Sat, 22 Nov 2025 02:40:50 -0800WeeblyMon, 20 Jul 2020 13:40:18 GMThttp://www.kenfitzwork.com/blog/share-of-heartThere are certain terms that marketers use to describe the objective of a given campaign. In the automobile category, “share of garage” is frequently used. Consumer packaged goods marketers want a larger “share of cupboard.” What most companies want is a larger “share of wallet,” which is the percentage of a customer’s spending that is captured by a brand or store.
We understand all of those metrics. But when it comes to giving back to the community, there’s another metric that is more important to us. It’s “share of heart.” I doubt you’ll find that term in any marketing textbook. But to us, it is paramount to being successful. It’s about giving back.
Since we’re in the business of marketing, we take a strategic approach to giving back. What is the objective? What are the expectations? Where should you place your focus and why?
The answers to these questions will provide a strong foundation for developing a giving strategy that will be fulfilling for everyone.

PEOPLE + PASSION = THE HEART OF A COMPANY
​
Successful corporate citizenship is strengthened when employees are involved. It presents a meaningful opportunity to bond and share personal beliefs and values and work together toward a common goal. The energy surrounding these efforts grows exponentially when a team can work together and celebrate the sense of accomplishment and contribution of one common heartbeat for even a day.
Giving back together is also a strong team-building and morale-boosting experience.
We hire people who share our values of giving back and supporting the community. Volunteerism is part
of our company’s DNA. It drives many of the people who work tirelessly on our accounts every day. But somehow they still find time to contribute to those who need help.

The fact is, it feels good to work for a company that gives back. Because Catalyst is a local business, most of our employees are from the local community, and many local causes are close to their hearts.
Giving back together is also a strong team-building and morale-boosting experience.
By giving our employees the time to volunteer and encouraging them to give back to their community,
we provide them with an opportunity to work toward a common goal that is outside the normal daily routine. This also gives them a chance to make a difference in the community in a way they may not have been able to accomplish on their own.
There are many statistics that showing that people
like working with others who are generous and charitable. In other words, people with a heart.
When looking for a company to work for, there’s a
lot to be said for connecting with a group of people who care about their community. If they are that caring and concerned about others, how do you think they’re going to treat you?
But, in the end, there is pride in knowing the company you work for gives back to your community.

AT THE HEART OF IT ALL

You hear the word passion bandied about in our industry. Passion for the work. Passion for success. That’s a given. But, at Catalyst, our passion is compassion for those in need in our community.
It is imperative that we support the community that has supported us for a quarter of a century.
We are particularly passionate about special children with special needs, and all children who need to feel safe and protected.

HERE ARE A FEW EXAMPLES OF HOW WE SHARE OUR HEARTS WITH OUR COMMUNITY

A rewarding effort was our involvement with the Ad Council of Rochester and their Child Sexual Abuse campaign. The program consisted of hundreds of volunteer hours, developing strategy and positioning and providing creative execution in every media channel.
An integrated campaign that included television, radio, print, digital, and outdoor encouraged anyone who suspected child sexual abuse to “Be Brave” and report it, even if they weren’t sure.
All three local television stations joined the Ad Council of Rochester, Bivona Child Advocacy Center and Catalyst to make our community more aware and our children safe.
Our passion is compassion for those in need in our community.

​United Way of Rochester is another charity that Catalyst assists with data and analytics, creative, and account services. Our strategies have helped United Way identify important donor segments. We worked together to create engagement strategies and donor personas. These programs helped increase giving and donor retention.

United Way’s Day of Caring holds a special place in our heart as well. Every spring, our employees volunteer their time to participate in a citywide effort to improve our community by painting, planting, reading to kids and much more.
The Hillside Children’s Center website needed help. The site was unable to convey their breadth of services and, even more important, it lacked the ability to accept donations and volunteers online.
We stepped in with digital direction, strategy and hands-on execution. We helped create a functional site that accommodated donations, volunteer inquiries and other vital areas that allowed Hillside to engage donors and people interested in their services.
In addition to our digital contribution, our employees volunteer annually for Hillside’s Secret Santa project. The goal is to give three gifts to each needy child in a family. This program makes a difference in the lives of thousands. We are proud to be a part of this effort.
Throughout our 25 years in business, we’ve held an unwavering commitment to giving back to the community. Through contributions and volunteering, these efforts help enhance and enrich the lives of those children and families who need it most.
The emotional equity we get in return is immeasurable. And, at the end of the day, we realize, at the center of Science plus Soul is a lot of heart.

ABOUT THE AUTHOR

As Catalyst’s ECD, Ken translates strategy into creative experiences that move customers from inertia to action. Before working at Catalyst, he inspired minds at places like Kovel Kresser & Partners (Los Angeles), TBC, Inc. (Baltimore) and Digitas.

ABOUT CATALYST

Catalyst is a marketing agency that helps clients develop more profitable customer relationships. We take the guesswork out of marketing decisions by combining our intellectual curiosity and inquisitiveness with hard-core analytics and measurement.
We call it Science + Soul.
It’s a powerful combination that improves our clients’ marketing, because it yields deeper insights that anticipate customers’ needs better.
800.836.7720 | www.catalystinc.com Facebook Twitter LinkedIn

]]>Mon, 02 Mar 2020 16:07:05 GMThttp://www.kenfitzwork.com/blog/out-of-sight-out-of-mindI worked in an agency in Los Angles for about 10 years and learned quite a bit from some very smart people. I also learned a lot from some very stupid people as well.
 
Woody Allen once said: "80 percent of any job is showing up." Simple concept. But not to a fellow copywriter who thought he had the entire agency fooled.

Here was his move. He would stroll into the office around ten o'clock. Get his coffee. Read the L.A. Times for an hour and then, here's the genius of the fool, he would light a cigarette (yes, folks, there was a time where you could smoke in your office) lay it in the ashtray, take off his jacket, hang it on the back of his chair and go to lunch for 2 hours.

I can't tell you how many times I would hear people say: "Oh, he's here. He has a cigarette lit and his jacket is still here." Not even close. He was on his second Manhattan and finishing his appetizer. This went on for months.

Finally, someone decided to wait in his office for his return. Nada. He didn't show so the account person called in another copywriter and they finished the job. Rather well, I might add.

​Our invisible man was taken off that account. Not biggie. It was a huge agency so he floated for another few months.

A new business pitch was put into motion. It was, and I know this isn't Politically Incorrect. a gang bang. Everyone in the Creative department with an ass was put on the pitch. Vacations were cancelled. You know the drill. All hands, and asses, on deck. Except for our missing link. 

It didn't seem like a big deal at the time because the sound and fury of a pitch coupled with the frenzy of business as usual deadlines, blinds most people. Operative words: most people.

One night, around 2 a.m., someone had the nerve to ask where Casper the Friendly Copywriter was and the bulb went off. The CCO, Deputy CCO (yeah, that was the real title) and every ACD on the floor looked at each other in sheer amazement. He had skated through the entire pitch without being missed. 

Some people might actually applaud his actions in an envious, sad acknowledgement of getting one over on the "management" But the reality was he was never given another assignment and a month later he was sent packing. Surprisingly, some people were shocked. Of course, they didn't work with him on a day to day, or in his case, an hour a day to an hour a day. Even more surprisingly, he was surprised. How could they do this? He'd been there for 10 years. Yes. 10 years of dodging, avoiding, and just plain stealing money from the agency.

In the end, his absence was his undoing because when they wanted to give out an assignment, he wasn't there. In theory, he was avoiding being in the office. It wasn't as if he wasn't doing work. He fumbled his way through assignments. But on his way, he pissed off every Art Director he worked with and had junior account people in tears. 

I don't think he ever worked full-time at another agency after that. Sure, maybe he got another job. But he never really worked full-time...you get it
​
You have to show up. Period. Do your job. Be a team player. To some, this might seem "old school" thinking. I like to think of it as "old school" banking.]]>Mon, 02 Mar 2020 16:04:44 GMThttp://www.kenfitzwork.com/blog/if-youre-always-right-youre-probably-wrongIt’s nice to be the smartest person in the room every now and then. But if you get that feeling every time you step into a meeting, you might want to rethink your drink, my friend.
 
Don’t get me wrong. Contributing to solutions and strategies is a wonderful thing. It can bring respect and, in some cases, a promotion. But if it happens too many times, it could be problematic.
 
If you become that guy or woman who is always spouting off the right answer to whatever question is on the table and won’t allow any other options to sneak in, a small circle, followed by a bigger circle, and then a much larger circle can begin to form on your back. Now, combine that with a defensive attitude, and you have a “how do we get this nut out of the building?” posse beginning to form.
 
Of course, if you’re the type of personality who doesn’t care what others think or how you are perceived then stop reading and start polishing up that resume. There’s no I in team. I completely understand. But there is one in “fired”.
 ]]>Mon, 02 Mar 2020 15:59:41 GMThttp://www.kenfitzwork.com/blog/the-moneys-always-greener-on-the-other-sideHow good is the feeling of being wanted? Pursued. Needed. Next to a good night's sleep there aren't too many things that feel that good. But there's one very important thing to remember when you get that golden phone call from the headhunter: keep it to yourself.

Nothing says "get rid of that person" faster than management knowing you're looking for another job or have interviewed for one. Why in the world would they keep someone who doesn't want to be there?

Yes, having someone contact you and present the perfect job with perfect hours, perks, substantial salary bump, an additional week or two of vacation and, yep, the office is dog-friendly is a huge ego rush. Nirvana. The feeling not the grunge group. 


But keep it on the DL.

Why? Because there is a good chance you might not get that gig. A really good chance. And now, you're back-pedaling and making excuses of why you "turned down" the career move of the century. Plus, everyone in the company knows you jumped in with both feet. Practically begged for it.  

Who doesn't want more money and better opportunities? But making it known to anyone with an ear is the same as putting your neck in the noose yourself. 

Instead of being the poster person for "disgruntled employee of the year", here's a concept, make yourself indispensable to the company your work for. Of course, if the environment is toxic, by all means, get out. The trick is making everyone think your in love with the company and anyone who represents it. No one will have a clue you're beating the bushes. To the untrained eye, you are one happy camper.

If not, and you get busted, it's a hearty handshake and, maybe a nice parting gift.

There are horror stories of people taking the bait and jumping ship while realizing too late there are no life vests on that boat. Then, you're stuck and even more miserable than before. 

The cliche` about it's easier to find a job when you have a job makes all the sense in the world. Two words: due diligence. Dig deep. If possible, talk to people who work there or have worked there. Check out the sites with reviews about the company and the management. Then, if all looks good. Go for it. But do it Ninja stealth. Or, the next round of thinning the herd occurs, you might as well written your name on top of that list.

Greener grass. Good. Saving your ass. Better.

]]>Mon, 02 Mar 2020 15:57:18 GMThttp://www.kenfitzwork.com/blog/how-to-avoid-career-suicide“You’re fired.”
“We’re downsizing.”
Laid off.
Pink slipped.
Out sourced.
Terminated.
 
Whatever the creative euphemism, the results are the same. You’re out of work. Your cash flow is interrupted. Your ego is crushed. And your career is on hold.
 
Your fingers search for your friendly neighborhood headhunter. You’ve just been shitcanned.
 
Over the next few weeks or month, you’ll spin the tale in a more favorable light. “It was time for a change.” “This gives me more time to find out if this is really the career that’s right for me.” And blah, blah, blah.
 
You hear it everyday in the media:
“He left because of creative differences.” They wanted him to be creative. He wanted to be different.
 
“She left to pursue other interests.”
Like what? Bird watching? Let’s see if we have this right. Someone dedicates a decade or two of their life to a career and then decides to grow roses at the ripe old age of 47? I don’t think so.
 
Truth is, she had to pursue other interests because the company had no more interest in her. Period. Here’s a hearty handshake a wonderful partying gift. If you’re lucky.
 
No one and no company is immune. Today’s work force saunter into the office, when they’re good and ready, armed with an attitude, entitlement issues and absolutely no experience dealing with the corporate world. You can almost see them sharpening their tanto  ready for the inevitable Seppuku.
 
Over the last thirty years, I’ve realized many of these corporate mortal wounds were self-inflicted. The pain, embarrassment and psychological devastation could have been easily avoided. Attitude and ego are the lethal poisons that do in tens of thousands of employees every year. If the company says black, they say white.
 
Now, I’m not suggesting we fill our halls and offices with “yes” men and woman with rubber spines. But there are some attitudes that simply beg for unemployment.
 
We’ve all been there. “The meeting.” The numbers are in. Profits are down. It’s the fourth quarter. Let’s try to put a shine on this financial turd and get rid of some deadwood.
Every department-head has their list of names. The lottery of losers is about to begin. I must say, however, that up until about thirty minutes into this meeting, none of these wonderful, fellow employees were losers. But the minute their name is added to the list of casualties, those five letters will be written across their forehead as they walk their boxes to the car. Capital L. Capital O. Capital S. Capital E. Capital R.
 
When asked why they were “let go”. One reason that always rears its ugly head, is attitude.
 
Here’s the reality. They all did something to earn the distinction of the “better them not me” club on that fateful Black Friday Although, lately, any day of the week will do. Hell, I know someone who was terminated two days before Christmas.
 
After all, it’s business not personal.
 
That’s a great line from “The Godfather.” The movie about unscrupulous individuals who will quickly dispose of people for more power and money.
 
Sound familiar? That’s the take every person who’s ever been out of a job assumes. “They were out to get me.” And out you went.
 
But why?
 
It is my contention many of these events can be avoided.
 
Look, I’ve been to those meetings. I’ve held those lists. I’ve added the names. And I can say in all honesty when the time came to give them the “corporate Kevorkian”, except for two people, they all knew it was coming. A few of them were surprised it didn’t happen sooner.
 
The two people who were shocked and physically shaken thought I was calling them in to give them a raise. When I heard that, I was physically shaken. They didn’t have clue one they were on the bubble. Some might say as a manager I should have given them a warning. I figured being taken off of four accounts in six months might have been a fair warning. Or being put on probation twice in a year and a half could give one pause to think they were doing less than a stellar job. But that’s just me.
 
Of course, all of them had talent. But talent is the price of admission. It’s the extra credit points that count. When else do they bring to the company party?
 
While all of them sat in total disbelief, it would have been impossible to convince them they were the ones who loaded the gun and pulled the trigger.
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