Professionals in Human Resource Association (PIHRA) is the largest affiliate of the Society for Human Resources Management with over 4,000 members. After renaming their event to California HR Conference (CAHR) they noticed a drop in attendance. This was due in part to a lack of recognition or awareness of the renaming, but also to increased competition from other groups with more targeted marketing using multiple channels for promotion. The desire was to increase attendance by 10%. 

The 2016 strategic plan exceeded goals, with attendance increasing by more than 20% over the previous year, a 668% increase in social media traffic, and a 93% increase in website traffic.  TGD continued to support PIHRA in 2017 with consultation and design services as they brought the project inhouse.