Opportunity

As the Indianapolis Cultural Trail entered a new phase of long-term planning and development, it sought to share its impact on the community and diversify its funding base. The Trail hired Pen+Principle to develop a winning message for civic leaders, elected officials, and potential funders. 

Approach

P+P led the Trail team and its Board chair through the Discovery process.

During Discovery, we learned two important things: 1) the Trail is approaching its 20-year anniversary since groundbreaking in 2027; and 2) an economic development group had completed a compelling analysis of the Trail’s tremendous civic, social, and economic impact since its inception. P+P helped the Trail team marry the 20-year hook with the powerful impact analysis to create a splash that would resonate with key audiences.

Results

Alongside the Trail team, P+P developed an impact report, press conference, run of show, and event collateral for a media and donor-facing event in early June 2026.

The event was well-attended by donors, supporters, civic leaders, and media. It secured coverage in major media outlets, including all Indianapolis area TV stations, Indy Star, IBJ, and Axios, with syndication in national outlets such as Yahoo and USA Today. This built strong momentum and established a clear narrative for fundraising efforts that will continue throughout 2026.

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