Strategy First, AI Second – Content that Connects: A Simple Framework for Member Engagement

Dec 11, 2025
3:00 pm EST
1 hr 30 min

In this interactive session, Mercury Creative Group will walk you through a simple, repeatable framework to create content that resonates with the members you most want to attract.

Register Here
Strategy First, AI Second – Content that Connects: A Simple Framework for Member Engagement

Member engagement starts with clarity. Clarity about who you’re trying to reach, what they need from your association, and how your message helps them see your value instantly. In this interactive session, Mercury Creative Group will walk you through a simple, repeatable framework to create content that resonates with the members you most want to attract.

You’ll learn how to define your ideal member profile, uncover their motivations and pain points, and craft messages that meet them where they are—from event promotions to year-round engagement campaigns. Then we’ll show you how AI can amplify your efforts by scaling the content you create without losing your brand voice, association value, authenticity, and expertise.

Whether your goal is to grow membership, increase event participation, or strengthen member retention, this session gives you the tools to create content that connects, engages, and inspires action.

You’ll Walk Away With:

  • A clear picture of your ideal member using the Favorite Member Exercise to guide messaging, programming, and outreach.
  • A simple, repeatable messaging framework to ensure consistency and relevance across every channel.
  • A smarter role for AI—one that enhances your content instead of replacing your strategy.

Meet the Guests:

Cheri Quinn is a Brand and Marketing Strategist with Mercury Creative Group. Known for her ability to ask honest questions and uncover hidden connections, Cheri helps associations discover their essential value and bring it to life through compelling branding and messaging.

Emily Youngblood is the Client Services Director at Mercury Creative Group. With a knack for facilitating breakthrough “ah-ha” moments, Emily thrives on building communities and leading projects from start to finish with excellence, trust, and genuine connection.

Meet the Host:

Farhad Khan, CEO of Member Lounge, brings his deep experience in association tech, community engagement, and AI implementation to guide the conversation. With a passion for practical innovation, Farhad helps associations cut through the noise and build future-ready strategies.

Date: December 11, 2025
⏰ Time: 3:00 PM ET