“A classic education has always been about gaining the keys of knowledge to unlock any door. In short, access to the world. The difference at Penn Charter is that along with classic academic keys, we give students a Quaker moral compass to guide them and friends of all backgrounds with whom to travel and explore the world. We integrate the power of arts and athletics into a vigorous academic experience. We give students a culture of service and leadership in which to grow. Classically educated, only better. A one-of-a-kind education that will change a student’s life forever.” This is the text of the opening page of the William Penn Charter School viewbook, which was developed in collaboration with strategist and writer Andrea Jarrell (www.andreajarrell.com), a frequent partner. This is the second viewbook we have created for this dynamic school, which continues to inspire us to create work that is fresh and exciting, yet true to the school’s mission and ethos. The strategy behind this viewbook is manifested by the theme “Reinventing Classic.” In one chapter, two columns stand side-by-side, one with examples of “classic” education and another with “Classic Reinvented” (the Penn Charter way). Compelling and vibrant, this viewbook helps Penn Charter draw families to campus, continue to meet enrollment goals, and reinforce its brand message for at least five years.

The campaign series that Turnaround developed to promote the $47 million "Frameworks for the Future" campaign for Penn Charter went beyond the realm of the traditional case statement. Donors were inspired to participate not only in the campaign but in the mission of the school. Partnering with Andrea Jarrell (www.andreajarrell.com), Turnaround sought to engage Penn Charter constituents by inviting them to take part in a conversation about the school’s culture, their definitions of success, and their hopes for the future. This research led to a thoughtful and creative strategy, which in turn resulted in cohesive, message-driven materials and events. The kickoff event was held at the Constitution Center in Philadelphia. The school hoped for 400 in attendance. They got over 600. All of the materials reinforce the school brand that we developed. A new book in the four-book series was mailed out every four weeks, permitting the development office to have frequent, meaningful communication with donors, convey the vision for the campaign, and finally motivate donors to step up and give. The school community was electric with positive responses to the event and the communications. The campaign closed in 2007 having reached its $47 million goal.

As part of its $47 million capital campaign, Penn Charter sought $8 million to build a new performing arts center. To stimulate community interest in the project, Turnaround suggested that the school conduct a "Year of the Performing Arts." The campaign marketing committee wasted no time talking with faculty about the many opportunities to explore the arts, arranging special guest performers and lectures, and planning projects all year long. In the highlight of the year, 500 Penn Charter students took the stage at the Kimmel Center in Center City Philadelphia and performed a sold-out concert for 1,800 family and friends. The LEED Gold David L. Kurtz Center for the Performing Arts opened in 2010.