insPYRE

insPYRE is an innovative a 501c-3 nonprofit based in Knoxville, Tennessee, USA that serves the underserved by teaching transformation through welding and metalwork skills. Students will leave with the ability to find a job as a welder, in an industry that needs 336,000+ jobs filled in the United States in 2026.

Founded by Joe Hall, Preston Farabow, and Mary Thom Adams, insPYRE turned to Jennifer Payne Marketing as its main marketing partner to design and build everything from scratch, including overall marketing strategy and marketing infrastructure.  Jennifer Payne met with the directors virtually and in-person, learned about their hopes, dreams, and individual passions for insPYRE - and applied these to the foundation of the new brand, providing a clear direction and mentoring every step of the way. 

Jennifer managed the brand and logo creation process with the team at Robin Easter Design, and project managed web design provided by Fuzzylime, including providing copywriting and SEO-optimized copy using Google Keyword Planner.

She quickly set up basic social profiles for insPYRE on Facebook, Instagram, Threads, LinkedIn, YouTube, Vimeo, Bluesky, and Pinterest - as well as Meta Nonprofit Manager, Meta Business Suite, Meta Ads, Google Analytics and Google Ads. 

Then, Jennifer really went to work: she undertook social listening, set the social media strategy for insPYRE, and gave step-by-step training to the Directors on social media messaging and tools. She set up a content calendar, and began creating edgy content to engage students and donors, telling insPYRE’s story across multiple social media channels.

Everything (including swag!) had to be aligned and ready for the insPYRE’s formal launch at a film festival in Knoxville in November 2024, leading up to the charity’s first open house during Knoxville’s First Friday in December 2025 - with major events like making trophies at Red Bull’s Day in the Dirt Down South and collaborating on The ChainFree Ball, all supported quietly and professionally in the background by Jennifer Payne Marketing.

“Jennifer Payne has been an absolute force in helping insPYRE take shape. What she brought to the table went far beyond marketing - it was vision, clarity, and heart. She helped us hammer out our message, shape our story, and build a fiery presence that truly reflects who we are. From branding to social media and every word that went out into the world, Jennifer’s work has been nothing short of transformative. She has a gift for turning sparks of ideas into something solid and shining, and insPYRE wouldn’t be burning this bright without her.”

– Preston Farabow, Co-Founder of insPYRE & Founder of Aespyre Metals

Our Approach
Jennifer Payne Marketing partnered with insPYRE to provide full marketing services, including:

• Website Design & Development - Creating an engaging, visually dynamic site where students can register for courses, view events, purchase student-made items, and make donations, fully integrated with Neon CRM and Neon Pay.

• Branding & Visual Identity - Translating insPYRE’s strong brand into all marketing materials, ensuring a cohesive look and feel across traditional and digital marketing mediums.

• Social Media Content & Management - Developing content strategies and producing posts, photos, and videos to engage potential students, donors, corporate audiences, and the wider community.

• Copywriting & Messaging - Crafting clear, compelling copy for the website, emails, social media, donor outreach, flyers, brochures, and print materials to convey the charity’s mission and personality.

• Email Marketing & CRM Integration - Setting up campaigns to nurture donors and students, automate communications, and track engagement.

• Strategy & Account Management - Offering on-going guidance and full-service account management, ensuring every marketing activity supports insPYRE’s goals and maximizes impact.

The Result
By working with Jennifer Payne Marketing powered by J&G3, insPYRE launched on schedule with a fully integrated marketing ecosystem. Students can register and access course information, major gifts supporters and small donors alike can easily contribute and manage recurring gifts, and the charity’s social media channels are populated with consistent, engaging, hot content. The branding is cohesive across every touchpoint, creating a strong and memorable presence for the nonprofit.