The TFA Brand Build Awareness and Conviction

The TFA BrandBuild Awareness and Conviction

Summer 2014 L&DDesigner: Erin Walker

My Personal Why

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

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

AgendaYour PAE Support team – Who’s Who?

Our Brand’s Impact on Recruitment Success

Our Brand

Answering the “Why TFA?” Question

Recap and Next Steps

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

Future Corps Marketing

• Melissa Galloway

• Erin Walker (Campus)

• Adam Rupe (Campus)

• Josh Brower (Campus)

• New team member (coming soon!)

Social Media

• Stacey Jaffe• Shuhei

Yamamoto• Christina

Torres• Lauren

Sanders

Communications

• Becky O’Neill• Elora Tocci

What our Teams Do







What our Teams Do







National Recruitment Campaign

National Insights and Strategy

Marketing Resources and Tools

RT L&D

CCC Training and Support

Regional and Cohort-level Marketing Strategy Support

Digital Pipeline Building and Cultivation

What our Teams Do

Social Media


Yamamoto• Lauren

Sanders

What our Teams Do

Social Media


Yamamoto• Christina

Lauren Sanders

National Social Media Campaign

Social Media Resources and Tools

Social Media Strategy to Amplify Key RT activities

Determine How Content is Performing and Who our Audiences Are

Social Media Strategy to amplify Communication Strategies

Social Media Strategy for National Campaigns (DRD)

Social Media Strategy for Partner Teams

What our Teams Do

Communications


What our Teams Do

Communications


Campus & National Media Strategy

Regional/National Media Strategy & Execution

Narrative and Key Message Development

Media & Interview Training (Staff, CM/As)

Talking Points & FAQ development

Crisis Communications

Media Engagement and Outreach



TFA’s Brand


What we say


Our Brand’s Impact on RT Success

What does the TFA brand mean to you?

https://vimeo.com/97731312

https://vimeo.com/97731312



TFA’s Brand



TFA’s Brand

1. What it is

2. How I can impact the brand

3. How I should personify the brand

TFA’s Brand

Brand Why TFA?

What’s in a Brand?

What is a Brand?

… more than a logo

… more than an ad campaign

… more than a slogan

What is a Brand?

Your Brand

Awareness

Beliefs

Perceptions

Values

Experiences

Emotions

Image

Associations

Visual Identity

Trust

What is a Brand?

TFA’s Brand

TFA’s Brand

1. What it is



Your Impact on the TFA Brand

Internal Influence

s

External Influence

s

Brand Health

• Use of TFA Logo• Choice in email language• Print and Digital marketing• Use of images• The things we say and do• Media interactions

Your Impact on the TFA Brand

Internal Influence

s

External Influence

s

Brand Health

• Negative criticism• Activity from vocal supporters• Comments from our alumni and

past applicants• Inaccurate perceptions

TFA’s Brand

1. What it is



On-brand vs. Off-brand

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

Off-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

Off-brand• 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

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Off-Brand

36

Off-Brand

37

Off-Brand

38

Off-Brand



TFA’s Brand




Brand Why TFA?

Why TFA? – what does this mean?

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



TFA’s Brand



Recap – TFA’s Brand

• We all can influence the TFA brand• Internal and external influences• Alignment is critical-always be on-brand!

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

The TFA Brand Build Awareness and Conviction

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