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Personal Brand Exploration- Derron Jones
- 1. PERSONAL BRAND EXPLORATION Derron Jones Project & Portfolio I: Week 1 May 9, 2021
- 2. Derron Jones is the second oldest of three boys born and raised in Detroit, Michigan. Growing up around poverty and limited resources, Derron quickly developed a love for sports with dreams of one day using it as an outlet to create better. After graduating high school as a two way athlete in basketball and football, Derron enrolled at Full Sail University for Sports Broadcasting and Journalism looking to fulfill his dream of creating a way of life around sports. IDENTITY
- 3. PROFESSION Potential Job Titles: • Media Relations Specialist • Staff Writer • Statistician The Guy Next Door ARCHETYPE - working countless hours to produce the stories that not only represent the athlete but also the person while also tapping into the minds of what really goes on inside the locker room and at home. Media and Digital Productions for NBA / NFL
- 4. • DEMOGRAPHICS: 60% male, 40% female, Caucasian, 30-55 years old, experienced sports background, predominately residing in the United States with college education and family backgrounds. • PSYCHOGRAPHICS: Along with the common love of sports, also love giving back to the community and numerous kid foundations and values the relationships between family and friends and respects opinions of all. • IDEAL AUDIENCE MEMBERS: • Derek Volner, ESPN Communications manager • Tyler Richardson, Digital Sales Manager at Bally Sports Detroit • Quintin Carter, Vice President Studio Production Big Ten Network Talent Recruiters at ESPN, BALLY Sports Detroit, and BIG TEN Network TARGET AUDIENCE
- 5. GOALS Short Term: (Immediately After Graduation, 2023) • Land entry level media relations position at Bally Sports Detroit or ESPN. ‣ Send resumes and portfolios to at least 5 media relation managers at ESPN and Bally Sports by September 1,2022 with feedback provided for next steps required. Mid Term: (2028) • Attend NBA and NFL post game interviews for players as media member occasionally asking players questions. ‣ Increase post game ratings by 20% by committing players to talk more about things they feel are important and what fans want to hear by September 1, 2028. Long Term: (2048) • Land on Sportscenter as anchor and also top color commentator for NBA and NFL games on ESPN increasing ratings and viewers by 25%. ‣ Be known around the world as a great voice in sports earning at least 1 Emmy award and a base salary of at least 6 figures by September 1,2048.
- 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Microsoft word 85% Keynote 70% Time Management 70% Attention to detail 90% SOFT HARD Video creation and editing software 10% Web page creation and editing software 5% Oral expression 60% Thinking Creatively 75% SOFT HARD
- 7. I help the professional athletes feel comfortable to tell their side by giving them a voice of someone who is relatable and helping fans understand that players are more than entertainers through media relations. PROMISE
- 8. CREDENTIALS Work Experience: • 5 years Management service in Restaurant Business • 4 years Detroit Tigers Fan Ambassador Education: • Sportscasting, B.S., Full Sail University (Exp. 2023) Leadership Roles: • Youth Church Basketball Coach • YouthVille Young Men Only Development Program • Picture Relevant to Your Industry Goes Here
- 9. COMPETITION Ricardo Hicks Industry Experience: • 4 years Naval Service Education: • Full Sail University Sportscasting Bachelors Degree Leadership Experience: • Supervisor handling cash alluding to trust • Naval experience showing discipline and work ethic Skills and Proficiencies: • Microsoft office - 1 endorsement • Small Business marketing - 0 endorsements Derron Jones Overall Online Presence: • 357 connections, banner image is customized, professional headshot, profile is detailed and active, with published articles and videos. Unactive on other social media, LinkedIn URL is customized with name. • Grade: Average 50 out of 100 Industry Experience: • 5 years in Management Education: • Current student enrolled in Sportcasting B.S. at Full Sail University Leadership Experience: • Coaching experience for an organization • Young Men Only Award for Young Men Development Skills and Proficiencies: • Microsoft Word - 0 endorsements Overall Online Presence: • Zero connections, banner image not customized, no headshot cover, page not detailed at all, zero published articles, not active on other social media, LinkedIn URL customized not customized. • Grade: Poor 5 out of 100
- 10. COMPETITION Hannah Storm Noteworthy Experience: • Sports Journalists for 13 years for ESPN • Amazon Commentator and Analyst 3 years • CBS corporation 5 years • NBC Sports Group 5 years • CNN 3 years Derron Jones Industry Experience: • ESPN anchor 13 years Education: • University of Notre Dame Bachelors and communications. Skills and Proficiencies: • Writing - 9 endorsements • Sports coverage - 9 endorsements • Broadcasting - 9 endorsements Overall Online Presence: • Over 3500 connections with recommendations and awards, banner image is customized, headshot is professional, profile very detailed with published articles and videos, is not active on other social media, and their LinkedIn URL is customized. • Grade: Superior 100 out of 100 Industry Experience: • 5 years in Management Education: • Current student enrolled in Sportcasting B.S. at Full Sail University Leadership Experience: • Coaching experience for an organization • Young Men Only Award for Young Men Development Skills and Proficiencies: • Microsoft Word - 0 endorsements Overall Online Presence: • Zero connections, banner image not customized, no headshot cover, page not detailed at all, zero published articles, not active on other social media, LinkedIn URL customized not customized. • Grade: Poor 5 out of 100
- 11. BRAND POSITION For sports networks who [struggle with athletes that constantly downplays the media , I provide A VOICE OF SOMEONE WHOM THE ATHLETES ACTUALLY LOOK FORWARD TO TALKING TO because I CAN RELATE TO THE PLAYERS IN ALL ASPECTS FROM SPORTS, TO FAMILY, POLITICS, TO CULTURE, I REPRESENT THE ATHLETE BEFORE THE PROFESSION AND GLORY. I REPRESENT THE STRUGGLE. DERRON “DEE”JONES
- 12. NETWORKING & MARKETING Industry Events & Organizations • Sports Broadcasting Camp ‣ August 2 - 6 | Hudson, Ohio • BroadcastAsia ‣ July 14 - 16 | Asia • The Sports Broadcasting Camp ‣ July 26 - 30 | Westfield, NJ Digital Marketing • Primary Content: Create a podcast online called “Whats Dee Word On the Block? 2 episodes a week (Monday and Friday) discussing various sports topics and possible player interviews or comments ran and hosted by me on a public YouTube channel. • Primary Tools: Primarily promoted by IG and Facebook until LinkedIn profile is up to date.Once profile is up to date LinkedIn will also become a source. Creating post everyday and the days of podcasts up until show time. Have family and friends also share on their social media pages. Also create flyers to hang in local stores in my surrounding area. • Website: Using my Full Sail portfolio site, I will then be able to show progress including school degrees or certificates, additional, additional seminars attended, and episodes of the podcast for viewing. Picture of You Goes Here
- 13. PROFESSIONAL DEVELOPMENT Mentor • Seeking experienced broadcaster who has done actual live professional games of NBA or NFL, preferably someone who experienced playing sports themselves and has a family background with godly views from an urban city. March 2020 Formal Education • Complete Sportscasting B.S. by March 2023 Technical Skills • Learn and master Adobe video creation and editing through online trading tutorials and projects by March 2023 • Take coursera.org course by September, 2023 • Take training course learning on website creation on webflow.com and complete by September, 2023 Soft Skills • Complete 2 day oral communication skills training on tonex.com by September, 2023 • View verbal communication practice videos and complete practice seminar on virtualspeech.com by September , 2023 • Regularly attend and participate in free critical thinking practice test available on www.iprep.com starting by March, 2023
- 14. Derron Jones You know how athletes hate talking to the media ? Well, Im sure they don’t want the fines and we want the answers , so what I do is make them feel comfortable like talking to a friend and give them a chance to tell their opinions on things the media usually assumes. In fact, most podcasts are more successful today generating higher views because athletes generally feel they can go on podcasts and let their hair down and be more of themselves because of the atmosphere and comfortability level, therefore you usually get stories and coverage on things they don’t feel comfortable talking about to people who can’t relate, but I can. “
- 15. REFERENCES Coursera. (N.D). How Does Coursera Work. https://about.coursera.org/how-coursera-works/ ESPN. (N.D). ESPN DIGITAL. https://espncms.com/digital/ Glassdoor. (N.D). Sportscasting. https://www.glassdoor.com/Job/jobs.htm? sc.keyword=sports+broadcasting&locT=C&locId=1134644&srs=null IPREP. (N.D). Free critical Thinking Practice Test. https://www.iprep.online/courses/critical-thinking-test/ Linkedin. (N.D). https://www.linkedin.com/feed/ O*NET OnLine. ( 2021, May 9). National Center for ONET Development. https://www.onetonline.org/find/quick?s=digitalmedia Tonex. (2021). Oral Communication Skills Training. https://www.tonex.com/? s=oral+communication+skills&submit=Search VirtualSpeech.(N.D) Soft Skills Courses & Training https://virtualspeech.com/courses/ Webflow. (2021). Webflow university. https://university.webflow.com/lesson/moving-online-content- strategies Ziprecruiter. (2021). Broadcasting Jobs. https://www.ziprecruiter.com/candidate/search? search=sports+broadcasting&location=Detroit%2C+MI