Marketing Leaders Tackle AI, Social Strategy & Video at ASA CONNECT Meeting

Marketing professionals from across the ASA network gathered recently for the quarterly Marketing CONNECT Meeting. The discussion centered on shared challenges and strategies, with a major focus on social media management across large, multi-location organizations. Several participants emphasized the benefits of consolidating local accounts under a centralized corporate presence to improve brand consistency and streamline approvals. While shifting away from branch-level pages could create initial hurdles, the long-term value of unified messaging was clear.
 

AI in marketing was another hot topic. Since early 2024, members have increasingly integrated tools like ChatGPT to support content creation, summarization, and even article drafting. While AI has significantly boosted productivity, the group stressed the importance of thorough review to avoid errors and maintain human authenticity.
 

Video content also took the spotlight. One member shared how their team produces hundreds of videos annually by focusing on storytelling—such as employee interviews and customer spotlights—rather than traditional product promotion. This approach has led to higher engagement and lower production costs thanks to in-house capabilities.
 

On content planning, most teams are moving toward shorter cycles—monthly or biweekly—allowing more flexibility to respond to shifting priorities. While syncing with sales teams remains a challenge, regular alignment meetings help keep campaigns on track.
 

Recruitment marketing is another growing area, with some members supporting hiring through social media campaigns, job postings, and intern-focused video content. The group also highlighted ASA’s Project Talent job board as a valuable yet underused tool for member companies.
 

The session reinforced the value of staying connected and sharing insights—together, ASA member’s marketers are better positioned to solve common challenges and drive impact across the industry.