CASE STUDY
Orlando United Assistance Center’s “Together” Campaign
Building awareness, community engagement, and ongoing conversations around healing after the Orlando Pulse tragedy. #OrlandoUnited
agency
CTS Agency
Orlando, FL | Hybrid
CTS Agency is a small full-service digital marketing agency headquartered in Orlando, Florida, specializing in web development, social media marketing, search engine optimization (SEO), and digital ADA compliance.
The agency partners with businesses, nonprofits, and public sector organizations to deliver integrated digital marketing, branding, and communications solutions that increase visibility, engagement, and community impact.
team
CTS Agency Team
The Together campaign was developed by a small, collaborative team that worked closely with the Orlando United Assistance Center to create a unified communications strategy.
I partnered directly with CTS Agency founders Carolyn Capern (Owner & Digital Storyteller) and Greg Trujillo (Owner & Chief Engineer), as well as the design and web development team, to develop content that supported the campaign’s messaging, community engagement, and awareness goals.
Role
Content Strategist
As Content Strategist, I supported the development and execution of the Together campaign by creating social media content, writing campaign copy, and developing messaging that aligned with the organization’s mission.
Working closely with agency leadership and the creative team, I helped translate campaign objectives into engaging, community-focused content designed to increase awareness and encourage meaningful conversations around healing and support.
Key Individual Contributions
- Developed social media content aligned with the Together campaign messaging.
- Wrote copy for digital communications and awareness initiatives.
- Supported content planning and editorial direction across social media channels.
- Collaborated directly with agency leadership and designers to ensure messaging remained consistent across campaign touchpoints.
- Contributed to community-focused storytelling that reinforced the campaign’s themes of hope, resilience, and unity.
about
Orlando United Assistance Center
Nonprofit
Following the tragedy on June 12, 2016, the Orlando United Assistance Center (OUAC) was established on July 11, 2016 to meet the needs of individuals impacted by the Pulse tragedy. Conveniently located near Downtown Orlando, OUAC is a place offering services and support to aid in the physical and emotional healing of those who were present at Pulse on June 12, survivors and immediate family members of those lost.
Founded through a collaboration between the City of Orlando, Orange County Government, and Heart of Florida United Way, OUAC connects survivors and community members with resources that support healing, mental health, and long-term recovery. #OrlandoUnited
For more information, visit https://orlandounitedassistancecenter.org
challenge
Challenge
Years after the Pulse tragedy, many individuals and families continued to experience ongoing mental health challenges and emotional impacts related to the event. OUAC needed to increase awareness of its services, strengthen community visibility, and position itself as a trusted resource for healing and support.
The campaign also required culturally inclusive messaging that resonated with both English and Spanish-speaking audiences, particularly within the Hispanic, Latinx, and LGBTQ+ communities most deeply affected by the tragedy.
objective
Objective
- Increase awareness and visibility of OUAC within the Orlando community.
- Position OUAC as a trusted support organization and resource.
- Encourage ongoing conversations around healing and mental health.
- Strengthen community engagement through meaningful, accessible messaging.
strategy
Strategy
The campaign centered around the theme Together, emphasizing solidarity, resilience, hope, and community healing. Messaging was designed to be simple, emotionally resonant, and adaptable across multiple communication channels while remaining accessible to both English and Spanish-speaking audiences.
Through social media content, live video programming, community storytelling, and integrated communications efforts, the campaign aimed to increase awareness, encourage dialogue, and strengthen OUAC’s presence within the community.
tools
Tools & Capabilities
Capabilities
- Social Media Management
- Content Strategy
- Copywriting
- Community Engagement
- Campaign Messaging
- Content Creation
- Nonprofit Communications
- Cross-Functional Collaboration
Channels
- Facebook Live
- Organic Social Media
- Community Events
- Digital Communications
results
Results & Impact
Through consistent social media content and promotion of the Together We Talk Facebook Live series, the campaign helped expand the Orlando United Assistance Center’s digital presence and foster meaningful community conversations around healing, mental health, and support.
Facebook Live video content generated strong audience engagement, helping increase awareness of OUAC’s mission while extending the campaign’s reach throughout the Orlando community.
Highlights
- 4,600+ Facebook Live video views, 29+ shares, 15+ comments, and 105+ reactions.
- Local media coverage from partners like City of Orlando Government and Mayor Buddy Dyer, LGBT+ Center Orlando, Orange County Government, and Heart of Florida United Way.
- Media coverage from media outlets such as WFTV Channel 9, Spectrum News 13, and the Orlando Sentinel.
- Viral social media content from popular media outlets and influencers such as the Human Rights Campaign, U.S. Representative Val Demings, U.S. Rep Anna V Eskamani, Senator Carlos Guillermo Smith, and more.
Resources
- 2018 Human Rights Campaign, “Together We Talk: Q&A with the Orlando United Assistance Center”: https://www.hrc.org/news/together-we-talk-qa-with-the-orlando-united-assistance-center
- 2020 OUAC, “Survey report”: https://orlandounitedassistancecenter.org/wp-content/uploads/2020/07/OUAC-Survey-Report_Final.pdf
RECOMMENDATION
What Clients & Colleagues Say
★ ★ ★ ★ ★
“I had the pleasure of working with Cat Trestini during our time together at CTS Agency (previously CT Social). It was quite clear to me that she truly cared about listening to our clients’ needs and worked very hard to deliver content that not only met clients’ expectations, but exceeded them. Outside of being a true professional, she is also a kind and genuine person. If anyone ever came to me looking for help with content creation and marketing strategy, I would not hesitate to recommend Cat Trestini.”
Jacob Cardillo
|
Web Developer, CTS Agency
contact me
Want to learn more?
View more of my work projects or contact me.
