Rapid response strategic communications to save a beloved institution
The challenge
In December 2024, The Riverside Church announced the closure of its 95-year-old preschool, The Weekday School, framing the decision as a necessary operational step. With limited transparency and a compressed timeline, the school faced a quiet imminent shutdown.
The challenge was to quickly alert the surrounding community, elevate the school’s significance, and build public and institutional momentum to reverse the decision to close the school.
The approach
Strategically reframe the narrative to highlight public momentum, community value, and institutional legacy
Target media and civic leaders with compelling messaging
Produce heartfelt video content for broadcast and social amplification
Build constituent mobilization materials to win the vote to save the school
The results
National media coverage in The New Yorker, CBS, and NBC
Closure decision reversed within one month
Long-term commitment secured to sustain the school beyond its 2030 centennial
Why it worked
The Weekday School was saved because the campaign followed a clear progression: reframing the narrative, rallying the community, and enabling action.
Strategic messaging mobilized supporters, generating more than 1,400 petition signatures. That visible support drew media and political attention. The resulting coverage, reinforced by targeted “Get Out The Vote” materials, secured the winning vote.
Partners
Friends of Weekday School
Shaun Abreu
New York City Council Majority Leader
