This is a personal brand exploration of who my target audience is and what my values are.

1. PERSONAL
BRAND
EXPLORATION
Zachary Bryan
Project and Portfolio I: Personal Branding
Sportscasting
March 10th
, 2025

2. GOALS: CAREER CATEGORY:
STARTING CAREER
• Short-Term Career Goal:
• Immediately after Graduation (2026):
• Land an entry-level job as a Game
Presentation Camera Operator for the
Lakeland Flying Tigers. I would email
and connect with the marketing,
managing, and broadcast team at the
Lakeland Tigers by May 13th
, 2026.
Long Term Career Goal: (2036)
• Be an on-air talent for MLB Network

3. PROFESSION
• Occupation: Sports Broadcaster
• Potential Job Titles
• Play-by-play Announcer
• Public Address Announcer
• Sideline Reporter

4. TARGET AUDIENCE

5. COMPETITION
• Janyre Cooper
• Zachary Bryan
Work Experience:
• 1 year of sports reporting in high school
Work Experience:
• 2 years as a Sports Reporter/Anchor at WALB-TV
Education:
• Currently enrolled as a Sportscasting Student B.S.
Full Sail University
Education:
• Sportscasting B.S. Full Sail University
• Communication and Media Studies B.S. University of
Central Florida
Noteworthy Experience:
• JROTC Cadet through high school- many leadership roles
• 1 year of calling baseball and softball in high school
Noteworthy Experience:
• Team Reporter for Rollins College in 2022
• Content Editor/Videographer with the Orlando Crusaders
2023-Present
Skills and Proficiencies:
• Reporting
• Multimedia
• Video production and post-production
• Production Assistant and Product Management
• Writing
• Research
Skills and Proficiencies:
• Writing
• Research
• Communication
• Video Editing
Overall Online Presence:
• 16 connections- banner image not yet customized, no URL,
no recommendations, little profile summaries
• Grade: 45 out of 100
Overall Online Presence:
• 482 connections, professional headshot, detailed summaries
throughout the profile, work experience posted, few
recommendations
• Grade 80 out of 100

6. IDENTITY
• Core Values:
1. Honor
2. Respect
3. Passion
4. Growth
5. Teamwork
Vision:
• Increase viewership in
major league baseball
by making it more fun
for the fans
Golden Circle:
Why?
I want to make the game of baseball more than just the game, I
want to make it an experience
How?
I bring storytelling to every game I call, making it more engaging
and informative.
What?
I provide play-by-play commentary and in-depth analysis.
Passion:
Professional Baseball
Superpower:
Listing off facts about baseball at any giving moment
Guiding Principle:
”Every game tells a story, and
my job is to bring that story
to life with passion and
authenticity

7. PROMISE & POSITION
• Promise- I help baseball fans get more
engaged with the game by making it fun by
telling jokes during the broadcast and
telling facts they may not know, to make it
more fun and interactive.
• Position- Captivating, Authentic
Storytelling

8. NETWORKING
Industry Events
• MILB Midwest Regional Career Fair
• Tuesday, March 18th
, 2025, 4 pm, Indianapolis, Indiana
• Objective: Meet Industry professionals to expand my network with baseball
executives in the industry
• National Sports Forum
• February 22nd – 24th St. Louis, MO
• Objective: Meet sports executives to discuss the latest trends and innovations to
better shape the sports and entertainment industry.
Elevator Pitch
You know how the baseball world has been on the decline because the game is too slow and boring?
Well, what I do is be innovative and think outside the box that an average baseball fan to make it more
fun for the fans to enjoy a baseball game without turning it off in the 3rd
inning by telling facts and
jokes so it's not just ”there is one out in the bottom of the third Aaron judge is at the plate” I would
give a statistic of how well he performs when he is batting in the third. In fact I called one of my high
school baseball games and all the viewers watching from home stayed just to hear me talk about
knowledge and list off facts that a normal fan wouldn’t know, and from there on I had more viewers
every game I called from there.
Mentorship
I will seek out a senior pro with at least 30 years of writing experience in the sports
industry as he worked at ESPN and the GOLF Channel.

9. DIGITAL MARKETING
• Online ID Calc. Scores
• Volume: Low
• Relevance: Average
• Purity: Low
• Diversity: Low
• Validation: Low
• Brand Archetype
• Archetype: HERO
• Description: The incredible ability to inspire others,
empower them, and ignite their determination to
overcome challenges.
Digital Marketing Strategy to improve Online ID Calculator scores while exuding
the Hero Brand Archetype
• Focus Variable(s): Validation, Relevance, and Diversity
• Type of Content: A podcast called “Rounding Third” about baseball's biggest moments,
past and present, twice a week. Video recaps of the best moments from each game of the
season.
• Primary Tools for Distribution: Spotify, Facebook, Instagram, and TikTok. Post the video
recaps of the games and also the preview for the podcast before each episode airs.

10. PROFESSIONAL DEVELOPMENT
Technical Transferrable
Professional Writing
• Task: Complete writing courses from
sportscasting instructors
• Org: Full Sail University
• Date: July 2026
Research and Critical Thinking
• Task: Complete research in Media
Communications
• Org: Full Sail University, Sportscasting
instructor
• Date: May 2026
Audio & Video Editing
• Task: Spend extra hours doing research and
watching videos
• Org: VisitPete.net
• Date: July 2026
Building Rundowns for Shows
• Task: Complete different workshops and ask
questions from instructors and students
• Org: Full Sail University, Sportscasting
• Date: July 2026

11. REFERENCES
• Port, M., & Wallace, J. (n.d.-a). 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
• Putnam, K. (n.d.). Hero brand archetype. Branding Quiz.
https://brandingquiz.com/brand-archetype-hero/
• White, D. (2015, January 8). Camera operators appear to be bored at baseball games.
Sportsnaut. https://sportsnaut.com/camera-operators-appear-bored-baseball-games/
• Job search | indeed. Indeed.com. (n.d.). https://www.indeed.com/
• Janyre Cooper - sports reporter/anchor - WALB-TV. (n.d.).
https://www.linkedin.com/in/janyre-cooper00
• Behind the scenes: Covid-19 consequences on broadcast sports production. UF College of Journalism and
Communications. (2022, February 14). https://www.jou.ufl.edu/insights/behind-the-scenes-covid-
19-consequences-on-broadcast-sports-production/
• MiLB Midwest Regional Career Fair - hosted by the Indianapolis Indians. Eventbrite. (n.d.).
https://www.eventbrite.com/e/milb-midwest-regional-career-fair-hosted-by-the-indianapolis-indians-tickets-
1110303360239?aff=eventspage
• NSF 2026 - St. Louis. National Sports Forum. (2025, February 14). https://sports-forum.com/nsf-2026-st-louis/