1. PERSONAL BRAND EXPLORATION
Carter Stephenson
Project & Portfolio I: Week 1
January 9, 2022

2. As a personal trainer I pride myself on helping
others reach their goals and show their true
potential. This career allows me to be energetic
and open-minded to new experiences and
different people. I hold myself accountable to be
responsible and trustworthy to my friends and
clients in and outside of work. Respect and
loyalty are core values that I carry with myself
everyday. Working as a radio host and color
commentator also taught me to think on the fly
and use my communication skills to create
pictures for those who couldn’t see the action
themselves.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Broadcast Announcer
• Radio Disc Jockey
• News Analyst
BRAND ARCHETYPE – As
someone classified in the hero brand
archetype, I have always been
determined and eager to surpass my
dream goals. I am motivated to do the
impossible and challenge myself
everyday to become better in all walks
of life. I am fearless for what the future
has in store and will do whatever it
takes to empower those around me
along the way.
Sports Broadcaster

4. Sports Broadcasters
TARGET AUDIENCE
Dan Patrick
Outreach Plan:
• I will create a demo reel of my former broadcast work
and projects I’ve been on
• I will send an email
• Once the demo reel is complete, I will make contact
immediately
Former Sportscaster at ESPN
Gus Ramsey
Outreach Plan:
• I will sign up for IL hours in the sportscasting studio
• I will send an email or stop by his office on campus
• I will contact him immediately once I’ve spent more
hours in the studio
PROFILE
PICTURE
Sportscasting Program
Director at Full Sail
University
Pat McAfee Outreach Plan:
• I will create a demo reel and enlighten myself on
current sports topics
• I will send an email
• I will make contact immediately
Sports Analyst

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• I will improve my online reputation and brand
awareness
‣ I will purchase my name domain and increase
my LinkedIn connections by 20%
Mid Term: (2028)
• I will start working in the industry and move up the
ranks of an entry-level position
‣ I will receive a promotion or new job title within
the company once I’ve been graduated for 5
years
Long Term: (2043)
• I will become established in the industry and well
respected amongst my co-workers and peers
‣ I will have worked in the industry for 15 years
after my graduation

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Spreadsheet software
SOFT
HARD
Novice / Adept / Expert
Word processing software Novice / Adept / Expert
Critical thinking Novice / Adept / Expert
Speaking Novice / Adept / Expert
Data base user interface
SOFT
HARD
Novice / Adept / Expert
Music or sound editing Novice / Adept / Expert
Active listening Novice / Adept / Expert
Social perceptiveness Novice / Adept / Expert

7. I promise to give 110% effort into every
project and push others past their limits for
everyone to achieve optimum success.
PROMISE

8. CREDENTIALS
Work Experience:
• Color Commentator
• Radio Host & Disc Jockey
Education:
• B.S. Communications, East
Carolina University
• Sportscasting, B.S., Full Sail University (2023)
Volunteer Work:
• Reporter

9. COMPETITION
Cooper Perkins
Industry Experience:
• Sports Director/Talent, Play by Play
Broadcaster, Director of Broadcasting
and Media Relations
Education:
• B.S., Communications, University of Southern
California
Leadership Experience:
• Director of Broadcasting and Media Relations
Skills and Proficiencies:
• Research - 11 endorsements
• Microsoft Excel - 8 endorsements
• Social Networking - 6 endorsements
Carter Stephenson
Overall Online Presence:
• Cooper has over 500 connections. His headshot is very
professional, and his profile goes into great detail on his
former experiences and skillsets.
• Grade: Superior, 90 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• Radio Host, Disc Jockey, Color
Commentator
Education:
• B.S., Communications, East Carolina University
Leadership Experience:
• No previous experience in leadership roles
Skills and Proficiencies:
• Social Networking - 0 endorsements
• Adobe - 0 endorsements
• Commentary - 0 endorsements
Overall Online Presence:
• I’ve only made 5 connections through LinkedIn. My
headshot is decently professional; however, my profile
does not provide any previous experiences or current
skills.
• Grade: Poor, 20 out of 100

10. COMPETITION
Debbi Taylor
Noteworthy Experience:
• Course Director at Full Sail University
Carter Stephenson
HEADSHOT HEADSHOT
Industry Experience:
• Reporter, Senior Writer, On air talent
Education:
• B.S., Liberal Arts, University of Illinois
• M.S., Broadcast Journalism, Northwestern University
Skills and Proficiencies:
• Broadcast – 14 endorsements
• Social Media - 10 endorsements
• Television - 8 endorsements
Overall Online Presence:
• Debbi has made over 500 connections through her
profile. Her profile is professional and detailed on her
previous education, jobs, and volunteer work.
• Grade: Superior?, 98 out of 100
Industry Experience:
• Radio Host, Disc Jockey, Color
Commentator
Education:
• B.S., Communications, East Carolina University
Leadership Experience:
• No previous experience in leadership roles
Skills and Proficiencies:
• Social Networking - 0 endorsements
• Adobe - 0 endorsements
• Commentary - 0 endorsements
Overall Online Presence:
• I’ve only made 5 connections through LinkedIn. My
headshot is decently professional; however, my profile
does not provide any previous experiences or current
skills.
• Grade: Poor, 20 out of 100

11. BRAND POSITION
I believe there is nobody more committed to
accomplishing their dream goals as I am. I’m
willing to put in whatever work is necessary to
make those dreams a reality. I am open-minded
and eager to step out of my comfort zone and
tackle anything that is thrown my way.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Ignition
‣ January 26, 2022 | Virtual
• Insider Series: Media & Consumption
‣ February 23, 2022 | Virtual
• OTT USA
‣ March 8, 2022 | Virtual
Digital Marketing
• Primary Content: I will write sports articles about various
topics that will enlighten the audience about trending news
while also providing content the reader can engage and relate
with.
• Primary Tools: I will create a Twitter and Instagram account
for the webpage and will post weekly updates on the articles
being uploaded.
• Website: My website will allow my online presence and brand
awareness to improve by getting my name and image out to
the public to view and comment on.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will work to make connections with students further
along in the degree program and recent alumni of the
university. (Dec. 2022)
Formal Education
• B.S., Sportscasting, Full Sail University (2023)
Technical Skills
• Music or Sound editing software (2023)
• Spreadsheet software (2023)
• Data base user interface and query software (2023)
Soft Skills
• Vocal Training (2023)
• On-camera presence (2023)
• Social Perceptiveness (2023)

14. Carter Stephenson
You know how almost every on-air talent sounds the same? Well, what I do
is the complete opposite of the norm and genuinely express my emotions. In
fact, I had 2,000 people tuning into my radio show every week just through
the website portal. Not including those tuning in on the dial.
Picture of You
Goes Here

15. REFERENCES
LinkedIn (https://www.linkedin.com/in/debbi-taylor-
866270/)
LinkedIn (https://www.linkedin.com/in/cooper-perkins-
3b2465a8/)
Onet Online
(https://www.onetonline.org/link/summary/27-3011.00)
SportsPro (https://www.sportspromedia.com/events/)