Lawson Turner is exploring a personal brand as a sports broadcaster. His goals are to get an internship at a local radio station in the short term, start his broadcasting career at any network in the mid term, and do play-by-play for a major network or host a daily sports talk show in the long term. He plans to contact established sports broadcasters like Chris Broussard, Nick Wright and Rich Eisen for career advice and mentorship. Lawson's skills include verbal communication, written communication and adaptability. He is currently studying at the Dan Patrick School of Sportscasting and plans to create sports podcasts and content to build his brand and network in the industry.

1. PERSONAL BRAND EXPLORATION
Your Name: Lawson Turner
Project & Portfolio I: Week 1
June 2nd, 2022

2. Hello, my name is Lawson Turner. Some of the
unique things that makes me, well me, are that I
have an energetic and magnetic personality.
Some of my hopes and dreams are to one day
have my own daily sports talk show or to do play
by play for a big network like NBC, FOX, CBS,
or Sky Sports. I am a sports junkie I love
football, basketball, hockey, and I am learning to
enjoy soccer as a sport. Another big hope or
dream is to have all American sports worldwide,
like the NFL putting a team in London someday.
IDENTITY

3. PROFESSION
Potential Job Titles:
• NBC Play by Play Announcer
• Studio Sports Analyst
• NFL Reporter
BRAND ARCHETYPE – I go about
my work by approaching and
appeasing my consumers opinion
and creating an emotional
connection with my audience.
Sports Broadcaster for The NFL/National Audience

4. [CATEGORY of PEOPLE]
TARGET AUDIENCE
Chris Broussard
Outreach Plan:
• I will think about what questions I will ask him regarding
on how he started his career and what are some initial
tips to get my foot in the door.
• I will try and initiate contact with him through social
media, Instagram to be specific.
• I would like to follow up on my initial contact around 2
weeks to a month later.
Sportscaster at Fox Sports
One
Nick Wright
Outreach Plan:
• I will think about what questions I will ask him regarding
on how he started his career and what are some initial
tips to get my foot in the door.
• I will try and initiate contact with him through social
media, Instagram to be specific.
• I would like to follow up on my initial contact around 2
weeks to a month later.
Sportscaster at Fox Sports
One
Rich Eisen
Outreach Plan:
• I will think about what questions I will ask him regarding
on how he started his career and what are some initial
tips to get my foot in the door.
• I will try and initiate contact with him through social
media, Instagram to be specific.
• I would like to follow up on my initial contact around 2
weeks to a month later.
Sportscaster at The NFL
Network

5. GOALS
Short Term: My short-term goal is to get an
internship at a local radio station that covers sports
to get my foot in the door and “peak behind the
curtain” to see what all goes into a sports
broadcast. I would like to achieve this goal by the
middle of 2024.
Mid Term: My mid-term goal is to start my broadcasting
career at any network. No matter how big or how small
the network is, everyone must start out somewhere. I
would like to achieve this goal by the end of 2026.
Long Term: My long-term goal is to do play by play for
a larger network or be on camera for a daily sports talk
show. I would like to achieve this goal by 2030.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Technical Skill: Analytics
SOFT
HARD
Novice / Adept / Expert
Technical Skill: Statistics Novice / Adept / Expert
Transferrable Skill: Computer
Skills
Novice / Adept / Expert
Transferrable Skill: Project
Management
Novice / Adept / Expert
Technical Skill: Verbal
Communication
SOFT
HARD
Novice / Adept / Expert
Technical Skill: Written
Communication
Novice / Adept / Expert
Transferrable Skill: Adaptability Novice / Adept / Expert
Transferrable Skill: Analytical
Reasoning
Novice / Adept / Expert

7. I promise to help my audience learn the
different sports and enjoy them by sharing
my knowledge and opinions about the
sports.
PROMISE

8. CREDENTIALS
Work Experience: In the current
field I would like to enter I have
zero previous work experience.
Education: Dan Patrick School Of
Sportscasting. Expected
Graduation March 2024.
Volunteer Work: I helped my
social media manager organize
and commentate a FIFA Ultimate
Team Tournament.

9. COMPETITION
Victor Marrero
Industry Experience:
• None Currently
Education:
• Dan Patrick School of Sportscasing
Leadership Experience:
• Training soldiers for the US Army
Skills and Proficiencies:
• Teamwork – One Endorsement
• Problem Solving – One Endorsements
• Multitasking – One Endorsements
Lawson Turner
Overall Online Presence:
• 81 connections, banner is customized, shows
professionalism in headshot, profile is detailed, no
published articles, not active on other social media,
LinkedIn URL is not customized
• Grade: Poor grade, 30 out of 100
Industry Experience:
• None Currently
Education:
• Dan Patrick School of Sportscasting, graduation March
of 2024
Leadership Experience:
• Hosted and Commentated a FIFA tournament
• Helped create a successful Esports Organization,
Disconnected Esports
Skills and Proficiencies:
• Time Management - One endorsement
• Problem Solving - One endorsement
• Creativity - Three endorsements
Overall Online Presence:
• Zero connections, no custom banner, no headshot, not
detailed profile, zero articles, active on Twitter,
YouTube, and Twitch, LinkedIn URL is not customized
• Grade: Poor grade, 20/100

10. COMPETITION
John Pfeil
Noteworthy Experience:
• Host – Longhorn Steakhouse – Team Leadership,
Problem Solving, and Time Management
• Cashier – Stop & Shop – Time Management, Team
Leadership, Problem Solving
Lawson Turner
Industry Experience:
• Industry experience goes here
Education:
• Education experience goes here
Skills and Proficiencies:
• Time Management – Two Endorsements
• Team Leadership – Two Endorsements
• Problem Solving – Two Endorsements
Overall Online Presence:
• 44 connections, has a customized banner, has
professionalism in the headshot, profile is detailed, zero
published articles, active on Twitter and YouTube,
LinkedIn URL is customized.
• Grade: Average grade, 60/100
Industry Experience:
• None Currently
Education:
• Dan Patrick School of Sportscasting, graduation March
of 2024
Leadership Experience:
• Hosted and Commentated a FIFA tournament
• Helped create a successful Esports Organization,
Disconnected Esports
Skills and Proficiencies:
• Time Management - One endorsement
• Problem Solving - One endorsement
• Creativity - Three endorsements
Overall Online Presence:
• Zero connections, no custom banner, no headshot, not
detailed profile, zero articles, active on Twitter,
YouTube, and Twitch, LinkedIn URL is not customized
• Grade: Poor grade, 20/100

11. BRAND POSITION
For sports fans who love the game, I provide a
unique perspective and emotional connection with
my audience because I am very knowledgeable
about the sports I talk about and enjoy the game.
LAWSON TURNER

12. NETWORKING &
MARKETING
Industry Events & Organizations
Superbowl 57
‣ February 12th, 2023, Glendale, Arizona
2022 FIFA World Cup
‣ November 21st, 2022, Qatar
Week 11 Sunday Night Football
‣ November 20th, 2022, Pittsburgh Pennsylvania
Digital Marketing
• Primary Content: I will look to create a sports podcast and
content about some of my favorite sports, football, basketball,
hockey, and as I learn more about soccer, the premier league,
I’ll make content about that as well. To connect with my
audience about their favorite sports, teams, and players.
• Primary Tools: I would mostly post on YouTube, Twitter,
Instagram, and stream on Twitch. Probably once a day or
every other day. Mostly a few times a week.
• Website: I will use my portfolio for some of my best work and
takes to show other networks my opinions and the type of
content I make and publish.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I would want a mentor who has been in the business,
and I can gain knowledge by being around them, along
with someone who I can build a friendship with. I would
like to have one by 2030.
Formal Education
• Dan Patrick School of Sportscasting, expected
graduation date is March of 2024.
Technical Skills
• Blogging to gain experience at writing, September 2022
• Digital Photography to work on finding the best camera
angles for sporting events, December 2022
• Research to work on technical writing so I can explain
what I am talking about in an easier way, August 2022
Soft Skills
• Openness to Criticism – Posting more content to work
on my openness to criticism, September 2022.
• Time Management – Creating a schedule to work on
managing my time to get the most done, July 2022.
• Organizational – Start organizing my portfolio with
content I create and categorize them to make it more
presentable, August 2022.

14. Lawson Turner
When you see an obstacle in your way. Don’t be nervous or want to avoid it.
As a matter a fact, take it head on. The most difficult path will be the most
rewarding.

15. REFERENCES
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News,
pp.9. Retrieved from https://www.mendeley.com/reference-
management/reference-manager