Project and Portfolio

1. • PERSONAL BRAND
EXPLORATION
• Gavin Pickard
• Project & Portfolio I: Week 1
• January 8, 2021

2. IDENTITY
• Gavin Pickard, eldest of five siblings,
grew up all around the United States before
landing in Colorado Springs, Co. He found
himself being exposed to a great many
sports and subsequent teams as he moved
around and quickly became an avid sports
fan. He grew to love hockey the most living
in Colorado and North Carolina, being fans
of the Avalanche and Hurricanes. After
spending five years as a Child Care
Provider and EMT he enrolled in Sports
Broadcasting at Full Sail University where
he is focused on building a career around
spreading his love for sports and the family
style friendships that accompanies it.
Caption

3. PROFESSION
Potential Job Titles:
• ESPN Story Writer
• Sports Anchor (Hockey)
• Sports Commentator (Hockey)
Entertainer Archetype - producing
sports content that teachers people and
grabs them attention in a way that always
leaves them wanting more. Finding new
ways to entertain and educate people
about the world of sports so as to immerse
them in it in a way that builds a love for it.
Sports Broadcaster for a Professional Sports Network (Hockey)
Caption

4. TARGET
AUDIENCE
• DEMOGRAPHICS: 50% male to
female. 45+ years old. 59% married
with children. 87% are home
owners. 45% with at least a high
school diploma.
• PSYCHOGRAPHICS: General
fan of playing sports including
hockey in their free time. Enjoys
social media, outgoing, intense
activities. Generally supporters of
diversity and promotes inclusion.
• IDEAL AUDIENCE MEMBERS:
Kevin McDonnell (Hiring and Talent
Development Manager, ESPN Next
Program) Amy Riley (Sr. Recruiter,
ESPN) Amanda McCullough (Talent
Acquisition ESPN)
Managers looking to hire a Producer, Editor, Sports Writer or Broadcaster at ESPN, NBCSN, or Fox Sports

5. GOALS
• Short Term: (2022)
• Gain Experience and Understanding of the industry
with an entry level job where I can grow my skills
and start developing a fan base. Produce content
involved in and around the NHL.
• 10% growth from 0 on regular views and
subscribers to content being posted (end goal 1
million)
• Mid Term: (2024)
• Establish my own show that revolves around
following players in the NHL on a network.
• Additional 50% growth in fan base and
acquire funding to make the show a
proper production.
• Long Term: (2026)
• Primary Anchor and Writer of my own Hockey
based show on the NHL Network.
• Reach goal of 1 million people regularly
watching and participating. Set a new
fan base goal.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft and Adobe Program Efficiency 90%
Writing and Comprehension 75%
Organization 80%
Time Management 60%
SOFT
HARD
Interviewing 15%
Anchoring 15%
Public Speaking 25%
Research and Analysis 40%
SOFT
HARD

7. I help Hockey Fans become immersed in the
sport by creating fresh content that is
engaging and entertaining.
PROMISE

8. CREDENTIALS
Work Experience:
• 8 years ChildCare (Customer Service)
• Hockey League player (Forward, Goalie)
for 4 years. Referee for hockey games.
Education:
• Safe Sport, USA Hockey
• Referee training, USA Hockey
• Sports Broadcasting, B.S., Full Sail University (2022)
Awards:
• Volunteer Children Hockey, Basketball,
Soccer coach.
• Hockey Referee.
Caption

9. COMPETITION
Will Christien
Industry Experience:
• 27 years experience sports
broadcaster
Education:
• Ohio University Master of Sports Administration
Leadership Experience:
• Athletic Television Host/ Voiceover artist
• NBC Sports Broadcaster
Skills and Proficiencies:
• New Media - 16 endorsements
• Entertainment - 17 endorsements
• Video Production - 9 endorsements
Gavin Pickard
Overall Online Presence:
• 403 Connections. List of many industry skills required
for the industry. Many years of experience listed
showcasing industry experience and abilities.
• Grade:Superior, 85 out of 100
Industry Experience:
• Currently Enrolled in Full Sail
University Sports Broadcasting
program.
Education:
• Partial Progress Sports Broadcasting Degree, Full Sail
University
Leadership Experience:
• Manager at YMCA
• Volunteer Coach for Hockey, Soccer, Basketball teams
Skills and Proficiencies:
• Customer Relations- 50 endorsements
• People Skills- 50 Endorsements
• Sports Knowledge- 10 endorsements
Overall Online Presence:
• 50 overal connections, with a customized banner
image. Lots of skills listed on the page. Education and
all previous job experience listed. Consistent presence.
• Grade: Good, 65 out of 100

10. COMPETITION
Maria Taylor
Noteworthy Experience:
• Sports Broadcaster Experience
Gavin Pickard
HEADSHOT HEADSHOT
Industry Experience:
• Industry experience goes here
Education:
• University of Georgia Broadcast Journalism
Skills and Proficiencies:
• Communicator - 500 endorsements
• Public Speaker - 500 endorsements
• Host of a Show- 500 endorsements
Overall Online Presence:
• 500+ connections. Not a great list of skills listed. No
time listed on experience in the industry for exactly how
long and what tasks were performed. Lots of activity
promoting items and shows of hers.
• Grade:Average , 70 out of 100
Industry Experience:
• Currently Enrolled in Full Sail
University Sports Broadcasting
program.
Education:
• Partial Progress Sports Broadcasting Degree, Full Sail
University
Leadership Experience:
• Manager at YMCA
• Volunteer Coach for Hockey, Soccer, Basketball teams
Skills and Proficiencies:
• Customer Relations- 50 endorsements
• People Skills- 50 Endorsements
• Sports Knowledge- 10 endorsements
Overall Online Presence:
• 50 overal connections, with a customized banner
image. Lots of skills listed on the page. Education and
all previous job experience listed. Consistent presence.
• Grade: Good, 65 out of 100

11. BRAND POSITION
Bringing a sense of belonging, family, and
entertainment to the hockey world to ensure that
the NHL continues to grow as does the
appreciation for the sport.
“UNCLE GAVIN”
Gavin earned the nickname “Uncle Gavin” while working his
childcare job because of the extreme care and dedication that he
used to ensure the best care and most fun and entertaining time
while participating in the program.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Football Career Conference and NFL Combine Party
‣ March 11, 2021 | Virtual
• Hockey Career Conference at the NHL
‣ June 24, 2021 | Virtual
• Basketball Career Conference
‣ December 6, 2021 | San Diego, California
Digital Marketing
• Primary Content: Est. a sports/Hockey talk show. 30 min per
video, going over scores, transactions, and the biggest stories
developing in the sports world.
• Primary Tools: Use Facebook, Instagram, and LinkedIn to
promote my Hockey talk show. 1 episode per week to go over
games, players, transactions.
• Website: Full Sail Digital Portfolio to promote the work and
skills that I do while in my degree program. Use YouTube talk
show to promote my desire to run my own professional show
later in my career.
Caption

13. PROFESSIONAL
DEVELOPMENT
Formal
Education
• Sports
Broadcasting,
Full Sail
University
(2022)
Technical Skills
• Adobe Captivate , March 2021
• Video Talk Show (Broadcast
Writing, Research), February
2021
• Content Production with Personal
Show, February 2021
Soft Skills
• Robin Roberts
Effective Authentic
Communication
(Master Class), March
2021
• Walter Mosley Fiction
and Storytelling
MasterClass, June
2021
• Editing my personal
show video (Gavin
Pickard) , February
2021
Mentor
• Tony Romo. He is a
well conducted
professional, with
great knowledge of
the game, simple
lifestyle and gets
along well with
everyone he works
with. He is constantly
learning more and
improving. January
2023

14. Gavin Pickard
You know that hockey isn’t the biggest sport in the world right now? Well,
what I do is help bring the NHL to the front of the pack with my show. In fact,
without funding or proper equipment I’ve already started making an impact.
Gavin Pickard (22) playing Hockey.

15. REFERENCES
“TARGET MARKET RESEARCH.” SSMD - NHL Capstone 2019, 7 Dec. 2019,
digitalmarketing.temple.edu/capstone2019dtblts/target-market-2/.
“Summary Report for: 27-3023.00 - News Analysts, Reporters, and
Journalists.” O*NET OnLine, www.onetonline.org/link/summary/27-
3023.00.
“Walter Mosley Teaches Fiction and Storytelling.” MasterClass, MasterClass,
www.masterclass.com/classes/walter-mosley-teaches-fiction-and-
storytelling?campaignid=11764430769&adgroupid=111529695302&adi
d=484074415384&gclid=Cj0KCQiA6Or_BRC_ARIsAPzuer95nXOqWat
1EzGC_4wwyN6nO1_H4_bRZAYo6Xj5pR4V7Y37uOPmwIYaAtsEEAL
w_wcB.
“Summary Report for: 27-3011.00 - Broadcast Announcers and Radio Disc
Jockeys.” O*NET OnLine, www.onetonline.org/link/summary/27-
3011.00.
Erne, Uschi. “Segmentating Canada's Top Sports Fans: Blogs: Environics
Analytics.” Default, 11 May 2013,
environicsanalytics.com/resources/blogs/ea-
blog/2013/05/11/segmenting-canada%27s-top-sports-fans.
“Conferences: Sports Management Worldwide.” Conferences | Sports
Management Worldwide,
www.sportsmanagementworldwide.com/conferences.
“Robin Roberts Teaches Effective and Authentic Communication.”
MasterClass, MasterClass, www.masterclass.com/classes/robin-
roberts-teaches-effective-and-authentic-
communication?utm_source=Paid&utm_medium=AdWords&utm_camp
aign=RRo&utm_content=Nonbrand-%7Bkeyword%7D-
Consolidated_BM&utm_term=Aq-
Prospecting&gclid=Cj0KCQiA6Or_BRC_ARIsAPzuer-
afG9hWOobv8yGGz-
cOOagkyknGDmkiKOLQ_VwGkYm8bEkdp2hvpMaArzDEALw_wcB.
Taylor, Maria. Maria Taylor LinkedIn, LinkedIn, www.linkedin.com/in/maria-
taylor-ba330071/.
Will, Christien. LinkedIn, LinkedIn, www.linkedin.com/in/will-christien-
2a70971b/.
ESPN. ESPN LinkedIn, LinkedIn, www.linkedin.com/company/espn/jobs/.