Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Cody Peel
Project & Portfolio I: Week 1
APR 8, 2022

2. My identity is that of a sports fanatic. I have
always been indulged by the world of sports…
The excitement, the thrill, the unknown of what
will happen on the very next play etc… This
passion of mine developed at a young age when
I was three and it has been with me ever since.
The vision that I have is to always be the best
that I can be in any aspect of my life. I visualize
always making my audience or customer base
happy. Wanting to be a professional
broadcaster, I want my audience to always have
the best experience possible when watching me
discuss their favorite sports and sports teams.
One thing I can say, is that I am very
knowledgeable about sports so you will never
have to wonder if I have my facts straight.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Media Program Director
• News Analyst, Reporter, or
Journalist
• Broadcast Announcer
BRAND ARCHETYPE - My
archetype was that of the “hero”.
This means that I am in essence a
go getter. I am motivated and
hungry to get where I want to be.
I’m extremely self confident in my
abilities, and I am very self
disciplined.
BROADCASTER for SPORTS MEDIA
Picture Relevant
to Your Industry
Goes Here

4. Sports Media Companies
TARGET AUDIENCE
Gene White
Outreach Plan:
• One task that I will complete prior to making contact
with Gene, is that I will have answers pre composed for
questions I may or may not be asked.
• One method I will use to reach out to Gene will
probably be social media in the form of Twitter or even
try to reach out to him via the FOX Sports website or
LinkedIn.
• As far as following up with him, I will probably let the
initial contact settle for a few days to a week before
following back up with him, as he may be very busy.
PROFILE
PICTURE Director of Talent Acquisition
at FOX Sports
Brittany Kelley
Outreach Plan:
• I will compose a list of answers for question I may or
may not be asked by Brittany when I get in contact with
her.
• Once I create my LinkedIn account, I will reach out to
her through LinkedIn.
• After initial contact has been made, I will give it a few
days to a week before I reach back out to her as she
may be busy with recruitment.
PROFILE
PICTURE Senior recruiter at Disney
Media & Entertainment
Distribution
Jason Williams
Outreach Plan:
• I will compose answers to questions that may or may
not be asked when I make initial contact with Jason.
• I will use linkedIn to reach out to Jason.
• After initial contact with Jason, I will allow a few days to
a week to pass to let him go over out initial interaction
before reaching out to him again. I don’t want to be
overly aggressive in my approach.
N/A
Director of Human Resources
at ESPN

5. GOALS
Short Term: By the time I graduate, I want to become
the Senior Editor, or lead play by play analyst for the
AZCFL (Arizona Cactus Football League) and have my
own podcast dedicated to professional sports.
Mid Term: Within 5-10 years I hope to finally work for
one of the major sports networks such as; ESPN,
Sportscenter, or FOX Sports in any capacity.
Long Term: Within 15-20 years I hope to become a
household name in the world of sports news, and
become a lead play by play analyst for any professional
sporting event.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Graphic Design
SOFT
HARD
Novice / Adept / Expert
Marketing Novice / Adept / Expert
People Skills Novice / Adept / Expert
Adaptability Novice / Adept / Expert
Social Media Management/Digital Marketing
SOFT
HARD
Novice / Adept / Expert
Critical Thinking Novice / Adept / Expert
Social Perceptiveness Novice / Adept / Expert
Research/Attention to detail Novice / Adept / Expert

7. I help my audience get the most accurate
and up to date information on their favorite
sports teams by using my sports knowledge
and investigative journalism skill sets.
[WHO?] [WHAT?] [HOW?]
PROMISE

8. CREDENTIALS
Work Experience:
• Vehicle Management Analyst in the Air Force
• RPR Coordinator/Manager at a Nissan
Dealership
• Assistant Editor for the Arizona Cactus Football
League
Education:
• Sports Broadcasting, B.S., Full Sail University (2024)
• Leadership Roles/Volunteering
• Accident/Warranty program lead while working as a
vehicle management analyst for the Air Force
• Multiple volunteering events including professional
sporting events, food drives, and volunteering at local
homeless shelters.
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Jae Whiteside
Industry Experience:
• Scoreboard Operator for High School
Sports’ Alma Mater
• Bat boy for Lima Locos
• Ticket Collector and Team Store
worker for Toledo Mudhens Minor
League Baseball Team
Education:
• Full Sail University Student
• Clarks Summit University Graduate (2020)
Leadership Experience:
• Youth Pastor for 6 years
• Assistant Manager at Menchie’s
Skills and Proficiencies:
• Disciplined - Clara Weitz, Former Employer
• Hard Working - Matt Dungan, Mentor
• Genuine Heart for Others - Erik Sanders, mentor
Cody Peel
Overall Online Presence:
• There are a few connections but there hasn’t been
many opportunities for him, he doesn’t have a
customized banner, his headshot is very professional,
profile is very open and specific, he doesn’t have many
published articles, but he is active on social media. He
does have a LinkedIn profile but the URL isn’t
customized.
• Grade: Poor, Average, or Superior?, 65 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• Assistant Editor at Arizona Cactus
Football League
Education:
• Full Sail University Student
Leadership Experience:
• Used Car Service Manager at Nissan
• Warranty/Accident Program lead at United States Air
Force (Luke AFB, AZ)
Skills and Proficiencies:
• Communication
• Attention to detail
• Active Listener
Overall Online Presence:
• Not very many connections, no banner image,
headshot could be better, although the attire is
professional, profile not very detailed, 4-5 published
articles on AZCFL.com, active on Facebook, instagram
and twitter, LinkedIn not currently created.
• Grade: Poor, Average, or Superior?, 50 out of 100

10. COMPETITION
Kevin Derryberry
Leadership Experience:
• President at KDB broadcasting and Mediaworks
• Lead play by play analyst for Arizona Christian
University
Cody Peel
N/A HEADSHOT
Industry Experience:
• Lead play by play analyst at Arizona
Cactus Football League
• Lead play by play analyst for Northern
Arizona Wranglers
• AIA play by play broadcast announcer
Education:
• Paradise Valley Community College
Skills and Proficiencies:
• Excellent people skills
• Communication
• Grasping power
Overall Online Presence:
• Not sure how many connections he has, his banner
image is customized, unable to find a headshot of him,
his profile is very detailed on both LinkedIn and Twitter,
no published articles by him that I have found, very
active on other social media especially Twitter.
• Grade: Poor, Average, or Superior?, 80 out of 100
Industry Experience:
• Assistant Editor at Arizona Cactus
Football League
Education:
• Full Sail University Student
Leadership Experience:
• Used Car Service Manager at Nissan
• Warranty/Accident Program lead at United States Air
Force (Luke AFB, AZ)
Skills and Proficiencies:
• Communication - Mikhail Lynch, Mentor
• Attention to detail - Michael Culbertson, Fomer
Employer
• Active Listener - Becky Bromely, Former
teacher/Mentor
Overall Online Presence:
• Not very many connections, no banner image,
headshot could be better, although the attire is
professional, profile not very detailed, 4-5 published
articles on AZCFL.com, active on Facebook, instagram
and twitter, LinkedIn not currently created.
• Grade: Poor, Average, or Superior?, 50 out of 100

11. BRAND POSITION
For sports fanatics who want the most accurate
and up to date information regarding their favorite
teams, I provide quality unbiased content,
because who really wants a sports analyst giving
biased opinions and false information?

12. NETWORKING &
MARKETING
Industry Events & Organizations
• American Sportscasters Association
• National Sports Media Association
• Football Writers Association of America (FWAA)
I plan to join each of these organizations, as they directly
correlate to my desired industry I hope to work for.
Digital Marketing
• Primary Content:The kind of content I will be publishing
online are game articles, interviews and unbiased predictions
for all major sports.
• Primary Tools: I will use my social media platforms such as
Instagram, Twitter and Facebook to promote my brand and
publish my content as well have continuing to publish my
game stories on the AZCFL.com website
• Website: I will use my digital portfolio as a link for future
employers to be able to read and view my content that I have
created, as I have grown throughout school and while working
for the Arizona Cactus Football League.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• I have already found a mentor that can help me
develop professionally. His name is Kevin Derryberry
and he is currently the lead play by play analyst for
the league I work for, and he has worked for arena
league teams and he is currently the president of his
own broadcasting company. Any questions I have for
him, I can always ask. He’s very approachable and
helpful. He understands this is a dream of mine and
he’s told me time and time again… Anything I need or
have questions about regarding the industry he is
there to help.
Formal Education
• Sports Broadcasting, B.S., Full Sail University (2024)
Technical Skills
• Graphic Design is an area I plan to improve on as it will
help build my brand, and I will be able to customize a
future website of my own and create something that will
help me standout over my competition. I plan to be an
expert by the time I graduate from this course.
• Marketing is another area I hope to improve on as well.
Being in tune with how to market yourself as well as the
companies you work for seems to be very important. I
hope to be an expert at marketing by the year I graduate.
Soft Skills
• Social perceptiveness is something I wish to improve on as
well. Being an on screen personality, or creating your own
content to be published online or even doing play by play
for a professional sporting event you will more than likely
be looked at under a microscope so I believe it is of major
importance to be socially perceptive of certain situations so
you do not say things that may come across as out of line.
I plan on being an expert at this before this year is over. As
you know, I currently do conduct interviews for the league I
work for, so I have to learn on the fly about social
perceptiveness.

14. Cody Peel
You know how you want to read quality and unbiased sports content? Well,
what I do I is write quality unbiased predictions as well as weekly game
stories for the Arizona Cactus Football League. In fact, you can check out all
my content at https://www.azcfl.com/leaguearticles
Picture of You
Goes Here

15. REFERENCES
Media Programing Directors. (n.d.). Onet Online. Retrieved
April 10, 2022, from
https://www.onetonline.org/link/summary/27-2012.03
News Analysts, Reporters and Journalists. (n.d.). Onet
Online. Retrieved April 10, 2022, from
https://www.onetonline.org/link/summary/27-3023.00
Broadcast Announcers and Radio Disc Jockeys. (n.d.). Onet
Online. Retrieved April 10, 2022, from
https://www.onetonline.org/link/summary/27-3011.00
Director of Talent Acquisition at FOX Sports. (n.d.).
LinkedIn. Retrieved April 10, 2022, from
https://www.linkedin.com/in/gene-white-1a891a8
Senior Recruiter at Disney Media & Entertainment. (n.d.).
LinkedIn. Retrieved April 10, 2022, from
https://www.linkedin.com/in/brittany-kelley-25637726
Director of Human Resources at ESPN. (n.d.). LinkedIn.
Retrieved April 10, 2022, from
https://www.linkedin.com/in/jason-williams-1263aa4
Sports Media Associations and Resources. (n.d.). Sports
Career Finder. Retrieved April 10, 2022, from
https://www.sportscareerfinder.com/members/sports-
media/broadcasting-resources/