The challenge: non-profit performing arts organization focused on teaching the every day joe to be a storyteller needs to rebrand. Solution: Our Georgetown graduate group proposed the following rebrand strategy and brand launch to announce the new brand to the group's passionate community.

1. SpeakEasy
Retold Change Your Brand One Narrative at a Time

2. Frequency Communications
Rachel Metscher Olivia Nunn Ecem Acar Krystyna Barnard Brittnee Adjoua

4. Storytelling is the
art of conveying
your personal experiences
through words, imagery, and
voice.

5. What is Speakeasy’s Secret Sauce?

8. Creates a
Playful
Environme
nt
Photo Credit: goodlifezen.com

11. Why Den’s Echo?

12. Den’s
Echo

13. Untold
Narrative

14. Testing Den’s Echo
• How our study group reaffirmed our decision:
“Saying I’ll meet you at the Den on Friday sounds
cool.” – Georgetown Student, 24
“It definitely gives you vibe that it’s a social place
with a voice.” – Carolina, 25
“I don’t know what kind of a place it is exactly but it
interests me enough to go check it out.”
-AnnMarie, 29
“It sounds cozy and fun!”
-Tyler, 25
“I’d definitely go to that!”- Abie, Uber Driver

15. Positioning Statement
Den’s Echo connects our
community by providing a stage
for everyone to share their
stories.

16. Image Credit: Flickr Steven Depolo

17. Soft Launch
Schedule of the night:
• Before the show: VIP guests,
partners, brand advocates will be
introduced to the new brand
• SpeakeasyDC’s Top Shelf show
• After the show: Launch party &
cocktail hour for attendees
Den’s Echo

18. Engagement
Schools in H Street Corridor / Atlas District
near NE Washington, D.C.

20. • Maintain connection to core
community
• Inform community of upcoming
events
• Enable readers to take action,
easily
Website
Social media Blog
Sounds from the Den
The official newsletter of Den’s Echo
Sounds from the Den
12/ 29 New Years Resolutions
Middle school
teacher Amanda
Dawson shares
how she uses
storytelling to
teach empathy
Buy tickets | Add to calendar
Highlights from the Blog:
Around the Community
Watch the latest
stories:
Social property links
Have a story? Do tell!
Tell your story @ Den’s Echo
Attend a workshop | Register for Bootcamp | More

21. Outreach

22. Peripheral
Community
Prospective
Community
Core
Creating an Echo:
Outreach Strategy
Community

23. Outreach Strategy
Core Community Peripheral Community Prospective Community
Audience
• Past attendees
• Storytellers
• Instructors
• Partner organizations
• Arts organizations
• Community
organizations
• Storyteller network
• Wider Community
Outreach
Approach
• Events
• Newsletter
• Blog
• Cross Promotion • Washington Express
• Washington Post
• NPR’s Art Beat
Blog  Facebook  Website  YouTube  Promotions

24. Narrative Unfolded Recap
Soft
Launch
VIP
Event
School
Program
Planned
Outreach
New
Website

25. Den’s Echo’s
Success

26. THANK YOU