The objective of this project was to help understand my personal brand and potential ways that I can improve on it. Everyone is unique and this helped to showcase me as a person. I learned that in the sports world I have a long ways to go when it comes to my competitors. I am not very active in social media, but this project helped to show me that putting my name and content out there more can only benefit me in terms of followers and recognition. This project challenged me to dig deep into who I am and where I want to go in life. I can say confidently, now, I have a clearer picture of how I want my time at Full Sail University to go and what I want to do in career in sports media.

1. PERSONALBRANDEXPLORATION
JustinHawkins
Project & Portfolio I
November 21, 2021

2. IDENTITY
Growing up in a small town in Tennessee, I have always
been the person that tried to outwork the person next
to me because I have that competitive mentality, but I
also, usually, put others before myself and care about
their well-being. Taking this in stride, I graduated
college in 2017 with a Bachelor of Science degree in
Athletic Training. I worked in the field for three years,
but, ultimately, something felt off. Sports is my favorite
topic and something I can sit and watch or read for
hours on end. I changed my career path and my journey
led me here at Full Sail University, so now I’m trying to
prove to others what hard work and determination can
give to you. I can be witty, determined, passionate,
energetic, and confident in the knowledge that I possess
about sports, and it is my goal to prove the world that
small market sports cities deserve just as much attention
as the other bigger cities.

3. PROFESSION
Potential Job Titles:
• Broadcast Announcer & Radio
Disc Jockeys
• News Analysts, Reporters, and
Journalists
• Editors (Sports content)
BRANDARCHETYPE– Using solid values and hard
work, I would gear my work towards the consumer. I
would find out what my audience enjoys the most and
relate my content to them. I could take polls or allow
my audience to ask questions (like a mailbag)
regarding the content I provide in order to improve
and keep the audiences attention while being honest
and practical that not all coverage can be provided.
SportsMediaforSportscasting

4. SportsBroadcasting
TARGETAUDIENCE
JasonWilliams
Outreach Plan:
• I will research ESPN the company finding interesting
facts and formulating potential questions to ask about
employment.
• I will reach out via email expressing my interest in
working for ESPN and showcasing my experience to
that point.
• After initial contact, I would follow up within a week
thanking them for the conversation and potential
interviews.
Directorof HR –
ESPN
RyanPorth
Outreach Plan:
• I will compile together all of my experience and skills to
showcase my brand.
• I will reach out via phone call to Cromwell Radio Group
expressing interest in potential employment with the
company.
• After initial contact, I will follow up with them within a
2-3 days thanking them for their time and
considerations.
PROFILE
PICTURE
ProgramDirector–
CromwellMedia(ESPN102.5 The Gameand
94.9 Game2)
MichelleCuroe
Outreach Plan:
• I will research the news team in order to know facts
about the company, and express interest in the sports
field showcasing my experience in Sportscasting.
• I will reach out via email or job application with the
company to showcase experience and my skills.
• I will reach out within 2-3 days, thanking them for their
time and potential interview in hopes to obtain a job.
PROFILE
PICTURE HR Director–
WSMV News2 Nashville

5. GOALS
Short Term: (2023)
• Grow my brand awareness online through social media
and blogs while becoming more confident and
knowledgeable.
‣ Increase my followers on Twitter and Instagram by
20% by December of 2023.
MidTerm: (2028)
• Obtain a job on the radio as a host of my own show.
‣ Gain hundreds of listeners to my show, who’ll want
to actively call-in, and become a top 10 radio
show in the state.
Long Term: (2035)
• Become a sports journalist for an NFL team working for
The Athletic.
‣ Have a good rapport around the league for my in-
depth coverage and writing skills. Increase my
followers on Twitter to over 100K. This would help
showcase my work on a more national scale.

6. SKILLSANALYSIS
Notable Skills& Current Proficiencies:
Notable Skills REQUIRED in TRADE& Current Proficiencies:
Word Processing Software
SOFT
HARD
Novice / Adept / Expert
Video Editing Novice / Adept / Expert
Adaptability Novice / Adept / Expert
Writing Novice / Adept / Expert
Music or Sound Editing software
SOFT
HARD
Novice / Adept / Expert
Web Page Creation and Editing Software Novice / Adept / Expert
Speaking Novice / Adept / Expert
Critical Thinking Novice / Adept / Expert

7. I help small markets receive recognition by
providing in depth coverage and extra effort
to provide news and updates for the teams
that do not normally get covered as much .
PROMISE

8. CREDENTIALS
Work Experience:
• Athletic Trainer (STAR Physical Therapy)
• Physical Therapy Tech (Rehab ETC)
• Warehouse Associate (Amazon)
Education:
• Athletic Training, B.S., Union University (2017)
• Sportscasting, B.S., Full Sail University (Exp. 2023)
Awards:
• Selected to National Society of Collegiate
Scholars
• 4.0 GPA
• Dean’s List
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
James Ludeman
LeadershipExperience:
• N/A
JustinHawkins
HEADSHOT HEADSHOT
IndustryExperience:
• Part-time On-Air producer for Tide
100.9 (1 year 2 months)
• Disk Jockey/ Karaoke Jockey (4 years)
Education:
• Shelton State Community College (Mass
Communication/Media Studies)
• Full Sail University (Sportscasting)
SkillsandProficiencies:
• Customer Experience
• Hospitality
• Marketing
OverallOnline Presence:
• 6 connections, selfie used for profile picture, active on
most social media platforms
• Average, 50out of 100
IndustryExperience:
• Athletic Trainer (STAR PT)
Education:
• Union University (Athletic Training)
• Full Sail University (Sportscasting)
LeadershipExperience:
• Head Athletic Trainer for 3 years
• Managing day to day operations at Amazon Fulfillment
center when called upon
SkillsandProficiencies:
• Customer Service
• Cardiopulmonary Recusitation
• Adaptability
OverallOnline Presence:
• 8 connections, not a professional headshot, active on
twitter, Instagram, and facebook
• Average, 40 out of 100

10. COMPETITION
WillDundon
IndustryExperience:
• Producer (ESPN 102.5 The Game)
• Writing Contributor (Fansided)
• Creditor/Writer/Host (Paydirt Sports-
Self employed)
• Intern (A to Z Sports Nashville)
Education:
• Lipscomb Universtiy (Business, Management, Marketing,
and related support services)
Noteworthy Experience:
• Creator/Writer/Host for Paydirt Sports (Self-employed)
• Producer at ESPN 102.5 The Game
SkillsandProficiencies:
• Microsoft Office
• Leadership
• Social Media
JustinHawkins
OverallOnline Presence:
• 204 connections, not professional headshot, active on
all social media platforms
• Great, 80 out of 100
HEADSHOT HEADSHOT
IndustryExperience:
• No experience
Education:
• Union University (Athletic Training
• Full Sail University (Sportscasting)
LeadershipExperience:
• Head Athletic Trainer for 3 years
• Managing day to day operations at Amazon Fulfillment
center when called upon.
SkillsandProficiencies:
• Customer service
• Sports Medicine
• Adaptability
OverallOnline Presence:
• 8 connections, not professional headshot, active on
twitter, Instagram, and facebook
• Average, 40 out of 100

11. BRANDPOSITION
For sports broadcasting companies who need more
viewers or followings, I provide THE DRIVE AND
UNMATCHED HARD WORK TO UNDERSTAND WHAT
CONSUMERS LONG FOR IN SPORTS COVERAGE AND
GOING ABOVE AND BEYOND TO COVER ALL TEAMS
because I AM PASSIONATE, PERSISTENT, ADAPTABLE,
AND WILLING TO DO WHAT IT TAKES TO MAKE SPORTS
FANS ENTERTAINED.
JUSTIN HAWKINS

12. NETWORKING&MARKETING
IndustryEvents& Organizations
• American Sportscasters Association
• National Association of Broadcasters
• SEC football Media Days
‣ 2023 | Nashville, TN
DigitalMarketing
• PrimaryContent:I will create a blog that is focused on Nashville
sports, such as hockey, football, and soccer.
• PrimaryTools:I will use Facebook and Twitter as my social
networks and will hop on to an already existing website to
blog my articles.
• Website:I will use my digital portfolio to showcase my talent and
market it on social networks in hopes to gain followers that
enjoy the content I provide.
Picture of You
Goes Here

13. PROFESSIONALDEVELOPMENT
Mentor
• I will seek out mentorship through Full Sail and seek
knowledge and past experiences from those who have been in
the industry and now teach it. Also, I will seek mentorship
through people currently in the industry by having
conversations or if I get a job with a company.
• They should have more than at least 5 years of experience.
• Partnership by Dec. 2023
FormalEducation
• Sportscasting, B.S., Full Sail University (EXP. September
2023)
Technical Skills
• Microsoft office proficiency– Full Sail University ,
September 2023
• Video, music, and sound editing– Full Sail University,
September 2023
• Web page creation and editing software– Full Sail
University, September 2023
Soft Skills
• Writing - Full Sail University, September 2023
• Speaking- Full Sail University, September 2023
• Critical Thinking- Full Sail University, September 2023

14. JustinHawkins
You know how big market sports teams always seem to
have excessive coverage and small markets teams get
pushed aside? Well, what I do is do excessive research on
the small market teams and provide that missing coverage
by staying up to date with all news and updates with
teams. In fact, I have my own blog and podcast that
showcases these smaller market teams and have over
2,000 followers from different cities who stay tuned to see
updates on the teams they follow.

15. REFERENCES
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linkedin. LinkedIn. Retrieved October 31, 2021, from
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