The best college basketball teams adjust their strategy after the first quarter of play.
You should do the same as you head into Q2.
Whether you’re running an association focused on member engagement and growth or a company looking to optimize operations and replenish your sales funnel, now is the time to reassess your strategy, fine-tune initiatives and reenergize efforts before summer distractions—and business-slowing out-of-offices—take center court.
“Maybe the first quarter didn’t go as you expected. Hey, it happens to the best of us. Look at the best teams in the NCAA tournaments. Like them, you can stage your comeback. All it takes is a tweak here or an adjustment there.”
Kelsey Tweedly, CMA’s Vice President of Business Integration
But too many organizations charge full speed ahead without looking at the right data, Tweedly says. Others stay locked into their original game plan, even when the playing field has clearly shifted.
“That’s when you risk losing engagement, revenue or both,” she says. “Smart leaders don’t wait until halftime to adjust their gameplan. They set themselves up for a strong finish in the second quarter.”
Here are a few strategic initiatives to ensure you don’t start the third quarter playing catch-up.
Stay in the Game with Digital Engagement
Your audience, whether members, customers or stakeholders, expect consistent, valuable communication.
Digital engagement is the key to keeping them connected and invested in what you offer.
Consider ramping up your email marketing with personalized messaging, refreshing your social media strategy with interactive content or launching targeted digital campaigns to maintain top-of-mind awareness.
“If you’re not actively engaging with your audience, someone else is,” Tweedly says. “Q2 is a great opportunity to optimize your digital presence, double down on high-performing channels and make sure your messaging is aligned with what your audience needs right now.”
But the organizations that succeed in Q2 don’t just send out messages.
They create conversations.
How do you do that?
Consider interactive content such as polls, behind-the-scenes videos or live chats to foster real-time engagement, Tweedly says.
“Maybe it’s a company highlighting customer success stories or an association providing industry insights. Whichever one, making sure your audience is digitally engaged is a surefire way to sustain momentum before the third-quarter push,” she adds.
Drive Connection Through Interactive Events
Just as March Madness brings fans together through shared excitement, your organization can foster deeper engagement through interactive experiences.
For associations, this might mean virtual networking sessions, exclusive member roundtables or behind-the-scenes industry insights.
For companies and other organizations, hosting webinars, live Q&As or customer appreciation events can strengthen loyalty and drive new business opportunities.
“In-person events remain one of the best ways to create real connection with your audience,” Tweedly says. “People don’t just want to be sent information. They want to feel like they’re part of something bigger—an event, a community, even an experience.”
Whether you’re bringing members together for a roundtable discussion or hosting a thought leadership webinar for clients, these experiences help build long-term relationships.
The key is to create moments that encourage meaningful interaction. Tweedly says companies can introduce interactive product demos, while associations can offer early-access content or special Q&A sessions with industry experts.
“The more engaged your audience feels, the more likely they are to remain invested in your organization’s success,” she says.
Execute a Targeted Communication Playbook
Generic messaging won’t cut it in Q2, or any time really.
Now is the time to tailor your communications for maximum impact.
Leverage data-driven insights to segment your audience and personalize outreach, whether through email campaigns, automated follow-ups or industry-specific content.
For example, associations could focus more on highlighting exclusive member benefits and renewal incentives.
Companies, on the other hand, can better nurture their sales leads with case studies, testimonials and targeted promotions.
“The best organizations don’t just send blanket messages and hope for the best,” Tweedly says. “That would be like a basketball team tossing the ball around and hoping it goes in.”
Instead, she says, they use data to drive their communication strategies, making sure they’re delivering the right message to the right audience at the right time.
“That’s what keeps people engaged,” she adds.
To avoid losing traction, use Q2 to refine your messaging strategy. Review past engagement metrics and identify what’s resonating most with your audience.
“This is the perfect time to optimize email sequences, refresh ad copy and personalize outreach for maximum effectiveness,” Tweedly says.
Strategic Initiatives to Keep You Ahead
Q2 is a pivotal time to refine your broader initiatives to drive growth.
Are your membership or customer acquisition strategies aligned with current market trends?
Do you have a plan to maintain momentum as summer months approach?
Whether it’s optimizing your website for conversions, launching a retention-focused campaign or reevaluating your pricing structure, strategic adjustments now can prevent stagnation and keep your organization on a winning trajectory.
“Q2 is your true checkpoint, not Q3 with summer vacations or Q4 with all the holidays,” Tweedly says. “If you don’t correct course now, you risk heading into the second half of the year with unnecessary challenges. But if you take the time to refine your strategy and focus on key growth areas, you’ll be in a much stronger position going into Q3 and beyond.”
This is also the time to get proactive about upcoming challenges.
If past trends show a summer slowdown, start planning campaigns that will keep engagement high even when schedules shift. Whether it’s launching an exclusive offer, releasing a new educational resource or ramping up community engagement, having a strategic plan in place ensures you don’t lose valuable momentum.
Don’t Let Q2 Slow You Down
By focusing on digital engagement, interactive events, targeted communication and other strategic initiatives, your organization can maintain momentum and keep the ball bouncing your way—even under full-court pressure.
CMA can help you develop a winning formula that ensures you enter the third quarter with the lead, not an insurmountable deficit. Reach out to us today to draw up the play.