PERSONAL BRAND EXPLORATION
Jake Wilken
Project & Portfolio I: Week 1
March 5, 2023

My name is Jake Wilken. I am a lifelong sports fan
who loves to make people laugh. I enjoy talking
sports with people while having a good time. I also
like to play video games and am a major fan of the
Star Wars universe.
IDENTITY

PROFESSION
Potential Job Titles:
•Announcer
•Radio Announcer
•Anchor
Entertainer-I use my sense of humor
to bring joy to others. I help people
to enjoy life by making jokes and
telling funny stories.
Broadcast Announcers and Radio Disc Jockeys
for Information
Picture Relevant
to Your Industry
Goes Here

Hiring Managers
TARGET AUDIENCE
Brian Morton
Outreach Plan:
• I will research what Mr. Morton is most looking for in
somebody that they hire.
• I will send Mr. Morton an email introducing myself and
including a link to my premier portfolio.
• After two weeks, I will follow up with another email with
different works to show my versatility and interest.
Manager, Talent Acquisition at
ESPN
Linda Bucca
Outreach Plan:
• I will do my research on what this Ms. Bucca is looking
for in the people they hire.
• I will send Ms. Bucca an email to introduce myself and
include a link to my premier portfolio.
• After two weeks, I will send another email that has
different examples of my work to show my versatility.
Director, Talent Acquisition at
ViacomCBS
Melissa Hagmire
Outreach Plan:
• I will do research into what Ms. Hagmire looks for when
hiring.
• I will send Ms. Hagmire an email with a brief introduction
and a link to my premier portfolio.
• After two weeks, I will send a second email with more
examples of my work to show how versatile I am.
PROFILE
PICTURE
HR Director at NBC Sports

GOALS
Short Term: (Immediately After Graduation, 2025)
•My short term goal is to secure a job involving sports
entertainment.
‣ To meet this goal, I need to get hired for a
position that involves sports and entertainment
within 3 months of graduation.
Mid Term: (2028-2033)
•My mid term goal is to progress to getting to call
sporting events.
‣ To meet this goal, I need to get hired to call a
full season of some sport withing 5 years of
graduation.
Long Term: (2038-2043)
•My long term goal is to get to be an announcer at a
Super Bowl.
‣ To meet this goal, I need to be chosen to call a
Super Bowl on television.

SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in Broadcast Announcers and Radio
Disc Jockeys & Current Proficiencies:
Gather Information for News Stories
SOFT
HARD
Novice / Adept / Expert
Perform for Recordings Novice / Adept / Expert
Speaking Novice / Adept / Expert
Coordination Novice / Adept / Expert
Write Materials for Art or Entertainment
SOFT
HARD
Novice / Adept / Expert
Host Events Novice / Adept / Expert
Time Management Novice / Adept / Expert
Complex Problem Solving Novice / Adept / Expert

I promise my viewers that I will do the best I
can to make watching sports fun and
entertaining.
PROMISE

CREDENTIALS
Work Experience:
• Customer Service Manager, Hastings Inc.,
2017-2018
• Security Services, CSC, 2011-2012
Education:
• Sportscasting, B.S., Full Sail University (2025)
Leadership Roles:
• General Manager, Sonic Drive In, 2016-
2019
Picture Relevant
to Your Industry
Goes Here

COMPETITION
Kyle Sullivan
Industry Experience:
• Podcast Host, 2021-Present
Education:
• Bachelor’s in Sportscasting, Full Sail University 2025
Leadership Experience:
• Warehouse Manager for Capital Heating & Cooling,
2019-2021
Skills and Proficiencies:
• Video Production- 0 endorsements
• Production Planning- 0 endorsements
• Media Production- 0 endorsements
Jake Wilken
Overall Online Presence:
• Not a whole ton of connections, very polished banner
and headshot.
• Grade: Superior, 75 out of 100
Industry Experience:
• None Yet
Education:
• Bachelor’s in Sportscasting, Full Sail University 2025
Leadership Experience:
• General Manager of Sonic, 2016-2019
• Customer Service Manager of Hastings, 2014-2015
Skills and Proficiencies:
• Time Management - 1 endorsement
• Microsoft Excel - 1 endorsement
• Inventory Management - 1 endorsement
Overall Online Presence:
• Very little customization, not a lot of details
• Grade: Poor, 25 out of 100

COMPETITION
Stephen A. Smith
Noteworthy Experience:
• Sports Reporter, New York Daily News, 1993-1994
• Journalist/Commentator, ESPN, 2003-Present
Jake Wilken
Industry Experience:
• Sports Reporter, 1993-Present
Education:
• Bachelor’s in Mass Communication/Media Studies,
Winston-Salem State University 1992
Skills and Proficiencies:
• No Skills Listed - 0 endorsements
• No Skills Listed - 0 endorsements
• No Skills Listed - 0 endorsements
Overall Online Presence:
• Over 70,000 followers, very professional appearance,
thorough employment history
• Grade: Superior, 95 out of 100
Industry Experience:
• None Yet
Education:
• Bachelor’s in Sportscasting, Full Sail University 2025
Leadership Experience:
• General Manager of Sonic, 2016-2019
• Customer Service Manager of Hastings, 2014-2015
Skills and Proficiencies:
• Time Management - 1 endorsement
• Microsoft Excel - 1 endorsement
• Inventory Management - 1 endorsement
Overall Online Presence:
• Very little customization, not a lot of details
• Grade: Poor, 25 out of 100

BRAND POSITION
I am here to bring joy and excitement to people
through sports with humor and stories.
“ENTERTAINER”

NETWORKING &
MARKETING
Industry Events & Organizations
• National Association of Broadcasters Show
‣ April 2024 | TBD
• National Sports Media Association National Convention
‣ June 24-26, 2023 | Winston-Salem, North Carolina
• Chicago Sports Summit
‣ October 17, 2023 | Chicago, Illinois
Digital Marketing
• Primary Content: I will post photos and videos of sport events. I
will also post entertaining photos and videos to help others
have fun.
• Primary Tools: I will primarily use Instagram and Facebook at
first to promote myself. After some time, I will probably add
some YouTube videos. The amount of content I post will
depend on how much free time I have.
• Website: I will use my digital portfolio site moving forward to
help build brand awareness online by posting the content of
various platforms to promote my brand.
Picture of You
Goes Here

PROFESSIONAL DEVELOPMENT
Mentor
• I will look for a mentor that can help me to learn the ins
and outs of sportscasting and hopefully be a partner for
broadcast. 2025
Formal Education
• Bachelor of Sportscasting, Fullsail University, 2025.
Technical Skills
• Writing Under a Deadline - LinkedIn Learning, April 2023
• Writing in Plain Language - LinkedIn Learning, June
2023
• How to Rock a Conference - LinkedIn Learning, August
2023
Soft Skills
• Efficient Time Management - LinkedIn Learning, May
2023
• Improving Your Focus - LinkedIn Learning, July 2023
• Improve Your Problem Solving Skills - LinkedIn Learning,
September 2023

Jake Wilken
Are your highlight shows boring and lack excitement? I will bring humor and
funny stories to make your shows pop.
“

REFERENCES
2023 public NSMA Awards Weekend & National Convention
tickets. National Sports Media Association. (n.d.). Retrieved
March 5, 2023, from https://nationalsportsmedia.org/2023-
nsma-awards-weekend-tickets
27-3011.00 - broadcast announcers and radio disc jockeys.
O*NET OnLine. (n.d.). Retrieved March 5, 2023, from
https://www.onetonline.org/link/details/27-3011.00
7th Chicago Sports Summit - october 2023. Chicago Sports
Summit. (2023, March 3). Retrieved March 5, 2023, from
https://chicagosportssummit.com/
Brian Morton — manager, Talent Acquisition - ESPN at ESPN |
comparably. (n.d.). Retrieved March 5, 2023, from
https://www.comparably.com/companies/espn/brian-morton
Homepage with video. 2023 NAB Show. (2023, March 3).
Retrieved March 5, 2023, from https://nabshow.com/2023/
Kyle Sullivan - Full Sail Univeristy | linkedin. (n.d.). Retrieved
March 5, 2023, from
https://www.linkedin.com/in/kyleshaggysullivan/
Linda Bucca - director, talent acquisition - viacomcbs | linkedin.
(n.d.). Retrieved March 5, 2023, from
https://www.linkedin.com/in/lbucca
Melissa Hagmire – hr director - nbc sports | linkedin. In.d.).
Retrieved March 5, 2023m from
https://www.linkedin.com/in/melissa-hagmire-71395014/
Stephen A. Smith - journalist/commentator - ESPN | linkedin.
(n.d.). Retrieved March 6, 2023, from
https://www.linkedin.com/in/stephen-a-smith-763b31194