PROPOSAL
PREPARED FOR
FIRST & FOREMOST...
Thank you for the opportunity to help Nuestra Palabra reach new audiences.
Who We Are
Padrón & Co. was founded in 2017 by a couple very much in love with Houston and each other.
Our team now helps nonprofits reach new heights and new audiences using:
- Visual storytelling driven by real user experience data
- Every technology available to make your efforts go further
- ROI testing to ensure best positioning, adoption, and understanding
- The best staff in Houston with decades of experience with the nonprofit community
OUR MOTTO:
"Empathy by Design"
To create the best work possible, we believe it is our duty to consider everyone who would be interacting with the final product, from the client to their employees to the end user or viewer.
Truly great design, great marketing, and great service are always continual exercises in empathy.
We have spent nine years perfecting our company structure. We have hired the best local talent for the needs of our clients. We don’t offer any specialized services we couldn’t complete with our in-house staff, ensuring quality and cost-effectiveness, and giving us the freedom to work with the clients we love.
Proudly based out of the Lyric Tower in Downtown Houston, TX.
Clients, Past & Present
We are so very proud to be defined by the company we keep. You’ll recognize many organizations on the list. 70% of our active clients are nonprofits!
Air Force Heritage Flight Foundation
Alley Theatre
Alliance for Aging
Apollo Chamber Players
Ars Lyrica Houston
Arts District Houston
Asia Society Texas Center
Association for the Advancement of Mexican Americans (AAMA)
Avenue CDC
Brown Foundation
Buffalo Soldiers National Museum
Care for Elders
Center for African American Military History, Inc.
Congaree Foundation
East End Improvement Corp.
East End Cultural District
Evelyn Rubenstein Jewish Community Center
Exchange Club of Conroe
Families in Nature
First Christian School
First Service Credit Union
Fort Bend County Links
Gilbert and Sullivan Society of Houston
Glenwood Cemetery
Good Reason Houston
HouArts Advocacy Task Force
Houston Center for Contemporary Craft
Houston Contemporary Dance Company
Houston Cultural Districts
Houston Digital Marketing Association
Houston Exponential
Houston Grand Opera
Houston GPS
Houston Health Foundation
Houston Humane Society
Houston Jewish Community Foundation
Houston Loves Teachers Initiative
Houston Museum District
Houston Recovery Homes
Houston Saengerbund
iNDIEFLIX Foundation
Japan America Society DFW
LifeGift Organ Donation
Medical Benevolence Foundation
Midtown Houston
Midtown Cultural Arts District
Opera in the Heights
Orange Show Center for Visionary Arts
Plan A Health Clinics
Planned Parenthood Gulf Coast
River Oaks Chamber Orchestra
Small Places / Finca Tres Robles
Society for the Performing Arts (now Performing Arts Houston)
Space Center Houston
Spacetaker/Fresh Arts
SpringSpirit
Station Houston
Powell Foundation
Quality of Place Conservancy
Women’s Resource of Greater Houston
Women on the Way Up
Undies for Everyone
United Way of Mesa County
Workshop Houston
AG Law PA
Baker Training Institute
Café Poetes
Codistas IT Services
Dini Spheris
Donna Mark Designs
EAC Consulting
Everest Foot and Ankle
Friedkin Group
Goose Creek Creamery
HMT Tank
Institute of Contemporary Dance in Houston
Kayva Rose Event Management
Kindred Cares
Link Crude Resources
Link Data Services
Meow Wolf Houston
Milstead Glass
Mindful Refocus Coaching
New Canaan Farms
Reading Lounge Café
Revel Technology
Sesh Coworking
Shining Star Stitchery
Southern Yankee Beer Co.
Southern Yankee Crafthouse
Sweat Heaven
TBS Fitness Events
Towerwood Farms
Trepwise Consulting
Ultraflote
Vaughn Construction
VineSleuth
Wilkins PLLC
William Harris Lee & Co. Fine Instruments
Wells Abbott Showrooms
Wells Textiles
Wells Warehouse
Wilkenfeld Speech Pathologists
Board Wizards
Core Simulations
DermaVision
EDM Facilities
Forestage XR
Generosity Culture
Houston VR
iNDIEFLIX Streaming
infoFluency
Koda Healthcare
Luminare Med
Major Decision
March Biosciences
Phase Scheduling App
P97 Networks
SAF-T Vest Solutions
Scoop Health
Simple Flood Control
TrackIt App
Treehouse App
TrueGrid Pavers
Unleashed Generosity
Z3VR
Your Leadership Team
Organizational Chart
Our team is broken up into content and creative departments with daily overlap and collaboration.
While Gracie oversees all marketing and strategic planning, Minhthy ensures all projects are entered into our system, completed on time, and run smoothly.
Daral oversees all content creation, such as social media writing, website content, press releases, and general copyediting.
Ian would be your main video editor and designer. Catherine and Ashley would help with graphic and web support. Yanessa would oversee all of their work as art director and ensure quality.
How We Can Help
We pride ourselves on having most services that nonprofits and foundations need in-house. It helps keep us affordable so we can work with clients we love. It also allows us to immediately jump in to “flatten the curve” of overwhelm and get teams back up and running sooner.
- Project Management Support
- Video Editing and Animation
- Event Design and Execution
- Website Design and Development
- Copywriting and Editing
- Data Visualization
- Graphic Design
- Full Social Media Management
- Full Marketing Plans
- Strategic Growth Plans & Systems Analysis
- Vinyl Wall or Banner Art, Large Scale Design
- Print Coordination with Local Printers
- Merchandise Design and Print Support
- Exhibit and Space Planning
- Digital Advertising – Google Ads, Kiosks
- Influencer Relationships
- Launch Plans and Execution
- Custom Illustration Work
- A.I. Systems Integration
- Partnerships and Community Relations
- User Interface/User Experience Design
- Press Coordination
- Spanish/Vietnamese Translation Support
- And more!
Our in-house services are available to all clients for the same hourly rate, whether on fixed retainer, on-call hourly, or project-based contracts.
Contents of Your Strategic Plans
Creating a strategic plan for Nuestra Palabra involves identifying several strategic steps to attract brand awareness, enhance community relationships, and increase visibility. Here’s a breakdown of our strategic plan, tailored to your organization’s immediate needs.
- Purpose of the 12-Month Plan/Outline of General Goals
- Key Opportunities for Immediate Growth
- Summary of Strategic Priorities
- Organizational Momentum (Revenue Growth, Staffing, Office Space)
- Program Overview (Workshops, Readings, Festivals)
- Brand Position & Audience Reach
- Key Challenges & Constraints
3.1 Targeted Stakeholder Input
- Leadership Interviews (Executive Director, Key Staff)
- Board Input Session
- Select Author Conversations
- Key Partner Check-ins or Review of Existing Feedback (Festivals, Funders)
3.2 Key Questions
- What programs drive the most impact and revenue?
- Where are the biggest growth opportunities in the next 12 months?
- What partnerships can be activated quickly?
3.3 Key Insights Summary
- Immediate Opportunities
- Critical Gaps to Address
- Revenue Targets (toward $300K–$500K goal)
- Audience Growth Targets
- Program Expansion Goals
- Partnership Development Goals
- Refinement of Existing Programs
- Focus on High-Impact Initiatives:
- Houston Text Fest (Future Primary Growth Driver)
- Texas Book Festival & San Antonio Book Festival
- Texas Monthly Taco Fest Activations
- Program Adjustments (Scale, Improve, or Pause)
- Opportunities for New Pilot Programs
- Priority Partnership Targets
- Activation Strategy (Co-hosted events, cross-promotion, sponsorships)
- Leveraging Existing Relationships (via Padrón & Co. network and more)
- Short-Term Wins vs. Long-Term Partnerships
- Core Messaging Framework
- Audience Segments to Prioritize
- Content Strategy (Authors, Culture, Community Stories)
- Event Marketing Campaigns (especially Houston Text Fest)
- Email & Social Growth Tactics
- Grants Pipeline (Maintenance + New Targets)
- Sponsorship Strategy (Events + Year-Round Partners)
- Earned Revenue Opportunities (Ticketing, Merch, Experiences)
- Individual Donor Engagement (Entry-Level Strategy)
9.1 Core Metrics
- Attendance & Audience Growth
- Revenue by Source
- Program Performance
- Partnership Value
9.2 Simple Dashboard Setup
- Monthly KPI Tracking Template
- Quarterly Review Process
- Quarterly Action Plan (Q1–Q4)
- Key Milestones (aligned to major events)
- Identifying 5–10 High-Value Collaboration Opportunities
- Recommendations for Expanding into a 3-Year Strategic Plan
- Capacity Needed for Long-Term Growth
- We do our best to list all data references used throughout the report for future exploration
Adopting an Integrated Digital Marketing Strategy
There is currently no active use of integrated digital marketing strategies at Nuestra Palabra. As we understand it, there is no way of tracking where event visitors are coming from or where they’re going.
1) There was no employee in-house capable of holistic oversight of digital marketing, and no previous agency actively monitoring and pivoting.
2) The goals and partners of each event are so different that you may have been reactively reporting their activities rather than proactively finding ways to track and retarget engagement for increased reach across all channels.
We must raise the visibility of Nuestra Palabra without sacrificing the integrity of its core programming and mission.
Past Clients
It has been our pleasure to work on a variety of marketing campaigns for our clients as part of their full-service retainers. Some businesses have come to us exclusively for social media support or marketing plans and grown their retainer from there. The following case studies are meant to illustrate a variety of skills.
CASE STUDY
Buffalo Soldiers National Museum Ongoing Marketing Support
It is our sincere pleasure to continually manage the Buffalo Soldiers National Museum social media, email, capital campaigns, and exhibitions for almost four years now. We are helping them coordinate their interior in the next year. As part of our ongoing retainer, we have helped them secure TV broadcasts in over 80+ markets, helped bring social media influencers to their site or gotten them featured on podcasts, facilitated collaborations with other major partners in the Houston area, such as Space Center, etc. We have also supported them on capital campaigns as part of our retainer and helped secure over $11 million in three years using our deliverables. We are currently helping make their facility and marketing efforts friendlier to the Hispanic markets, which are currently the largest and fastest-growing in Houston.
CASE STUDY
Medical Benevolence Foundation #BeBenevolent Campaign
MBF helps build hospitals around the world by building entire medical systems and educating the local populations in the latest nursing techniques. For example, we have run a fundraising campaign to get “first breath” training to nurses handling newborns or to get “Mother’s Day” cards to moms in their Malawi maternity wards.
Their main concern was that they didn’t have a brand, so we first helped with developing a brand, from fonts and colors and custom iconography, to how they discuss the life-saving work they do. They have limited photography and no way to take new photography on the regular, so the work was very graphic-based and boosted with ads, depending on data to drive action.
CASE STUDY
Meow Wolf Ongoing Social Media Retainer
Meow Wolf Houston came to us for support after the loss of their internal marketing team. Their corporate structure used to run all content creation from their main team in Santa Fe. This meant they didn’t have a local person or team to capture video content, audio interviews or photography. We ran their content calendar for six months.
Once they were ready to bring the work back in-house, we helped train the team and pass on lessons learned. We also supported their local graphics need on an additional hourly basis, including creating the first interactive, custom illustrated map ever created for a Meow Wolf venue.
From their Director of Marketing, Laura Siebert:
“…We saw engagement quality improve substantially (especially in November and December), and the strategy and creative direction proved strong when content was able to publish consistently. I’m really proud of what we stabilized and improved together.”
Key statistics include:
- 37.7% follower growth
- Over 5,000+ new followers in 6 months
- 3,590 average reach on FB
- 5,209 average reach on IG
- 722,765 reached from a single post with 1,062,454 views, just short of what we consider viral
- 15,429,866 profile views on IG
- 81 IG posts, 122 stories over 6 months
- Paid ad support
- Live event coverage and posting
- Video production, storytelling, and editing
- Voiceover work for specific campaigns
- Monthly, extremely detailed reports with content pivot suggestions
CASE STUDY
East End Houston Mural Tourism Campaigns
East End Houston’s Cultural District reached out to us for a full marketing plan and campaign surrounding their 2-mile mural project. We helped them create and distribute a series of bilingual social media videos. We created custom landing pages on their website with interactive maps leading to each mural and a page per artist, translated in English and Spanish.
The social media posts reached an engagement record for them, spiked their website visits, and drove email signups and visits to the murals. No ads were used for this campaign. It was completely organic, utilizing video content and consistency for reach.
The plan extended beyond social media. We helped outline possible scavenger hunts, partnerships, interactive elements, walking tours of their artwork, corporate funding opportunities, and more.
In February 2025, just helped them run the Fall in Love with East End campaign which reached over 3.5 million households and had record social media reach, above those listed below.
Graphics Work Samples
Pricing Model
We offer three pricing options to all clients: ongoing retainers, hourly as-needed, and fixed project rates. All website rebuilds are billed as fixed project rates, for example. Our other services can be billed hourly as-needed or as part of an ongoing fixed retainer. Either way, our small-medium nonprofits pay the same $125 hourly rate.
One-Year Plan
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Includes research, meetings, data analysis, and compilation of the plan.
Three-Year Plan
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Includes research, meetings, data analysis, and compilation of the plan.
Hourly Rate
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Includes all services in our list at the same rate. Subject to availability.
References
Desmond Bertrand-Pitts
Executive Director
Buffalo Soldiers National Museum
desmond@buffalosoldiersmuseum.org
832-287-5717
Marci Dallas
Cultural District Coordinator
East End Cultural Arts District
culture@eastendhouston.com
713-928-9916
Cynthia Alvarado
Midtown Management Director
Midtown Houston
calvarado@midtownhouston.com
713-526-7577 ext 106
Let's Work Together!
It would be our sincere honor to work with you. You’ve now gotten to know us a little better. Let’s continue the journey.
Please don’t hesitate to reach out to Gracie directly if you need anything else to make your decision.
Padrón & Co. is a leading creative, marketing, and digital communications agency that helps nonprofits and small businesses make meaningful connections and further their missions.
