When the Story Breaks, the System Holds

Brand PR & Visibility Strategy

Thelemata built the brand infrastructure that made CCCA the national voice of Christian camping. REsults: AP syndication with 125M reach. New York Times placement at 95M monthly visitors. 8x increase in monthly interview requests. ~$134K in custom AVE.

THE CLIENT

Christian Camp and Conference Association represents more than 800 member camps serving over 7 million guests annually. As the governing voice of faith-based outdoor ministry in the United States, CCCA needed consistent national visibility — not just a crisis plan. Gregg Hunter, President and CEO, was the organization’s designated spokesperson and the face of an industry serving millions of American families each year.

THE CHALLENGE

CCCA had a credible story to tell and a president worth hearing from. What it lacked was a system for telling that story consistently — across media verticals, on behalf of its member network, and in a way that positioned Gregg Hunter as the authoritative national spokesperson for the Christian camping industry. Without that infrastructure in place, any major news moment would find the organization unprepared to lead the coverage.

THE STRATEGY

Thelemata built a proactive brand PR program anchored in the Power of Camp — the measurable, documented case for why faith-based camping matters at a national scale. The strategy prioritized earned media placement across national, faith, and regional outlets, with Gregg Hunter as the consistent spokesperson. The goal was to build enough media equity that when a major story broke, the infrastructure was already in place to respond immediately and authoritatively.

EXECUTION

Developed core messaging for CCCA and its member network, establishing the Power of Camp narrative across national, faith, and regional media verticals

Built and maintained a media contact infrastructure spanning national press, faith outlets, and local and regional markets

Positioned the CEO as the credible national voice on camp safety, faith-based outdoor ministry, and the Christian camping industry

THE RESULTS

~$134K custom AVE. 8x increase in monthly interview requests. 125M AP syndicated reach. 95M New York Times monthly reach.

Representative placements: Associated Press (syndicated) – 125M. New York Times – 95M. The Independent (US) – 41M. CBN – 5.1M. Texas Tribune – 3.4M. Christianity Today – 1.14M.

THE TAKEAWAY

This engagement demonstrates what proactive brand PR is actually for: not just generating placements in ordinary times, but building the media equity that transforms a crisis into a platform. The 8x increase in monthly interview requests was earned through consistent, strategic positioning — long before any single news event demanded it. Thelemata built the infrastructure. When the story broke nationally, it held.

SERVICES DELIVERED

Brand PR & Visibility Strategy, Power of Camp Messaging Development, Media Spokesperson Positioning, National, Faith & Regional Media Outreach, Wire Distribution, Crisis Communications Activation.