Anthony JonesLauren Walker

Taylor ThorntonAnna Collins

Bryanna Hickson

What We Found

● Outsiders believe that TFA teachers belittle the work of professional teachers and take away their job opportunities

● TFA does not communicate/respond with the public on their social media platforms

● TFA should focus on meeting small, specific goals rather than overbroad goals

● Of all the education movements TFA faces the harshest opposition from the public

What We Found

The public feels that TFA should better prepare its teachers for the classroom:

o Only requires five weeks of training and accept people with no experience

TFA teachers are only required to stay for two years leading some to believe that they are not making a large enough impact on students in their designated location

Objective

To provide a quality education to all children regardless of their background or home life and to bring in graduates who want to make an impact on the RVA educational system, and subsequently improve quality of life

through Teach For America.

Brand Voice

We are: Caring, Motivating, Helpful, Involved, Informative, Accessible

We are not: Unreachable, Perfect, Neglectful, Judgemental

We will never: Put down professional teachers, we will not do reactive advertising, never give up on education reform

Why? We chose this brand voice because we want to connect emotionally to our audience and help them realize that they can make a difference.

The audience will feel motivated, hopeful and encouraged to make a change in RVA educational system.

TFA Manifesto

Knowledge is the foundation of all things.Shouldn’t we all have the same access to education no matter who we are or where we come from?

Who would we be without the lessons and inspiration of our educators?

At TFA, we don’t just teach, no, there’s so much more to it than feeding a mind.We join with students to become the pavers, the way makers, the light that shines bright in a dim room, the community builders.With education, you feed the imagination, the ambition, the admiration, and the confidence to be anything.We encourage the youth and ourselves to be more, we encourage ourselves and others to be Change.

A New View

Directing the public to the TFARVA.org website where there will be different pages dedicated to Teach For America benefits, the Richmond lifestyle and

things to do, as well as hashtags and links to the Teach For America RVA social media platforms.

This solves the Teach For America’s business problem by getting applicants to love RVA so they will be more likely to stay in the city and teach for longer

than 2 years.

Official hashtag: #TFARVA

The public will participate in the campaign by logging on to the website and connecting to the social media platforms dedicated to Teach For America RVA.

Website Examples

TFA PageHome Page

Website Examples

#TFARVA PageRVA Page

Facebook: Our facebook content will be posted daily, and will focus on Teach For America in

RVA and the benefits of becoming involved with the Richmond area. Facebook content will also focus on past educators that have played a valuable role in our lives as well as teachers all over America that are making a difference to their

students.

A vast majority of our target demographic has Facebook

Social Media: Facebook

Facebook Examples

Facebook Examples

Social Media: Twitter

Twitter:On Mondays and Thursdays we will hold live Q&A

conversations and post about our current activities, events within the community, and news relevant to TFA. We will also be informing people

about our move to Richmond and that we are seeking VCU students and recent graduates with

call out posts that will tie into the Q&A.

Our target audience will be college students, graduates, and new young adults moving to or in

the area.

Twitter Examples

Social Media: Instagram

InstagramOur Instagram page will focus on TFA teachers working with students as well as the new RVA

location. We will also focus on events in RVA that the new

TFA teachers are becoming involved in. Our target audience will be young adults who are

graduating/looking for jobs. Content posted 3-4 days.

Instagram Examples

VMFAHomework Help Teaching TFA + VCU Science Museum

Goals and Metrics/KPIs

Our goal will be to spread awareness of TFA coming to RVA. By using our social media platforms and paid ads we will be able to

spread awareness around the area and nationwide.

Facebook: KPI will be growth rate, post reach and engagement.

Twitter: KPI will be Retweets, Replies and Total Hashtags

Instagram: KPI will be engagement, likes, followers

Paid Social

FacebookCreate ads on the side of Facebook that pertain to upcoming events that will send the user

to the TFA page to learn more. We will also have ads promoting the new RVA Teach For America location. At the beginning and the middle of each month a new Facebook ad will be put up. The budget would be $300 a month in order to reach enough people and get the public aware of the

future opportunity of becoming part of TFA RVA.

GoogleWe will use advertising on Google when anyone searches anything regarding

teaching, Richmond, RVA, Teach for America, job opportunities in Richmond or Virginia, and “things to do in Richmond”. This will help get the attention of those in the area and anyone

looking to come to Richmond as well as increasing awareness of Teach For America for anyone that searches the key words. The budget should be $400 a month in order to reach enough

people.

Paid Social

Communication Calendar

Important VCU dates

● 1/12 - Spring classes

begin

● 1/19 - School closes

● 3/8 - 3/15 - Spring Break

● 4/29 - Reading Day

● 4/30 - 5/8 - Finals

● 5/16 - graduation

TFA events● 10/4 - World Teacher Day● 11/4 - Introduction to Teach

For America and Alum Q&A/Webinar- 8-9pm

● 12/1 - Alum Q&A: Grad Students and Corps Professionals

● 1/13 - Educational Inequity in Latin@ Communities and the Opportunity for Change

● 3/15 - After College, then what? (Prep seminar)

Events in RVA● 1/21 - Networking

Meeting@ Iron Bridge Sports Park

● 2/19 - Hands On Healing Family Groups

● 3/14 - ENGAGE: Side by Side

● 4/17 - The Voice of a Prophet: C.L. Franklin For a NEW Generation

● 5/9 2015 Cap2Cap Ride