WSCPA's Content Marketing Makeover
WSCPA moved from Adestra to HubSpot Marketing Hub and launched a content-led recruitment campaign that uses free resources to guide prospects toward paid membership.
What was holding WSCPA back?
The Washington Society of Certified Public Accountants (WSCPA) has more than 6,500 members and wanted a fresh way to attract new ones. Its outdated Adestra email solution limited the kind of marketing campaigns staff could create and manage. WSCPA also needed to produce high-quality recruitment materials while staying within budget. It turned to Ricochet for a new approach.
What did Ricochet build?
Ricochet suggested drawing prospects in with free, high-quality content and then guiding them toward paid membership. We implemented HubSpot Marketing Hub to replace Adestra and supported its integration with WSCPA's AM.net AMS. We then worked with WSCPA's in-house creative team to launch a new recruitment campaign that showcased the society's thought leadership and practical resources. Ricochet guided the design and copywriting so every piece matched WSCPA's brand.
What changed for WSCPA's members?
Prospective members now meet WSCPA through free thought leadership and practical resources before they are asked to join. That gives them a direct look at the value of membership. Because HubSpot connects with the AM.net AMS, WSCPA can run more sophisticated campaigns that guide each prospect from free content toward paid membership.
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