Arizona Psychological Association
Media Game Plan · March 2026
Media Game Plan
The Arizona Psychological Association had plenty to say and no system for saying it. We audited its Facebook, Instagram, LinkedIn and website, ranked what to fix first, and delivered a strategy with a role for every channel, five content pillars and a ready-to-post 60-day calendar. The board approved it as the plan to revamp AzPA’s social media.
- Approved
- by the AzPA board as its plan to revamp social media
- 6 fixes
- ranked by priority across social media and the website
- 26 posts
- written and scheduled across 60 days
What we did: Social media audit · Channel strategy · Content calendar · Website and social alignment
- AuditFacebook, Instagram, LinkedIn and the website, with 6 fixes ranked by priority
- Channel rolesFacebook for community, Instagram for warmth, LinkedIn for professional authority
- 5 content pillarsEducation, membership value, events, advocacy and community
- 60-day calendar26 posts with captions, calls to action, hashtags and templates
Read the Case Study
The challenge
Events, continuing education, advocacy and member resources gave AzPA plenty of material. As the audit put it, the issue was not a lack of content. It was organization, visual consistency and the connection between social media, the website and the member experience.
What we did
- Audited Facebook, Instagram and LinkedIn alongside the website, then ranked six fixes: three high priority and three medium.
- Gave each platform a distinct role: Facebook for community and events, Instagram for warmth and visuals, LinkedIn for professional authority. Defined five content pillars and a weekly rhythm: Mental Health Monday, Wellness Wednesday and Friday Highlights.
- Matched the existing graphic templates to clear uses and a repeatable publishing workflow.
- Delivered a strategy report with a KPI dashboard and a 60-day calendar of 26 posts for April and May 2026, each with a caption, call to action, hashtags and template.
Outcome
AzPA adopted the plan as the basis of its social media strategy and used the report to win board approval to revamp its channels. The team now has an approved direction and a roadmap it can act on.
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