NJCPA Transitions to HubSpot to Power Multichannel Communications
Ricochet guided NJCPA's move from Adestra to HubSpot on a strictly defined schedule and budget, training staff for nearly four months so they could run the platform themselves.
What was holding NJCPA back?
The New Jersey Society of Certified Public Accountants (NJCPA) serves nearly 13,000 members, and its email ran on Adestra. NJCPA wanted one unified marketing engine across many channels, which meant a complex move to HubSpot. The project called for enterprise-level configuration and AMS data integration project management, and staff needed training to run it. All of it had to happen on a strictly defined schedule and budget. NJCPA asked Ricochet to lead the effort.
What did Ricochet build?
Ricochet ran the project on a fixed schedule, opening with a Kickoff Workshop to align the teams and holding weekly status meetings throughout. Over nearly four months of weekly training sessions, Ricochet also delivered data integration mapping and HubSpot systems configuration. The team planned a communication preference center and gave guidance on email templates. NJCPA staff then built their own email templates and forms, along with the workflows behind them, taking ownership of the new platform.
What changed for NJCPA's members?
NJCPA members now hear from their society through far more than email. HubSpot powers texts, landing pages, social posts, ringless voicemail, online media and on-demand postcards. Ricochet also planned a communication preference center so members can have a say in what they receive. Because NJCPA staff build their own templates and workflows, they can respond to member needs without waiting on outside help.
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