This a presentation that I put together for my Project and Portfolio 1 class in December of 2022. It looks into the beginning stages of my brand's awareness and development. It will serve as the starting basis for my brand as I continue to move through my Sportscasting degree program at Full Sail University. Though it may not be updated after the initial posting, I encourage you to reach out if you have any questions or wish to ask about updates.

1. PERSONAL BRAND EXPLORATION
Shane Salcedo
Project & Portfolio I: Week 1
November 27, 2022

2. “Remember that the plane takes o
ff
against the wind,
not with it.” - Henry Ford
IDENTITY
As a former high school athlete and veteran of our
Armed Forces, I love working towards a common goal.
From sideline interviews to video editing, and
anything in between, I love the atmosphere created by
working to make a broadcast come together. I’m driven
to take the time to master aspects to ensure the highest
quality product is put out. As a coach, I know the
importance of listening and learning, which allows me
to take criticism and adapt from it. I’m sure you read
the quote at the top, right? Well I don’t want to help
your product stay put, I want to help it stand out. So
reach out and let’s discuss how I can make that
happen!!

3. PROFESSION
Potential Job Titles:
• News Analyst
• Sta
ff
Writer
• TV News Anchor
I want the world to look at what lays
beyond the scores and stats. Focus on the
true stories of perseverance and
fi
nd a
way to apply them to your life. Look for
the motivation to not only enjoy things,
but to learn life lessons from them as I
did growing up. I aim to bring that angle
to life with each story I cover.
NEWS REPORTER in the Sports Industry
Picture Relevant
to Your Industry
Goes Here

4. Human Resource Managers and Talent Acquisitions
TARGET AUDIENCE
Charlotte Lorentzen
Outreach Plan:
• I’m going to update and complete my résumé before
making contact.
• Email is the best approach to make initial contact with a
business professional in my opinion.
• The follow up will also be conducted by email unless
otherwise requested in a di
ff
erent format. I’ll complete a
follow up within three weeks time.
Manager, Talent Acquisitions at
NFL
Kevin McDonnell
Outreach Plan:
• I will research and
fi
nd a position they are looking to
fi
ll
prior to reaching out.
• Initial contact will be made via email.
• Unless otherwise requested, the follow up will be
conducted via email within a three week timeframe.
Human Resources - Talent
Acquisition at ESPN
Anna Yoon
Outreach Plan:
• I’ll put together a highlight package to send along with
the initial email and résumé.
• I’ll choose to take a risk and call about this potential job.
• Email will be used to do a follow up within a three to
four week timeframe.
Manager, Human Resources at Big
Ten Network

5. GOALS
Short Term: (2024)
• Find an entry level position with one of the three major companies I’ll be
contacting.
‣ Gainful employment acquired at one of those companies within
six months to a year after graduation.
Mid Term: (2029)
• Become an on-air personality, either with a speci
fi
c team/club, or within
one of those major companies previously listed. By this point, I also will
fi
rmly know and command my brand type.
‣ Working in front of the camera so that I am delivering the news
and highlights. I want to achieve this no later than
fi
ve years
from graduation. My brand will have 80% exposure in the top 20
Google results under my name when searched by December
2029.
Long Term: (2039)
• Become a tenured on-air personality with a company of my choosing.
Brand exposure will also be up 150%.
‣ Being the host or co-host of a daily sports program by June of
2039. The top 50 results under my name search on Google will
be related to my brand and the online presence I wish to possess
by June of 2039 as well.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Troubleshooting
SOFT
HARD
Novice / Adept / Expert
Microsoft O
ffi
ce Novice / Adept / Expert
Motivation Novice / Adept / Expert
Persuasion Novice / Adept / Expert
Video Creation and Editing Software (Adobe Creative)
SOFT
HARD
Novice / Adept / Expert
Analytical/Scienti
fi
c Software (IBM SPSS Statistics) Novice / Adept / Expert
In
fl
uence Novice / Adept / Expert
Networking Novice / Adept / Expert

7. I will work to provide high quality
informative and motivational angles to
stories that I share or cover. My mission
is to make even the casual fans take
greater notice of the product.
PROMISE

8. CREDENTIALS
Work Experience:
• U.S. Military (PA Army National Guard):
2005-2011, Deployed to Iraq in 2009
• Independent Contractor (Self-employed in
various formats): 2013 - Present
Education:
• Central High School (Martinsburg, Pa), Class of
2007
• Sportscasting, B.S., Full Sail University (2024)
Volunteer Work:
• HAYFA (Hollidaysburg Area Youth Football
Association) Board Of Directors: 2021 - Present
• HAYFA Coach: 2020 - Present
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Logan McClure
Industry Experience:
• No current experience
Education:
• Chaparral High School (Las Vegas, NV), 2019
Leadership Experience:
• Shift Lead, Taco Bell, 2019
• Security O
ffi
cer
Skills and Pro
fi
ciencies:
• Adept with Microsoft O
ffi
ce
• Adept with Microphone Work
• Novice Experience with Adobe Creative Cloud
Shane Salcedo
Overall Online Presence:
• No Online Presence found
• Grade: Poor, 0 out of 100
HEADSHOT
Industry Experience:
• No current experience
Education:
• Central High School (Martinsburg, PA), 2007
Leadership Experience:
• U.S. Military (PA Army National Guard), 2005-2011
• Shift Manager, McDonald’s, 2010-2012
Skills and Pro
fi
ciencies:
• Adept at Creative Writing
• Persuasive and Convincing
• Novice Experience with Camera work and Adobe
Creative Cloud
Overall Online Presence:
• No Online Presence
• Grade: Poor, 0 out of 100

10. COMPETITION
Kristen Lopez
Leadership Experience:
• Current IndieWire’s TV Editor
• Published in numerous periodicals, including: Forbes,
Variety, and with Roger Ebert
Shane Salcedo
HEADSHOT
Industry Experience:
• Over 15 Years experience in
Entertainment Journalism
Education:
• California State University, Bachelors, 2009-2012
• California State University - Sacramento, Masters,
2012-2014
Skills and Pro
fi
ciencies:
• Pro
fi
cient in multi-tasking
• Excellent grammar skills with expansive vocabulary
• Well versed in Windows and Microsoft O
ffi
ce
Applications
Overall Online Presence:
• 469 connections to date, Generic Banner photo,
Appropriately Professional looking headshot, Substantial
work history and details listed, Published articles most
recently on IndieWire.
• Grade: Superior, 80 out of 100
Industry Experience:
• No Industry experience
Education:
• Central High School (Martinsburg, PA), 2007
Leadership Experience:
• U.S. Military (PA Army National Guard), 2005-2011
• Shift Manager, McDonald’s, 2010-2012
Skills and Pro
fi
ciencies:
• Adept at Creative Writing
• Persuasive and Convincing
• Novice Experience with Camera work and Adobe
Creative Cloud
Overall Online Presence:
• No Online Presence
• Grade: Poor, 0 out of 100

11. BRAND POSITION
For potential employers who need relatable on-air
talent, I provide a conduit to show that inspiration can
be drawn from anywhere because sometimes the
hardest thing to
fi
nd is the motivation to take the
fi
rst
step.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• OTT SERIES: Delivering Engaging Experiences
‣ Dec. 14, 2022 | Online
• National Association of Broadcasters
‣ Joining by December 2024
• Pennsylvania Association of Broadcasters
‣ Joining by December 2024
Digital Marketing
• Primary Content: Blogging and video media entries.
• Primary Tools: Facebook and Adobe Portfolio with new
content created a minimum of once a month.
• Website: Cross-promoting between both sites, as well as
inclusion of the link to my portfolio in my email signature
information.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• My mentor should care about the quality of the product
they deliver, but more importantly, the story behind it
and how it can inspire others. I’ll look to establish a
partnership no later than June 2024.
Formal Education
• Sportscasting, B.S., Full Sail University (2024)
Technical Skills
• Voice Coaching - Genuinely Ginger Voice Coaching,
December 2023
• Typing Instruction - Typing.com, June 2023
• Video Editing Instruction - VisitPete.com, December
2023
Soft Skills
• Coaching Youth Football to enhance Leadership skills -
HAYFA, 2020 - Present
• Board of Directors Meetings to work on Public Speaking
- HAYFA, 2021 - Present
• Client Services and Issue Resolutions through Self -
Employment, 2020 - Present

14. SHANE SALCEDO
You know how drawing attention to a brand is di
ffi
cult? Well, what I do is draw them
in with a di
ff
erent angle of looking at something. In fact, I not only change the angle, I
urge the consumer to check out exclusive content and saturate the content with that
brand and the angle I want them to
fi
nd.
“

15. REFERENCES
27-4032.00 - Film and Video Editors. Retrieved
November 25, 2022, from https://
www.onetonline.org/link/summary/27-4032.00
27-3023.00 - News Analysts, Reporters, and
Journalists. Retrieved November 25, 2022, from
https://www.onetonline.org/link/summary/
27-3023.00
Lopez, K. Kristen Lopez - Television Editor -
IndieWire | LinkedIn. Retrieved November 27, 2022,
from https://www.linkedin.com/in/kristen-
lopez-17013153
Lorentzen, C. Charlotte Lorentzen - Manager, Talent
Acquisition - LinkedIn. Retrieved November 26,
2022, from https://www.linkedin.com/in/charlotte-
lorentzen-17386998
McDonnell, K. Kevin McDonnell, MBA - Senior
Recruiter - ESPN | LinkedIn. Retrieved November 26,
2022, from https://www.linkedin.com/in/
kevinjmcdonnell
Working at Big Ten Network | Glassdoor. Retrieved
November 27, 2022, from https://
www.glassdoor.com/Overview/Working-at-Big-Ten-
Network-EI_IE152802.11,26.htm
Working at ESPN | Glassdoor. Retrieved November
26, 2022, from https://www.glassdoor.com/Overview/
Working-at-ESPN-EI_IE13401.11,15.htm
Working at NFL | Glassdoor. Retrieved November 27,
2022, from https://www.glassdoor.com/Overview/
Working-at-NFL-EI_IE2910.11,14.htm
Yoon, A. Anna Yoon - Human Resources Manager -
Big Ten Network | LinkedIn. Retrieved November 25,
2022, from https://www.linkedin.com/in/
annayoon24