Your Brand’s Next Evolution.
Penn-Mar Human Services has been supporting people with intellectual and developmental disabilities (IDD) across regions of Maryland and Pennsylvania since 1981. Today, among a range of services, the nonprofit’s foremost charge is to provide meaningful employment opportunities that create diversity, inclusion, and community engagement and adhering to a commitment to “transform life into living.”
Challenge
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Penn-Mar has provided disability services in Maryland for more than 40 years but struggled to gain consistent media coverage in Greater Baltimore.
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Limited public awareness reduced visibility for its services, employment programs, and community impact.
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The lack of earned media exposure slowed growth, partnerships, and broader outreach for individuals with intellectual and developmental disabilities.
Strategy
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Leveraged an established network of Baltimore media contacts with proactive, strategic outreach.
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Developed a consistent thought leadership and story pipeline aligned with timely news and community relevance.
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Positioned executives and spokespeople with clear, targeted messaging across broadcast, print, and digital outlets.
Results
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Achieved a 400% increase in media coverage across Greater Baltimore’s top broadcast, print, and digital channels.
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Secured recurring thought leadership placements in the Baltimore Business Journal, along with coverage in The Baltimore Sun, Baltimore magazine, Carroll County Times, and The Daily Record.
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Delivered repeat television and radio appearances that significantly expanded regional awareness and credibility.
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400 % Increase in Baltimore-area Media Coverage
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22 Media Hits
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9.3 M Audience Impressions
Share Stories of Empowerment
Our efforts focused on unique stories that showcased the nonprofit’s ability to change lives and help people discover fulfilling, lasting employment while also promoting workplace diversity and inclusion. We shared the stories of multiple people who found jobs they loved with Penn-Mar’s support, securing news coverage on WBAL-TV, WBFF, and WJZ.
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A Voice for Thought Leadership
Vitamin also secured placement for Penn-Mar’s leadership team to reach new sponsors and supporters in the market while also advocating for the nonprofit industry in the region. Pieces were secured for Penn-Mar’s CEO in the market’s #1 business publication, the Baltimore Business Journal which included an op-ed penned by Vitamin, and a Q&A in the publication’s popular “In the C-Suite” column. An interview was also booked on Maryland Public Television’s “Your Money & Business” for Penn-Mar’s Chief Advancement Officer.
“Vitamin is a valuable strategic partner of ours. They take the time to understand our business, our challenges and unique ways we can position ourselves in the community. This is vitally important to an organization like ours because it impacts our ability to influence policy as well as raise critical funds to support people with intellectual disabilities.”
