This document provides information about an upcoming branding workshop on branding during difficult times. It introduces the speakers and their backgrounds working at organizations like The Public Theater and Brothers Empowered to Teach. The workshop will discuss how to engage people and promote causes when current events are distressing. It also shares an example of how Brothers Empowered to Teach successfully built their brand in New Orleans through establishing a clear mission and vision, addressing educational challenges facing young men of color, and achieving impactful results in the community.

1. BRANDING FOR
THE APOCALYPSE 🔥
#18NTCbrandapocalypse

2. BRANDING FOR
THE APOCALYPSE 🔥 HOW TO GET PEOPLE TO CARE ABOUT YOUR CAUSE WHEN EVERYTHING IS HORRIBLE
#18NTCbrandapocalypse

3. Rhiannon Tasker
The Public Theater, NYC
Donor Communications, Project Manager
James Wu, NYC
Ex-Acumen, Ex-BAM
Brand Consultant
Kristyna “iPad” Jones
Brothers Empowered 2 Teach, NOLA
Co-Founder and COO

5. USE THIS HASHTAG:
#18NTCbrandapocalypse
TAG / TWEET AT US:
@bunkywu
@realbruhsteach
@publictheaterny
COLLABORATE & EVALUATE:
http://po.st/18NTCbrandapocalypse

6. EVERYTHING
IS HORRIBLE.

9. “James. Help. I’m paralyzed.”

10. “If you haven’t noticed, things
are pretty messed up. Nobody
cares what we have to say right
now. Tweeting about [org] while
the world is burning feels
sorta…I dunno…tone deaf?
Wrong? Selfish?”

11. “We’re not the ACLU.”

16. “Who’s doing an amazing job?”

18. “Who’s doing an amazing job in NOLA?”

20. Founded 1954
180 employees
$42M annual budget
Founded 2014
7 employees, 40 Fellows
$700K annual budget

21. “Brand humility is the only response
to a fast-changing and competitive
marketplace. The humble brand
understands that it needs to re-earn
attention, re-earn loyalty and
reconnect with its audience as if every
day is the first day.”
— Seth Godin

22. 1
REDEFINING EDUCATION . DEFYING ODDS

23. Brothers Empowered to Teach 2R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
OUR
FOUNDATION
KRISTYNA JONES | Co-Founder LARRY IRVIN | Co-Founder
Started as an idea in 2012,
Brothers Empowered to Teach
now has a cohort of 40 stu-
dents between New Orleans
and Baton Rouge serving 10
local schools and 2 after-
school partners. Partners like
the Alliance for Diversity and
Excellence support the expe-
riential learning of our fel-
lows through mentorship and
professional advice.

24. Brothers Empowered to Teach 3R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
OUR
FELLOWS
Starting with just 7 fellows
in 2014 to 40 participants
between New Orleans and
Baton Rouge in 2017, the BE2T
Fellowship has students who
attend community colleges,
historically black colleges
and universities, and major-
ity schools through out the
region. Fellows major in a
variety of disciplines whether
pre-med or political science
while all having a common
desire to work with kids and
help them achieve their per-
sonal and academic goals.
NKEMDI AGWARAMGBO
Alumni 2017
JUSTIN HARRIS
Senior, Year 3
ROBERT FRETER
Senior, Year 3
ALEX HALSTEAD
Alumni, 2015

25. 4
01.
OUR VISION
4

26. Brothers Empowered to Teach 5R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
OUR VISION IS TO
HAVE 1,500 MEN
OF COLOR IN THE
CLASSROOMS
BY 2026
01. OUR VISION

27. 6
02.
THE PROBLEM
6

28. Brothers Empowered to Teach 7R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
02. THE PROBLEM
As much as of college
bound black men will drop
out by sophomore year.
More than 50%
drop out starting
in 8th grade.
1/3
WE’RE SOLVING THESE PROBLEMS
LESS THAN 3%
OF ALL TEACHERS
ARE BLACK MEN.
MEN OF
COLOR ARE
BEING LEFT
BEHIND
IN SCHOOL

29. Brothers Empowered to Teach 8R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
KIDS NEED
ACCESS TO
TEACHERS WHO
REFLECT THEIR
EXPERIENCE AND
MODEL SUCCESS
02. THE PROBLEM

30. 9
03.
THE SOLUTION
9

31. 1010
TARGET POTENTIAL EDUCATORS
EARLY IN THEIR COLLEGE CAREER
AND PROVIDE THEM WITH THE
RIGHT TOOLS FOR PERSONAL AND
PROFESSIONAL SUCCESS

32. 11
04.
OUR MODEL
11

33. Brothers Empowered to Teach 12R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
WE EXPOSE
FELLOWS
GRADUALLY
WITH A
“SPOON-FED”
APPROACH...
04. OUR MODEL
1
2
3
BE2T FELLOWSHIP
THE CIPHER
THE CHANGE
TRACK

34. Brothers Empowered to Teach 13R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
...AND ENSURE
THAT THEY ARE
INCREDIBLE
EDUCATORS WHO
ARE CULTURALLY
RESPONSIVE
04. OUR MODEL

35. 14
05.
THE RESULTS
14

36. 1515
OUR FELLOWS IMPACT STUDENTS
EVEN BEFORE THEY TEACH.

37. Brothers Empowered to Teach 16
Impacted over 1,750 school-age children
Exposed over 40 young men to teaching
5 OUT OF 5 graduating participants teach
4 OUT OF 5 never planned to be educators
R E D E F I N I N G E D U C ATI O N . D E F Y I N G O D D S
05. THE RESULTS
1
2
3
SINCE 2014, WE HAVE:

38. 06.
THE BRAND

39. 2Brothers Empowered to Teach Brand Foundation
brand
overview
01. VOICE
+ Empowered
+ Successful
+ Trustworthy
+ Authentic
02. MISSION
Brothers Empowered to Teach’s (BE2T) mission is to generate a pipeline of incredible teachers
who mirror success for their students by recruiting men of color into classroom-based careers.
03. VISION
To inspire all children, especially those at-risk of dropping out of school, to expand their vision
of success and defy the odds.
04. VALUES
+ Relevance
+ Adaptability
+ Preparedness
+ Hustle
+ Unconventional
+ Self-Care

40. Brand Foundation
color
palette
Brothers Empowered to Teach 3
PMS 3955 U
C5 M1 Y93 K0
R250 G235 B55
#FAEB37
PMS 573 U
C25 M0 Y16 K0
R187 G233 B222
#BBE9DE
PMS 539 C
C98 M69 Y32 K 45
R70 G76 B89
#464C59
PMS 2627 U
C48 M70 Y0 K0
R110 G82 B124
#6E527C
PMS Cool Gray 1 U
C4 M3 Y6 K7
R218 G217 B214
#DAD9D6

41. Brand FoundationBrothers Empowered to Teach 5
logo
expanded

42. 07.
THE RULES

43. Be clear on who you are…
BE2T IS:
Collaborative
Fresh/Fashionable
Creative
Culturally Relevant
20-something
Collaborative
2012 or 2018

44. Be clear on who you are not…
BE2T IS NOT:
Earthy
Conservative
Overly Serious
Intense
Old
Self-Aggrandizing
We are always ourselves
Do you know who you are?

45. Represent your brand in
everything you do…

47. @REALBRUHSTEACH

48. THANK YOU!

49. Rhiannon
Tasker
Donor
Communica2ons
Project
Manager

50. • The
New
York
Shakespeare
Fes0val
founded
by
Joe
Papp
in
1954
with
the
Mobile
Shakespeare
Unit
• The
Delacorte
Theater,
our
first
permanent
home,
opened
in
1962
and
is
the
home
of
Free
Shakespeare
in
the
Park
• Our
Astor
Place
home
opened
in
1967
with
the
world
premier
of
Hair
History
of
The
Public

51. Mission
Statement:
As
the
na0on's
foremost
theatrical
producer
of
Shakespeare
and
new
work,
The
Public
Theater
is
dedicated
to
achieving
ar0s0c
excellence
while
developing
an
American
theater
that
is
accessible
and
relevant
to
all
people
through
produc0ons
of
challenging
new
plays,
musicals
and
innova0ve
staging's
of
the
classics.
History
of
The
Public

52. The
Public
Theater
Now
Year-­‐round
season
at
Astor
Place
five
theaters
and
one
cabaret
space
(Joe’s
Pub).
Mobile
Unit
tours,
bringing
Shakespeare
to
prisons,
community
centers,
and
homeless
shelters
throughout
the
city.
Free
Shakespeare
in
the
Park
at
the
Delacorte
Theater
in
Central
Park,
offering
over
100,000
free
0ckets
to
world-­‐class
theater
throughout
the
summer.

53. The
Public
Theater
Now
• Open
364
days
a
year,
1500+
performances.
• Budget:
$42
million
a
year,
$30
million
from
contributed
revenue.
• Staff
Size
180

54. A
Chorus
Line,
1975
The
Normal
Heart,
1985
Hair,
1967
for
colored
girls
who
have
considered
suicide
/
when
the
rainbow
is
enuf,
1976
Fun
Home,
2013
Sweat,
2016
Notable
Produc2ons

55. 2016
End
of
Year
Campaign
Original
Messaging
and
Concept:
The
Public
Theater
FY17
End
of
Year
Campaign
Theme
The
campaign
will
focus
on
the
community
at
The
Public.
Messaging
People
Place
Performance
The
Public
creates
an
open
space
where
all
communi0es
are
welcome.
As
part
of
The
Public
Theater
family,
you
are
what
mo0vates
and
inspires
us
to
create
beau0ful
works
of
theater.
You
are
at
the
center
of
our
community.
Give
a
gi`
today
of
$10
to
ensure
culture
belongs
to
everyone.

56. Original
Messaging
and
Concept:
The
Public
Theater
FY17
End
of
Year
Campaign
Theme
The
campaign
will
focus
on
the
community
at
The
Public.
Messaging
People
Place
Performance
The
Public
creates
an
open
space
where
all
communi0es
are
welcome.
As
part
of
The
Public
Theater
family,
you
are
what
mo0vates
and
inspires
us
to
create
beau0ful
works
of
theater.
You
are
at
the
center
of
our
community.
Give
a
gi`
today
of
$10
to
ensure
culture
belongs
to
everyone.
2016
End
of
Year
Campaign
Does
this
campaign
s0ll
feel
relevant?
How
do
we
speak
to
the
feeling
of
a
dividedness
in
our
community?
What
are
our
values
as
an
ins0tu0on?

57. 2016
End
of
Year
Campaign
“We
were
founded
on
the
ideal
that
culture
belongs
to
everyone
and
that
we
have
a
civic
duty
to
be
a
place
of
community
and
equality.
We
are
commifed
to
championing
the
values
of
acceptance,
and
celebra0ng
the
diversity
that
makes
America
a
rich
and
dynamic
country.
We
are
a
place
of
free
speech,
dreams,
integrity,
and
respect
for
everyone;
a
home
open
for
all
to
come
together
and
be
part
of
the
shared
experience
of
storytelling.”

58. 2016
End
of
Year
Campaign

59. 2016
End
of
Year
Campaign
Campaign
Included:
• Direct
Mail
piece
which
included
a
lefer
and
a
mail
back
form
• 6
Emails
including
Giving
Tuesday
• Street
case
and
Lobby
sign
takeover.

60. 2016
End
of
Year
Campaign
Results
• Total
Raised:
$110,355.36
• Total
of
1342
dona0ons
ranging
from
$5-­‐$10,000
• $32,500
in
new
or
returning
Partners;
Including
two
new
$10,000
donors

61. 2017
End
of
Year
Campaign

62. 2017
End
of
Year
Campaign
Targeted
mailing
based
on
giving
history.

63. 2017
End
of
Year
Campaign

64. 2017
End
of
Year
Campaign
• Total
Raised:
$93,938
• Total
of
1258
dona0ons
ranging
from
$5-­‐
$10,000
• 67%
increase
in
revenue
from
the
mailing
from
the
year
before

65. Thank
You
Postcards
Recognizing
ALL
our
donors
• Handwrifen
postcards
for
dona0ons
made
during
a
two
week
period
of
0me

66. Thank You
Postcards
• Key
Takeaways
• When
the
moment
calls
for
it,
pivot
to
fit
the
urgency
of
what
is
happening
in
the
world
around
us
• However,
speaking
to
the
moment
only
works
when
you
remain
authen0c
to
who
you
are
as
an
organiza0on.
• A
small
Thank
You
goes
a
long
way

67. Thank You
Postcards
RHIANNON
TASKER
DONOR
COMMUNICATIONS,
PROJECT
MANAGER
RTASKER@PUBLICTHEATER.ORG

68. THANKS!
EMAIL US:
bunkywu@gmail.com
kristynaj@be2t.org
rtasker@publictheater.org
TAG / TWEET AT US:
@bunkywu
@realbruhsteach
@publictheaterny
COLLABORATE & EVALUATE:
http://po.st/18NTCbrandapocalypse
QUESTIONS?