Opportunity

Christel House International (CHI) is a nonprofit with a long history and a high-profile founder, but for many years, they did good work quietly without a significant focus on external storytelling. As CHI reached an inflection point, with a new CEO and expansion plans in Indianapolis and the globe, they asked Pen+Principle to provide thought leadership that would elevate their story and brand on a local and national stage.

Approach

To support CHI, Pen+Principle developed a media strategy that leveraged both the news of Christel House’s expansion and the thought leadership platform of the new CEO.

For local media, P+P highlighted CHI’s expansion plans and leveraged the value of civic pride that is developed by supporting local organizations with an international impact. We also helped CHI partner with other local nonprofits that are doing work internationally in order to foment greater interest in the topic. Nationally, we worked alongside CHI to leverage the changes in national education policy and make the case that real education change happens locally. Through coverage across multiple outlets in Indianapolis and throughout the country, we were able to establish a steady drumbeat of media and attention for the organization.

Results

CHI is garnering media placements to share its impact and elevate its profile.

Media placements thus far have included USA Today, The 74, Indianapolis Star, Indianapolis Business Journal cover story, and IBJ op-ed. This has built a drumbeat to help elevate CHI’s profile among business/civic leaders and prospective donors in Indianapolis and beyond.

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