Luke Royak's Personal Brand Exploration!

In this presentation, I outline the key components of my personal brand.

1. Personal Brand Exploration
Luke Royak, P+P1, Sports Broadcasting, 5/16/24

2. Career Goals
•My career category is Changing Careers becuase I worked in
Real Estate for 3 years
•Short-Term Goal: Within 3 months of graduation secure a
role helping to broadcast the World Cup. The KPI for this
will be applying for at least 5 different roles in two different
locations to broaden chances.
•Long Term Goal: Team Reporter for the Buccaneers

3. Profession
•I would like to work in the Sports Journalism
Field within the Tampa Bay Area
◦Team Reporter
◦Radio Show Host
◦Writer/Editor

4. Target Audience
•My target audience is employers of Teams, Radio
Stations, and Broadcasters

5. Competition
•This is a cross
comparrison
between me and
someone who could
compete for my
desired jobs.

6. Identity
•Core Values: Innovation, Vision, Passion, Resourcfulness, and Curiosity.
•Golden Circle:
◦Why? I have a passion for sports and want to help others have it too
◦How? I innovate team content to make it more unique and entertaining
◦What? I improve fan engagement, Written and Visual
•Vision: Improve sports storytelling to increase viewership and engagement
•Guiding Principle: "Dreams are extremely important. You can't do it
unless you imagine it." - George Lucas
•Passion: Sports Storytelling
•Super Power: Thinking outside the box

7. Promise and Position
•Promise: I build professionl sports franchise engagement by innovating
their approach to multimedia content so they can become synonymous
with the local traditions.
•Position: Innovating Team Coverage

8. Netwoking
•Industry Events:
◦International Sports Convention
▪Located at Tottenham Hotspur Stadium
▪Dates are March 19th-20th in 2025
▪My goal for attending is to network with international sports casters, specifically Soccer broadcasters,
journalists, and teams.
◦CAA World Congress of Sports
▪Located at Grand Hyatt, Nashville, TN
▪Dates are April 21st-23rd
▪My goal for attending this is to network with American sports teams, Journalists and broadcasters
•Elevator Pitch: Have you noticed that 9 in 10 Gen Z sports fans only use Social Media to consume sports news?
To fix this issue we have to create content, from the source, that is unique to each individual team and can be
proliferated on all platforms. In fact, I increased the audience of the Palma Ceia Little League by over 500%
through creating online content for only one season. I achieved this by telling compelling stories about the
teams, through their own unique lens, which led to parents developping a stong connection.
•Mentorship: Seeking Senior Writer/Editor of a Tampa based professional sports organization

9. Digital Marketing
•Online I.D. Calculator Scores:
◦Volume: Average
◦Relevance: High
◦Purity: Low
◦Diversity: High
◦Validation: Average
Brand Archetype: The Creator
This Archetype inspires people to want to be able to do
what the Creator can do. A creator brand has boundless
creativity and ignites the imagination of those who
connect with it. It will help other see the world in a
different light
Digital Marketing Strategy
The main focus of my online strategy is to increase my volume by blogging about my favoite teams
on my pesonal website and creating a Podcast titled "Last Word on Tampa" or "The Jolly Royak" to
exude my personal brand. It will be published in Apple Podcasts and Spotify and will be marketed
on instagram and facebook mostly. To continue exuding my brand, the social media advertisments
will look like a treasure chests and send people to my website.

10. Professional Development
Technical Skills
•Understanding Analytics
◦Complete "Lessons from the World of Sports
Analytics" with Action Items
◦LinkedIn Learning
◦Complete by August 2024
•Copy Editing Proficiency
◦Complete "Editing and Proof Reading Made
Simple"
◦LinkedIn Learning
◦Complete by October 2024
Transferrable Skills
•Improving my Journalism
◦Complete "How to become a puspose driven
journalist"
◦LinkedIn Learning
◦Complete by September 2024
•Improve my visual storytelling
◦Complete "Introduction to Documentary Video
Storytelling"
◦LinkedIn Learning
◦Complete by November 2024

11. References
https://www.mindtools.com/a4wo118/smart-goals
bookyourselfsolid.com
Linkedin.com
https://www.sportspromedia.com/news/sports-fans-gen-z-millennial-content-consumption-social-me
dia-deloitte/
https://www.kayeputnam.com/brand-archetype-creator/
https://www.sportsbusinessjournal.com/Articles/2024/04/16/caa-world-congress-nashville-2025
https://internationalsportsconvention.com