CVMA Navigates Critical Transitions with Fractional CMO
When CVMA parted with its marketer four days before its membership drive, a Ricochet fractional CMO stepped in and protected the dues that fund the association.
What was holding CVMA back?
Four days before the start of its large annual membership drive, the Colorado Veterinary Medical Association (CVMA) cut ties with a marketer who was not the right fit. The drive is a vital revenue stream, and the dues it brings in fund the entire operation. Whoever stepped in had to master a technical stack of Rhythm AMS and Mailchimp while writing in the empathetic, scientifically grounded voice veterinary professionals expect.
What did Ricochet do?
Ricochet provided a fractional CMO, Kirsten Rider, an industry veteran with 15 years of experience. She stabilized CVMA's marketing right away and met the drive's deadline. Kirsten worked through intricate technical segmentation and refreshed content across mobile and social platforms. Since then, she has split her time between high-level strategy and creative leadership. The fractional model gives CVMA executive-level expertise at a cost that makes sense for a state-level nonprofit.
What changed for CVMA's members?
Members got their membership drive on time, with refreshed content on mobile and social channels and messages segmented for different groups of veterinary professionals. Because the drive stayed on track, the dues that pay for CVMA's work were protected. CVMA marketing has since moved from reactive communications to strategic engagement, which keeps members connected to the association's advocacy and education programs.
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