CMA Marketing Strategy

Built a 2024–2025 multi-platform social strategy for the Children’s Media Association (CMA) to grow awareness, educate non-members, and convert interest into membership—using a clear funnel, four content pillars, and platform-specific cadences.

client
CMA Marketing Strategy
Year
2024
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CMA Marketing Strategy

Overview

CMA connects creatives and executives across family media. The plan reframes social as a value hub—prioritizing replayable, shareable video; interactive stories; and copy that sparks curiosity—mapped to the funnel: Awareness → Education → Acquisition → Retention with weekly schedules for Instagram, TikTok, and LinkedIn.

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Challenge

  • Channels skewed to event promos; limited storytelling and variety.
  • Repetitive CTAs (“sign up”) used at top-funnel; social SEO underused.
  • Product/UX friction: broken “Become a Member” link; job board access issues; no central “start here” hub.
  • Need more short-form video, interactive stories, and comment/community ops.

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    Strategy

    1. Content pillars — Curated • Community • Career & Craft • Events & Experiences (each with distinct CTAs).

    2. Funnel alignment

    • Awareness: IG Reels, YT Shorts, TikTok; creator collabs; lives/takeovers.
    • Education: IG Stories (Q&A, polls, quizzes), YouTube descriptions with chapters; website/SEO.
    • Acquisition: event/workshop posts, TicketTailor, “Become a Member.”
    • Retention: newsletters, member portal.

    3. Platform roles & cadence — IG/TikTok 3–5×/wk; LinkedIn 2–3×/wk; prioritize carousels/reels and interactive stories.

    4. Messaging & SEO — tone: warm, imaginative, inclusive; keyworded captions; 3–8 targeted hashtags; on-video text for silent viewers.

    5. Ops — quarterly shared calendar; monthly brainstorm + quick reporting; transition to Metricool for scheduling, analytics, and DM/comment reply

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    Execution

  • Weekly grid (example):
    • Mon: Reel/Carousel (People & Community)
    • Tue: Q&A Story + Static/Carousel (Career & Craft)
    • Wed: Reel (Events & Experiences)
    • Thu: Reel (Career & Craft)
    • Fri: Static/Carousel (Events & Experiences) — plus Stories 3–5×/wk.
  • Formats: “Day in the life,” POV event reels (1–3s clips), industry-news carousels, speaker spotlights, member perks, story takeovers.
  • CTAs by stage:
    • Awareness: “See what’s on,” “Watch the full video,” “Ask us anything.”
    • Education: “Save this,” “Try this tip,” “Reply with your question.”
    • Acquisition: “Sign up to RSVP,” “Become a member.”
  • Channel hygiene & updates: reels <90s; add captions; text pop-ups for context; TikTok titles/hashtags; IG “Sends = shares via DMs.” Manual posting for trend-audio items.
  • Experience fixes: repair “Become a Member” link; build a simple “Welcome Hub” page; clarify job-board access paths.

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    Neuromarketing Approach

  • Emotion & Empathy: community spotlights and mini-vlogs to trigger affective recall and belonging.
  • Cognitive Ease: a four-pillar system + predictable weekly rhythm reduces decision load and increases trust.
  • Social Proof: member features, UGC, and creator takeovers normalize engagement and signal credibility.
  • Novelty/Dopamine: varied short-form formats, playful hooks, and interactive stories create micro-surprise.
  • Authority Cues: Career & Craft tutorials and speaker spotlights frame CMA as a knowledgeable guide.

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    Results

    Success indicators & targets (first 90–120 days):

    • +25–40% reach on IG/TikTok via 3–4 reels/wk and creator collabs.
    • +15–25% engagement rate per reach (saves, sends, replies) from interactive stories and on-video prompts.
    • +10–15% follower growth driven by Awareness formats and cross-channel SEO.
    • +20–30% event CTR from stage-matched CTAs and clearer value copy.
    • Operational lift: team visibility via shared calendar; faster feedback cycles via monthly mini-reports.

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    What I Learned
  • Audience energy concentrates where format × stage are aligned; mis-matched CTAs waste attention.
  • Interactive stories + comments are compounding loops for loyalty and insight.
  • Small UX fixes (links, hubs, chapters) unlock outsized gains across the funnel.
  • A simple, repeatable pillar framework makes creativity scalable and measurement clean.

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