Helping African American males get an education is the goal of this federally-funded program at the Technical College of the Lowcountry. The program had a solid purpose and – for those who enrolled -- an equally solid success rate. The challenge was to get the word out to more men and make a bigger impact on the community. Our proven branding process revealed that, unlike other potential students, this specific target audience wasn’t afraid of hard work. Just the opposite. Our research revealed that the majority of African American males in our community had been raised to believe that men went to WORK right out of school and that college was just playing until one grew up. Armed with this information, we created a new positive image for the program and a branded message that changed audience perceptions. The program’s numbers are up and remain on that steady trajectory.