Rashid McDonald Personal brand exploration keynote

1. PERSONAL BRAND EXPLORATION
Rashid McDonald
Project & Portfolio I: Week 1
MARCH 2ND, 2023

2. My name is Rashid McDonald, and I’m from The Bronx,
New York. I’ve been a passionate sports fan my whole
life. However, my love for sports goes beyond fandom. I
played college baseball at Monroe College in 2011 with
dreams of becoming a professional baseball player.
Unfortunately that dream fell short. But I honestly have
no regrets about my experience playing the sport I love
at the college level. The best part though… I was a walk
on who had to tryout to make the team and I did it. Now
my passion is talking about sports and commentary. My
goal now is to become the host of First Take on ESPN
when Stephen A. Smith retires.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Anchor
•Show Host
•Play by Play Announcer
“CREATOR” - This brand archetype is also
known as the artist, designer, and maker.
The common goal associated with this
archetype is to realize a vision, express
myself, and promote individuality.
BROADCAST ANNOUNCER for ESPN

4. TALENT ACQUISITION at SPORTS NETWORK
TARGET AUDIENCE
TAYLOR MONTI
Outreach Plan:
• To prepare for initial contact with Taylor Monti I will make
sure my resume is up to date and that I have a demo reel
ready and available.
• One method of communication would be to reach out via
email.
• I would reach out via phone call after about two weeks for a
follow up.
TALENT ACQUISITION at
ESPN
ROB MAHONEY
Outreach Plan:
• To prepare for initial contact with Rob Mahoney I will make
sure I am informed about the job title with research.
• I would
fi
ll out an application.
• I would reach out via email about two weeks to follow up for
interview.
TALENT ACQUISITION at
NBC UNIVERSAL
DWAYNE CASH
Outreach Plan:
• To prepare for initial contact with Dwayne Cash I will make
sure I have my previous graphic design work available.
• I will
fi
ll out the necessary application for the job position.
• A few weeks after interview I would reach out via email to
follow up.
TALENT ACQUISITION at
WARNER BROS. DISCOVERY

5. GOALS
Short Term: (Immediately After Graduation, 2024)
• Become a popular online sports personality .
‣To achieve this goal I will increase my social media
following on TikTok, Twitter, and YouTube by to over
5,000 followers by November, 2024.
‣I will look to achieve this goal by developing unique
and innovative content on those social media
platforms.
Mid Term: (2030)
• Become an on screen anchor at MLB Network.
‣I will continue to grow my personal brand and make
connections on LinkedIn and Social Media.
‣To achieve this I will increase network connections on
LinkedIn to over 500 connections by January, 2030
Long Term: (2035)
Becoming the host of FIRST TAKE on ESPN.
‣I will to continue increase viewership ratings on key
demographics, speci
f
ically males aged 18 - 35 by June
2035

6. SKILLS ANALYSIS
Notable Skills & Current Pro
f
iciencies:
Notable Skills REQUIRED in TRADE & Current Pro
f
iciencies:
Video Editing Software
SOFT
HARD
Novice / Adept / Expert
Desktop Publishing Software Novice / Adept / Expert
Writing Skills Novice / Adept / Expert
Speaking Novice / Adept / Expert
Music or Sound editing software
SOFT
HARD
Novice / Adept / Expert
Spreadsheet software Novice / Adept / Expert
Judgment and Decision Making Novice / Adept / Expert
Critical Thinking Novice / Adept / Expert

7. “I WILL ALWAYS MAKE SURE
YOU’RE NEVER MISINFORMED”
PROMISE

8. CREDENTIALS
Work Experience:
• Freelance sports writer
Education:
•Criminal Justice Degree Program, A.S., Monroe
College (2012)
•Sportscasting Degree Program, B.S., Full Sail University (Exp. 2024)
Awards:
•Presidents List Award 2011 (3.8 GPA)

9. COMPETITION
ALAN MCDONALD
Industry Experience:
• Production Runner
Education:
• Full Sail University, Sportscasting, B.S., Class of 2023
Leadership Experience:
• Project Management
• Marketing
Skills and Pro
fi
ciencies:
• Public Speaking
• Communication
• Problem Solving
RASHID MCDONALD
Overall Online Presence:
• Alan has over 500+ connections on LinkedIn. His pro
fi
le
has a personalized banner and professional headshot.
Alan’s pro
fi
le is moderately detailed. There are no
published articles. Alan is active on social media.
• Grade: Average, 80 out of 100
Industry Experience:
• Freelance Writer
Education:
• Full Sail University, Sportscasting, B.S., Class of 2024
Leadership Experience:
• Time Management
• Project Management
Skills and Pro
fi
ciencies:
• Broadcast Writing
• Desktop Publishing
• Video Editing and Production
Overall Online Presence:
• I have 6 connections on LinkedIn. My pro
fi
le has
personalized banner and professional headshot. My
pro
fi
le is moderately detailed. There are no published
articles. I’m active on social media.
• Grade: Poor 50 out of 100

10. COMPETITION
DEXTER HENRY
Noteworthy Experience:
• Video Production
• Journalism
RASHID MCDONALD
Industry Experience:
• NY Post Weekend News Anchor
Education:
• University of Pittsburgh B.A., Media Communications
Class of 2005
Skills and Pro
fi
ciencies:
• Broadcasting - 8 endorsements
• Sports - 11 endorsements
• Video Editing - 35 endorsements
Overall Online Presence:
• Over 500+ connections on LinkedIn. Dexter’s pro
fi
le is
top notch and full of experience and professionalism
through and through. He’s published a heartfelt letter
to Damar Hamlin who suffered a cardiac arrest during
a Monday night football game
• Grade: Superior 95 out of 100
Industry Experience:
• Freelance Writer
Education:
• Full Sail University, Sportscasting, B.S., Class of 2024
Leadership Experience:
• Time Management
• Project Management
Skills and Pro
fi
ciencies:
• Broadcast Writing
• Desktop Publishing
• Video Editing and Production
Overall Online Presence:
• I have 6 connections on LinkedIn. My pro
fi
le has
personalized banner and professional headshot. My
pro
fi
le is moderately detailed. There are no published
articles. I’m active on social media.
• Grade: Poor 50 out of 100

11. BRAND POSITION
For ESPN who broadcasts sports in many different
forms, I’ll provide the tools necessary beyond just
broadcasting. I have the required experience in all
areas of sports programming and production which is
the reason why I’m different from the competition. In
this
fi
eld, being good at one thing doesn’t compare to
being great at everything and that separates me from
everyone else.
“CREATOR ”

12. NETWORKING & MARKETING
Industry Events & Organizations
•SVG VENUE SUMMIT
‣ 03/13/23 | UBS ARENA
•SVG SPORTS OTT
‣ 03/29/23 | VIRTUAL
•TVTECH SUMMIT
‣ 03/29/23 | VIRTUAL
Digital Marketing
•Primary Content: I will be creating MLB content focusing on the 2023
season and the New York Mets. I will also conduct interviews with
industry experts and others
•Primary Tools: I will be using TikTok, Twitter, and YouTube to distribute
my content. It will be weekly and 3 to 4 times a day. I will be featuring
my video editing and production, graphic design work and interviews.
•Website: I will use my digital portfolio to help connect my potential
employers and consumers with my work and skills.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will seek a mentor who has experience and is well
seasoned in my
fi
eld of interest. At least 3-5 year experience
DECEMBER 2024
Formal Education
• Full Sail University Sportscasting B.S., Class of 2024
Technical Skills
• Social Media for Graphic Designers - LinkedIn Learning,
January 2024
• Writing with Flair - LinkedIn Learning, January 2024
• Producing Professional Podcast - LinkedIn Learning January
2024
Soft Skills
• The Future of Performance Management Course - LinkedIn
Learning, FEBRUARY 2024
• Negotiation Skills - LinkedIn Learning , JANUARY 2024
• Decision Making Strategies - LinkedIn Learning , December
2023

14. RASHID MCDONALD
You know how baseball fans are so disconnected… with the
programming on ESPN? Well, what I do is bridge that gap between those who love the sport and those
who barely watch. In fact, I can generate over 95% of new viewership to this network, and the proof is
in the numbers… over 1 million views generated in one year.
“

15. REFERENCES
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summary/27-3011.00
Cash, D. (2023). Dwayne Cash's LinkedIn Pro
fi
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dwaynecash/
Designers, S. M. (2023). Technical Skill 1. Retrieved from LinkedIn Learning: https://www.linkedin.com/
learning/social-media-for-graphic-designers
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learning/writing-with-
fl
air-how-to-become-an-exceptional-writer
Henry, D. (2023). Dear Damar Hamlin, You’re The Best Of Us. New York: Essence.com.
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fi
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fi
rst-
takes-new-format/
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fi
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fi
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negotiation-skills
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trid=e642b5bf-1dc0-494d-83a8-03dcf351c7a0