The WDM branding process unveiled both a unique story and voice for TCL that instantly hit a nerve with our intended target audience. Young people are far more interested in the benefits they can reap from earning an education than in reading the books necessary to make it happen. Instant gratification is what today’s young people want, and that’s what they get in every single WDM-branded TCL message. IT’S WORKING. TCL is more than study and homework and classes. TCL means working. You go to school, you get a job. When the young people of the Lowcountry heard their story being told, they liked the sound of the ending-- A JOB -- and enrollment increased.