Richard Moss is a 30-year-old Army veteran pursuing a degree in sports broadcasting. He envisions himself working as a sportscaster for a major network. Moss outlines his brand identity and archetype, career goals, skills, potential mentors and references. He plans to network at industry events and build his brand through sports coverage content on social media. His goal is to help future sportscasters find their voice and become better broadcasters.

1. PERSONAL BRAND EXPLORATION
Richard Moss
Project & Portfolio I: Week 1
09/30/2021

2. My name is Richard Moss , I am a 30 yr old
Army Veteran. I eat , sleep and breathe sports.
I am currently pursuing my bachelors in Sports
Broadcasting. I envision myself talking about
sports on a major network . I believe in hard
work and discipline. Getting paid to do what you
love will never feel like work.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Sportscaster
• Radio Host
• Producer
BRAND ARCHETYPE - I use the
caregiver archetype for this career path
reason being, this is a different
approach to this career. Most
archetypes in the sportscaster market
are geared towards the entertainment
aspect. I want to use the caregiver
approach to make me seem more
approachable and engaging with my
audience. Probably shy away from the
celebrity persona and just come off as
one of the guys.
BROADCASTING for SPORTS
Picture Relevant
to Your Industry
Goes Here

4. SPORTSCASTERS
TARGET AUDIENCE
RYAN MAGRO
Outreach Plan:
• I plan on adding him as a friend.
• Once he accepts my request I will message him.
• Once we start to converse I will ask about networking.
PROFILE
PICTURE College Student at
Grossmont College
JONAH KAMEN
Outreach Plan:
• I plan on adding him as a friend.
• Once he accepts my request I will message him.
• Once we start to converse I will ask about networking.
College Student at Syracuse
University
Danielle Bertiger Outreach Plan:
• I plan on adding her as a friend.
• Once she accepts my request I will message her.
• Once we start to converse I will ask about networking.
College Student at Teachers
College (Columbia)

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Acquire a job in the sports field.
‣ 6 Months prior to me graduating start applying
and reaching out to jobs in the sports field.
Mid Term: (2024)
• Improve the following on my podcast platform.
‣ Change the concept of the show and become
more organized as a brand, by becoming more
consistent with putting out content related to
my brand. Reaching out to other podcasters for
improvement advice.
Long Term: (2025)
• Work for a MAJOR sports network.
‣ After I secure my first job in sports I will reach
out to the networks after a year of experience
under my belt.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Word
SOFT
HARD
Novice / Adept / Expert
Microsoft Powerpoint Novice / Adept / Expert
Public Speaking Novice / Adept / Expert
Typing Novice / Adept / Expert
Basic Computer Skills
SOFT
HARD
Novice / Adept / Expert
Microsoft Excel Novice / Adept / Expert
Networking Novice / Adept / Expert
Stat Sheet Reading Novice / Adept / Expert

7. To make sure my brand is presented to the
consumer in the most helpful way possible.
PROMISE

8. CREDENTIALS
Work Experience:
• U.S. Army, SASMO Specialist. SASMO
NCOIC
• Nike, Athlete, Head Coach in training.
Education:
• HS Diploma Teaneck High School
Teaneck NJ.
• Associates Degree Borough of Manhattan Community College New York NY.
Awards:
• ARCOM, CAB, Global War on Terrorism,
Nike employee of the quarter.

9. COMPETITION
KYLE DeSANTIS
Industry Experience:
• Media Journalist
Education:
• Bachloers of Science Degree in Sports Media from
Ithaca College
Leadership Experience:
• Lead writer on numerous published sports articles
• Top journalist at Danbury’s Westerners Baseball Club
Skills and Proficiencies:
• Type 80 words a min
• Advanced English Writing
• Public Speaking
RICHARD MOSS
Overall Online Presence:
• How many connections? 500+ - Banner image
customized? Yes - Professionalism of headshot? Not
as professional as it should be. - How detailed is the
profile? Very Detailed - Published articles? No - Active
on other social media? Yes - Is their LinkedIn URL
customized? Yes
• Grade: Poor, Average, or Superior?, 85 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• No industry experience at the
moment.
Education:
• Associates Degree in Communications from Borough of
Manhattan Community College
Leadership Experience:
• Leadership experience in the United States Military
• Head Coach in Nike retail
Skills and Proficiencies:
• Microsoft Office
• Land Navigation
• Adobe Creative Cloud
Overall Online Presence:
• How many connections? 31 - Banner image
customized? Yes - Professionalism of headshot?
Somewhat professional - How detailed is the profile?
Very Detailed - Published articles? No - Active on
other social media? Yes - Is their LinkedIn URL
customized? Yes
• Grade: Poor, Average, or Superior?, 70 out of 100

10. COMPETITION
INGA HAMMOND
Noteworthy Experience:
• Media Coach
• Sports Agent
RICHARD MOSS
Industry Experience:
• Media Trainer, Communications
Consultant
Education:
• Bachelors from Indiana University Bloomington
Skills and Proficiencies:
• Public Relations
• Elite Press Navigation
• Leadership Qualities
Overall Online Presence:
• How many connections? 342 - Banner image
customized? Yes - Professionalism of headshot? Very
professional - How detailed is the profile? Very
Detailed - Published articles? Yes - Active on other
social media? Yes - Is their LinkedIn URL customized?
Yes
• Grade: Poor, Average, or Superior?, 90 out of 100
Industry Experience:
• No industry experience
Education:
• Associates Degree from Borough of Manhattan
Community College
Leadership Experience:
• SASMO NCOIC
• Head Coach at Nike retail
Skills and Proficiencies:
• Public Speaking
• Excellent on Camera Presence
• Microsoft Office
Overall Online Presence:
• How many connections? 31 - Banner image
customized? Yes - Professionalism of headshot? Not
as professional as it should be. - How detailed is the
profile? Very Detailed - Published articles? No - Active
on other social media? Yes - Is their LinkedIn URL
customized? Yes
• Grade: Poor, Average, or Superior?, 70 out of 100

11. BRAND POSITION
For COLLEGE STUDENTS AND YOUNG
SPORTS FANS who WANT TO BECOME
SPORTSCASTERS, I provide A PLATFORM FOR
THEM TO FIND THEIR VOICE because MY
BRAND IS ALL ABOUT HELPING PEOPLE.
“RICHIE”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Name of event or professional organization
‣ BOYS AND GIRLS CLUB OF AMERICA
• Name of event or professional organization
‣ FULL SAIL UNIVERSITY
• Name of event or professional organization
‣ YOUNG BROADCASTERS OF AMERICA
Digital Marketing
• Primary Content: I will create branded sports coverage
content. I would create videos, instagram reels, twitter posts
and tik tok’s of sports content that I canniest on my page and
gain a following.
• Primary Tools: Instagram, Twitter, Snapchat, Tik Tok,
Facebook, and Youtube. Every Day. Mostly videos of the
brand and sports coverage.
• Website: By purchasing the domain name for my brands
website.

13. PROFESSIONAL DEVELOPMENT
Mentor
• The mentor that I wish to seek will be a person that has
been in the industry for a while, a person that can teach
me to navigate through the ropes and avoid rookie
mistakes.
Formal Education
• Dan Patrick School of Sportscasting March 2023
Technical Skills
• Interview Skills
• Reading a Teleprompter
• Improve Broadcast Writing
Soft Skills
• Public speaking
• Wardrobe Assembly
• Voice training

14. RICHARD MOSS
You know polished young sportscasters are hard to find. Well, what I do is
train and shape future sportscasters to become better broadcasters. In fact,
the testimony of these future broadcasters is the only proof I need.

15. REFERENCES
https://www.sun-
sentinel.com/resizer/LZMSIK40MRK1WIJl7PQvbpGU8cM=/12
00x0/top/arc-anglerfish-arc2-prod-
tronc.s3.amazonaws.com/public/RDOTWNOJXZCODG3KJHA
UEKPFNY.jpg
https://www.gannett-cdn.com/-mm-
/dfff082d1e4931b30569ae37195b6862a6a8ef8a/c=0-361-
2915-2008/local/-
/media/2018/05/22/USATODAY/USATODAY/63662586862344
7717-AP-APTOPIX-Heat-Bucks-Basketball-
39255807.JPG?width=2915&height=1647&fit=crop&format=pjp
g&auto=webp
https://www.linkedin.com/in/jonah-kamen-49b6471a4/
https://www.linkedin.com/in/dbertiger/
https://www.linkedin.com/in/inga-hammond/
https://www.linkedin.com/in/ryan-magro-524997154/
ALL THE IMAGES OF MYSELF ORIGINATED FROM MY
iPHONE.