CATHERINE ORTIZ
Marketing Communications Consulting
for Non-Profits
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Marketing That Moves
In a fast-moving world your non-profit needs marketing communications that moves just as fast. You need marketing that moves to keep up with changing trends and cutting-edge technology, and moves to position your organization as a leader in a crowded landscape. You also need marketing that moves people in a meaningful way and moves them to action. So let's get moving!
About Me
My strong suit is cutting through the noise to bring clarity to brands. In a complicated world, strategic marketing is key to moving people to action, both inside and outside your organization. As a seasoned brand strategist and communications professional, and having developed and led multiple integrated marketing campaigns, I ensure that an organization's unique story is told in the most impactful way, using the most effective channels.
Having worked in non-profit, corporate, agency, and freelance positions in my career, I know how to use my extensive skill set to navigate in any environment, whether leading a team, as part of a team, or working as an individual. Certifications include: Hubspot Content Marketing, Hubspot Inbound Marketing, Google Digital Marketing, YouTube Channel Growth.
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With a particular interest in diversity marketing, I have been recognized for my leadership in that regard by The National Puerto Rican Forum with the Si Se Puede! Award and by El Diario Newspaper as one of the 50 Most Influential Latinas in New York City.
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I moved exclusively into non-profits because I wanted to work with those who are passionate about making the world a better place. Take a look at the services I provide, some of the organizations I have worked with, and let's talk to see how together we can move your organization to the next level.
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Services
I provide a wide range of marketing communications services to meet the diverse needs of my clients, from ideation to implementation. Using actionable strategies that drive real results, I give organizations the tools that can take them far into the future, even once our project is completed.
Generally I function independently, but I can also develop your in-house marketing team or, if you have an existing team that needs added capability, I can fill that role for you.
Whatever your needs are to reach your goals, we can work together to come up with a structure that works for you. Scroll down and review what I can offer your non-profit, then get in touch.
Brand Strategy
It all starts with a strong brand. What do you do that no one else does, what do you do better than anyone else? Clarity around your organization's brand, mission, and vision is key to standing out in your field. The analysis, development and management of your brand, including organizational adherence, employee training, brand elements, and stakeholder buy-in ensures that your non-profit gets the attention it deserves.
Integrated Marketing Campaigns
Put your marketing dollars to work with the right channels used in the most effective and synergistic ways. I develop compelling integrated campaigns that provide a unified and seamless brand experience for your existing and potential stakeholders. These campaigns incorporate a strong digital marketing strategy and utilize marketing channels appropriate to your non-profit for high impact.
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Content Marketing
You have stories to tell, knowledge to impart, and news to share. How that content is developed, where it is used, and the choices made in presenting it -- infographics, videos, blogs, listicles, panels, etc. -- can motive and inspire people to engage with your brand in deep ways, and in ways you may not have explored or even considered. Meaningful content moves people to share, post and become brand ambassadors on your behalf.
Diversity and Multicultural Marketing
In today's world you don't want your marketing to overlook potential opportunities, ignore emerging markets, or inadvertently come across as exclusionary. Through customized strategies and inclusive messaging that targets the right outlets, uses the right platforms, and creates the right language and materials, we can ensure you reach those you wish to engage with your brand.
Select Projects
"Your Brand Strategy gave us a clear sense of who we are and the most effective ways of communicating that to our stakeholders" -- Sarah Calderon, Executive Director, Casita Maria
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"Working on a major rebranding initiative and website redesign, Catherine moved the agency forward in ways both large and small" -- Samantha Taylor, Former CMO, GMHC
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"Catherine took our organization further than I would have thought possible" -- Aaron Felder, Interim Executive Director, Brooklyn Conservatory of Music
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"Catherine increased inestimably our organization's visibility and outreach, not just locally but globally" -- Dr. Michael B. Brown, Senior Minister, Marble Collegiate Church
Casita Maria Center for Arts & Education
The organization had been serving the community since 1934 but needed a clear and contemporary brand refresh. I developed their brand strategy and created all brand elements including brand story, mission statement, organizational messaging, boilerplate language and more to position them right where they needed to be.
GMHC
GMHC, a leader in AIDS prevention and care, was embarking on a rebranding initiative. I worked on all elements of the initiative, including the centerpiece -- a new website and integrated microsite. I also led the marketing communications team, and implemented new strategies to target messaging to women and people of color, resulting in higher engagement among those groups..
Brooklyn Conservatory of Music
Committed to providing access to music for everyone, the non-profit was looking to build their marketing capabilities. I led the marketing team, increased event attendance by 50% through branded event marketing, and produced a 12-minute video used for marketing, development, and press. I expanded marketing reach to include diversity and multicultural markets, and dramatically increased exposure for the therapeutic programming.
Marble Collegiate Church
As a leader in progressive faith and the home of the Power of Positive Thinking, MCC needed marketing communications that reflected that in today's world. I developed the marketing department, did a total rebranding of the organization including all brand elements. I also created a new website leading to a 40% increase in web traffic, a new app for 24/7 connectivity, and developed social media platforms to deliver a four-fold increase in engagement.
Lower Manhattan Development Corporation
Seeking to revitalize Lower Manhattan in the aftermath of 9/11, LMDC was looking to attract businesses and general awareness. I created the media strategy and did media outreach for the organization, and provided board members with media coaching, speechwriting, talking points, etc.
Classwish
With a clear and straightforward mission of providing school supplies for students and teachers, the organization needed to build awareness. I created the media strategy and conducted media outreach including writing press releases and media alerts, and created boilerplate language and standard organizational messaging.
Giving for Living
Committed to working with impoverished children in Central and South America, Giving for Living was very much in need of marketing structure. I developed the initial organizational brand identity and brand strategy, including defining best digital strategies for a limited budget, and provided preliminary work on potential partnerships for brand leveraging.
Fiver Children's Foundation
The youth development organization brought in a team to define their brand and recommend strategies to increase awareness. As part of that team I worked on the brand strategy, conducted extensive market research, and delivered the brand brief.
Marketing Mojo!
Start Moving Your Brand Forward Right Now!
You've got a great non-profit. You're doing good in the world.
Now what?
Effective marketing communications affects your organization on every level: visibility and recognition, reputation, the ability to build partnerships, media coverage, fundraising, stakeholder engagement, even employee retention and morale. The right marketing communications can have a dramatic impact on every aspect of your organization.
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Here are some basics you can use right now to begin positioning yourself effectively:
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1. Make a Decision. Before anything can happen, you need to make some decisions -- who you are, what sets you apart, and why should people pay attention.
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2. Tell Your Story in a Cohesive Manner. No matter where someone connects with your brand, it should look the same, have the same tone and tell the same story. You don't want materials and content that look like they came from multiple entities. Further, you want to be sure your platforms all talk to each other -- post links, point people to your website, engage them on social media, leverage your influencers, and partner with brands that provide a mutually beneficial situation.
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3. Always Have a Call to Action. You want people to know who you are and have a positive, top-of-mind connection to your brand. But more than that, you want them to donate, attend, purchase, volunteer, be brand ambassadors, etc. Always include calls to action in any content you create.
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4. Don't Try to Do Everything. It is a crowded landscape that seems to change minute-by-minute. You don't need to be on every platform, using every channel. Figure out what works for your organization, figure out who you want to reach and where to find them, and don't feel you have to be on everything or participate in the latest trend if it doesn't make sense for you.
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5. But Don't Be Afraid to Fail. Fear of failure can keep you from success. The first time you do anything, there will be a bit of a learning curve until you get it right. Don't let that keep you from trying new ideas. If you have done your research, defined your brand, and know who you want to reach, you can feel confident that you have built a strong foundation for your marketing. Use that to move forward and try out new ideas.
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6. Measure for Success. I know you have limited funds and limited resources. That's why it's so important to ensure that you are optimizing what you do have. Luckily analytics are at your fingertips to quickly tell you if something is gaining traction and delivering engagement. If it isn't working, drop it and move on.
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7. Contact me! Make your life easier and hire someone who is experienced at working with non-profits to optimize their marketing impact. Get in touch and let me tailor something specific to your organization.
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Let's Talk
You're passionate about your mission. I'm passionate about working with organizations that make positive change in the world. Let's get together and move your organization to the next level.
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MARKETING THAT MOVES
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I work on short term and long term projects -- it can be as broad as developing an overarching organizational brand and marketing strategy or as simple as some quick copywriting and messaging, and everything in between.
Get in touch, tell me a bit about your needs, ask any questions and together we will come up with a plan that makes sense for your organization. Let's get moving!
