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, hessex@teachfirst.org.uk

Rachel Esplen, resplen@teachfirst.org.uk