1. PERSONAL BRAND EXPLORATION
Kara Bates
Project & Portfolio I: Week 3
June 23, 2020

2. Kara Bates grew up in State College PA, also
know as Happy Valley being the home of the
Penn State Nittany Lions. Kara had grown up
playing sports and watching sporting events on
TV. Her sophomore year of high school is when
she fell in love with editing videos. Ending her
senior year Kara landed her dream job right in
her backyard at Penn State University as a
videographer for their sports teams. Her self
motivation and passion of the job lead her to a
great opportunity. Kara has gained as we as
worked on many skills like time management,
teamwork, communication skills, and self
motivation.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Editor
• Social Media Content Creator
• Digital Producer
Creator Brand Archetype - Being
inventive, unique, and vibrant – and
it’s all by your own design. Inspire
creativity in everyone around you.
You help us realize our unique
vision, and to express ourselves
and our individuality.
Digital Creator for Sports Teams

4. • DEMOGRAPHICS: 70% Male,
30-50 years old, Predominately
White, Married, College
Educated
• PSYCHOGRAPHICS: Spends
free time with family in outdoor
activities, attends sporting
events every weekend
• IDEAL AUDIENCE MEMBERS:
Jim Nachtman (PSU Assistant
AD of video production), Kenton
Olson (Director of Digital
Media for Seattle Seahawks)
Recruiters & Hiring Managers at Colleges and Professional Teams
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Continue as a Videographer at PSU; move to full time
‣Make connections with the Big Ten Network;
increase my Linkin connections by 40%
Mid Term: (2025)
• Take lead of all media projects at PSU while doing
freelance videos on the side
‣Increase PSUGoSports social media accounts
to 500k followers
Long Term: (2040)
• Create a program for students that allows hands on
experience of media content creating
‣Have a office that allows my team to hold
classroom sessions as well as where all
content will be shot and edited off the field.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Adobe Creative Suite 87%
Social Media Marketing 75%
Time Management 70%
Self Motivation 60%
SOFTHARD
Social Media Platforms 55%
Microsoft Office 35%
Time Management 70%
Public Speaking 45%
SOFTHARD

7. You don’t need fancy equipment to make good content,
you need your creativity to make the content you. I use
what I have to make my content special because it’s
all out of my creativity and hustle.
PROMISE

8. CREDENTIALS
Work Experience:
• Videographer for Penn State
University Athletics (8/2019-Present)
Education:
• Sports Marketing & Media, B.S., Full Sail University (Exp. March of 2022)
Awards:
• Best Editor in Video Production Class
(2018)
• Best Commercial in Video Production
Class (2018)

9. COMPETITION
Zoe Zahorchak
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Coporate Sponsorship and Marketing Intern with
Pittsburgh Riverhounds SC
Skills and Proficiencies:
• Customer Service
• Leadership
• Microsoft Word
Kara Bates
Overall Online Presence:
• Has around 130 connections, banner image
customized, amateur headshot, active on social media,
URL is customized.
• Grade: 40 out of 100
Industry Experience:
• Videographer at Penn State University
Athletics (8/2019- present)
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University (Exp. March of 2022)
Leadership Experience:
• Taken lead on projects for Penn State Athletics
Skills and Proficiencies:
• Video Editing
• Adobe Premiere
• Time Management
Overall Online Presence:
• Less than 50 connections, banner image customized,
amateur headshot, lack of details throughout profile,
no articles published, active on social media, URL
customized
• Most of online presence is from High School Soccer;
YouTube, Twitter, and Instagram are seen. LinkedIn
Profile needs some work and more connections.
• Grade: 30 out of 100

10. COMPETITION
Kyle Rinaldi
Industry Experience:
• Videographer at Penn State University
(10/2010- Present)
• ESPN Freelance Camera Operator
(4/2014-present)Education:
• Penn State University 2011 graduate, Communications
and Media B.S.
Leadership Experience:
• Taken lead on projects for Penn State Athletics
• Part of ESPN Camera Operator Productions
• Part of FOX Sports Camera Operator Productions
Skills and Proficiencies:
• Video Production- 10 endorsements
• Video Editing- 4 endorsements
• Final Cut Pro- 3 endorsements
Kara Bates
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, okay headshot, lack of details throughout
profile, active on social media, URL not yet customized
• Grade: okay, 45 out of 100
Industry Experience:
• Videographer at Penn State University
Athletics (8/2019- present)
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University (Exp. March of 2022)
Leadership Experience:
• Taken lead on projects for Penn State Athletics
Skills and Proficiencies:
• Adobe Creative Suite - 87 endorsements
• Time Management - 0endorsements
• Self Motivation - 0 endorsements
Overall Online Presence:
• Less than 50 connections, banner image customized,
amateur headshot, lack of details throughout profile,
no articles published, active on social media, URL
customized
• Most of online presence is from High School Soccer;
YouTube, Twitter, and Instagram are seen. LinkedIn
Profile needs some work and more connections.
• Grade: poor, 25 out of 100

11. BRAND POSITION
You don’t need fancy equipment to make good content, you
need your creativity to make the content you. Using what
you got will make your content special because it’s all out
of your creativity and hustle.

12. NETWORKING & MARKETING
Industry Events & Organizations
• Rose Bowl 2021; January 1st
• Filming PSU Football and creating social media posts
• Big Ten Field Hockey Tournament 2020; Nov 7-11
• Filming PSU FH and creating social media posts
• March Madness 2022; March 19- April 8
Digital Marketing
• Primary Content: Recaps of each day at the events then
at the end of the event a big recap video will be created
• Primary Tools: Twitter and Instagram- Promote the teams
through quick 30-45 second hype up clips; interact with
fans and promote ticket sales
• Website: Full Sail digital portfolio site to showcase school
work as well as projects completed at Penn State

13. PROFESSIONAL DEVELOPMENT
Mentor
• Find someone who has been around the sports world
all their live and who has 10+ years of experience in the
working field
Formal Education
• Complete Sports Marketing & Media, B.S. by expected
graduation date in March of 2022
Technical Skills
• Complete trainings for Adobe Creative Suite through
LinkedIn Learning
• Complete trainings for Video Editing through LinkedIn
Learning
• Complete trainings for Microsoft Office through
LinkedIn Learning
Soft Skills
• Time management through LinkedIn Learning
• Professional Writing through LinkedIn Learning
• Public Speaking through LinkedIn Learning

14. Kara Bates
As the years go on our audiences attentions
spans start to decrease by the second. I will to
go above and beyond in the media creator world to
create content that our fans will watch. We won’t need the most fanciest
equipment but a team of people who are willing to put their creativity to
work. I am willing to take that lead and show leadership, time management,
organization, team building, and communication skills you have never seen
before in this industry.
“

15. REFERENCES
Seattle Seahawks. 2020,
www.seahawks.com/team/front-
office-roster/.
Putnam, Kaye. “Brand Quiz - Kaye
Putnam: Psychology Driven Brand
Strategist.” Kaye Putnam |
Psychology Driven Brand
Strategist, 22 May 2019,
www.kayeputnam.com/brandality-
quiz/.
ONet. “Summary Report for:
27-3041.00 - Editors.” O*NET
OnLine, 2020,
www.onetonline.org/link/summary/
27-3041.00.
https://www.linkedin.com/in/zoe-
zahorchak/
https://www.linkedin.com/in/kyle-
rinaldi-80257b4b/