Technology Non-Profit Builds Marketing Clarity, Confidence, and Capability from the Inside Out
NYSERnet, a 40-year-old non-profit, hired an Authentic Fractional CMO™ to cover an interim marketing leadership gap. In under 4 months, the fractional CMO built a 90-day strategic planning cadence, aligned the brand across leadership, and introduced AI-powered marketing tools, all without disrupting operations. The engagement demonstrates that a fractional CMO can deliver full-scale marketing leadership faster and at lower cost than a permanent hire, while leaving lasting systems in place after the engagement ends.
“[Our Authentic Fractional CMO] integrated seamlessly into the team and was quickly recognized as a strong, polished leader who was deeply mindful of both the individuals involved and the circumstances under which the work was taking place. Through careful listening—to her team and to colleagues across NYSERnet—and by taking thoughtful, decisive action, she consistently moved us in the right direction. Her calm yet articulate demeanor immediately fostered trust and collaboration, even among those who were initially reticent.”
Jeanne Casares, President & CEO, NYSERnet
NYSERnet at a Glance
- Company size: 26 employees
- Industry: Telecommunications, Non-Profit / Associations / Membership, Professional Services / Consulting, Education
- Business model: Business-to-Business
- Business scenario: Privately Held
- Headquarters: Syracuse, New York
When NYSERnet, a 40-year-old non-profit serving higher education and research institutions, engaged Authentic®, the need seemed straightforward: Provide interim marketing leadership during a key team member’s leave. NYSERnet had a capable team and a strong mission, the marking team didn’t have a clear plan, shared priorities, or a consistent way to measure what was working.
As a membership-based organization, their version of “sales and marketing” was evolving. Roles were still taking shape and priorities weren’t clearly connected to strategy. While work was getting done, the team didn’t understand how it contributed to greater organizational goals.
At the same time, leadership was navigating change while rebuilding the team, supporting new roles, and managing a temporary gap in marketing leadership. The team was seeking clarity, structure, and momentum in order to move forward.
The Solution
Authentic® stepped in with Fractional CMO leadership, bringing both immediate support and long-term perspective. From day one, the focus was on building trust and alignment across the team, while introducing the discipline and structure needed to elevate marketing.
Creating Immediate Clarity and Direction
The first priority was simple: connect the dots: What are we doing? Why does it matter? And how does it tie to the bigger picture? The team aligned their priorities to leadership’s vision, built a clear 90-day plan to accomplish their priorities, and introduced structured planning rhythms.
“[Our Authentic Fractional CMO] has successfully made us aware of the tools and frameworks your organization provides, which was particularly valuable and eye-opening. It helped us better understand what was missing from our plan of work and refine our overall approach.”
Jeanne Casares, President & CEO, NYSERnet
Aligning and Refining the Brand Foundation
While NYSERnet had previously invested in brand and messaging work, it lacked full internal alignment and activation. Authentic led an “align and refine” approach to:
- Sharpen brand positioning and messaging hierarchy
- Define the brand promise and ideal customer profiles
- Align leadership around a unified direction
- Resolve internal inconsistencies in visual identity and messaging
This helped the team to fully align on what NYSERnet’s brand means in the market and how it shows up across all marketing programs.
Building a Scalable Marketing System
With alignment in place, the team’s focus shifted to building a sustainable marketing foundation. Key elements included:
- Establishing a clear marketing roadmap and priorities
- Introducing practical frameworks from Authentic Growth® Methodology
- Implementing planning tools and templates for consistency
- Developing early-stage KPIs focused on progress and milestones
Accelerating Execution with AI + Tools
To help a lean team move faster without sacrificing quality, Authentic introduced a custom GPT-based assistant, giving the team a practical way to create content, test ideas, and maintain consistency. This balanced human leadership with scalable tools without overcomplicating the process.
The Results
In just a few months, NYSERnet made significant strides in marketing maturity:
- A Clear, Aligned Foundation: Established a clearly defined brand, messaging, and visual identity, along with a shared understanding across leadership and team members.
- Structured Planning and Execution: A 90-day planning cadence has been put in place, with priorities aligned to strategic outcomes.
- Increased Team Confidence: Team members now own clear priorities and can explain how their work ties directly to organizational goals.
- A Platform for Future Growth: Marketing systems and AI tools are now in place, creating readiness to activate campaigns and effectively measure performance.
Looking Ahead
With a strong foundation in place, NYSERnet’s next phase is clear: activate messaging in the market, enhance digital presence and website experience, and build operation discipline and marketing rhythms. The path forward isn’t about doing more. It’s about continuing to do the right things with clarity, consistency, and confidence.
continuing to do the right things with clarity, consistency, and confidence.
“Not only did we not miss a beat under [our Authentic Fractional CMO’s] leadership, but she advanced our strategies multiple steps forward through her expertise and guidance. We will continue to benefit from her work long after her engagement concludes, as the impact of her contributions is already embedded in our organization.”
Jeanne Casares, President & CEO, NYSERnet