City Startup Labs

Context

City Startup Labs (CSL) is a nonprofit organization that addresses social economic mobility through leading-edge career and entrepreneurship skills training, hands-on instruction, support and mentorship for justice-impacted or formerly incarcerated entrepreneurs. The organization was on the heels of an organizational change to phase out one of its programs and to grow awareness of its key programs of work. CSL sought a communications partner to strengthen brand awareness, elevate the organization’s mission, and position its founder and programs as leading voices in entrepreneurship, innovation and re‑entry support.

Our Approach

Zaja PR partnered with City Startup Labs (CSL) for more than two years to help articulate its impact, expand visibility among key stakeholders and build a consistent narrative across its programs, partnerships and public presence.

We began with a communications and marketing audit to assess existing materials and opportunities for growth. We then developed and executed a strategic public relations plan that included updated messaging, monthly media outreach, website edits, leadership branding and preparation for interviews and speaking engagements. The work also included copyediting and development of external communications, support for partnership announcements and ongoing counsel to strengthen CSL’s presence across platforms.

Throughout the engagement, Zaja PR helped CSL build meaningful visibility and credibility. The firm supported the launch of the organization’s new venture (ReConnex), coordinated mission‑aligned partnership announcements, and delivered media training to strengthen message clarity and support leadership during interviews and public conversations. During this period, CSL was shifting key focus areas, transitioning a major program in the Black tech space and developing a new brand through a social enterprise. Zaja PR navigated these organizational changes through steady PR support, ensuring communications remained clear, aligned and reflective of CSL’s evolving direction.

Increased visibility through consistent media outreach and stakeholder engagement helped to position the organization as a trailblazer in the second chance community. Regular strategy sessions ensured alignment with organizational priorities and supported CSL’s ability to communicate effectively during key moments of growth and opportunity. This multi‑year partnership strengthened CSL’s public profile, clarified its mission for diverse audiences, and positioned the organization and its founder as trusted leaders in entrepreneurship and re‑entry innovation.

Key Outcomes

• Attracted interest and an in‑person visit from the Office of Justice Programs

• 175M media reach equivalent to $1.4M in media exposure for launch of ReConnex

• Announced new partnerships and aligned messaging across the CSL team

• Secured local, regional and national media placements

• Delivered staff media training to strengthen message clarity for interviews and speaking opportunities

• Navigated major organizational shifts, including a program transition and new social enterprise brand

• Strengthened brand positioning through updated messaging and leadership branding

• Provided ongoing strategic counsel and monthly PR planning sessions