Opportunity

Paramount Schools of Excellence, a network of high-quality public charter schools, planned to open Girls IN STEM Academy, an all-girls, STEM-focused school serving predominantly underrepresented students. Before they opened, they needed to secure approval for rezoning the former church where they planned to locate. Paramount hired Pen+Principle to help craft a winning message and disseminate that message through key advocacy strategies.

Approach

Pen+Principle developed a holistic grassroots strategy for Girls IN STEM Academy, from earned media to email, social media, and online petitions. 

Working with school leaders, P+P created a compelling message to tell a positive story about the school - which would provide a strong offense to critics’ attacks. This message centered around the key value proposition of Girls IN STEM Academy – creating a sense of belonging that allows all students to achieve their potential. We trained key messengers on this framework and its delivery so that everyone spoke consistently about the school. Working in close partnership with ANT Foundation Consulting and the Paramount team, we helped mobilize parents and others in support of the school.

Results

Through combined efforts that included grassroots advocacy, grasstop engagement, email, video assets creation, social media, and earned media, P+P collaborated with local allies to achieve public support, which helped secure rezoning approval against fierce political resistance. The school opened in Fall 2024, serving students in Kindergarten through Grade 7.

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