Faced with a high-stakes marketing crisis, the Colorado Veterinary Medical Association (CVMA) severed ties with a misaligned marketer just four days before the start of their massive annual membership drive. To save this vital revenue stream, they pivoted to a fractional CMO model from Ricochet. Kirsten Rider, an industry veteran with 15 years of experience, stepped in to provide immediate stabilization during a period of intense pressure.
The challenge was twofold: master a complex technical stack involving Rhythm AMS and Mailchimp while capturing the empathetic, scientifically grounded voice required for veterinary professionals. Kirsten didn’t just meet the looming deadline; she navigated intricate technical segmentations and refreshed content across mobile and social platforms. This quick intervention ensured that the association did not miss its most critical revenue window, protecting the dues that fund their entire operation.
Today, this partnership has transformed CVMA marketing from a reactive communications into strategic engagement. By splitting her time between high-level strategy and creative leadership, Kirsten ensures the association remains a powerhouse of advocacy, education, and professional development. The Ricochet fractional model grants the CVMA access to seasoned executive-level expertise at a price point that makes sense for a state-level non-profit.
