Millennial Media Opps: Yosemite Conservancy hires new CMO (Score 73)
Non-p
rofit Yosemite Conservancy (YC) hired Kimiko Martinez, the former CMO at Latinx for Social Movement, as its chief marketing and communications officer in June 2021. Martinez replaces Jennifer Miller, YC's last CMO, who departed in 2020 after around 11 years. Since it's been so long since the organization hired one, this new CMO likely will shake up its strategy notably.
According to Pathmatics, YC hasn't invested in digital ads since spending around $9.8k in 2020, up 9% from the roughly $9k it spent in 2019. Last year, it earned ~2.6m digital impressions via desktop display (91%) and desktop video (9%) ads. Most of YC's 2021 desktop display ads were placed site direct onto youtube.com (66%) or tripadvisor.com (34%).
I expect spend to pick back up now that the organization has a new CMO and people are starting to travel more often again. YC seems to be primarily targeting millennials right now.
Agency & martech readers - Get in touch sooner rather than later to see what work is available under Martinez's leadership. Right now, YC works with several consultants for creative, media outreach, community outreach, etc.; it also has an in-house team.
