Laura Davis, AIA, IFDA, HPD Architecture LLC Celebrates Launch of Member Marketing Toolkit for International Furnishings and Design Association (IFDA)

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Davis led marketing task force and committee to develop beneficial materials for IFDA international membership

Laura Davis AIA, IFDA, HPD Architecture LLC

"It is truly an achievement that we could organize and produce this marketing package in just one year," said Laura Davis, AIA, IFDA. "We are incredibly excited to see this toolkit in the hands of our members."

Laura Davis, AIA, IFDA, HPD Architecture LLC, celebrates the launch of a new marketing toolkit for members of the International Furnishings and Design Association (IFDA). The toolkit reflects the survey results of IFDA members and the collaborative efforts of the organization’s Marketing Task Force and Marketing Committee under the leadership of Davis.

In 2011 at the annual meeting of the IFDA national and chapter leadership, Davis volunteered to lead the task force and, subsequently the marketing committee. “While local chapters of IFDA had conducted respective marketing activities, the overall organization wanted to enhance its efforts by developing a comprehensive marketing plan. Having experienced success with marketing at the grassroots level in my own business, I wanted to spearhead these efforts,” said Davis.

Davis and her fellow marketing committee members were instrumental in securing for IFDA The Communication Solutions Group, a marketing and public relations firm, which conducted an extensive research survey of the IFDA membership in June 2012. The Communication Solutions Group subsequently helped to design and develop materials for the toolkit.

“It was critical that we had an accurate view of what our members needed before developing a marketing plan,” shared Davis. “Our members wanted to know the best practices to achieve success in marketing their products and services powerfully, yet cost-effectively. In direct response to the survey, we created a comprehensive package for our members to use in growing their businesses and subsequently serving their clients."

Available to IFDA members only, the materials in the marketing toolkit address:

  •     Setting realistic marketing goals
  •     Developing and promoting a unique selling point and distinction as an IFDA member
  •     Defining and accessing a target market
  •     Maximizing messages through public relations and speaking engagements
  •     Cost-cutting strategies for direct mail and advertising
  •     Using a website and social media to support marketing
  •     Tracking the success of marketing efforts

Recently, IFDA presented a webinar to unveil a new marketing toolkit that is being made available to the organization's international membership. The webinar entitled, "Mega Marketing on a Shoestring Budget," was conducted by Leza Raffel, founder and president, The Communication Solutions Group.

"It is truly an achievement that we could organize and produce this marketing package in just one year," stated Davis, who is also the president of the Texas Chapter of the IFDA. "We are incredibly excited to see this toolkit in the hands of our members." Davis was recognized for her leadership as head of the Marketing Committee by Janet Stevenson, president, IFDA 2011-2012,at the 2012 Annual IFDA Business Meeting held in Philadelphia.


Laura Davis serves as vice president and director of marketing for Dallas-based HPD Architecture, LLC. As a principal, registered architect, and interior designer, she leads the way in which the firm approaches new projects, cultivates clients, and presents to and involves itself with the community.

HPD is a client-centered and solutions-oriented architecture and design firm. Founded in 2007, HPD specializes in residential, commercial, and institutional architecture. Partners Holly Hall, AIA, CAPS, Larry Paschall, AIA, and Laura Davis, AIA, IFDA blend their unique talents, expertise, and experiences to serve their clients.

HPD focuses on new construction, renovations, and additions for private residences, corporate and medical offices, and universities. In addition, HPD is seen as a “go-to” resource both within and outside of the design community.


For over 65 years, the International Furnishings and Design Association (IFDA) has been dedicated to representing furnishings and design professionals and consists of sixteen regional chapters that address challenges and enhance industry opportunities, providing not only a regional but national and international perspective. For more information contact IFDA Headquarters at 610-992-0011 or visit


The Communication Solutions Group, Inc. was established in 1991 by Leza Raffel in Jenkintown, PA, a suburb of Philadelphia. A full-service marketing and public relations firm, Communication Solutions offers exceptional internal and external communications strategies for businesses, nonprofits and governmental organizations. Key services include marketing plan development and implementation; press releases and media relations; designing and writing brochures, newsletters and annual reports; advertising planning and creation; marketing research surveys and focus groups; logo, letterhead and trade show booth design; and special event planning and promotion.

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Susan Morrow
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