinating and
entertaining stories.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• NSMA Sports Media Convergence Summit
‣ June 24 | Winston-Salem, NC
• Endeavor Streaming Sports Media & Technology Conference
‣ November 12 - 13 | Marina del Rey, CA
• Sports Business Journal Thought Leaders
‣ July 23 - 24 | Newport Coast, CA
Sportscasting
• Primary Content: est. podcast called “Weird Metrics”; 15 min.
episodes telling stories of odd statistics and performances in
sports history; 1 episode per week
• Primary Tools: Twitter and Instagram - promote podcast
through 10-15 second promos; 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 sports writing skill and embed
podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level sportscasting pro with at least 25
yrs of experience in the sports media industry, Jan.
2021
Formal Education
• Complete Sportscasting, B.S. by expected graduation
date in 2020
Technical Skills
• Audio for Video Editors - Lynda.com, June 2019
• Voice-Over for Video and Animation - Lynda.com, June
2019
• Avid Media Composer 8 Essential Training - Lynda.com,
June 2019
Soft Skills
• Writing with Impact- Lynda.com, June 2019
• Public Speaking Foundations- Lynda.com, July 2019
• Learning Video Live Streaming - Lynda.com, August
2019

14. Christian Kirby
You know how sports media is plagued by hot
takes and opinion-based content? Well, what I do
is find and create unique stories that look at sports in
a completely different way with the focus of inspiring others. In fact, during
my time in Dan Patrick’s Sportscasting program at Full Sail University, one of
my instructors, Jeff Schaetzel, a professional in the Sports Media industry,
commended me for my unique way of finding interesting stories in the world
of sports in my assignments.
“

15. REFERENCES
Palatsky, J. (2019). Jason Palatsky LinkedIn Profile. Retrieved
May 25, 2019, from https://www.linkedin.com/in/jason-
palatsky/
Rush, T. (2019). Trent Rush LinkedIn Profile. Retrieved May 25,
2019, from https://www.linkedin.com/in/trent-rush-271b3043/
ONETOnLine.org. (2019). Summary Report for: 27-3022.00 -
Reporters and Correspondents. Retrieved May 25, 2019, from
https://www.onetonline.org/link/summary/27-3022.00
ONETOnLine.org. (2019). Summary Report for: 27-3011.00 -
Radio and Television Announcers. Retrieved May 25, 2019,
from https://www.onetonline.org/link/summary/27-3011.00
ESPN. (2019). ESPN Company Page on LinkedIn. Retrieved
May 25, 2019, from https://www.linkedin.com/company/espn/
National Sports Media Association. (2019). NSMA Sports
Media Convergence Summit. Retrieved May 25, 2019, from
https://nationalsportsmedia.org/news/join-us-for-the-nsma-
sports-media-convergence-summit
Sports Business Daily. (2019). Endeavor Streaming Sports
Media & Technology Conference. Retrieved May 25, 2019, from
https://www.sportsbusinessdaily.com/Conferences-Events/
2019/SMT.aspx
Sports Business Daily. (2019). Sports Business Journal
Thought Leaders. Retrieved May 25, 2019, from https://
www.sportsbusinessdaily.com/Conferences-Events/2019/
TLR.aspx