Kelley & Associates managed branding for the Sheriff’s and Police Activities Leagues of Memphis & Shelby County (MSPAL), a nonprofit that has since become the community’s leading youth organization. MSPAL started as a sports program, working in partnership with the Memphis Police Department and Shelby County Sheriff’s Office to build positive relationships between children and officers.  

Kelley & Associates coordinated print, television and web PR for MSPAL’s launch in 2017 and designed logos and websites for its 14 teams. We also developed flyers and posters as well as billboard, Facebook and Instagram advertising for MSPAL programs — leading parents to register over 1,000 children in Year 1. In Year 2, MSPAL won its first National Youth Football Championship, demonstrating powerful proof of concept at the local and national level. 

Kelley & Associates has helped moved MSPAL’s mission forward with messaging and marketing throughout its expansion from one to six accessible and affordable programs in three counties. These programs have proven so successful that parents, partners and donors came together in 2018 to open MSPAL’s new home in the Frayser neighborhood, the Youth Academy of Dreams. MSPAL now serves as a model for PAL chapters across the country, and its Executive Director was appointed trustee of the national PAL Board in 2019.