Conquer Paralysis Now + Pence Media Group

Conquer Paralysis Now (CPN), a nonprofit dedicated to advancing spinal cord injury research and treatment, celebrated a significant milestone with the grand opening of its new headquarters in Indianapolis, which also  houses its DRIVEN NeuroRecovery Center powered by NeuroHope. 

Founded by INDYCAR team owner and paralysis advocate Sam Schmidt, CPN’s mission is deeply personal—Schmidt, a quadriplegic since a 2000 INDYCAR accident, has devoted his life to finding a cure for paralysis and creating programs that promote rehabilitation, healing, and independence for individuals with neurological conditions. To ensure a seamless and impactful launch, CPN engaged PMG to coordinate and execute every aspect of the grand opening, including event planning and execution for two separate events on October 1, media relations, social media management, and video production. The overarching goal was to establish CPN and DRIVEN’s presence in Indianapolis, engage key stakeholders, and amplify awareness of the organization’s mission and life-changing offerings.

The following paragraphs outline all details related to the planning and execution of the HQ Grand Opening event.

Event Planning + Execution

PMG managed vendor outreach and logistics, securing top-tier partners such as Sprig & Plate and Dashboard Food Truck for catering, Taylor’s Bakery for custom cookies, A-Classic for tables and chairs, Markey’s for AV equipment, and Russell the Brand Balloons for eye-catching decor. The team took ownership of event invitations, managing RSVPs and ensuring key stakeholders, including Carmel Mayor Sue Finkam,Indianapolis Motor Speedway President Doug Boles, and Secretary of Commerce David Rosenberg, were engaged and seamlessly coordinated. 

PMG also led outreach efforts to secure Jamie Little as the event’s emcee, prepared speakers with tailored remarks, facilitated meetings, and developed a structured run of show. Additionally, our team worked closely with the Indy Chamber, ensuring a professional ribbon-cutting moment. Our planning and execution ensured an impactful event, celebrating a monumental milestone for Conquer Paralysis Now and its mission.

Public Relations

Pence Media Group (PMG) leveraged the grand opening of Conquer Paralysis Now’s DRIVEN NeuroRecovery Center powered by NeuroHope by generating substantial media coverage, highlighting Sam Schmidt’s inspiring story and the center’s impact. PMG’s efforts resulted in 52 unique articles and 38 broadcast clips, reaching both local and national audiences. With coverage in The Associated Press, IndyStar, WTHR, and RACER, the event gained widespread visibility, positioning DRIVEN as a groundbreaking facility in spinal cord injury rehabilitation. The estimated Advertising Value Equivalency (AVE) of the digital articles alone exceeded $10.9 million, while the total unique visitors per month (UVM) of these outlets surpassed 1.17 billion. Considering the high value of broadcast airtime, the actual PR impact far exceeded the reported AVE, reinforcing the event’s significance within the media landscape. Beyond brand awareness, this earned media provided third-party validation, strengthened CPN’s credibility, and created valuable content for future marketing efforts.

PMG coordinated media interviews, prepared CPN’s leadership team, and managed all press relations to maximize coverage. The team facilitated on-site and virtual interviews, securing high-impact placements such as Inside Indiana Business, Fox 59/CBS 4, FOX Sports, and Trackside, ensuring that key messaging reached diverse audiences. PMG also created press releases, media advisories, and talking points for Sam Schmidt and Brandi Kurka, DRIVEN’s Executive Director, ensuring consistency and compelling storytelling across all platforms. To streamline post-event coverage, PMG built tailored press lists, drafted pitches for local, national, and health trade media, and curated a general media asset gallery for follow-ups.

Live Social Media Management + Execution

Leading up to October 1st, PMG executed a multi-platform pre-event promotional campaign, posting a series of engaging announcements across Instagram,Facebook, X, andLinkedIn to build anticipation. On the day of the event, PMG was on-site capturing content in real-time, producing high-quality visuals including a Grand Opening Video, Ribbon Cutting Photos, and an Event Recap Reel, which were shared across all platforms. PMG also amplified reach by retweeting posts from key industry figures and media outlets such as Marshall Pruett,Inside Indiana Business,Jennie Runevitch,and Indiana Economic Development Corp.

The results were exceptional, with Instagram engagement skyrocketing (+16,047% accounts reached, +5,200% profile visits, and 54 new followers gained), Facebook impressions growing by 94.6%, and LinkedIn generating a massive +10,200% increase in website clicks. Additionally, PMG leveraged its own platforms to highlight earned media coverage, showcase CPN as a new client, and create an engaging content gallery to sustain the momentum beyond the event.

Video Production

PMG spearheaded video production efforts before, during, and after the ribbon-cutting and grand opening event for Conquer Paralysis Now’s DRIVEN NeuroRecovery Center powered by NeuroHope, ensuring dynamic storytelling through high-quality visuals. In the lead-up to the event, PMG captured exclusive footage of the facility along with in-depth interviews with Sam Schmidt and Brandi Kurka to provide media and audiences with a powerful narrative about the center’s mission and impact.

During the VIP reception, ribbon cutting, and open house, the team documented key moments, producing high-quality B-roll footage and a Behind-the-Scenes (BTS) Sizzle Reel, which was later leveraged for media follow-ups and social media content. The Indy HQ media assets, including the Grand Opening B-Roll, Sam’s Interview, and Brandi’s Interview, served as invaluable resources for news outlets, social platforms, and promotional materials, extending the reach of the event well beyond October 1st.

#Consideritdone with PMG in 2025! 

We’re honored to accompany our amazing clients in their successes. With expertise in branding, web, digital, content creation, and public relations, Pence Media Group would be honored to partner with your business to elevate your brand! Consider it done.