The Public Relations Society of America (PRSA)’s Hoosier Chapter celebrated the best of the best in Indiana’s PR, marketing, and communications space from 2024 during its annual Pinnacle Awards. Pence Media Group is thrilled to announce that we won eleven Pinnacle Awards and six Awards of Honor for the outstanding work our team has done to promote our clients and elevate their stories.
Congratulations to all the winners and to our small but mighty PMG team. We are honored to be recognized for our talents, hard work + positive mindset through these awards.
Please join us in celebrating PMG’S Hoosier PRSA Awards as we share a little more about each win!
National FFA Organization
PINNACLE: SPECIAL EVENTS/OBSERVANCES
PINNACLE: AUDIO/VIDEO COMMUNICATIONS
PINNACLE: MARKETING COMMUNICATIONS
AWARD OF HONOR: MEDIA RELATIONS
97th Annual National FFA Convention + Expo | Special Events/Observances
The 97th Annual National FFA Convention & Expo, one of the nation’s largest youth conventions, brought over 72,000 students, advisors, and supporters to Indianapolis in October 2024. PMG partnered with the National FFA Organization to amplify this event’s reach and impact through a multi-faceted communications strategy.
PMG executed an integrated plan that combined national media outreach, real-time social media management, influencer partnerships, and live video production to extend the convention’s impact beyond those in attendance. By blending storytelling and digital engagement, PMG ensured students, educators, parents, and stakeholders could experience the energy of the convention in real time.
The results were significant: 1,422 media articles and 1,360 broadcast clips generated $91.5 million in Advertising Value Equivalency (AVE) and reached nearly 9.79 billion people. Social media content earned over 1 million views and 121,000+ interactions, while influencer campaigns added millions more in reach. PMG’s work helped bring the energy and mission of National FFA to a national audience, inspiring the next generation of agricultural leaders.
FFA Live! Inside Convention Show “| Audio/Video Communications
For the second year, Pence Media Group brought the FFA Live! Inside Convention Show to life—capturing the energy of the 97th Annual National FFA Convention & Expo. Hosted by PMG’s own Nicole Pence Becker, the daily one-hour shows featuring live general sessions, Finals Hall presentations, interviews, and behind-the-scenes stories that kept students, educators, and supporters informed and inspired.
The team managed a fully functioning newsroom of 11 student reporters, overseeing 53 story assignments across streaming, web, radio, and social media platforms. PMG created detailed intern prep binders, assigned daily coverage, directed news angles, and edited each story. They also coached students on professional interviewing, voicing techniques, and story structure, offering real-time feedback and mentoring to build skills in a fast-paced newsroom setting. PMG wrote copy and produced eight promotional videos in multiple formats, which further drew attention to the work being done by the full team. The team coordinated with RFD-TV, which syndicated 18 FFA Live! segments. On-site, PMG hosted seven in-studio interviews, managed Instagram content, and produced 25 reels featuring convention highlights, industry partners, and student leaders.
The campaign’s success was evident in its strong engagement and reach. Content was widely shared across platforms and amplified by media partners, while student reporter involvement added authenticity and depth to every story. PMG was proud to be a part of it all and we loved working with our friends at INNOVATIVE on this special project.
Grow With Us Ag | Marketing Communications
To help grow participation in agricultural education and FFA across Indiana—especially among underrepresented and marginalized students—National FFA engaged PMG to lead marketing and communications for a multi-year, $3 million Lilly Endowment grant. PMG developed and executed the Grow With Us campaign, connecting with students, parents, educators, and administrators statewide.
PMG created campaign branding, messaging, videos, social media strategy, a microsite, and a full suite of print and digital materials. The campaign highlighted classroom instruction, FFA leadership, and work-based learning, supported by authentic storytelling through interviews and visuals captured across Indiana. A launch press conference featuring then-Lieutenant Governor Suzanne Crouch generated statewide media coverage and momentum.
Results included 15 articles and 34 broadcast clips reaching 1.85 million people, with digital and print media value over $20,000. The microsite and video assets continue to support outreach beyond the campaign launch. Through strategic planning, creative storytelling, and close collaboration with stakeholders, PMG successfully delivered a scalable, inclusive campaign that raised awareness, inspired engagement, and advanced equity in agricultural education across the state.
National FFA Organization | 2024 Media Relations Campaign
In 2024, PMG partnered with the National FFA Organization to deliver its most expansive year of public relations support yet. PMG executed a comprehensive, year-round media relations campaign to elevate FFA’s mission of leadership, growth, and career success in agricultural education.
PMG combined national storytelling with hyperlocal outreach, strategic milestone campaigns, and on-site media coordination at major events like National FFA Week and the National FFA Convention & Expo. By pitching student success stories, workforce insights, and thought leadership, PMG broadened FFA’s presence beyond agriculture into business, education, and community media.
Highlights included securing 572 articles and 688 broadcast stories across 44 states, reaching millions and generating over $41 million in advertising value equivalency. Key moments like FFA surpassing one million members and National Convention coverage showcased FFA’s nationwide impact.
Through thoughtful planning, agile execution, and collaboration, PMG positioned National FFA as a national leader in education and workforce readiness—helping share its powerful stories and mission with broader audiences across the country.
Team Involved: Nicole Pence Becker, Jennifer Bostrom, Emily Sullivan, Lisa Wallace, Melissa Mattingly, Claire Hunter, Lauren Casey Bemis, Anna Carrera, Sarah Cox Dedrick
Tiffany Skilling Interiors
PINNACLE: MARKETING COMMUNICATIONS
AWARD OF HONOR: SOCIAL MEDIA
Tiffany Skilling Interiors (TSI) is a premier luxury interior design firm based in Indianapolis, offering bespoke design services that elevate spaces into living works of art. TSI has rapidly become one of the most sought-after design firms in the region, known for its personalized approach to interior design, which the firm refers to as “storytelling through design.”
In 2024, TSI turned to PMG to help expand its reach beyond the Indianapolis market and elevate its brand on a national level. PMG’s primary goal was to formalize TSI’s internal and external messaging and create a marketing communications strategy that would attract high-value clients while maintaining its reputation for excellence in design. Additionally, the company wanted to solidify its public relations efforts to secure more editorial coverage in national publications and media outlets.
As the strategy unfolded, PMG introduced several key tactics to support TSI’s national expansion. These included a brand messaging refresh, the development of marketing collateral for partnerships with national influencers, a tailored media outreach plan, and a customized social media and content strategy.
The marketing campaign delivered impressive results. PR efforts resulted in 14 unique articles and 2 broadcast clips, with an estimated media value of over $4.26 million. The monthly email newsletter achieved an average open rate of 62%, far exceeding industry benchmarks. Social media engagement also saw significant growth: Instagram reach increased by 44%, impressions by 37%, while Pinterest saw 7.2 million pin impressions and a 3.7 million total audience. On LinkedIn, impressions grew by 24%, and website clicks increased by 34%.
Overall, the campaign helped TSI expand its national footprint and elevate its brand presence, positioning Tiffany Skilling Interiors as a top-tier luxury design firm.
Team Involved: Nicole Pence Becker, Andrea Kleymeyer, Megan Benish, Anna Carrera
CRYSTAL SIGNATURE EVENTS
PINNACLE: MARKETING COMMUNICATIONS
AWARD OF HONOR: SOCIAL MEDIA
Since 1977, Crystal Signature Events (CSE) has set the standard for unforgettable events in Indianapolis, offering full-service catering and event expertise across three premier downtown venues: The Indiana Roof Ballroom, Crane Bay Event Center, and The Heirloom at N. K. Hurst. With a longstanding partnership that began in 2021, CSE partnered with PMG in 2024 on a comprehensive, year-long marketing and communications strategy designed to amplify visibility, drive business growth, and reinforce its position as an industry leader. PMG led all aspects of marketing strategy, public relations, content creation, and social media execution—building on past successes while elevating new opportunities.
A campaign highlight included PMG pitching and executing the highly successful SWIFT + SHIMMER Pre-Party at The Heirloom—a fan-centered event celebrating Taylor Swift’s U.S. tour finale, held steps from Lucas Oil Stadium. The event, co-produced with CSE, secured 32 media placements with a combined reach of 441 million and over $4 million in estimated ad value equivalency. PMG also managed influencer partnerships and grassroots efforts, including ticket giveaways and community calendar placements, which drove a spike in social followers.
PMG’s multifaceted 2024 strategy delivered measurable results: 2,425 website inquiries and goal-crushing revenue growth across all venues and off-premise catering. CSE’s Instagram saw a 59,114 increase in reach and gained 853 new followers; Facebook reached 85,731 more users, while LinkedIn engagement climbed steadily. CSE Founder and Owner Jack Bayt’s personal LinkedIn impressions rose by 1,002.5%, with a 515.7% increase in engagements.
Email marketing efforts saw a 273% increase in sends and a 43.7% open rate—far exceeding industry benchmarks. Earned media reached new heights, with 340 unique articles and 148 broadcast segments generating an estimated $58.1 million in ad value and 6.24 billion total UVM.
Beyond metrics, PMG supported staff training, forged new partnerships, built influencer strategies, and advanced community initiatives—helping CSE maintain its reputation for creativity and excellence. With measurable impact across digital, social, and traditional media, this integrated campaign strengthened Crystal Signature Events’ brand presence and positioned it for continued growth in Indianapolis and beyond.
Team Involved: Nicole Pence Becker, Lisa Wallace, Emily Sullivan, Melissa Mattingly, Megan Benish
CONNER PRAIRIE
PINNACLE: SOCIAL MEDIA | A MERRY PRAIRIE HOLIDAY
AWARD OF HONOR: SOCIAL MEDIA | HEADLESS HORSEMAN FESTIVAL
Conner Prairie, one of the nation’s most visited outdoor museums and Indiana’s first Smithsonian affiliate, is celebrated for immersive experiences that blend history, science, art, and nature. In 2024, Conner Prairie partnered with PMG to grow social media engagement and ticket sales for two of its signature seasonal events: the Headless Horseman Festival and A Merry Prairie Holiday. The scope of work included pre-event planning, real-time social media coverage, digital storytelling, and post-event analytics.
The Headless Horseman Festival is an annual, family-friendly attraction that has become a seasonal staple in Central Indiana. Leading up to the Headless Horseman Festival, PMG produced teaser reels, drafted social media captions, and created a structured content calendar to build anticipation and excitement. Once the event opened, PMG provided real-time social media coverage, using photography + videography footage to capture the event’s charm—from spooky storytelling and the Headless Horseman ride to the themed food, interactive experiences, and guest reactions.
Throughout the month, the campaign successfully engaged Conner Prairie’s existing followers while attracting new visitors, elevating the brand’s digital presence, and helping the festival achieve its highest-grossing ticket sales to date. The results: over 1 million reel views, record-breaking ticket sales, and a rich content library for future use.
Building on this success, PMG launched a similar strategy for A Merry Prairie Holiday, Conner Prairie’s signature holiday experience that transforms the museum grounds into a nostalgic winter wonderland. PMG’s planning included branded templates, a full-month content calendar, pre-written captions and capturing fresh assets.
On opening weekend, the team provided live coverage, engaged directly with followers, and curated user-generated content to sustain excitement beyond launch. This effort delivered measurable impact: reel views jumped by over 12,000 compared to the prior year, profile visits rose by 30%, and business address taps increased by 400%.
Across both campaigns, PMG’s efforts helped position Conner Prairie’s seasonal events not just as local favorites, but as must-see experiences brought to life across social media and beyond.
Team Involved: Nicole Pence Becker, Emily Sullivan, Megan Benish, Lauren Casey Bemis, Molly Shreve
He Knows Your Name | Fox Hollow Tragedy
PINNACLE: MEDIA RELATIONS
He Knows Your Name Ministry, founded by Linda Znachko, exists to honor the dignity of every life—providing funerals, headstones, and remembrance for unclaimed or abandoned individuals.
In 2024, PMG partnered with the ministry and the Hamilton County Coroner’s Office to help tell the story of the Fox Hollow tragedy in Westfield, Indiana. Decades after the case first gained national attention, new DNA efforts offered the chance to name two victims and give them the public funeral they deserved.
With just over a month to prepare, PMG crafted a respectful, mission-driven communications campaign. Their scope included press strategy, video production, dignitary coordination, real-time social media coverage, and event logistics for both an August 22 press conference and the August 29 funeral and monument dedication.
PMG focused on storytelling that prioritized dignity over sensationalism—producing original video interviews, managing live coverage across Facebook, Instagram, and TikTok, and vetting media attendees to protect the families’ privacy. The campaign secured 27 articles and 105 broadcast segments, valued at $18.85 million, and reached thousands online.
Beyond numbers, PMG helped fulfill the ministry’s mission: bringing healing, remembrance, and long-overdue honor to victims once forgotten.
Team Involved: Nicole Pence Becker, Emily Sullivan, Anna Carrera, Sarah Cox Dedrick, Claire Hunter, Lauren Casey Bemis
BOGG BAGS
PINNACLE: MEDIA RELATIONS
Inspired by a day at the beach, Bogg® reimagined the everyday tote—creating colorful, durable, washable bags that quickly became beloved by moms, nurses, teachers, and beachgoers alike. As the brand grew from viral TikTok fame to a full lifestyle collection, Bogg® partnered with PMG in early 2024 to launch its first-ever public relations campaign and elevate its national profile.
PMG built brand messaging, visual assets, and media materials from the ground up, while rolling out a high-impact earned media strategy. With no ability to offer discounts or paid influencer deals, the team leaned on creative storytelling and founder visibility, positioning CEO Kim Vaccarella as a relatable, entrepreneurial voice. PMG navigated operational challenges by crafting direct shipping solutions and product seeding strategies.
Running from only February to June, the campaign secured over 25 national media placements—including TODAY and Good Morning America—and nearly 100 total media hits, generating $8 million in estimated media value and reaching an audience of 864 million. PMG’s unpaid influencer efforts extended Bogg®’s organic reach by 2.2 million followers and helped the brand become a summer must-have.
In just a few months, PMG transformed Bogg®’s visibility and credibility—building a foundation that turned word-of-mouth success into lasting brand growth.
Team Involved: Nicole Pence Becker, Lisa Wallace, Claire Hunter, Sarah Cox Dedrick and Anna Carrera
LRG | Anthony’s Chophouse + 3UP Rooftop Lounge
PINNACLE: SOCIAL MEDIA
Lazzara Restaurant Group (LRG), owner of Anthony’s Chophouse and 3UP Rooftop Lounge in Carmel, Indiana, partnered with PMG to transform their social media presence, boost engagement, and attract more diners. Anthony’s Chophouse offers an upscale spin on classic steakhouse cuisine, while 3UP delivers a vibrant rooftop experience with craft cocktails and gourmet bites. PMG’s challenge was to unify each brand’s identity online, keeping content fresh, engaging, and tailored to local and adventurous audiences.
PMG conducted detailed audits and customer interviews to pinpoint content gaps and strengths. From there, they crafted distinct social media pillars, launched professional photo and video shoots, and built a content calendar highlighting menu features, special events, and behind-the-scenes moments. The strategy centered on high-quality visuals, influencer partnerships, and consistent posting on Instagram and Facebook, where LRG’s audiences were most active.
The results were striking: Anthony’s Chophouse saw Facebook reach jump by +354.3% and Instagram followers increase by +658, alongside significant boosts in video views and engagement. 3UP Rooftop Lounge enjoyed similar growth, with Facebook reach soaring by +1,522.6% and Instagram impressions topping 262,000. Through strategic storytelling, influencer marketing, and creative content, PMG helped position both restaurants as top dining destinations in Central Indiana’s competitive culinary scene.
Team Involved: Nicole Pence Becker, Jeni Bostrom, Molly Shreve, Emily Sullivan
Lucas Oil Products Grand Opening
PINNACLE: SPECIAL EVENTS/OBSERVANCES
For more than 35 years, Lucas Oil Products has been a leader in the performance lubricant and additive industry, serving everyone from racing teams to everyday drivers across 48 countries. In late 2024, Lucas Oil marked a milestone by opening a new, state-of-the-art global headquarters in Indianapolis—a move symbolizing its ongoing innovation and deep community ties.
To bring this moment to life, Lucas Oil engaged PMG to plan and execute a high-profile grand opening event. With just two months to prepare, PMG crafted a comprehensive strategy: branded invitations, guest and speaker coordination, scripted remarks, and dress rehearsals to ensure a seamless experience.
PMG produced a compelling brand video, blending archival footage and new interviews with company leaders, which debuted at the event and was shared across digital and social channels to deepen audience connection. Live social media coverage captured real-time excitement, while behind-the-scenes content and polished reels extended the event’s reach globally.
The campaign delivered significant results: 22 unique articles, 91 broadcast clips, and a PR Newswire release picked up 461 times, reaching over 163 million people worldwide. Media highlights included the Indianapolis Business Journal and FOX 59. Social media reach and engagement also surged, thanks to live content, event reels, and high-quality visual assets.
PMG was proud to deliver a creative, strategic, and seamlessly executed grand opening that both elevated the Lucas Oil brand and honored its enduring legacy.
Team Involved: Nicole Pence Becker, Katie Kiel, Lauren Casey Bemis, Anna Carrera, Megan Benish
Rohrman Automotive
PINNACLE: MEDIA RELATIONS
For over 60 years, Rohrman Automotive Group has been a trusted, family-owned name in the automotive industry, representing brands like Toyota, Honda, Lexus, and more across Chicagoland, Indiana, and Wisconsin. Under CEO Ryan Rohrman, the company is embracing innovation and values-driven leadership while honoring the legacy of founder Bob Rohrman.
In 2024, Rohrman Automotive partnered with PMG to elevate its public profile and position Ryan as a forward-thinking industry voice. The goal: to tell a more modern story of what Rohrman Automotive is today and the visionary leadership shaping its future, while building credibility with both local and national audiences. From the outset, PMG approached this partnership with curiosity, creativity, and a relentless focus on impact.
PMG’s strategy blended national and local media outreach, focusing on storytelling that showcased Rohrman’s modern culture, community ties, and vision for the dealership experience. PMG began with in-depth discovery and competitive analysis to identify narrative opportunities that set Rohrman apart. A year-long plan targeted four regional markets and national trade media, aligning coverage around key events, seasonal trends, and thought leadership.
Highlights included securing national coverage for the grand opening of the world’s largest Honda dealership in Schaumburg, Illinois; managing press relations during a sensitive brand moment; and placing a timely op-ed by Ryan Rohrman critiquing outdated dealership stereotypes, which sparked meaningful discussion online. PMG’s proactive, layered outreach kept Rohrman Automotive visible across diverse platforms, from USA Today and Fox Business to Inside Indiana Business and local media.
By year’s end, the campaign earned 26 media placements valued near $2 million in AVE, strengthened Rohrman Automotive’s reputation as a legacy brand embracing the future, and established Ryan Rohrman as a credible, authentic thought leader in the evolving auto industry.
Team Involved: Nicole Pence Becker, Anna Carrera, Claire Hunter
Conquer Paralysis Now Grand Opening
AWARD OF HONOR: SPECIAL EVENTS/OBSERVANCES
Conquer Paralysis Now (CPN), founded by former INDYCAR team owner Sam Schmidt after his 2000 racing accident, empowers people with spinal cord injuries and neurological conditions through research, recovery programs, and support services. In 2024, CPN opened its new national headquarters in Indianapolis—a milestone symbolizing growth and partnership with local nonprofit NeuroHope.
With only two months to plan, CPN engaged PMG to design and execute this grand opening event that would honor both organizations, tell a compelling story, and maximize media visibility. PMG immersed itself in CPN’s mission through discovery sessions, on-site tours, and collaborative meetings, uncovering powerful narratives to drive coverage.
To balance clarity and brand recognition, PMG created the shared name “Conquer Paralysis Now Powered by NeuroHope” and wove it into all communications, signage, and speaker content. The event was structured as a two-part celebration: an exclusive VIP ribbon cutting with dignitaries and press in the morning, followed by a public open house in the afternoon.
PMG managed every detail, from vendor sourcing and stakeholder coordination to producing a custom sizzle reel that premiered at the event and anchored national and local media outreach. The campaign secured widespread media coverage—52 articles and 38 broadcast clips—reaching over 1.17 billion unique visitors monthly and achieving an AVE of $10.9 million. Social media engagement surged, with LinkedIn impressions up 521% and Instagram profile visits increasing by 5,200%.
PMG’s creative, thoughtful approach turned the grand opening into a powerful moment of storytelling and impact—celebrating CPN’s growth, amplifying its mission, and setting the stage for national expansion.
Team Involved: Nicole Pence Becker, Emily Sullivan, Katie Kiel, Claire Hunter, Anna Carrera, Lauren Casey Bemis
Carmel Swim Club
AWARD OF HONOR: MEDIA/PRESS COMMUNICATIONS
With more than five decades of impact, Carmel Swim Club (CSC) has grown into Indiana’s top competitive swim team and one of the most elite clubs nationwide—home to Olympians and led by Chris Plumb, a Team USA Olympic Coach. Within a small 2.5-week window, PMG led a focused media campaign for CSC, aligning with the Paris 2024 Summer Olympics to highlight CSC’s athletes, coaches, and national legacy.
PMG began with an in-depth discovery session to shape messaging, identify Olympic storylines, and prepare spokespeople. The strategy centered on three goals: amplifying CSC’s visibility, celebrating Olympic milestones, and driving interest in club programs. Tactics included a digital press kit, targeted media pitches, op-eds, media advisories for watch parties and welcome home events, and onsite support to guide interviews.
The campaign achieved 29 media placements, reaching over 88 million unique viewers monthly and generating an Advertising Value Equivalency of more than $816,000. PMG’s proactive storytelling and strategic coordination positioned CSC as both a cherished local institution and a global competitor—demonstrating the power of timely, mission-driven media relations to elevate brand presence and inspire community pride on the world stage.
Team Involved: Nicole Pence Becker, Jeni Bostrom, Anna Carrera
#Consideritdone with PMG in 2025!
Pence Media Group is so incredibly proud of our team for their hard work and dedication in achieving these awards. These awards are a testament to our commitment to delivering exceptional results for our clients and pushing the boundaries of creativity and innovation within this industry. We will continue to strive for excellence and look forward to helping our clients achieve their goals in 2025 and beyond. Thank you to Hoosier PRSA for recognizing our work, and to our clients for trusting us with their brands and events.
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