DEVELOPING A NATIONAL STORYTELLING CAMPAIGN FOR PENSKE

Helping Scale Penske’s Minority Recruitment Program Through Strategic Storytelling, Education, and National Awareness

Our team helped develop the storytelling and campaign strategy behind Penske’s minority program graduation initiative, transforming it into a nationwide campaign designed to educate, recruit, and expand opportunities across diverse communities.

Through authentic storytelling and strategic media production, the campaign focused on highlighting leadership journeys, career opportunities, and real experiences within Penske’s workforce development programs for women, African Americans, and individuals with disabilities.

Key Contributions

• Developed the campaign storyline and overall storytelling direction for the graduation initiative
• Conducted interviews with key Penske executives and leadership teams
• Captured and documented the graduation experience through photo and video production
• Edited and produced content assets delivered to Penske’s commercial and marketing teams for national campaign usage
• Helped transform graduation stories into long-term recruiting and educational content
• Supported branding and outreach initiatives designed to increase awareness, engagement, and recruiting momentum across diverse communities
• Assisted with strategic messaging focused on representation, opportunity, and workforce development

The Result

Rather than treating the graduation initiative as a one-time event, the campaign helped position it as a scalable recruiting and awareness platform designed to strengthen community engagement and long-term workforce growth.

This project reflects our approach to combining storytelling, leadership, and strategic execution to help organizations create real-world impact at scale.

• The Impact
• Rather than simply documenting an event, the campaign helped position the initiative as a scalable recruiting and educational platform focused on leadership, opportunity, and workforce development.
• This project reflects our approach to combining storytelling, leadership, and strategic execution to help organizations create real-world impact at scale.