1. PERSONAL BRAND EXPLORATION
Anthony Hatton
Project & Portfolio I: Week 3
December 15, 2019

2. The youngest of 4 siblings, Anthony grew
up in a fairly large town of Columbia,
Missouri. His diverse upbringing shaped a
young man who is relatable and values
communications with all types of people.
He started playing sports at a young age
which developed qualities amongst a large
extended family and different cultural
backgrounds. After obtaining an
Associate’s Degree, Anthony enrolled in
Full Sail University in the Sportscasting
program where he is focused on
developing sports media and broadcasting
skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Radio/Television Announcer
• Reporter
• Sports Writer
Entertainer Archetype -
Producing brand content that
lightens up the world by being
enthusiastic. Using joy and
humor to have a great time
resulting in the audience
feeling amused.
Sportscasting for the National Basketball Association

4. • DEMOGRAPHICS: Equal gender
disparity, 25-40 years old, 65%
white, College Educated, Located
in Greater New York City Area.
• PSYCHOGRAPHICS: Enjoys
sporting events, spends free
time with sports or business,
frequently uses social media,
exercises frequently, shops
online at athletic stores.
• IDEAL AUDIENCE MEMBERS:
Nicholas Bishop, Lead Talent
Acquisition Coordinator/Sourcer
(NBA). Jeff Brutout, Senior
Recruiter (NBA). Jamie-Lee
Henry, Recruiter, Talent
Acquisition.
Recruiters & Hiring Managers at NBA, ESPN, and Fox Sports
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at NBA.
‣ Connect with, and send a follow up promotional
email to, 25 NBA team members on LinkedIn by
December 31, 2020.
Mid Term: (2025)
• Lead a successful media and sportscasting campaign
aimed at expanding audience engagement.
‣ Expand year-over-year NBA audience interaction
by 30% nationwide by December 31, 2025.
Long Term: (2040)
• Introduce On The Block Sports as a new sports company
that provides a new energy to sports fans
‣ Land a sportscasting job that will garner an
audience. This following will seamlessly be fans of
my company. Save a total of $75,000, complete 5
demo reels, and secure 3 business partnerships
by December 31, 2040. Bring in hard workers that
will be dedicated but haven’t “made it” yet.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help the National Basketball
Association increase engagement of
fans by being enthusiastic and valuing
diversity through sportscasting and
media content.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years assisting patients and other
clinics with the University of Missouri
Healthcare
• 8 years customer service/sales with
Hobby Lobby and AT&T
Education:
• Biology, A.A., Moberly Area
Community College, 2013
• Sportscasting, B.S., Full Sail
University Exp. 2021)
Awards:
• High School Diploma, 2009
• Associate’s Degree, 2013

9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work
experience on profile; assumed to
still be in school
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would
allude to well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Anthony Hatton
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive
on social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 2 year social media marketing for
cattle feed retail store
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries
throughout profile with two content pieces, no
articles published, sporadically active on personal
social media accounts, URL customized
• Grade: Average, 58 out of 100

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing
experience, 1 year as a marketing
manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions
company for over 3 years with respectable
clientele
• Entrepreneurship - Real estate company for
nearly 6 years; could be distracting attention
from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Anthony Hatton
Overall Online Presence:
• 500+ connections, banner image not yet
customized, polished headshot, detailed profile
summaries, two recommendations, notable
volunteer work, URL not yet customized,
premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 2 year social media marketing for
cattle feed retail store
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 87 endorsements
• Adobe Creative Suite - 65 endorsements
• Public Speaking - 60 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries
throughout profile with two content pieces, no
articles published, sporadically active on personal
social media accounts, URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
Resonating and enthusiastically leaving
others with an impression that engages
naturally to an audience
ANTHONY “THE MAYOR” HATTON
Anthony earned the
nickname “The Mayor” after
multiple friends from out of
town stated that he knew
everyone wherever they
went

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Basketball Career Conference in Las Vegas
‣ July 2020 | Las Vegas, NV
• 2020 Chicago Bulls Career Fair
‣ Friday January 10, 2020 | Chicago, IL
• 2019 Denver Nuggets Teammate Networking Event
‣ Wednesday December 18, 2020 | Denver, CO
Digital Marketing
• Primary Content: Weekly video blog in regards to
basketball. Youtube video of 15 minutes will be about
the latest news in sports called On The Block Sports
• Primary Tools: FB and Twitter- promote videos
through 30 sec. promo videos; LinkedIn - network with
industry pros and publish monthly multimedia
content covering more in depth takes on sports.
• Website: http://fsbizsite.com/adhatton1/ for my Full Sail
Portfolio. Also will include link to video blog that will
publish all the work.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least
25 yrs of experience in rodeo industry; family
man that upholds Christian values, Jan. 2020
Formal Education
• Complete Sportscasting, B.S. by expected
graduation date in 2021
Technical Skills
• Adobe/Microsoft - Lynda.com, December 2020
• FilmMaker Pro- Lynda.com, May 2020
• Premiere, Avid, Final Cut Pro - Lynda.com, May
2020
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2020
• Business Writing Principles - Lynda.com, Oct.
2020
• Join local Toastmasters Club and regularly
attend monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Fullie Salen
You know how the rodeo fanbase has been
gradually slipping over the past decade? Well,
what I do is produce personal brand stories that
entertain and inspire American families to celebrate
remarkable feats of bravery within professional bull riding. In fact, after
serving 10 years as a U.S. Marine, I produced a short film that helped a
local cattle feed store increase their brand awareness online by 500% in just
one month. Customers often referenced my video as the reason they
decided to shop at the retail store.
“

15. REFERENCES
Brush, P. (2019). Patrick Brush LinkedIn Profile. Retrieved April
14, 2019, from https://www.linkedin.com/in/patrick-brush-
a1930786/
Kalkbrenner, T. (2019). Tracie Kalkbrenner LinkedIn Profile.
Retrieved April 14, 2019, from https://www.linkedin.com/in/
tracie-kalkbrenner-5113503/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved April 14, 2019, from
https://www.onetonline.org/link/summary/15-1199.10
PBR. (2019). PBR Company Page on Glassdoor. Retrieved
April 14, 2019, from https://www.glassdoor.com/Overview/
Working-at-PBR-EI_IE22119.11,14.htm
PBR Career Site. (2019). Public Relations Manager - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/communications-community-relations/
public-relations-manager-1955827
PBR Career Site. (2019). Social Media Coordinator - Job
Description. Retrieved April 14, 2019, from https://
www.teamworkonline.com/other-sports-jobs/pbrnow/
professional-bull-riders/marketing/social-media-
coordinator-1955728
Professional Bull Riders, LLC. (2019). Professional Bull Riders,
LLC Company Page on LinkedIn. Retrieved April 14, 2019,
from https://www.linkedin.com/company/professional-bull-
riders-inc./
RodeoCommittees.org. (2019). 2019 Global Rodeo
Conference. Retrieved April 14, 2019, from https://
www.rodeocommittees.org/events/2019/2019-global-rodeo-
conference
SilverSpursRodeo.com. (2019). Event Schedule. Retrieved
April 14, 2019, from https://www.silverspursrodeo.com/event-
schedule/