Opportunity 

Indiana Afterschool Network, the statewide association representing out-of-school (OST) time programs, received major funding to launch a new initiative that would incorporate literacy into out-of-school time, or hours outside of the traditional school day. Pen+Principle was selected in a competitive RFP process to build a compelling brand for the program, spread awareness across the state, and entice providers to join the movement to make literacy a core part of afterschool, summer, and other break programming.

Approach 

To begin the work, P+P began by understanding the audiences that IAN needed to persuade to incorporate evidence-based literacy into their programs. Administrators and program coordinators could do this by applying for grants, utilizing resources, or pursuing credentials in literacy based in the science of reading. We developed messaging tailored to reach these audiences, as well as a name and brand for the initiative, the IAN Literacy Playbook. We also developed a plan for the first year of the campaign, with trackable metrics (KPIs).

Results 

After launching the initiative in October 2025, we sought to introduce the first leg of “Launch” grants to our OST audiences, with the goal of securing 150 applicants by September 2026. We exceeded that goal by May of 2026, having received 200 applications for 160 grants awarded. Alongside Indiana Afterschool Network, our focus has shifted to promoting the literacy credentials that give OST youth development workers the skills and training to incorporate the science of reading into their programs. 

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