HFA Starts a New Era for Marketing and Sales
When its marketing director left, the Home Furnishings Association brought in Ricochet as a fractional CMO and project manager to modernize marketing and membership operations.
What was holding HFA back?
The Home Furnishings Association (HFA) has more than 1,400 members representing over 10,000 storefronts. Its marketing foundation worked, but its tools and processes had fallen behind best practices. When the marketing director left, HFA leadership saw a chance to step back and rethink the approach. It wanted stronger marketing, membership, sales, and exhibit operations, and it turned to Ricochet.
What did Ricochet do?
Ricochet's Chief Consultant served as HFA's fractional CMO. He refreshed member benefits and rebuilt key parts of the marketing technology stack. He also coached the creative and marketing team as they took on new approaches to engaging members. Ricochet Consultant Chelsea Beran provided fractional project management. She brought project management software back across the organization and created standardized checklists for marketing and events.
What changed for HFA's members?
HFA members now get refreshed benefits and marketing that does a better job of reaching them. A creative team with new skills and a modern technology stack can engage members with fresher ideas. Behind the scenes, shared project software and standard checklists keep campaigns and events consistent, so members see an association that runs in an orderly way and is positioned for future success.
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