I researched the marketplace, competition and job qualifications in my industry. I identified skillsets that needed improvement. I created a strong professional development program to address the skills gaps I identified. I defined my brand promise and brand position based on who my target audience was. I created an elevator pitch that helped me articulate my unique value promise.

1. PERSONAL BRAND
EXPLORATION
Sportscasting
Project & Portfolio 1:Week 1
BY Ashley Vilanova
Jan 14,2024

2. Career
Category:
Changing Career
• SHORT TERM CARRER
GOAL:
• Immediately after Graduation
Land an entry level position in
Telemundo Deportes.
• LONG TERM GOAL:
• Become an anchor for a top
sports broadcasting company
(ESPN) (FOX SPORTS)
Goals 2

3. Occupatio
n
Sports
Reporter
(Freelance)
Sports Photographer Associate
Producer
PROFESSION:
SPORTSCASTING
3
POTENTIAL JOB
TITLES:

4. Target
audience

5. COMPETITION
5
ANDRES CANTOR
Work Experience: Sportscaster and and analysis in sports.
(1979-Pesent)
Education:The University of Southern California.
NOTEWORTHY EXPERIENCE: Andrés Cantor is the
owner and main play-by-play announcer of Futbol de Primera, a radio
network which owns the Spanish-language radio rights of the FIFA
World Cups since 2002.
Skills & Proficiencies: Play-by-play announcer and analysis in
sports.
Overall Online Presence: Has been well established in the
sports business and is well respected.
Anna Jurka
Work Experience: Journalist,
TV Host, Sports Anchor.
Education: Journalist
Noteworthy experience:
Television host in 2004 on the
Sobre Ruedas program. She later
moved to Canal 54 in 2007. She
then joined Telemundo Orlando
in 2012
Skills & proficiencies: Has
charisma, popularity and natural
talent,
Overall Online Presence:
Needs more detailed profile summary

6. IDENTITY
Vision:
Committed to teamwork, quality,
quality, creativity, integrity, the
aggressive pursuit of new ideas,
audience growth and building
shareholder value.
Guiding
Principle:
Truly love sportscasting.
There is no ‘one’ way to
do it. No manual, no
textbook.
Passion:
Sports Anchor
WHY:
The thrill of being live,
the satisfaction of
executing a great game
broadcast and the joy to
watch and cover sports
Super Power:
Putting certain situations
into perspective and
building compelling
storylines throughout a
game or event so that the
viewer becomes invested in
the outcome and the
players.
HOW:
Share my viewpoints,
Tell the story of the
game with excitement
and passion.
CORE VALUES:
• Trustworthiness
• Ethics
• Creativity
• Dedication
• Vision
WHAT:
Sports Anchor for ESPN
Golden circle

7. PROMISE
 I help sports networks
increase viewership by
providing my
understanding and love of
the game, in an
entertaining and
passionate way as a
sportscaster, to connect
fans more to the team and
their favorite players.
POSITION
 Sports Anchor
PEOMISE
&POSITION
7

8. NETWORKING
Elevator Pitch:
You know how most shows lack the representation of
woman bring a new prospective to the narrative, Well
tell you I’m the woman your looking for. In fact, I have the
charisma and style to bring up ratings, bring a new
and help the brand grow to a different level.
Mentorship:Looking for senior in the sports
casting world with 20 years of experience.
Industry event:
2024 International Journalism Festival
April 17-21 in PERUGIA, ITALY
Objective: Meet industry professionals
and other Journalist that I can learn from
and grow.
Milwaukee Journal Sentinel
Sports Show 2024:
07 - 10 Mar 2024 in Wisconsin State Fair
Park, Milwaukee, USA
Objective: Attend informative seminars
and make connections with people

9. DIGITAL MARKETING
9
Online ID
Calculator
Results
Digital Marketing
Strategy to Improve
ID Scores and Exude
Archetype
TYPE OF CONTENT:
YOUTUBE - Create highlights and
report sports news/stories that
happened on that week.
PRIMARY TOOLS FOR
DISTRIBUTION:
TIKTOK and Instagram – Promote 30
second preview video on the platform
to gain traction to my YOUTUBE
Channel.
Brand Archetype Quiz Results:
Entertainer Brand Archetype
DESCRIPTION:
Joker, practical joker, or comedian,
has the incredible power to bring
joy, laughter, and a sense of
playfulness to those who
encounter it. Help but feel a sense
of playfulness and excitement.
They’re filled with contagious
energy, has the ability to entertain,
amuse, and create moments of
pure giddiness. Ability to infuse
joy and humor into everything.
Radiates a lightheartedness
that brightens people’s days
and lifts their spirits.

10. Technical:
Sports digital Production
task: complete course By studying field-producing techniques and methods
for reporting, messaging, and storytelling through video
ORG: FULL SAIL
DATE: FEB,2024
POPULAR CULTURAL IN
MEDIA
TASK: develop a critical approach to analyzing
broadcasts, advertisements, films, print, audio
recordings, games, and websites that make up and
shape popular culture.
ORG: FULL SAIL
DATE: FEB ,2024
TRANSFERABLE:
PUBLIC SPEAKING
TASK: GIVE PRESENTATIONS IN JOB MEETINGS
ORG: WALMART
DATE: 2024
WRITING SKILLS
TASK: COMPLETE A WRITING
COURSE
ORG: LINKEDIN
DATE: FEB,2024
Professional
Development
10

11. Fox sports (2024) Summer 2024 fox
sports intership program
https://www.linkedin.com/jobs/sea
rch/?currentJobId=3738370362&geoI
d=103644278&keywords=fox%20sports
&location=United%20States&origin=
JOB_SEARCH_PAGE_SEARCH_BUTTON&ref
resh=true
Fox News (2024) news reporter
https://fox.wd1.myworkdayjobs.com
/en-US/Domestic/job/Houston-
Texas-USA/News-
Reporter_R50024431-1?src=JB-10047
Fox Sports (2024) Associate
Producer
(soccer)https://www.foxcareers.co
m/Search/JobDetail/R50024419?sour
ce=LinkedIn
Port, M (2013) 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
https://learning.oreilly.com/libr
ary/view/book-yourself-
solid/9781118611357/9781118611357
c2.xhtml#c02_level1_1
"Ana Jurka, embajadora catracha, es
presentadora de deportes en la
cadena Telemundo". diez.hn. Archived
from the original on 7 July 2014.
Retrieved 16 June 2014.
"Interview with Andrés Cantor,
Founding Partner of Fútbol de
Primera, and the Voice of Soccer for
the Telemundo Network - Sportslens".
January 2008.
Milwaukee Journal Sentinel Sports
Show (2024)
https://10times.com/milwaukee-
journal-sentinel-sports-show
INTERNATIONAL
JOURNALISM (2024)
FESTIVALhttps://www.journalismfestiv
al.com
Flanagan, A, (2021) What Makes A
Good Play-by-Play Announcer?
https://alexflanagan.com/what-makes-
a-good-play-by-play-announcer/
Putnam, , K. (2024) Discover Your
Brand Archetype
and Unleash Your Brand’s True
Potential
https://www.kayeputnam.com/brand-
archetype-entertainer/