Zachary Lasko is exploring a career in sports broadcasting and developing his personal brand. He has experience working in his family's business and is currently studying sportscasting. His goals are to land an entry-level position after graduation, establish an online presence, and eventually become one of the top broadcasters in the nation. He analyzes his skills, education, and potential competitors as he works to position himself as a dedicated, honest talent in the industry.

1. 83724b
PERSONAL BRAND EXPLORATION
Zachary Lasko
Project & Portfolio I: Week 3
April 19, 2019

2. The youngest of 3 siblings. Zachary grew up in
Adamsburg Pa, where he also has been
involved with and now Co-Owns his father’s
business Lasko Building Products. He has been
apart of the family business for 13 year. Zachary
is very self motivated and believes anything can
be accomplished with the right mindset.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Radio and Television Announcer
• Broadcast News Analysts
• Program Directors
Hero Archetype - Expert mastery
Through courageous acts in a way
that improves the world.
Sportscasting for a respectable network

4. • DEMOGRAPHICS: 85% Male,
18-45 years old, African American
and Caucasian. Entire United
States
• PSYCHOGRAPHICS: Enjoys
physical activities, spends free
time watching games with family
and friends, very opinionated.
• IDEAL AUDIENCE MEMBERS:
Tony Romo, On-air personality for
CBS sports. Adam Schefter,
Expert NFL analyst.
Recruiters & Hiring Managers at ESPN, CBS, and NBC
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level production assistant position at a
major network.
‣ Reach out to 30 Sportscasters and seek
advice to help improve own personal brand.
Mid Term: (2026)
• Make Debut as on-air personality.
‣ Have online presence established.
Long Term: (2041)
• Establish own network and become one of the top
Broadcasters in the nation.
‣ Be financially secure and proud of life
accomplishments.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Presence 45%
Marketing 35%
Time Management 70%
Public Speaking 87%
SOFTHARD
Journalism 40%
Active Listening 45%
Critical Thinking 50%
Public Speaking 87%
SOFTHARD

7. I will always be honest, genuine, and
accurate in my on-air analysis.
PROMISE

8. CREDENTIALS
Work Experience:
• 11 years as a Co-Owner at Lasko
Building Products
• Customer Relations specialists
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2021)
Awards:
• Navy & Marine Corps Achievement
Medal, U.S. Marines

9. COMPETITION
Riley James
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sportscasting B.S. at Full
Sail University
Leadership Experience:
• 8 months Content Creator All in Sports Talk
Skills and Proficiencies:
• Public Speaking - 2 endorsements
• Social Media - 2 endorsements
• Microsoft Office - 2 endorsements
Zachary Lasko
Overall Online Presence:
• Less than 20 connections, banner image customized,
amateur headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade Average 68 out of 100
Industry Experience:
• 1 year of schooling Full Sail University
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• 11 Years Co-Owner Lasko Building Products
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• Under 40 connections, banner image customized,
amateur headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 43 out of 100

10. COMPETITION
Adam Schefter
Industry Experience:
• 35+ years of experience in sports
journalism
Education:
• Political Science Degree, University of Michigan
• Northwestern University Medill School of Journalism,
M.A.
Noteworthy Experience:
• 10 Years as NFL Insider for ESPN
• 5 years as NFL Reporter
Skills and Proficiencies:
• Journalism - 99+ endorsements
• Social Media - 99 + endorsements
• Sports - 99+ endorsements
Zachary Lasko
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL
customized, premium membership
• Grade: Good, 100 out of 100
Industry Experience:
• 1 year of schooling Full Sail University
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• 11 Years Co-Owner Lasko Building Products
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• Under 40 connections, banner image customized,
amateur headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 43 out of 100

11. BRAND POSITION
With the right amount of Hard Work,
Dedication, and Focus anything is possible.
ZACHARY LASKO
Zachary has pushed himself to
the limits both mentally and
physically, throughout his entire
life.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Excellence in Broadcasting Luncheon (May 3, 2019)
‣ NY, NY
• 2020 Super Bowl, Sunday Feb, 2,
Location TBD
Digital Marketing
• Primary Content: est. an online presence through video
blogging once a week.
• Primary Tools: FB, Twitter and Instagram - promote videos by
sharing as much as possible; 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 video blog to promote self.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level broadcaster willing to groom a
dedicated, honest and talented individual. Should be
family/goal oriented. Highly competitive.
Formal Education
• Complete Sportscasting B.S. by expected graduation
date in 2021
Technical Skills
• Become more consistent on Social Media and
Marketing self
• Promote self through LinkedIn
• Take Vocal Training Classes through Full Sail University
Soft Skills
• Log practice analysis for sporting events weekly
• Completed iMovie Training Through lynda.com
•

14. Zachary Lasko
So often we see journalist take a small portion of
an interview and use that to paint a picture of a
certain athlete. This creates a divide in our respected professions. I vow to
never take a word out of context and always be true to who I am
interviewing. I vow to not only report on sports, but the voice of reason when
it seems there is none.
“

15. REFERENCES
James, R. (2019).Riley James LinkedIn Profile. Retrieved April
20, 2019, from https://https://www.linkedin.com/in/riley-
james-077771155/
Schefter, A. (2019). Adam Schefter LinkedIn Profile. Retrieved
April 12, 2019, from https://https://www.linkedin.com/in/
adamschefter/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Sports Broadcasting. Retrieved April 19, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
ESPN (2019). ESPN Company Page on Glassdoor. Retrieved
April 21, 2019, from https://www.glassdoor.com/Salaries/
pittsburgh-espn-salary-SRCH_IL.0,10_IM684_KE11,15.htm
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