Professionals in Human Resources Association

With 17 chapters in and around the second largest city in the United States, Professionals in Human Resource Association (PIHRA) is the largest affiliate of the Society for Human Resources Management with over 4,000 members. In 2015, PIHRA decided to rethink the marketing of their conference. After renaming the event to California HR Conference (CAHR), they needed additional support to build a brand platform. TGD was hired to produce a strategic plan, defined and expand channels, incorporate a timeline and provide consultation and support to the small staffed association.

The plan included a smart mix of digital and traditional marketing to attract, engage and register new attendees, exhibitors and members. It targeted the potential untapped audience not only within California, but also states with companies with staff in California. In addition to marketing material, the TGD Team constructed and implemented a comprehensive Social Media plan and produced videos that were used in multiple channels to reach potential attendees. The plan exceeded goals with attendance increasing by more than 20% in 2016, a pivotal year for PIHRA and CAHR Conference.