Opportunity

In 2023, Butler University planned to launch Founder’s College, a two-year college designed to provide historically underserved students with increased access and improved affordability to higher education. Butler enlisted Pen+Principle to help elevate the story of its new college on a national stage – and thereby show how Butler is pioneering more affordable pathways for education beyond high school.

Approach

Pen+Principle worked alongside the Butler University team and the college’s nonprofit partner to help position the story in a way that would attract attention, both at launch and ongoing. 

Key to gaining traction was highlighting Butler’s innovative approach to addressing the cost of college by offering a low-cost  four-year degree for students of Founder’s College who matriculate to Butler’s four-year programs. Human storytelling also proved key, and P+P focused on showing how the program would be successful by highlighting the experiences of graduates of other programs using a similar model. Additionally, we captured a high school student's perspective on why such a program would be beneficial. After initial success with the program’s launch, we worked with Butler to develop a cadence of media opportunities that would keep the new initiative top-of-mind among supporters, alumni, and prospective funders.

Results

The initial story achieved pickup and syndication in 24 publications, TV broadcasts, and newsletters.

Outlets included CNN, Forbes, Bloomberg Radio, The Indianapolis Star, Indianapolis Business Journal, Chronicle of Higher Education, and Inside Higher Ed. This media coverage generated $70,700 in advertising value equivalency and a potential news reach of 7.64 million. The initial success of the launch was followed by additional stories, including the naming of the college; hiring a new dean; a $2.5 million philanthropic gift, and welcoming its first class in fall 2025. We continue to partner to secure thought leadership opportunities for the college’s dynamic dean.