The Home Furnishings Association (HFA) had a workable marketing foundation, but its tools and processes had not kept pace with evolving best practices. When the association’s marketing director exited, HFA leadership saw an opportunity to reassess its approach and strengthen its marketing, membership, sales, and exhibit operations.
That’s where Ricochet stepped in. Our Chief Consultant took on the role of a fractional CMO, bringing broad experience from across the association community to help refine strategy, modernize tools and best practices, and streamline processes. He worked closely with HFA’s teams to refresh member benefits, enhance marketing capabilities, and rebuild key elements of the marketing technology stack. Just as importantly, he guided the creative and marketing team, helping them expand their capabilities and apply new approaches to better engage members.
To complement these efforts, Ricochet Consultant Chelsea Beran provided fractional Project Management expertise. She reintroduced project management software across the organization, ensuring everyone was on the same page. She also created standardized checklists for marketing, events, and other key areas, bringing order and consistency to their operations.
With Ricochet’s guidance, HFA was able to transform its membership and sales operations. By embracing new strategies, technologies, and processes, they were able to achieve their goals and position themselves for future success.
