Full Sail University project

1. Personal Brand Exploration
Carlos Santiago, Personal Branding
Sept 3rd, 2019

2. The eldest of three siblings, Carlos Santiago
grew up in Davenport, Florida. He moved
every year throughout middle school and
high school but this helped shape him into
the diverse and confident spoken person
you’ll ever meet. Currently serving in the
Army Reserves for almost 7 years and with
his leadership and communication skills
helped him to grow confident with
everything he does. His knowledge in sports
sets him apart from any other person out
there.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Production Assistant
• Associate Producer I
• Digital Production Assistant
Hero Archetype: I can produce
content while while overcoming
my fear of speaking in front of
others. With my determination
and discipline will help me be on
top of the sports industry as a
Sportscaster.
Radio and Television announcers

4. • DEMOGRAPHICS: 75% Male,
18-29 years old, minorities,
single, Some College, Located
in middle-America.
• PSYCHOGRAPHICS: Spends
free time playing with kids
outside, regularly attends
church services, working on
YouTube content.
• IDEAL AUDIENCE
MEMBERS: Haris Kricic
Associate recruiter at WWE, Paul
Richardson Senior VP Human
Resources at ESPN, Julie Lusk VP
Human Resources at the Golf
Channel.
Recruiting & Hiring managers at WWE, ESPN, & Golf
Channel
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation,
2021)
• Land an entry-level Production Assistant at
WWE.
‣Connect with, and send a follow up
promotional email to, 15 WWE team
members on LinkedIn by August 3rd,
2020.
Mid Term: (2026)
• Become an on-face broadcaster for the WWE.
‣Expand the WWE universe worldwide by
15% by April 7th, 2026.
Long Term: (2041)
• Move to ESPN as a Golf Analyst.
‣Be able to start a foundation for parents
that are looking to go back to school who
want to make a better life for their
families by December 31,2041

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I will use my catchphrases and goofy
styles to elevate your sports network as
a Sportscaster, but can’t forget my top
of the line researching and interviewing
skills.
PROMISE

8. CREDENTIALS
Work Experience:
• 7 years service in U.S. Army Reserves
• 2 years in social media on Youtube
Education:
• Video Editor, Lynda
• Sportscasting, B.S., Full Sail University (Exp. 2021)
Awards:
• Army Achievement Medal

9. COMPETITION
Christopher Leisey
Industry Experience:
• Specialized in Ice Hockey and play
by play
Education:
• Current student enrolled in Sportscasting, B.S. at
Full Sail University
Leadership Experience:
• No known leadership experience
Skills and Proficiencies:
• Public Speaking - 10 endorsements
• Social Media - 7 endorsements
• Microsoft Office - 6 endorsements
Carlos Santiago
Overall Online Presence:
• Less than 150 connections, banner image
customized, amateur headshot, details
throughout profile, no articles published, inactive
on social media, URL not yet customized
• Grade: Good, 30 out of 100
Industry Experience:
• 2 years of recording and editing videos
for my Sports YouTube channel
Education:
• Current student enrolled in Sportscasting, B.S. at
Full Sail University
Leadership Experience:
• U.S. Army Reserves, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 20 endorsements
• Adobe Creative Suite - 15 endorsements
• Public Speaking - 15 endorsements
Overall Online Presence:
• 700+ connections, 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, 60 out of 100

10. COMPETITION
Sebastian Petersen
Industry Experience:
• No Known experience
Education:
• Current student enrolled in Sportscasting, B.S. at
Full Sail University
Noteworthy Experience:
• Loves traveling and trying new things.
• Grammar Foundations
• Information Literacy
• SEO Foundations
Skills and Proficiencies:
• Adobe Creative Suite- 15 endorsements
• Social Media Marketing - 10 endorsements
• Sports Writing - 10 endorsements
Carlos Santiago
Overall Online Presence:
• Less than 100 connections, banner image not yet
customized, non-polished headshot, detailed
profile summaries, no recommendations, notable
volunteer work, URL not yet customized
• Grade: Good, 70 out of 100
Industry Experience:
• 2 years of recording and editing videos
for my Sports YouTube channel
Education:
• Current student enrolled in Sportscasting, B.S. at
Full Sail University
Leadership Experience:
• U.S. Army Reserves, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 20 endorsements
• Adobe Creative Suite - 15 endorsements
• Public Speaking - 15 endorsements
Overall Online Presence:
• 700+ connections, 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, 60 out of 100

11. BRAND POSITION
When showing passion through his love
of sports, he tends to not slow down
while speaking about sports.
CARLOS “SLOW DOWN” SANTIAGO
Carlos earned the nickname
“Slow down” in the Army
because he always set goals
but his mind works like
chess, thinking five moves
ahead.

12. Networking & Marketing
Industry Events & Organizations
• 2019 Tenth Annual Hall of Fame Week
‣ May 19-23, 2019 | Orlando, Florida
• NBA 2K League Tournament at The Fortress
‣ June 13-15, 2019 | Full Sail University
• Podcasting Conference
‣ August 13-16, 2019 | Orlando, Florida
Digital Marketing
• Primary Content: est. YouTube channel called
“Santiago Sports Network”; min. 5 minutes per episode
about sports in general; 1-2 episodes per week.
• Primary Tools: FB and Instagram - promote channel
through my stories
• Website: Full Sail digital portfolio site to showcase
school work; use blog to showcase sports knowledge
and embed YouTube episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level Sportscaster pro with 15+
years of experience in the sports industry, family
man that upholds Christian values, May. 2021
Formal Education
• Complete Sportscasting, B.S. by expected
graduation date in 2021
Technical Skills
• Become a video Editor- Lynda, Sept. 2019
• SEO Foundations- Lynda, Oct. 2019
• Become a film producer- Lynda, Nov. 2019
Soft Skills
• Being an effective technical communicator-
Lynda, Sept. 2019
• Designing a presentation- Lynda, Oct. 2019
• Succeeding in a new role by managing up-
Lynda, Nov. 2019

14. Carlos Santiago
You know how in the sports industry
they have been gradually slipping over
the past decade within social media? Well,
what I do is produce amazing catchphrases and
goofy styles into sports content within Youtube and other social
media areas. In fact, after serving 7 years as a U.S. Army Reserves
NCO, it helped guide me and show me the focus I need to create
sports videos for everyone to enjoy. People not always love my
videos but the way I’m myself and put my own twist into everything
I do.
“

15. REFERENCES
Leisey. C. (2019).Christopher Leisey LinkedIn Profile.
Retrieved September 3, 2019, from https://
www.linkedin.com/in/christopherleisey/
Petersen, S. (2019). Sebastian Petersen LinkedIn Profile.
Retrieved September 3, 2019, from https://
www.linkedin.com/in/sebastian-caballero-petersen-s-
c-p-587b03r7b/
ONETOnLine.org. (2019). Summary Report for:
27-3011.00 - Radio and Television Announcers.
Retrieved September 3, 2019, from https://
www.onetonline.org/link/summary/27-3011.00
Linkedln. (2019). Digital Production Assistant- Job
Description. Retrieved September 3, 2019, from https://
www.linkedln.com/jobs/view/1348460748
Linkedln. (2019). Production Assistant - Job Description.
Retrieved September 3, 2019, from https://
www.wwecorp.wd5.myworkdayjobs.com/en-US/
wwecorp/job/Stamford-CT---Television-Office/
Production-Assistant_R0002547
ESPN, LLC. (2019). ESPN, LLC Company Page on
Linkedln. Retrieved September 3, 2019, from https;//
jobs.espncareers.com/job/bristol/remote-associate-
producer/5216/12620020
one.fullsail.edu. (2019) 2019 NBA 2k League Tournament
at The Fortress. Retrieved September 3, 2019, from
https://one.fullsail.edu/connect/events/
504/1560456000000
one.fullsail.edu. (2019). Events Schedule. Retrieved
September 3, 2019, from https://one.fullsail.edu/
connect/events/305/1565701200000