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Personal Brand
Exploration
Richard Duma, III
Project & Portfolio I
Sportscasting Bachelor’s Degree
February 11th, 2024
Career Category: Starting Career
Short Term Career Goal: Play-
by-Play for NBA G-League
Begin to draw national hiring attention
•Broadcast 80+ basketball games to
develop the necessary skills
•Apply for a play-by-play job and a G-
League job every year
•August 2026
Long-Term Career Goal:
CBS/TNT Play-by-Play (2040)
Profess
ion
Occupation:
Sportscasting
•Play-by-Play
Announcer
•Sports Anchor
•Sports Reporter
Potential Job
Titles:
Source: OnetOnline, Indeed
Target
Audience
• Sports fans want to
enjoy an insightful
and entertaining
broadcast
• Employers who need
play-by-play
announcers with a
great voice,
passion for sports,
and bright
personality.
Source: Book Yourself Solid Illustrated,
Competit
ion
• Richard Duma, III
• Work Experience:
• Content Creator for
Phenom Media
• Education:
• High School Degree
• Noteworthy Experience:
• Rollins Radio Broadcasts
• Skills/Proficiencies:
• Public Speaking
• Technology
• Audio,
• Video Editing
• Online Presence:
• Little
• James Irvin
• Work Experience:
• Rollins College
Basketball Radio
Broadcast
• Education:
• High School Degree
• Noteworthy Experience:
• Worked NFL Pro Bowl
• Skills/Proficiencies:
• Video Editing
• Presenting
• Camera Operator
• Online Presence:
• Little Online
Presence
Source: LinkedIn
Identity
Core Values
Motivation
Friendships
Compassion
Inspiration
Well-Being
Golden Circle
Why
•To give viewers a
fun experience to
draw more people
in
How
•Provide knowledge
and add to the
entertainment
experience of a
game
What
•Play-by-play
broadcaster
Vision
Be the greatest
play-by-play
announcer that I
can be, and call
the biggest games
in the nation
Guiding
Principle
Stay motivated and
take your loved
ones with you. Be
humble and
remember how you
got where you are.
Passion
Sports and
competition for
bringing people
together
Super Power
Processing
information
quickly
Source: Core Values Exercise Worksheet, Start With Why (Simon Sinek TED Talk), Questions to Help
Promise &
Position
• I deliver exciting play-by-play
broadcasts that provide the watcher
with information and excitement.
• Exciting Sports Experience
Networking
• Industry Event 1
• Careers in Sports
• February 27th, 2024 at Full Sail University
• Objective: Better your skills in sports agency and sports broadcasting and meet Wendell
Epps and Greg Downey.
• Industry Event 2
• Take Me Out To The Ballgame Part 2
• February 16th, 2024 at Full Sail University
• Objective: Learn more about the game of baseball with former MLB reporter Debbi Taylor and
former MLB player Gordie Hershiser.
• Formulaic Elevator Pitch
• Have you ever wanted a more immersive broadcast experience while watching sports? What I
do is talk about the game while it is happening to inform viewers about the game and keep
them entertained and engaged throughout the broadcast. I have done this for Rollins
College, which has Division 2 sports teams.
• Mentorship
• Seeking a play-by-play commentator who has experience calling high-level professional
sports. Someone who is light-hearted and has a good sense of humor.
Source: Full Sail One
Digital
Marketi
ng
Online ID Calculator Quiz Results
•Volume: Neutral
•Relevance: Great
•Purity: Poor
•Diversity: Poor
•Validation: Poor
Brand Archetype Quiz Results
•Entertainer
•Description: To live a life filled with fun, humor,
and play – and encourage others to do the same. To
lighten up the world.
Digital Marketing Strategy to Improve ID
Scores and Exude Archetype
•Focus Variables: Purity, Diversity, and Validation
•Type of Content: Live Broadcast –
Professional/collegiate sports broadcasts in the
United States and Canada. Any day of the week
depending on the sport and event.
•Primary Tools for Distribution: Many different
channels and streaming services. Promote through
highlights on social media, websites, and apps.
Network with industry professionals receive feedback
about content and find broadcast partners.
Source: Brand Personality Quiz (Kaye Putnam), Content Marketing Institute – Content We All Crave Infographic, CareerBlast (Online ID
Professional Development
• Cameras
• Tasks: Learning how to frame a
camera’s shots and get used to
the functions of it
• Organizations: Full Sail
University
• Due Dates: Feb. 2024
• Technical Director
• Learning how to quickly change
the video output during a live
television show
• Organizations: Full Sail
University
• Due Dates: Feb. 2024
• Meeting New People
• Tasks: Attend the Super Bowl
watch party
• Organizations: Full Sail
University
• Due Dates: Feb. 2024
• Speaking Up
• Tasks: Complete ”Speaking Up
At Work” course on LinkedIn
Learning
• Organizations:
LinkedInLearning
• Due Dates: Apr. 2025
Source: Full Sail One,
References
27-3011.00 - broadcast announcers and radio disc jockeys. O*NET OnLine. (n.d.).
https://www.onetonline.org/link/summary/27-3011.00
Aughtmon, S. (n.d.). 31 types of content we crave [infographic]. Content Marketing Institute.
https://contentmarketinginstitute.com/articles/content-crave-infographic/
Chen, J. (2020, November 10). Speaking up with authority - speaking up at work video tutorial: Linkedin learning, formerly
Lynda.com. LinkedIn. https://www.linkedin.com/learning/speaking-up-at-work/speaking-up-with-authority?u=50813145
Core Values Exercise Worksheet. (n.d.).
Entertainer brand archetype: Psychology-driven brand strategy. Kaye Putnam | Psychology Driven Brand Strategist. (2024,
January 24). https://www.kayeputnam.com/brand-archetype-entertainer/
Full sail one. Full Sail One. (n.d.). https://one.fullsail.edu/
The Golden Circle. Simon Sinek. (n.d.-a). https://simonsinek.com/golden-circle/
Job search: Millions of US jobs (hiring now) near you - 2024. ZipRecruiter. (n.d.). https://www.ziprecruiter.com/
Online reputation management (2020 guide): BrandYourself. BrandYourself.com. (n.d.). https://brandyourself.com/online-
reputation-management
Questions to Help Discover Your Vs and Ps. (n.d.).
Shtull, O., & Arruda, W. (2023, May 26). Resources. Careerblast.TV. https://careerblast.tv/resources/
Television sports anchor jobs, employment | indeed.com. (n.d.-a). https://www.indeed.com/q-Television-Sports-Anchor-
jobs.html
Use of Microsoft copyrighted content. Microsoft Legal. (n.d.). https://www.microsoft.com/en-
us/legal/intellectualproperty/copyright/permissions
Wiley. (n.d.). Book yourself solid illustrated: The fastest, easiest, and most reliable system for getting more clients
than you can handle even if you hate marketing and selling. O’Reilly Online Learning.
https://learning.oreilly.com/library/view/book-yourself-solid/9781118611357/9781118611357c2.xhtml#c02_level1_1
William Irvin - United States | professional profile - linkedin. (n.d.-b). https://www.linkedin.com/in/william-irvin-
56740595

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Richard Duma, III - Personal Brand Exploration

  • 1. Personal Brand Exploration Richard Duma, III Project & Portfolio I Sportscasting Bachelor’s Degree February 11th, 2024
  • 2. Career Category: Starting Career Short Term Career Goal: Play- by-Play for NBA G-League Begin to draw national hiring attention •Broadcast 80+ basketball games to develop the necessary skills •Apply for a play-by-play job and a G- League job every year •August 2026 Long-Term Career Goal: CBS/TNT Play-by-Play (2040)
  • 4. Target Audience • Sports fans want to enjoy an insightful and entertaining broadcast • Employers who need play-by-play announcers with a great voice, passion for sports, and bright personality. Source: Book Yourself Solid Illustrated,
  • 5. Competit ion • Richard Duma, III • Work Experience: • Content Creator for Phenom Media • Education: • High School Degree • Noteworthy Experience: • Rollins Radio Broadcasts • Skills/Proficiencies: • Public Speaking • Technology • Audio, • Video Editing • Online Presence: • Little • James Irvin • Work Experience: • Rollins College Basketball Radio Broadcast • Education: • High School Degree • Noteworthy Experience: • Worked NFL Pro Bowl • Skills/Proficiencies: • Video Editing • Presenting • Camera Operator • Online Presence: • Little Online Presence Source: LinkedIn
  • 6. Identity Core Values Motivation Friendships Compassion Inspiration Well-Being Golden Circle Why •To give viewers a fun experience to draw more people in How •Provide knowledge and add to the entertainment experience of a game What •Play-by-play broadcaster Vision Be the greatest play-by-play announcer that I can be, and call the biggest games in the nation Guiding Principle Stay motivated and take your loved ones with you. Be humble and remember how you got where you are. Passion Sports and competition for bringing people together Super Power Processing information quickly Source: Core Values Exercise Worksheet, Start With Why (Simon Sinek TED Talk), Questions to Help
  • 7. Promise & Position • I deliver exciting play-by-play broadcasts that provide the watcher with information and excitement. • Exciting Sports Experience
  • 8. Networking • Industry Event 1 • Careers in Sports • February 27th, 2024 at Full Sail University • Objective: Better your skills in sports agency and sports broadcasting and meet Wendell Epps and Greg Downey. • Industry Event 2 • Take Me Out To The Ballgame Part 2 • February 16th, 2024 at Full Sail University • Objective: Learn more about the game of baseball with former MLB reporter Debbi Taylor and former MLB player Gordie Hershiser. • Formulaic Elevator Pitch • Have you ever wanted a more immersive broadcast experience while watching sports? What I do is talk about the game while it is happening to inform viewers about the game and keep them entertained and engaged throughout the broadcast. I have done this for Rollins College, which has Division 2 sports teams. • Mentorship • Seeking a play-by-play commentator who has experience calling high-level professional sports. Someone who is light-hearted and has a good sense of humor. Source: Full Sail One
  • 9. Digital Marketi ng Online ID Calculator Quiz Results •Volume: Neutral •Relevance: Great •Purity: Poor •Diversity: Poor •Validation: Poor Brand Archetype Quiz Results •Entertainer •Description: To live a life filled with fun, humor, and play – and encourage others to do the same. To lighten up the world. Digital Marketing Strategy to Improve ID Scores and Exude Archetype •Focus Variables: Purity, Diversity, and Validation •Type of Content: Live Broadcast – Professional/collegiate sports broadcasts in the United States and Canada. Any day of the week depending on the sport and event. •Primary Tools for Distribution: Many different channels and streaming services. Promote through highlights on social media, websites, and apps. Network with industry professionals receive feedback about content and find broadcast partners. Source: Brand Personality Quiz (Kaye Putnam), Content Marketing Institute – Content We All Crave Infographic, CareerBlast (Online ID
  • 10. Professional Development • Cameras • Tasks: Learning how to frame a camera’s shots and get used to the functions of it • Organizations: Full Sail University • Due Dates: Feb. 2024 • Technical Director • Learning how to quickly change the video output during a live television show • Organizations: Full Sail University • Due Dates: Feb. 2024 • Meeting New People • Tasks: Attend the Super Bowl watch party • Organizations: Full Sail University • Due Dates: Feb. 2024 • Speaking Up • Tasks: Complete ”Speaking Up At Work” course on LinkedIn Learning • Organizations: LinkedInLearning • Due Dates: Apr. 2025 Source: Full Sail One,
  • 11. References 27-3011.00 - broadcast announcers and radio disc jockeys. O*NET OnLine. (n.d.). https://www.onetonline.org/link/summary/27-3011.00 Aughtmon, S. (n.d.). 31 types of content we crave [infographic]. Content Marketing Institute. https://contentmarketinginstitute.com/articles/content-crave-infographic/ Chen, J. (2020, November 10). Speaking up with authority - speaking up at work video tutorial: Linkedin learning, formerly Lynda.com. LinkedIn. https://www.linkedin.com/learning/speaking-up-at-work/speaking-up-with-authority?u=50813145 Core Values Exercise Worksheet. (n.d.). Entertainer brand archetype: Psychology-driven brand strategy. Kaye Putnam | Psychology Driven Brand Strategist. (2024, January 24). https://www.kayeputnam.com/brand-archetype-entertainer/ Full sail one. Full Sail One. (n.d.). https://one.fullsail.edu/ The Golden Circle. Simon Sinek. (n.d.-a). https://simonsinek.com/golden-circle/ Job search: Millions of US jobs (hiring now) near you - 2024. ZipRecruiter. (n.d.). https://www.ziprecruiter.com/ Online reputation management (2020 guide): BrandYourself. BrandYourself.com. (n.d.). https://brandyourself.com/online- reputation-management Questions to Help Discover Your Vs and Ps. (n.d.). Shtull, O., & Arruda, W. (2023, May 26). Resources. Careerblast.TV. https://careerblast.tv/resources/ Television sports anchor jobs, employment | indeed.com. (n.d.-a). https://www.indeed.com/q-Television-Sports-Anchor- jobs.html Use of Microsoft copyrighted content. Microsoft Legal. (n.d.). https://www.microsoft.com/en- us/legal/intellectualproperty/copyright/permissions Wiley. (n.d.). Book yourself solid illustrated: The fastest, easiest, and most reliable system for getting more clients than you can handle even if you hate marketing and selling. O’Reilly Online Learning. https://learning.oreilly.com/library/view/book-yourself-solid/9781118611357/9781118611357c2.xhtml#c02_level1_1 William Irvin - United States | professional profile - linkedin. (n.d.-b). https://www.linkedin.com/in/william-irvin- 56740595