1. PERSONAL BRAND EXPLORATION
Bryan Flores
Project & Portfolio I: Week 3
March 15, 2020

2. The youngest sibling of his family, Bryan Flores
was born in Los Angeles, California. Being from
LA there was no real fandom for hockey; the
reason he grew up with hockey was his dad.
Since he was 10, his dream was not to play in a
hockey game, but to announce them. After High
School he enrolled to Full Sail University where
he put all his focus on becoming a Play by Play
announcer for the NHL.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Television Announcer
• Radio Announcer
• Reporters and Correspondents
Girl/Guy Next Door Brand
Archetype- producing content
that accepts other people outside of
the Hockey Community to help the
sport and the community grow,
while still relating to hard core
hockey fans!
Sportscasting for Professional Hockey Teams

4. • DEMOGRAPHICS:
• Ages 18-64 (with 23.41% of fan base being 30-49)
• https://www.statista.com/statistics/231994/nhl-events-on-cable-tv-
usa/
• Men making up 62% of fan base and women making up 38% of fan base
• https://www.theshelf.com/the-blog/sports-viewership
• Average household income being $104,000
• https://www.theshelf.com/the-blog/sports-viewership
• Race: 26.6% Caucasian, 24.0% Hispanic, 27.7% African American, and Other
races 22.0%
• https://www.statista.com/statistics/1100154/interest-level-hockey-
ethnicity/
• PSYCHOGRAPHICS:
• A research study completed by Sang Woo Bae examined the psychodemigraphic of
Vancouver Canuck game spectators. Bae found that fans were more likely to attend
if (ordered from greatest to lowest factors influencing attendance):
• There is a sense of excitement (in anticipation and the elements that come
with a hockey game)
• They are accompanied by friends
• Offensive output (time in the offensive zone, time with the puck, etc.)
• Behaviors of other fans (sharing in excitement, sportsmanship, etc)
• Affordability and comfort (discounts, general pricing, unobstructed views,
comfortable seating, etc.)
• This all lends itself to say that fans are typically interested in a sense of excitement,
community, and atmosphere. This shows that fans of the NHL are wanting a sense
of belonging amongst the hockey community and seek out comradery with not just
their friends but those they share the sport with. They also want to be excited with
the team’s performance as well as what the arena has to offer: lighting and music
being two aspects. Finally, having the ability to attend games without spending too
much and having good seats are also important to a fan’s desire to spectate a game.
Therefore, ensuring relevance and connection to the general demographics is just a
singular layer to appealing to target audience. Ensuring that the hockey community
exhumes “community” standards like sportsmanship and a level of extraversion and
optimism is extremely important to keep in mind when commentating and marketing
• https://open.library.ubc.ca/cIRcle/collections/ubctheses/831/items/
1.0077060
• IDEAL AUDIENCE MEMBERS: Lindsay Amstutz, SVP/General Manager (FS-W), Micah
King, Coordinating Producer (FS-W), Rob Blake, General Manager (LAK)
Recruiters & Hiring Managers at Fox Sports, NBCSN, and the NHL
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land a job with the Ontario Reign as a Play by Play
announcer.
‣Connect with, and send a follow up promotional
email to connected NHL sportscasting members on
LinkedIn by December 31, 2020 asking for advice/
apprenticeship opportunities.
Mid Term: (2031)
• Works with the Los Angeles Kings or another NHL team.
‣Has a multi-year contract calling for that specific
team and is working with multiple networks such as
Fox Sports and NBCSN.
Long Term: (2041)
• Has announced several seasons with the Los Angeles
Kings and has announced an NHL Playoff game and
Stanley Cup Finals game
‣Has a contract with NBCSN to announce the
Conference Finals of the NHL for the next 5 years.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Adobe Suite 80%
Sony Vegas 70%
Public Speaking 90%
Concentration 85%
SOFTHARD
Microsoft Exel 60%
Microsoft Word 89%
Critical Thinking 85%
Speaking 90%
SOFTHARD

7. CREDENTIALS
Work Experience:
• 4 years working as the broadcast producer
and Sportscaster for the USC Trojans hockey
team.
• 3 years worked as the El Segundo Strikers
Broadcast Producer and Sportscaster
• 4 Years worked as a Sportscaster for Black
Dog Entertainment
Education:
• Linked-In Learning for Public Speaking,
Adobe Office, and Sony Vegas
• Mt. San Antonio College Radio Club
• Sportscasting, B.S., Full Sail University (Exp.
2021)
Awards:
• The Koechling Media Award (2018-2019 and
2019-2020)

8. I help professional hockey organizations
increase interest in their teams by
entertaining and inspiring American families
through engaging play by play and
storytelling.
PROMISE

9. COMPETITION
Brendan Howe
Industry Experience:
• 3 years and nine months working in
different jobs as a sportscaster for
several universities and high schools
Education:
• Current student enrolled in Sportscasting, B.S. at Dean
College
Leadership Experience:
• Head broadcaster for several stations through the years
Skills and Proficiencies:
• 1 recommendation
Bryan Flores
Overall Online Presence:
• More than 400 connections, banner image not yet
customized, professional headshot, pretty proficient
information on profile, several articles published,
decently active on social media, URL customized
• Grade: Good, 62 out of 100
Industry Experience:
• 4 years total experience calling several
leagues for several networks, 4 years as
own broadcasting company focusing on
two primary teams
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Manages his own broadcasting company for two
different leagues and two primary teams.
Skills and Proficiencies:
• 0 Endorsements
Overall Online Presence:
• Less than 100 connections, banner image customized,
semi-professional headshot, detailed summaries
throughout profile with two content pieces on YouTube
sampling his work, no articles published, sporadically
active on personal social media accounts, URL
customized, no recommendations or endorsements.
• Grade: Average, 50 out of 100

10. Cameron Close
Industry Experience:
• ~8 years of broadcasting experience,
1 year as a sports director for Student
Radio Station at the University of New
Hampshire
Education:
• Communication, B.A. at University of New Hampshire
Noteworthy Experience:
• Play-by-Play Broadcaster & Corporate Partnerships
Manager at Ontario Reign
• Director; Corporate Sales & Broadcasting at Adirondack
Thunder
Skills and Proficiencies:
• Radio Broadcasting - 30 endorsements
• Video Production - 13 endorsements
• Baseball Broadcast - 12 endorsements
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 80 out of 100
COMPETITION
Bryan Flores
Industry Experience:
• 4 years total experience calling several
leagues for several networks, 4 years as
own broadcasting company focusing on
two primary teams
Education:
• Current student enrolled in Sportscasting, B.S. at Full
Sail University
Leadership Experience:
• Manages his own broadcasting company for two
different leagues and two primary teams.
Skills and Proficiencies:
• 0 Endorsements
Overall Online Presence:
• Less than 100 connections, banner image customized,
semi-professional headshot, detailed summaries
throughout profile with two content pieces on YouTube
sampling his work, no articles published, sporadically
active on personal social media accounts, URL
customized, no recommendations or endorsements.
• Grade: Average, 50 out of 100

11. BRAND POSITION
Instilling a sense of community and belonging
by embracing an engaging and inclusionary
approach to hockey commentating and
sportscasting.
BRYAN FLORES

12. NETWORKING &
SPORTSCASTING
Industry Events & Organizations
• Sports & Entertainment Career Fair
‣ February 12 | Toyota Center |Ontario, CA
• LA Kings Sports & Entertainment Career Fair
‣ March 14 | Staples Center | Los Angeles, CA
• ADHSHL Playoffs and Finals
‣ Play by Play and Camera Man | February 21 - 25
• LAHSHL JV Playoffs and Finals
‣ Play by Play and broadcast technician | March 7 - 8
Sportscasting
• USC Trojans Hockey: YouTube - USC Trojans Hockey;
YouTube channel that broadcasts every USC Trojans
home game for their hockey team.
• Primary Tools: FB and Instagram - promote broadcast
through personal and team account; LinkedIn - network
with industry pros and publish monthly articles
highlighting some of the teams covered.
• Website: Full Sail digital portfolio site to showcase
school work; use blog to showcase sportscasting
knowledge/skill and embed broadcasts for several
teams.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Speaking sportscasting professional with AHL or NHL
experience who is willing to be shadowed as well as
give feedback on certain broadcasts. March 2020
Formal Education
• Sportscasting, B.S. expected graduation date in
December 2021
Technical Skills
• Microsoft Excel - Linked-in Learning, March 2020
• WordPress 5 Essential Training - Linked-In Learning,
March 2020
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, March 2020
• Speaking with confidence - Linked-in Learning, March
2020
• Impromptu Speaking - Lynda.com, March 2020

14. Bryan Flores
“You know how there is not that much interest in hockey? Hockey often struggles with this because there is
a lack of exposure to those who have not been fans for a long period of time. What I do to combat this is try
to make hockey broadcasting accessible to everyone. I do the broadcasting, graphics, video-graphing, play-
by-play analytics, and sportscasting for the El Segundo Strikers (a Los Angeles Kings high school affiliate
team) and USC Trojan Hockey (a collegiate team) so that families across the nation have the ability to
watch their loved ones play their favorite sport without needing to be present. Some of these families live
across the country, some live internationally, and I try to bring hockey to them; not only this, but I try to
provide educational moments in between plays to explain the game as well as mention historical moments
in hockey history (both team specific history and hockey in general). Hockey is more than just a game and
it's bigger than just a sport, hockey is a community, a family, that come together to embrace each other and
their teams in times of triumph and failure and share exciting experiences with one another. It is my
responsibility as a sportscaster to help unite that community and ensure that all its members, long time
fans and people just starting to become interested, feel included and like they belong.

15. REFERENCES
Howe, B. (2020). Brandon Howe LinkedIn Profile. Retrieved
April 14, 2019, from https://www.linkedin.com/in/brendan-
howe-52318b113/
Close, C. (2020). Cameron Close LinkedIn Profile. Retrieved
March 19th 2020, from https://www.linkedin.com/in/cameron-
close-634a7883/
ONETOnLine.org. (2020). Summary Report for: 27-3011.00
Search Radio and Television Announcers. Retrieved March 19th
2020, from https://www.onetonline.org/link/summary/
27-3011.00
Ontario Reign. (2020). Ontario Reign on Glassdoor. Retrieved
April 14, 2019, from https://www.glassdoor.com/Overview/
Working-at-Ontario-Reign-EI_IE1980160.11,24.htm
Oakland Athletics. (2020). Graphic Designer - Job Description.
Retrieved April 14, 2019, from https://https://
www.teamworkonline.com/baseball-jobs/baseballjobs/
oakland-athletics/broadcast-assistant-part-time-
seasonal-1973287
Milwaukee Admirals. (2020). Ticket Sales Rep. - Job
Description. Retrieved March 22nd 2020 from https://
www.teamworkonline.com/hockey-jobs/theahl/milwaukee-
admirals/summer-ticket-sales-internship-1973400
Ontario Reign, AHL. (2020). Ontario Reign Company Page on
LinkedIn. Retrieved March 20th 2020, from https://
www.linkedin.com/company/ontario-reign/
Los Angeles Kings, NHL. (2020). Los Angeles Kings Company
Page on LinkedIn. Retrieved March 19th 2020, from https://
www.linkedin.com/company/los-angeles-kings/
Gough, C., & Mar. (2020, March 3). Ice hockey interest in
the U.S. 2020, by ethnicity. Retrieved from https://
www.statista.com/statistics/1100154/interest-level-hockey-
ethnicity/
Kunst, A. (2019, June 20). Viewers of NHL event on cable
TV in the U.S. by age 2018. Retrieved from https://
www.statista.com/statistics/231994/nhl-events-on-cable-tv-
usa/
Sorilbran. (2019, May 16). Marketing to Sports Fans:
Viewership & Demographics [Infographic]. Retrieved from
https://www.theshelf.com/the-blog/sports-viewership
Sorilbran. (2019, May 16). Marketing to Sports Fans:
Viewership & Demographics [Infographic]. Retrieved from
https://www.theshelf.com/the-blog/sports-viewership