1. PERSONAL BRAND EXPLORATION
Brett Batchelder
Project & Portfolio I: Week 3
May 26, 2019

2. Brett Batchelder was born on May 25, 1990 in
Deltona, Florida. Brett was introduced to the
sports world, specifically football, at an early age
through the influence of his father and his
grandfather. After spending 10 years working his
way into leadership positions at Chick-Fil-A and
Sykes Enterprises, Brett felt compelled to pursue
a career in the industry he feels most passionate
about, sports. Brett enrolled in the Sportscasting
program at Full Sail University where he’s focused
on developing his skills to hopefully work as a
media member of the Dallas Cowboys.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Radio and Television Announcer
•Reporter and Correspondents
•Program Director
Magician Archetype - an on air talent
that provides credible analysis and
broadcasting of recent sporting
events, avoiding the “hot take”
format in favor of blending
consistency with an entertaining
personality.
Sportscasting: Live Sports Production

4. • DEMOGRAPHICS: Lives in the
Dallas/Fort Worth area,
predominately white males.
• PSYCHOGRAPHICS: Mostly
married, graduating from a college
in Texas or Oklahoma, with high
interest in sports.
• IDEAL AUDIENCE MEMBERS:
Derek Eagleton, SR Director of
Media and Programming (Dallas
Cowboys), Roxanne Medina SR
Manager of Media Productions
(Dallas Cowboys)
Recruiters and Hiring Managers for Dallas Cowboys Media Team
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
•Land an entry-level production position for a sports
programming network/radio team.
‣ Have a greatly expanded network through social
media platforms such as Linked-In and have at least 5
solid connections with current members of the
dallascowboys.com media staff.
Mid Term: (2026)
•Work as a media member for the Dallas Cowboys
‣ Becoming a prominent member of their weekly
podcasting ventures and reporting. Be deeply
involved in their yearly draft show prep and
execution.
Long Term: (2040)
•Work as on air talent for live NFL games on a national
television network.
‣ Continue to create live content while with the
Cowboys, all the while building my network with
other media members of various stations/outlets.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Spreadsheet Software 73%
Music/Sound Editing 60%
Social Perceptiveness 66%
Critical Thinking 77%
SOFTHARD
ERP Software 5%
Statistical Processing Software 2%
Active Listening 43%
Speech Clarity 50%
SOFTHARD

7. I provide high level analysis of current
sporting events, using credible supporting
evidence in my positions to create
consistency, all the while captivating the
audience with my quirky, yet charismatic
personality.
PROMISE

8. CREDENTIALS
Work Experience:
•7 years working at Chick-Fil-A, 4 in
leadership roles including GM for the
Seminole Towne Center location.
•6 years working for Sykes Enterprises,
working in leadership roles for 5 of those
years, including recruiting, supervisory,
and project leader.
Education:
•Sportscasting, B.S., Full Sail University (Exp. March, 2021)
Awards:
•International Baccalaureate Diploma
Recipient

9. COMPETITION
Paul Liacos
Industry Experience:
• Customer Service Specialist at Golf
Channel, Feb 2019 to present.
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail
University. Expected Graduation Year: 2020
Leadership Experience:
• Director of Admissions for Coastal Detox from April,
2016 to December of 2018
Skills and Proficiencies:
• Customer Service
• Public Speaking
• Leadership
Brett Batchelder
Overall Online Presence:
• Has 60 connections, page is well mapped out but does
not link to social media sites. No endorsements at this
time
• Can tell there has not been a lot of focus on this page yet.
Overall grade 252out of 100
Industry Experience:
• None
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail
University. Expected Graduation Year: 2021
Leadership Experience:
• Multiple leadership roles at both Chick-Fil-A and Sykes
Enterprises including General Manager and Team
Supervisor
Skills and Proficiencies:
• None labelled
Overall Online Presence:
• No connections, no endorsements, no profile secion.
• Overall graded is very poor at this time. 5 out of 100.
New to the format and need to make this a primary focus
moving forward.

10. COMPETITION
Shannon Gross
Industry Experience:
• 8 years as Social Media Strategist for
the Dallas Cowboys, including
producing content for all social media
platforms and media content for team
site.Education:
• B.A in Mass Communications from University of
Louisiana at Monroe
Noteworthy Experience:
• Online strategist from 2003 to 2011
• Develop and manages social media strategies for the
Dallas Cowboys and AT&T Stadium
Skills and Proficiencies:
• Social Media - 99 plus endorsements
• Sports Marketing - 92 endorsements
• Event Planning - 52 endorsements
Brett Batchelder
Overall Online Presence:
• 500+ connections, extremely active on social media.
Several endorsements and connections.
• I would grade Shannon highly with a score of 85 out of
100
Industry Experience:
• None
Education:
• Current student enrolled in Sportscasting, B.S. at Full Sail
University. Expected Graduation Year: 2021
Leadership Experience:
• Multiple leadership roles at both Chick-Fil-A and Sykes
Enterprises including General Manager and Team
Supervisor
Skills and Proficiencies:
• None labelled
Overall Online Presence:
• No connections, no endorsements, no profile secion.
• Overall graded is very poor at this time. 5 out of 100.
New to the format and need to make this a primary focus
moving forward.

11. BRAND POSITION
In an industry consistently turning to “hot
takes” for ratings and turning sportscasters
into exaggerated characters, I want to be a
strong voice that offers credible and consistent
takes based off practical data while blending in
my natural personality that consists of subtle
humor and real passion.
BRETT BATCHELDER

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Sports PR Summit
‣ May 2020 (tbd) | New York,New York
• American Sportscasters Association (ASA)
• NAB Show (National Association of Broadcasters conference)
‣ April 18 - April 22, 2020 | Las Vegas, NV
Digital Marketing
• Primary Content: begin to create and publish content such as a
football podcast every week starting in 2020. Focus on NFL and
create weekly or biweekly content for YouTube channel
• Primary Tools: Promote on Social Media platforms, mainly
Facebook and Instagram, eventually making a separate page for
the channel. YouTube for primary distribution of content.
• Website: Use my digital portfolio from Full Sail to showcase
class projects and incorporate my own personal content if and
when appropriate.

13. PROFESSIONAL DEVELOPMENT
TO BE COMPLETED/IMPROVED BY 2021 (GRADUATION)
Mentor
• Seek out someone who has worked in sportscasting,
whether for local radio or sports podcasts to help review
work I have done, coach me in person on techniques for
gaining confidence and creating clear and consistent
content.
Formal Education
• Complete Sportscasting B.S. by expected graduation date
in March, 2021
Technical Skills
• Grow in proficiency with analytical software and data
bases
• Continue to work on editing software such as
applications like Final Cut Pro and the Adobe Creative
Cloud
• Have stronger grasp of how to best utilize social media
outlets
Soft Skills
• Clarity in Speech- Practice cadence and delivery both in
and out of class projects.
• Active Listening-focusing on the details and not
selectively paying attention.
• Comfort in front of camera/microphone- more practice in
class and by creating my own content.

14. Brett Batchelder
You know how sports programming has
essentially dwindled down to the same debate
format every morning, across all channels? Well,
what I do is offer consistent and logical takes, rather than
the “hot take” format that often is created for click bait. But I also embed my
own personality as the quick witted, everyday sports fan that keeps the
audience entertained without compromising the integrity of the show and its
content. I want to bring sports programming back to what it is supposed to be
about, the actual sporting events.
“

15. REFERENCES
ASA. (2011). American Sportscasters Online Page.
Retrieved May 25, 2019, from http://
www.americansportscastersonline.com/aboutus.html
Dallas Cowboys. (nd). Dallas Cowboys LinkedIn Page.
Retrieved May 25, 2019, from https://www.linkedin.com/
company/dallas-cowboys/
Gross, S. (nd). Shannon Gross LinkedIn Profile. Retrieved
May 25, 2019, from https://www.linkedin.com/in/
shannon-gross-00383844/
Liacos, P. (2019). Paul Liacos LinkedIn Profile. Retrieved
May 25, 2019, from https://www.linkedin.com/in/paul-
liacos-375b76163/
Medina. R. (nd) Roxanne Medina LinkedIn Profile.
Retrieved May 25, 2019, from https://
www.linkedin.com/in/roxanne-medina-a22a7b6/
NABSHOW. (2019). National Association of
Broadcasters Event Page. Retrieved May 25, 2019, from
https://www.nabshow.com
ONETOnLine.org. (2019). Summary Report for:
27-3011.00 - Search Radio and Television Announcers.
Retrieved May 25, 2019, from https://
www.onetonline.org/link/summary/27-3011.00
SPRS. (2019). Sports PR Summit 2019 Page. Retrieved
May 25, 2019 from https://www.sportsprsummit.com