Finding our voice: Teach First’s experience
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Transcript of Finding our voice: Teach First’s experience
Communicating core values through language and tone of voice
Seminar
25 April 2013, London
#CClanguage
Finding our voice25 April 2013
Hannah Essex and Rachel Esplen
Why did our brand need to change?
• In 2010, only 13% of parents, 10% of employers and 48% of teachers were aware of Teach First.
• Of these, 56% of parents, 48% of employers and 54% of teachers thought that Teach First is a government scheme.
Working out who we wanted to be
“A brand is what people say about you when you’ve left the room”
Defining our personality
• Bold, dynamic• Real, straight-talking• Thought-provoking, fresh• Optimistic, approachable
Communicating who we want to be
Educational disadvantage remains one of the most destructive and pervasive problems in the UK – perpetuating inequality and confining thousands of young people up and down the country to a life of unrealised potential
If you are not given a fair chance in the classroom, you are not given a fair chance in life
Next steps
Hannah Essex, [email protected]
Rachel Esplen, [email protected]