2. Identity
• My name is Robert Berry, and I am a 20 year old Full Sail sportscasting
student. I love humor and consider humor to be a big part of me and my life
which makes me different than some. I grew up in the North East, specifically
Connecticut, where I lived in a very nice town that I credit my respect and
relate-ability to.
3. Profession
• I am striving to work in the broadcast news industry
• My “Guy next door” brand archetype makes me a lot more conversational
when it comes to my work. I try to make the environment more laid back by
relating to my audience
• List of job variations
• 1-Radio & Television Announcers
• 2-Reporters & Correspondents
• 3-Broadcast News Analysts
4. Target Audience
• Being that I want to work in sports, ideally I would like to get the attention of
ESPN’s HR department.
• A lot of my demographic will be more men and some women, anywhere from
15 to 35. These people will be active and like sports. I have no specific
demographic in regards to ethnicity and location other than the US and
Canada for the most part. My target audience either has a love for college or
professional sports
5. Career Goals
• My first goal is that I am able to get a job within the sportscasting industry
after I graduate college, even if it is not in front of a camera.
• 5 years down the line, I hope to have a prominent anchor spot in front of a
camera on a sports show or regular news show on television.
• 15 years down the line I hope to have a prominent position, whether its in
news or sports play-by-play, on a popular and influential tv channel.
6. Skills Analysis
• My Hard Skills • My Soft Skills
80%
85%70%
65%
• Hard Skills
Reading comprehension- 60%
Social perceptiveness- 75%
• Soft Skills
Speech Clarity- 95%
Fluency of Ideas- 55%
7. Promise
• I, Robert Berry, promise my audience that I will put 110% of my effort into
giving you the content you want day in or day out even if that means
changing things up.
8. Credentials
• My industry related experience in the past as well as my skills are what make
me credible. In the past I have done play by play at high school sporting
events such as lacrosse and baseball. I also have experience with cutting film
and editing with platforms such as premier pro. What makes me trustworthy
to my future employer, customers, and clients is my passion drives me to put
100 percent into my work at all times. I would never do something to put my
brand and profession in jeopardy.
9. Competition
• Here is the LinkedIn account of another fellow sportscasting student. While
there is not a lot of information here about industry experience, leadership,
and skills, we do have the same education. I also know from classes in the
past that we have a similar online presence, however his may currently be a
little bit stronger than mine. While he did not share his brand archetype I am
curious if he would have gotten as high on the “Guy next door” archetype as
I did.
10. Competition
• This is someone who is currently in the industry as a play by play
broadcaster. While their degree is a little bit different than what mine will be,
he has a ton of industry experience which is something I do not have, on top
of a video reel and endorsements. Being that he has graduated and is a
professional, his skills are a lot more stronger and well developed than mine
are and his online presence is also a lot more prominent.
11. Brand Position
• You should hire me over my competition because overall I am a perfect fit for
the job. I am an outgoing, hard working professional that is quick to learn. I
am not afraid to get out of my comfort zone and put myself out there if I think
it means my content will be better. I want my audience to know that I am
super passionate about what I do and am not afraid to push boundaries to
give my audience interesting content. They should chose me over the
competition because I will listen to them and make them feel on a more equal
level with me and make them feel like they are making some sort of
contribution to the content.
12. Networking & Marketing
• One group I will be joining is the group of sportscasting students at Full Sail
University that work play-by-play for Rollins College athletic games. Within
the next handful of months in Florida, I will be making content to live stream
on YouTube, as well as strengthening my personal profiles such as twitter
and instagram.
• I also intend to join the National Association of Broadcasters (NAB) in the
near future, sooner than later. This is an online group of broadcasters, where
people can network and find job opportunities as well as get insight from
industry professionals.
• The sportscasting program is having a seminar where you can get your work
reviewed by Dan Patrick on Thursday, so I will be attending that to network
with Dan Patrick, other future sportscasters, and strengthen my content.
13. Professional Development
• I intend to complete my Sportscasting bachelors degree, and while I am
doing that increase my industry experience and strengthen my skills. A
couple of skills I need to improve a good amount on are my writing as well as
reading fluently off a prompter. When I get back down to Full Sail, it is
important I go to the studio a lot to practice as well as call Rollins games to
practice play by play. In order to stand out from my competition, I need to
have a very strong and memorable vocal brand as well as be very
enthusiastic in front of the camera.
14. Elevator Pitch
• You know how sports news shows like ESPN get super boring after 10
minutes? Well, what I do is incorporate my enthusiasm with love of sports to
give my fans a game-day or television experience they love. In fact, in high
school I was our schools first play by play announcer and got families and
students to watch our games live
Robert Berry
15. References
“Campus and Online Degrees.” Full Sail University, www.fullsail.edu/.
Foley, Ian. “Challenges of Sports Audience Targeting.” Latest News, www.mobilemarketer.com/ex/mobilemarketer/cms/opinion/columns/
17885.html.
“How to Become a News Reporter: Education and Job Training Requirements for Becoming a News Reporter.” Educhoices.org, 15 Sept. 2009,
educhoices.org/articles/
How_to_Become_a_News_Reporter_Education_and_Job_Training_Requirements_for_Becoming_a_News_Reporter.html.
“Quick Search for: News Reporter.” O*NET OnLine, www.onetonline.org/find/quick?s=News+Reporter.
“Search.” Search | National Association of Broadcasters, nab.org/search/default.asp.
“Sign Up.” LinkedIn, www.linkedin.com/feed/.
“Summary Report for: 27-3021.00 - Broadcast News Analysts.” O*NET OnLine, www.onetonline.org/link/summary/27-3021.00.
