1. PERSONAL BRAND EXPLORATION
Aaron Coffey
Project & Portfolio I: Week 3
May 3rd, 2019

2. I believe success to be defined by the integrity it took to
achieve it. A shaky foundation will always offset a well built
structure. I believe in a culture of collaboration and inclusion
of others, breeds motivation and creates the most unique and
sought after products. I’ve dedicated my life to sports, and
content creation of many varieties. The result has been an
undying passion to share my content with others who share a
similar passion. My experience has allowed me to become
advanced in a variety of writing and speaking techniques that
allow me to communicate with an audience in a way that they
really listen. In an ever changing environment that is the
world of sports, my ability to adapt and overcome adversity
sets me apart from those who are stuck in old ways and
unwilling to embrace change.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Professional Sportscaster
• Sports Reporter
• Digital Producer
Guy Next Door Archetype: Building brand
trust by combining integrity with professionalism
to create an inclusive and relatable environment
for fans of all backgrounds seeking a community
in which to celebrate their fandoms.
Digital Marketing for Professional Rodeo Organizations

4. Demographic and Psychographic
Information:
Men and women respectively represent
50% of NFL viewership. The average
viewer is 47 years old, while 32% of
fans are between the ages of 18-34
years old. Their average income in
roughly $94.5K annually.
Sports fans (short for “fanatics”) are
driven my emotion and love for their
teams. They seek a sense of belonging
and inclusion. They invest their time
and money into the game. According to
the shelf.com, between 2016-2017,
Americans spent $56 billion on
sporting events. This includes travel,
tickets and concession.
NFL Fans
TARGET AUDIENCE

5. GOALS
Short Term - Following my graduation in 2022, I will
acquire an entry level or internship opportunity with a
sports news outlet, perhaps a local CBS affiliate, in either
an on camera or production role. I will also make
connections with 12 or more LinkedIn professionals
within the broadcasting field.
Mid Term - On or before 2030, I will work my way into a
supervisory role with my current company or accepted a
position within a larger company such as ESPN or CBS
directly with ample growth opportunity, while also
expanding my social media following and LinkedIn
connections by several hundred.
Long Term - By 2035, I will be working in either digital
production or radio/broadcasting within my preferred
employer. I will establish myself as a professional
sportscaster with ability on and off camera. I will seek to
increase viewership length by 25%, an emerging issue
among the younger demographic.

6. SKILLS ANALYSIS
Proficiency in Technical Skills
Proficiency in Transferrable Skills
Video Editing Software 75%
Music/Sound Editing Software 70%
Critical Thinking and Problem Solving 90%
Oral and Written Communication 95%

7. My promise to my potential employer and audience, is
that I will perpetually strive for improvement upon my
craft and refinement of work ethic while practicing an
unmatched level of integrity and professionalism that
will become an expectation and elevate the standard of
all of those who work around me, rendering anything
below that standard obsolete.
PROMISE

8. CREDENTIALS
Related Work Experience:
5+ Years in Customer Service Related Fields
2+ years in Administrative Environment
Education:
IUSB - English (2016-2017)
Full Sail University - BS Sportscasting (2019-Present)
Awards and Certifications:
Scholarship for Achievement as a Peer Mentor (2016)
Leadership Roles
2+ Years of Supervisor/Management Experience
Other Relevant Experience
Host/Producer at The Brew Podcast (2018-Present)

9. COMPETITION
Patrick Murphy Aaron Coffey
Industry Experience - Radio Broadcasting, Circuit Board
Assembly, Podcasting
Education - Full Sail University - BS Sportscasting (2018-2020),
Grand Canyon University - Sports Management (2015-2018)
Leadership/Noteworthy Experience - US Army Veteran -
Infantryman, Self-Produced Podcasting - NHL
Skills and Proficiencies - Information Literacy (lynda.com),
Adobe Audition, Mixlr
Overall Online Presence - 14 LinkedIn Connections, Podcast/
Personal Following Unknown
Industry Experience - Podcasting, Journalism, Amateur or
Self-Employed Experience
Education - Full Sail University - BS Sportscasting (2019-2022),
Indiana University South Bend - English (2016-2017)
Leadership/Noteworthy Experience - Awarded Scholarship
as a Peer Mentor, 2+ years of Management and Supervisory
Experience
Skills and Proficiencies - Proficient in Microsoft Office and
Audio/Video Editing Software (Audacity, iMovie, etc)
Overall Online Presence - Creator of Podcast with Over 5000
Followers (And Growing) Across All Social Media

10. COMPETITION
Madison Bess Aaron Coffey
Industry Experience - Podcasting, Journalism, Amateur or
Self-Employed Experience
Education - Full Sail University - BS Sportscasting
(2019-2022), Indiana University South Bend - English
(2016-2017)
Leadership/Noteworthy Experience - Awarded Scholarship
as a Peer Mentor, 2+ years of Management and Supervisory
Experience
Skills and Proficiencies - Proficient in Microsoft Office and
Audio/Video Editing Software (Audacity, iMovie, etc)
Overall Online Presence - Creator of Podcast with Over 5000
Followers (And Growing) Across All Social Media
Industry Experience - Production Assistant - CBS, College
Television/Sports Reporter - Ithaca TV, Internships with
NBC, NHL & USGA
Education - Ithaca College - Journalism (2014-2018)
Leadership/Noteworthy Experience - Several
Internships, Worked Within Ithaca College, Held Assistant
Producer Title with School and CBS
Skills and Proficiencies - Bilingual, Writing, Research,
Microsoft Office
Overall Online Presence - 500+ LinkedIn Connections, 523
Twitter Followers, Multiple Google Results

11. BRAND POSITION
Sports fandoms gives us something to belong to and something to
believe in. We love sports because of our desire to belong to something
bigger than ourselves. We want the action, the suspense, the highs and
the lows, without any nonsense in between. My brand promises to
deliver sports content in a way that is inclusive, immersive and
trustworthy. I want the fans to feel close to the action, even in their living
room. I want them to be uplifted and driven by the emotion I deliver via
the content I create. I am a fan and I am here to give the fans what they
want, what I would want, and what we rightfully deserve.
AARON COFFEY

12. NETWORKING &
MARKETING
Below are 3 organizations I intend to become a part of within the next two
years, to give myself ample resources and opportunity to succeed within
my field:
1. American Sportscasters Association (ASA)
2. National Association of Broadcasters (NAB)
3. Football Writers Association of America (FWAA)
The type of content I will be posting:
1. Audio and visual content pertaining to the NFL and NCAA.
2. Written content pertaining to the NFL and NCAA.
3. Podcasts, interviews, analysis/research and opinion pieces.
What platforms of social media I intent to use and how I will use my digital
portfolio?:
Primarily, Twitter is most popular amongst athletes and sports fans, as well as analysts and
broadcasters. Facebook is useful due to its size, but decreasing popularity compared to
avenues such as Twitter, Snapchat and even Reddit. My portfolio, much like my podcast
website, acts as a mothership to information and content that you can find elsewhere, but is
conveniently located in one place. It will showcase my past and future accomplishments and
my ability to create content.

13. PROFESSIONAL DEVELOPMENT
In the quest for developing my online presence as well as my ability as a
professional in my desired field, I will continue on my degree path at Full Sail
University but explore options within various programs including but not limited to,
The Scouting Academy, separate Full Sail programs, as well as internships local and
non-local to me.
In my field, experience in Adobe and Microsoft office, as well as the technical ability
operate sound and video equipment is universal among broadcasting and production
positions. My goal is to reach out to local broadcasters and fellow Full Sail alum,
while utilizing LinkedIn Learning to hone the skills used in all facets of the sports
industry.
My time frame for graduation is approximately two years, and my goal is to use that
time to both excel in my classes and develop my portfolio to reflect that of an
aspiring sportscaster that went above and beyond to market himself as not just the
better candidate, but the obvious choice.

14. Aaron Coffey
The next generation of football fans is taking over
the scene and becoming the primary demographic
for the NFL. As a result, viewership is increased, but
duration of viewership suffers. Broadcasters lack the flair that keeps the
attention of a younger, more impressionable audience. They feed off of excitement,
facts and statistics, and pure content without a hidden agenda; enter Aaron Coffey,
aspiring broadcaster and fanatic turned professional. Fans know what fans want,
and being a younger candidate, my ability to connect with those around me is
something I’ve worked on for years of my life.
“

15. REFERENCES
➤ American Sportscasters Association. (n.d.).
American Sportscasters Online. Retrieved May 2,
2020, from http://
www.americansportscastersonline.com/
➤ N.A.B. (n.d.). National Association of Broadcasters
Website. Retrieved May 2, 2020, from https://
www.nab.org/
➤ FWAA. (n.d.). Football Writers Association of
America Website. Retrieved May 2, 2020, from
http://www.sportswriters.net/fwaa/
➤ Sorilbran. (2019, May 16). Marketing to Sports
Fans: Viewership & Demographics [Infographic].
Retrieved from https://www.theshelf.com/the-
blog/sports-viewership
➤ Murphy, P. (n.d.). Patrick Murphy LinkedIn
Profile. Retrieved May 2, 2020, from https://
www.linkedin.com/in/patrick-murphy-
b94676116/
➤ Bess, M. (n.d.). Madison Bess LinkedIn Profile.
Retrieved May 2, 2020, from https://
www.linkedin.com/in/madison-bess-3b4a18a3/
➤ Various. (n.d.). UnSplash Website. Retrieved
May 2, 2020, from https://unsplash.com/s/
photos/championship
➤ O*Net Job Database. (n.d.). O*Net Online .
Retrieved May 2, 2020, from https://
www.onetonline.org/find/quick?s=broadcasting