This document provides details about Jonathan Andrews' personal brand exploration. It outlines his background growing up in Tennessee and Georgia, and his passion for sports leading him to study sportscasting at Full Sail University. The document identifies his target demographics and goals. It also analyzes his skills, compares him to competitors, and outlines his professional development plan to build his personal brand and career in sports media.

1. PERSONAL BRAND EXPLORATION
Jonathan Andrews
Project & Portfolio I: Week 3
November 16, 2019

2. The oldest out of three siblings, Jonathan Andrews
spent his childhood in a small town outside of
Nashville, Tennessee. His teenage years were filled
with moving around to different states on the
eastern side of the US, until he finally found his
home in Atlanta, Georgia, at the age of 16. His
personality, leadership, friendliness and compassion
developed during his teenage years, where the
constant traveling and nomad-like lifestyle caused
him to adapt and be able to become more
personable and develop meaningful relationships
faster than most. He has been a sports fan his entire
life and dreams of becoming a sportscaster and/or
radio personality for companies like FS1 and ESPN.
After graduating high school in 2014, Jonathan
decided to pursue his love for sports by enrolling at
Full Sail University in the spring of 2019 and study
sportscasting.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Sports Writer
• Digital Content Producer
• Television Sports News Anchor
Guy Next Door Archetype - producing
relatable content by using a story-
driven narrative to establish an
emotional connection with the
viewer. By being able to relate to the
audience by establishing that
emotional connection, they now view
the content in different manner.
Live Television Production for Collegiate/Professional
Football Organizations.

4. • DEMOGRAPHICS: 85% Male,
35-62 years old, Predominately
White, Married, College Educated,
Located on the west coast of the
US.
• PSYCHOGRAPHICS: Common
interest in sports, give back to the
community by working with
various charities. All educated with
the lowest degree earned being a
bachelors degree.
• IDEAL AUDIENCE MEMBERS:
David Carbray, Production
Manager (FS1), Christopher Redd,
Live Post Production(FS1), Moly
Mita, Manager of Communications
(ESPN)
Recruiters & Hiring Managers at FS1, ESPN, NFL and NBA
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Get an internship/entry-level position working at a sports
radio station in the metropolitan Atlanta area.
‣ Get in contact with Entercom or companies
similar to them via LinkedIn. Contact 10 or so
employees and a follow-up email 4 months before
I graduate.
Mid Term: (2026)
• Producing a high-quality sports radio show, whether it be
me producing the show or being on-air talent. Receive
nationwide attention because of my personal branding.
‣ Expand listener range by 10% by the end of
December 2026.
Long Term: (2041)
• Move to a bigger well known company and continue
producing high-end content and be known for my
content.
‣ Produce a portfolio that’s hard to say no too and
secure sponsorships from personal projects.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Journalism/Reporting 80%
Adobe Creative Suite 74%
Leadership/Initiative 90%
On-Air Talent 78%
SOFTHARD
Adobe Desktop Apps 30%
Microsoft Excel 10%
Communications & Media 80%
Telecommunications 85%
SOFTHARD

7. I create content that is not only relatable but
also has a story-driven narrative to display
emotional connections for target audiences,
to understand the story more than at a
surface level.
PROMISE

8. CREDENTIALS
Work Experience:
• 3 years Photography and Graphic Design
at CKK Industries
• 1 year in being lead video editor and
producer of personal project for YouTube
Education:
• Sportcasting, B.S., Full Sail University
(Exp. 2021)
Awards:
• Recognized by the National Honorary
Society for Students

9. COMPETITION
Tyler Boronski
Industry Experience:
• 5+ years of conducting personal
Interviews, including producing and
post-production processes
• 2+ years of on-air broadcasting
including sportscasting for a
collegiate sports team.
Education:
• Recently graduated from Full Sail University,
Sportscasting B.S.
Leadership Experience:
• Directed cameras/sound technicians for multiple
events.
• Managed all logistics aspects of personal interviews.
Skills and Proficiencies:
• Interviewing - 3 endorsements
• Video Production - 2 endorsements
• Management - 2 endorsements
Jonathan Andrews
Overall Online Presence:
• Produces content for over 7500 followers on social
media platforms, 500+ connections, professional
headshot, customized banner and no URL
customization
• Grade: Average, 50 out of 100
Industry Experience:
• 3+ years of being chief photographer
and graphic designer.
• 1 year of video editing experience.
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Leadership roles in JROTC in high school.
• Placed in leadership positions in most of professional
career.
Skills and Proficiencies:
• Video Production - 0 endorsements
• Leadership - 0 endorsements
• Interviewing - 0 endorsements
Overall Online Presence:
• 0 connections, banner image not customized,
professional headshot, no articles published, not very
active on personal social media accounts, URL not
customized
• Grade: Poor, 10 out of 100

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• 6+ years of on-air hosting experience
• Founder, speaker and media manager
for “Love Doesn’t Shove”
Education:
• Sociology, B.A.
• Broadcast and Digital Journalism, M.A.
Noteworthy Experience:
• Production - writer, co-direct and co-produce car
commercials for Elyria Hyundai
• Actress- worked as a commercial actress/model for
The Talent Group
Skills and Proficiencies:
• Social Media- 38 endorsements
• Public Speaking - 35 endorsements
• Sports - 18 endorsements
Jonathan Andrews
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, URL customized
• Grade: Good, 60 out of 100
Industry Experience:
• 3+ years of being chief photographer
and graphic designer.
• 1 year of video editing experience.
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Leadership roles in JROTC in high school.
• Placed in leadership positions in most of professional
career.
Skills and Proficiencies:
• Video Production - 0 endorsements
• Leadership - 0 endorsements
• Interviewing - 0 endorsements
Overall Online Presence:
• 0 connections, banner image not customized,
professional headshot, no articles published, not very
active on personal social media accounts, URL not
customized
• Grade: Poor, 10 out of 100

11. BRAND POSITION
Authenticity, honesty and friendliness are
morals I live my life by, I use these morals to
develop relationships and tell stories through
different outlets that are relatable to everyone.
JONATHAN “JONO” ANDREWS
Jonathan Andrews got his
nickname “Jono” during his high
school years. He carried himself
like a rockstar, almost like Bono
from U2.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 NSMA Award/Recruitment Weekend
‣ June 27 - 29 | Winston-Salem, NC
• Sports Video Group (SVG)
‣ Membership
• The SPRS Summit
‣ May 19, 2020 | New York City, NY
Sportscasting/ Digital Media Production
• Primary Content: establish podcast called “Overtime
Sportscast”; 45 min. episodes talking about sports that
happened over the past week, giving quick analysis and
overview; 1 episode per week; host and produce through
YouTube.
• Primary Tools: Instagram and Twitter - promote podcast by
creating highlight reels of past podcasts; use LinkedIn to
network with industry pros and publish articles highlighting
some of the podcasts, advertise through social media outlets.
• Website: Full Sail digital portfolio site to showcase school
work and YouTube as an archive for my passion projects; use
blog to showcase my knowledge on the sports world and
embed podcast episodes.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Connect with Full Sail professors with 15+ years of
industry experience in either sportscasting or digital
sports media production.
Formal Education
• Complete Sportscasting, B.S. by expected graduation
date in 2021
Technical Skills
• Go to lynda.com and become proficient in Adobe
Creative Cloud applications Dec. 2020
• Take Microsoft Office classes and complete Microsoft
Office certification courses - Jan. 2021
Soft Skills
• Volunteer with Rollins College, do sportscasting/
telecommunications and digital media production
through Full Sail with Rollins College. December 2019
until graduation.
• Professional Writing Tips - Lynda.com, Oct. 2019
• Work on passion projects, such as interviews and
podcasts to force me to become better at speaking
under time restrictions.

14. Jonathan Andrews
You know how viewers has been a on a slight
decline over the last couple of years? Well what I
do is take my passion and love for all that is sports
and produce a story that connects to the viewers on an
emotional level. I take my personality and authenticity and blend them into a
heart-felt story that draws the audience in to see the game for more than just
the surface level. In fact, my time during college my professors and
classmates praised me for my ability to connect and relate to almost anyone
and broadcasting that through my works.
“

15. REFERENCES
ONETOnLine.org. (2020). Summary Report for: 27-3022.00 -
Reporters and Correspondents. (n.d.). Retrieved November 16,
2019, from https://www.onetonline.org/link/summary/27-3022.00.
Kruez, G. (2019). Gabriella Kreuz LinkedIn Profile. Retrieved
November 17, 2019, https://www.linkedin.com/in/gabriella-
kreuz-62294383/
Boronski, T. (2019). Tyler Boronski LinkedIn Profile. Retrieved
November 17, 2019, https://www.linkedin.com/in/tyler-
boronski-476786159/
Putnam, K. (n.d.). Girl/Guy Next Door Brand Archetype - Kaye
Putnam: Psychology Brand Strategy. Retrieved November 17, 2019,
from https://www.kayeputnam.com/brandality-archetype-
everyman/.
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
ONEToLine.org. (2020). Summary Report for: 27-3011.00 - Radio
and Television Announcers. (n.d.). Retrieved November 17, 2019,
from https://www.onetonline.org/link/summary/27-3011.00.
NSMA. (2019, October 1). Attend the 61st NSMA Awards Weekend
for FREE! NSMA Announces Member Recruitment Contest.
Retrieved November 17, 2019, from https://
nationalsportsmedia.org/news/attend-the-61st-nsma-awards-
weekend-for-free-nsma-announces-member-recruitment-contest.
Stay Connected. (n.d.). Retrieved November 17, 2019, from https://
www.sportsprsummit.com/.
Sports Video Group. (n.d.). Sports Video Group. Retrieved
November 17, 2019, from https://www.sportsvideo.org/.
Carbray, D. (2019). David Carbray LinkedIn Profile. Retrieved
November 17, 2019,https://www.linkedin.com/in/david-
carbray-90208913/
Ho, R. (2019, April 22). Atlanta radio stations guide. Retrieved
November 17, 2019, from https://www.ajc.com/blog/
radiotvtalk/atlanta-radio-stations-guide/
gygTUxU6bWeotmcrVu7FSO/#.