The TFA Brand Build Awareness and Conviction

1. The TFA Brand Build Awareness and Conviction Summer 2014 L&D Designer: Erin Walker

2. My Personal Why • 12 years in corporate sales & marketing • 2 years middle school teaching • 3years higher ed teaching • Passion for teaching and education

3. Objectives At the end of this session, you will be able to: • Accurately and consistently define our brand • Articulate how the TFA brand impacts the overall recruitment strategy and success • Identify examples of recruitment activities that are consistent with TFA brand guidelines vs. those that are not • Articulate the “Why TFA?” in prospect interactions • Demonstrate how knowledge of our brand and “Why TFA?” impacts what you say to prospects

4. Agenda Your PAE Support team – Who’s Who? Our Brand’s Impact on Recruitment Success Our Brand Answering the “Why TFA?” Question Recap and Next Steps

5. Who’s Who on the Public Affairs & Engagement Team?

6. What our Teams Do Future Corps Marketing • Melissa Galloway • Erin Walker (Campus) • Adam Rupe (Campus) • Josh Brower (Campus) • New team member (coming soon!)

7. What our Teams Do Future Corps Marketing National Recruitment Campaign • Melissa Galloway • Erin Walker (Campus) • Adam Rupe (Campus) • Josh Brower (Campus) • New team member (coming soon!) National Insights and Strategy RT L&D Marketing Resources and Tools CCC Training and Support Digital Pipeline Building and Cultivation Regional and Cohort-level Marketing Strategy Support

8. What our Teams Do • Social Media • Stacey Jaffe • Shuhei Yamamoto • Lauren Sanders

9. What our Teams Do • Social Media National Social Media Campaign • Stacey Jaffe • Shuhei Yamamoto • Christina Lauren Sanders Social Media Resources and Tools Determine How Content is Performing and Who our Audiences Are Social Media Strategy to Amplify Key RT activities Social Media Strategy to amplify Communication Strategies Social Media Strategy for Partner Teams Social Media Strategy for National Campaigns (DRD)

10. What our Teams Do • Communications • Becky O’Neill • EloraTocci

11. What our Teams Do • Communications Campus & National Media Strategy • Becky O’Neill • EloraTocci Regional/National Media Strategy & Execution Media & Interview Training (Staff, CM/As) Narrative and Key Message Development Talking Points & FAQ development Media Engagement and Outreach Crisis Communications

12. Agenda Your PAE Support team – Who’s Who? Our Brand’s Impact on Recruitment Success TFA’s Brand Answering the “Why TFA?” Question What we say Recap and Next Steps

13. Our Brand’s Impact on RT Success What does the TFA brand mean to you? https://vimeo.com/97731312

14. Agenda Your PAE Support team – Who’s Who? Our Brand’s Impact on Recruitment Success TFA’s Brand Answering the “Why TFA?” Question Recap and Next Steps

15. TFA’s Brand What it is How I can impact the brand How I should personify the brand

16. TFA’s Brand

17. What’s in a Brand?

18. What is a Brand? • … more than a logo … more than a slogan … more than an ad campaign

19. What is a Brand?

20. What is a Brand?

21. TFA’s Brand

22. TFA’s Brand What it is How I can impact the brand How I should personify the brand

23. Your Impact on the TFA Brand • Use of TFA Logo • Choice in email language • Print and Digital marketing • Use of images • The things we say and do • Media interactions

24. Your Impact on the TFA Brand • Negative criticism • Activity from vocal supporters • Comments from our alumni and past applicants • Inaccurate perceptions

25. TFA’s Brand What it is How I can impact the brand How I should personify the brand

26. On-brand vs. Off-brand

27. On-brand vs. Off-brand

28. On-brand vs. Off-brand

29. On-brand with TFA • On-brand • Proper use of TFA logo • Written expressions of TFA messages that are on-brand • Display core values of respect and humility in every interaction with external audience

30. On-Brand

31. On-Brand

32. On-Brand

33. On-Brand

34. Off-brand with TFA • On-brand • Off-brand • Proper use of TFA logo • Written expressions of TFA messages that are on-brand • Display core values of respect and humility in every interaction with external audience • Improper use of TFA logo • Written expressions of TFA messages that reflect poorly on the brand • Not displaying core values when interacting with prospect or other audiences

35. Off-Brand

36. Off-Brand

37. Off-Brand

38. Off-Brand

39. Agenda Your PAE Support team – Who’s Who? Our Brand’s Impact on Recruitment Success TFA’s Brand Answering the “Why TFA?” Question Recap and Next Steps

40. Answering the “Why TFA?” Question

41. Why TFA? – what does this mean?

42. Why TFA? • Because……… educational inequity is one of the most critical issues of our time • Because…… the corps experience will give you the opportunity to personally help kids • Because……. provide our teachers with robust teaching and leadership development • Because….. this work will expand your ability to have a successful career in education or any field

43. Agenda Your PAE Support team – Who’s Who? Our Brand’s Impact on Recruitment Success TFA’s Brand Answering the “Why TFA?” Question Recap and Next Steps

44. Recap – TFA’s Brand • We all can influence the TFA brand • Internal and external influences • Alignment is critical-always be on-brand!

45. Recap – Answering the “Why TFA?” Question • Because……… educational inequity is one of the most critical issues of our time • Because…… the corps experience will give you the opportunity to personally help kids • Because……. provide our teachers with robust teaching and leadership development • Because….. this work will expand your ability to have a successful career in education or any field

46. Q&A