CASE STUDY
Santa Clara Valley Chapter of the California
Association of Marriage and Family Therapists
Integrating DEI Into Professional Member Communications Inclusive marketing. Continuing education. Member engagement.
The Santa Clara Valley Chapter of the California Association of Marriage and Family Therapists serves a culturally and ethnically diverse community of therapists in Santa Clara Valley.As Content Strategist, I developed communications that helped members discover continuing-education programs, professional events, support groups, chapter resources, and opportunities to connect with peers. I also worked to integrate diversity, equity, inclusion, and cultural representation into the chapter’s regular marketing rather than treating DEI as a separate or occasional campaign.SCV-CAMFT offers CE trainings, support groups, networking, mentorship, professional resources, and discounts on continuing-education programs for its members.
Multi-Channel Communications
Professional Audience
Email newsletters · Social media · Website · Event marketing
Licensed therapists · Pre-licensed therapists · Mental health professionals
Continuing Education
CE programs · Law and ethics · Professional development
Inclusive Engagement
DEI content · Cultural representation · Member connection
THE CHALLENGE
The Santa Clara Valley Chapter of the California Association of Marriage and Family Therapists serves a culturally and ethnically diverse community of mental health professionals.
Members need clear, timely information about continuing education, professional standards, events, chapter resources, and opportunities for connection. Many also rely on the chapter to help them stay informed about CE programs, law and ethics requirements, and professional development relevant to maintaining their credentials.
The challenge was to create
communications that:
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Increased awareness of CE programs and chapter eventsWere credible, inclusive, and easy to understand
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Reflected the diversity of the membership
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Drove engagement across multiple channels
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Helped therapists stay informed about professional requirements
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Created a consistent voice across email, social media, website, and events
THE SOLUTION
Continuing-Education Marketing
Created clear, benefit-focused messaging for CE programs, including law and ethics trainings and other professional-development opportunities.
Communications highlighted the learning value, speaker expertise, CE details, dates, deadlines, and registration information members needed to act.
Email Newsletter Strategy
Organized newsletters so members could quickly find:
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CE programs
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Upcoming trainings
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Member resources
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Support groups
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Chapter updates
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DEI content
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Community news
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Opportunities to participate
The newsletter became both an information channel and a member-engagement tool.
Social Media Strategy
Translated detailed professional information into shorter, accessible social posts.Content promoted trainings, professional resources, chapter events, cultural observances, member updates, and inclusive community messages while maintaining a credible tone for mental health professionals.
DEI Integrated Into Everyday Marketing
Integrated diversity, equity, inclusion, and cultural representation into the chapter’s ongoing communications rather than limiting DEI to occasional campaigns.This included inclusive language, broader visual representation, culturally relevant topics, and content that reflected the varied identities of therapists and the communities they serve.
Cross-Channel Consistency
Aligned email, social media, website, and event communications so members received a clearer and more consistent experience across platforms.
DEI-Integrated Campaigns
For the Santa Clara Valley Chapter of the California Association of Marriage and Family Therapists,
I integrated DEI across social media, newsletters, cultural observances, continuing-education promotions, support groups, and member-centered campaigns.
A featured member heritage series invited individual members to share family recipes connected to their cultural backgrounds. By combining personal stories, food, and tradition, the campaign made inclusion feel human and relatable, helped members learn about one another, and created connection through shared cultural experiences.
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Inclusive content strategy ·
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DEI-integrated marketing ·
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Professional member engagement · Social media design ·
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Newsletter strategy ·
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Event promotion ·
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Continuing-education communications · Community-centered storytelling
MY ROLE
Content Strategist
My responsibilities included:
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Editorial strategy
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Email newsletter planning and writing
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Social media strategy
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Event promotion
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Website content
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DEI-informed communications
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Content-calendar development
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Visual and editorial consistency
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Member engagement
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Performance review and refinement
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Stakeholder collaboration
IMPACT & RESULTS
Increased visibility for CE programs, chapter events, and professional resourcesImproved clarity and organization across member communicationsStrengthened engagement across email newsletters and social mediaIntegrated DEI and cultural representation into regular marketingCreated Palette Passport as a recognizable DEI content initiativeSupported therapists in staying informed about continuing-education opportunitiesImproved consistency across email, social media, website, and event promotionConnected professional education with ongoing member engagement