Case Study: CEMA and InVision Partner to Reignite Its Brand Identity
02.27.25
Case Study: CEMA and InVision Partner to Reignite Its Brand Identity
In today’s evolving event landscape, membership organizations must continuously refine their positioning to stay relevant, resonate with their audiences, and drive sustained engagement. The Corporate Event Marketing Association (CEMA), known for its senior marketing community, faced this challenge as it navigated industry shifts and an evolving role post-pandemic.
InVision stepped in to develop a strategic, multi-year campaign that would not only help redefine CEMA’s value but also position the organization for long-term membership growth.
The Solution: A Multi-Year Membership Growth Campaign
InVision began with a Discovery Report, designed to uncover insights and lay the foundation for a targeted campaign approach. This deep dive included:
• Stakeholder interviews to understand pain points and aspirations.
• Competitive landscape analysis to differentiate CEMA’s positioning.
• Value proposition development to refine messaging.
• A historical marketing review to assess past outreach efforts and engagement trends.
Key Campaign Elements
From this research, InVision crafted a message map and campaign strategy that clearly reintroduced CEMA’s role and value to its audience. At the heart of the campaign was the new tagline: “Where names are known by heart.”
The new brand position encapsulated CEMA’s unique, relationship-driven culture—one where members aren’t just contacts—but valued industry peers who thrive on meaningful connections. It also reinforced the “no-sell” environment, a defining feature that sets CEMA apart as a trusted space for authentic industry collaboration. To further bring this refreshed positioning to life, InVision developed an opening video for their flagship annual event, CEMA Summit, an impactful piece that energized members, set the tone for the organization’s renewed direction, and reinforced key messaging.
Bringing the Campaign to Life
With the strategic framework in place, InVision activated a multi-channel campaign designed to sustain engagement and drive membership growth:
• Social Media Content Strategy – Leveraged both existing and newly recorded member testimonials to create an ongoing stream of authentic, community-driven content. These real stories highlighted the tangible benefits of CEMA membership while strengthening industry connections by fostering peer-to-peer engagement.
Video Storytelling – Produced compelling video content to amplify CEMA’s message, transforming long-form conversations into engaging, narrative-driven pieces. These videos highlighted member experiences, industry insights, and the value of CEMA in a dynamic and visually impactful way.
• Content Atomization – Maximized the reach and longevity of campaign assets by repurposing and reformatting existing content. This included:
o Editing long-form videos into shorter, platform-specific clips for social media.
o Updating evergreen content with new data, insights, and member perspectives.
o Repurposing key themes into fresh formats such as serial podcasts, third-party sponsorships, and infographics to extend engagement across multiple channels.
• Membership Engagement Campaigns – Designed targeted initiatives to support both retention and new member acquisition. These programs delivered tangible value to current members—reigniting enthusiasm and reinforcing CEMA’s role as an essential industry resource—while also attracting new professionals to the organization through fresh engagement strategies.
The Impact: A Campaign with Momentum
Rather than a one-time rebrand, this effort positioned CEMA for long-term success by creating an evolving, multi-phase campaign. The revitalized messaging reestablished CEMA as the premier organization for senior corporate event marketers, giving the brand a fresh, compelling narrative that spoke directly to its audience. As a result, engagement increased, conversations reignited, and the organization regained its competitive edge.
Through strategic insights, compelling storytelling, and an intentional campaign roadmap, InVision revitalized CEMA’s membership outreach for sustained growth. With a clear message and a dynamic, ongoing engagement strategy, CEMA is now well-positioned to strengthen its community and shape the future of corporate event marketing.