Personal Branding project 1

1. PERSONAL BRAND EXPLORATION
Michael Morack
Project & Portfolio I: Week 1
November, 2021

2. Hi! I’m Mike Morack and I’m from Selinsgrove,
PA. Some of my core values include working
hard, faith, and family. I enjoy watching sports as
well as researching sports history and statistics.
Some of my best attributes include being
entertaining, trustworthy, and curious about
many different things. I’ve worked at a golf
course before so I’m familiar with working
around sports and customer service.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Sportswriter
• Broadcast announcer
• Gambling and Sports book writer
BRAND ARCHETYPE - I approach
my work differently than others
because I’m an influential person.
Being influential means, I’ll bring in a
larger group of viewers than someone
with a different archetype.
Sportscaster for Sports

4. TARGET AUDIENCE
Dan “Big Cat" Katz
Outreach Plan:
• I will do some research on his past work.
• I will send him an email with a link to one of my
podcasts from YouTube.
• After a few days I will follow up by sending him another
email to confirm he received it.
PROFILE
PICTURE
Host of Podcasts at Barstool
Sports
Dave Portnoy
Outreach Plan:
• I will reach out to one of his assistants about getting his
email.
• I will send him an email with a link to one of my
podcasts from YouTube.
• After a few days I will follow up by sending him another
email to confirm he received it
PROFILE
PICTURE
Founder at Barstool
Jane Scaccetti
Outreach Plan:
• I will reach out to her via email. I would obtain this
through LinkedIn
• I will send her an email with a file to my past work as a
writer
• After a few days I will contact her office and ask to
speak with her over the phone.
PROFILE
PICTURE CEO at Penn National
Gaming

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• I hope to obtain an entry level job in the industry
(hopefully Barstool Sports).
Mid Term: (2028-2033)
• Continue my work at Barstool as an on-air
personality. Also, I will help the company expand
Barstool Sportsbook.
Long Term: (2038-2043)
• open my own sports communications company
focusing on sports gambling.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Adobe Premier Pro
SOFT
HARD
Novice / Adept / Expert
Adobe Rush Novice / Adept / Expert
W
Written Communication Novice / Adept / Expert
Time Management Novice / Adept / Expert
Spreadsheet Software
SOFT
HARD
Novice / Adept / Expert
Statistical processing software Novice / Adept / Expert
Teamwork Novice / Adept / Expert
Verbal Communication Novice / Adept / Expert

7. I will help Barstool Sports reach new
heights. Together we will promote safe
gambling and will emphasize research
before betting. My writing and research will
help many people make life changing
money.
PROMISE

8. CREDENTIALS
Work Experience:
• Public Address Announcer Selinsgrove
Area High School Wrestling & Baseball
team
• Camera/producer for Top Site Agency
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2023)
Awards:
• Volunteered at St. Pius X Church in
Selinsgrove, PA during the pandemic
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Tom Scibelli
Industry Experience:
• Blogger at Barstool Sports
Education:
• Fordham University (Economics)
Leadership Experience:
• Assistant sports manager for WFUV Public Radio
Skills and Proficiencies:
• Writing communication skills
• Managing a blog and
• Broadcasting experience
Michael Morack
Overall Online Presence:
• Tom has built a nice LinkedIn page for himself. He has
398 connections, and he has a lot of information on his
past. However, his page is lacking creativity and that
‘wow factor.’ Grade Average 70/100
HEADSHOT HEADSHOT
Industry Experience:
• Camera operator & Producer for Top
Site Agency
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2023
Leadership Experience:
• Attended FBLA state Leadership conference in 2019
Skills and Proficiencies:
• Microsoft Excel
• Adobe Premier
• Adobe Rush & Lightroom
Overall Online Presence:
• I only currently have 30 connections on LinkedIn. My
profile picture I believe is professional. However, I have
no header picture and my page could definitely use
more creativity. So far, I’d consider my page average.
52/100

10. COMPETITION
Titus Cleveland
Noteworthy Experience:
• Interned at Madison Square Garden Network
• Created his own podcast and show
Michael Morack
HEADSHOT HEADSHOT
Industry Experience:
• Interned at Madison Square Garden
Network
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2023)
Skills and Proficiencies:
Overall Online Presence:
• Titus has three connections on LinkedIn. He doesn’t
have any of his skills mentioned. Also, he doesn’t have
a custom banner it’s an inspirational quote. However,
he mentions how strong his passion for the sports world
is. He also has some impressive experience. 40/100
Industry Experience:
• Camera operator & Producer for Top
Site Agency
Education:
• Sportscasting, B.S., Full Sail University (Exp. 2023)
Leadership Experience:
• Attended FBLA state Leadership conference in 2019
Skills and Proficiencies:
• Microsoft Excel
• Adobe Premier
• Adobe Rush & Lightroom
Overall Online Presence:
• I only currently have 30 connections on LinkedIn. My
profile picture I believe is professional. However, I have
no header picture and my page could definitely use
more creativity. So far, I’d consider my page average.
52/100

11. BRAND POSITION
For Barstool Sports who many people in the
country believe to be the future of sports
communication. I provide A MIXTURE BETWEEN
ENTERTAINMENT & SPORTS KNOWLEDGE.
because I’VE DEVOTED MY LIFE TO THIS
FIELD AND HAVE PUT THE LONG HOURS IN
TO PERFECT MY CRAFT.
“THE PARLAY PRINCE”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Philadelphia Virtual Job Fair
‣ 12/7/21 | ZOOM
• National Sports Media Association
‣ 2022 | Winston Salem, NC
• American Sportscasters Association
‣ 2022 | Online
Digital Marketing
• Primary Content: I will be continuing to produce content on
my YouTube channel ”The Parlay Prince.” This will help me
because I will have experience podcasting and editing.
• Primary Tools: I will mainly use YouTube and Twitter. For
YouTube I will post a new podcast every Wednesday.
• Website: I will try to purchase a domain with my full name, so
it appears when someone looks for me. Also, I will insert the
link of my portfolio in the bio of my social media platforms.

13. PROFESSIONAL DEVELOPMENT
Mentor
• The type of mentor I’m looking for as I progress in the
program as well as throughout my career is a
”seasoned vet.” I’m looking to learn from someone who
has experience at a major sports media company.
Formal Education
• B.S in Sportscasting, Full Sail University
Technical Skills
• I need to do address my ability to use statistical
processing software.
• I need to learn how to use Dalet Digital Media Systems
• I need to become more familiar with the adobe suite.
Soft Skills
• I need to be more comfortable with public speaking and
putting myself out there.
• Active listening is something I can improve on as well. I
will improve on this during my time in the sportscasting
program.
• I can always improve on my writing skills which will
continue to get better as I progress through broadcast
writing.

14. Michael Morack
You know how most people who bet don’t do any research? And lose all
their money. Well, what I do is watch/ research games and give insight
that’s second to none. In fact, I’ve been able to help many of my friends
make money off sports gambling as well. This is due to me giving them write
ups and predictions on certain games.

15. REFERENCES
Putnam, Kaye. The Royalty AKA Ruler, Executive, Soverign.
KayePutnam.com , Retrieved from
https://www.kayeputnam.com/brandality-archetype-royalty/
(2021). Summary Report for: 27-3011.00 – Broadcast
Announcers and Radio Disc Jockeys, O*NET OnLine.
https://www.onetonline.org/find/quick?s=sports+writer
(2021). Become an ASA Member. American Sportscasters
Online, Retrieved from
http://www.americansportscastersonline.com/asamembershipf
orm.html
Modarelli Hegner, Pam. (2017). Sports Journalism 101: No
cheering in the Press Box & Other Unwritten Rules. Sports Tv
Jobs,.. Retrieved from https://www.sportstvjobs.com/fa-sports-
journalism-101-no-cheering-in-the-press-box-2/
Siegler, Mara (2021). Dave Portnoy Slams Nantucket mag as
‘spineless’ after cover story flap. Page Six, Retrieved from
https://pagesix.com/2021/05/04/dave-portnoy-calls-n-
magazine-spineless-over-cover-story-flap/
Cosmell, Howard. (2021). Barstool Big Cat: Everything You
need To Know About Dan Katz. TotalProSports,. Retrieved
from https://www.totalprosports.com/2021/06/10/barstool-big-
cat-dan-katz/
(2021). Titus Cleveland. LinkedIn , Retrieved from
https://www.linkedin.com/in/]