Luke McDonald's Personal Brand Keynote

1. PERSONAL BRAND EXPLORATION Luke McDonald Project & Portfolio I: Week 1 May 7, 2021

2. Luke McDonald is from a small town in Arkansas, where he learned the value of hard work from family and friends. He has been passionate about bringing esports to a wider audience since 2015 when he watched the League of Legends World Championship. He is a devote Christian, which shapes his morals and outlook on life. He has taken up many hobbies and become proﬁcient at all of them, some include woodworking, photography, and cooking. He has started his degree at Full Sail to learn how to be a good sports broadcaster. IDENTITY

3. PROFESSION Potential Job Titles: • Broadcast Producer • Video Editor • Broadcast Announcer Creator ARCHETYPE - I work hard to create things that other people can get on board with. I think of unorthodox ways to solve problems. Sports Broadcasting for esports/LEC and OWL

4. • DEMOGRAPHICS: 70% Female, 30% Male. Ages 27-37 Very Diverse, Predominately Single, College Educated, located in California • PSYCHOGRAPHICS: Spends time volunteering, playing video games, and hiking. • IDEAL AUDIENCE MEMBERS: Mina Hur - University Recruiter at Riot. Brian Riley - Global head of Talent Acquisition at Riot. Josh Jacobs Talent acquisition in esports. Recruiters and Hiring Managers at the LEC, LCS and OWL TARGET AUDIENCE

5. GOALS Short Term: (Immediately After Graduation, 2022) • Get an entry level esports job at the LEC. ‣Send my reel to broadcast personnel, and recruiters on February 2022. Mid Term: (2028) • Become a Feature Producer, and produce team intros for worlds. ‣Make videos that tell the story of the players and teams by August 20, 2028. Long Term: (2038) • Become an executive producer and Increase esports viewership in North America. ‣Increase viewership by 40% across any demographic by July 20, 2038.

6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Live Sound Mixing 50% Photography 70% Problem Solving 70% Work Ethic 80% SOFT HARD Data Mining Software 10% Videography 40% Critical Thinking 80% Monitoring 70% SOFT HARD

7. I help Professional esports broadcast increase viewership retention by creating pre produced content that make teams/athletes more appealing to fans. PROMISE

8. CREDENTIALS Work Experience: • 1 Year working as a Grip shooting National/Local Commercials and American Airgunner (TV Show). • 3 years as a Broadcast Audio Technician. Education: • Associates degree in Electronics Technologies • Sportscasting, B.S., Full Sail University (Exp. 2022) Volunteering: • 200+ hours of volunteering in the children’s ministry at First Baptist Fort Smith

9. COMPETITION Marcus Block Industry Experience: • Technician at Satellite AutoGlass Education: • Current Student at Full Sail in Sportcasting Bachelor’s degree. Leadership Experience: • Has no leadership experience listed. Skills and Proficiencies: • Presentations - 0 endorsements • Problem Solving - 0 endorsements • Broadcasting - 0 endorsements Luke McDonald Overall Online Presence: • 17 connections, banner image is customized, professionalisms of the headshot is average, the proﬁle is not detailed at all, no published articles, not active on any other social media, LinkedIn URL is customized. • Grade: Poor, 20 out of 100 Industry Experience: • 3 years of experience as a Broadcast Technician and Grip Education: • Full Sail University Sportscasting Bachelors • University of Arkansas Fort Smith Electronics technologies Associates. Leadership Experience: • Has no leadership experience listed. Skills and Proficiencies: • Leadership - 0 endorsements • Photography - 0 endorsements • Audio Mixing - 0 endorsements Overall Online Presence: • 45 connections, banner image not customized, the headshot is very professional but maybe not ideal for the job, proﬁle is not extremely detailed, no published articles, not active on any social media, their LinkedIn URL is not customized. • Grade: poor, 25 out of 100

10. Industry Experience: • 17 Years of Industry experience in various types of producing roles. COMPETITION Jacquelyn Bates Noteworthy Experience: • Fox Sports Feature Producer 2013-2016 • ESPN Associate Producer 2007-2013 Luke McDonald HEADSHOT Education: • University of North Carolina at Pembroke Public Relations and Broadcasting Bachelors Skills and Proficiencies: • Broadcasting- 0 endorsements • Field Production - 0 endorsements • ENPS software - 0 endorsements Overall Online Presence: • 124 connections, banner image is not customized, the headshot is professional but could be improved, the proﬁle is not very detailed, has shared articles, doesn’t have any other social media listed, LinkedIn URL is not customized. • Grade: Average, 45 out of 100 Industry Experience: • 3 years of experience as a Broadcast Technician and Grip Education: • Full Sail University Sportscasting Bachelors • University of Arkansas Fort Smith Electronics technologies Associates. Leadership Experience: • Has no leadership experience listed. Skills and Proficiencies: • Leadership - 0 endorsements • Photography - 0 endorsements • Audio Mixing - 0 endorsements Overall Online Presence: • 45 connections, banner image not customized, the headshot is very professional but maybe not ideal for the job, proﬁle is not extremely detailed, no published articles, not active on any social media, their LinkedIn URL is not customized. • Grade: poor, 25 out of 100

11. BRAND POSITION I Fell in love with esports at ﬁrst sight. I want to share that love with as many people as possible, through telling compelling stories, creative broadcasting, and great esports. “LUKE MCDONALD”

12. NETWORKING & MARKETING Industry Events & Organizations • Esports Business summit ‣ October 18-20, 2021 | Caesars Palace Las Vegas • Streaming Media East Conference ‣ May 25-26 | Boston • National Association of broadcasters ‣ June 7,2021, Orlando chapter Digital Marketing • Primary Content: Conduct interviews with players at esports events, edit them down, and publish them to YouTube. • Primary Tools: Instagram and Linkedin - Promote and highlight the interviews by condensing the them down into 30 seconds and 1 minutes clips to post. • Website: use my site as a portfolio to showcase any noteworthy assignments, but primarily uploading personal projects, including interviews.

13. PROFESSIONAL DEVELOPMENT Mentor • I will look for a Mentor that has at least 15 years of experience in multiple types of producing (live tv and features). Ill also look for someone who has been successful when thinking outside the box. Formal Education • Complete Sportscasting Bachelors by expected graduation date in 2022 Technical Skills • Get certiﬁed in Premier Pro - Adobe, August 2021 • Google analytics Academy- Google, November 2021 Soft Skills • Complete a linked in learning on critical thinking - Linkedin, June 2021 • Talk with professors about improving how I monitor people in a work envirement - June 2021

14. Luke McDonald You know how North American viewership as been fairly stagnant over the past 5 years, and at times decreased? Well, what I do is Produce intimate and engaging interviews with players and coaches that will excite old and new fans alike. I will work hard hours, accomplish my goal. In fact, at almost every job I have ever worked at I have been the hardest working employees. Even when I was only 14 working in a tire shop I was one of the hardest workers there. “

15. REFERENCES https://www.linkedin.com/company/riot-games/people/? facetCurrentFunction=12 https://www.linkedin.com/company/blizzard-entertainment/ people/?facetCurrentFunction=12 Summary Report for: 27-2012.00 - Producers and Directors. O*NET OnLine. (n.d.). https://www.onetonline.org/link/summary/ 27-2012.00. https://www.linkedin.com/in/marcusblock/ https://www.linkedin.com/in/jacquelyn-bates-83887554/ Google. (n.d.). Google Analytics Academy. https:// analytics.google.com/analytics/academy/course/6. Esports Business Summit 2021. esportsbiz. (n.d.). https:// www.esportsbiz.com/go/esports-business-summit-2021/. Streaming Media East Connect 2021 - The World's Leading Online Streaming Media Conference. Streaming Media - Online Video News, Trends, and Analysis. (n.d.). https:// www.streamingmedia.com/conferences/east2021/Default.aspx. NAB: The Voice for America's Radio and TV Broadcasters. National Association of Broadcasters. (n.d.). https://www.nab.org/. The importance of critical thinking - Critical Thinking Video Tutorial: LinkedIn Learning, formerly Lynda.com. LinkedIn. (2016, June 6). https://www.linkedin.com/learning/critical- thinking/the-importance-of-critical-thinking-2?u=50813145.

Luke McDonald's Personal Brand Keynote

Luke McDonald's Personal Brand Keynote

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Luke McDonald's Personal Brand Keynote