Case Studies

Coin Laundry Association (CLA)

Through 5+ years of ongoing partnership, Wencel has modernized CLA's entire digital ecosystem, including daily HubSpot support after a successful Salesforce migration, website design, AWS server architecture & management, custom AI solutions, mobile apps, and more – providing better experiences and increased value for members and staff alike.

“Wencel transformed how our association operates. From a seamless Salesforce‑to‑HubSpot migration to a modern member portal and in‑event processing, they removed friction across the board. Our team is faster, our data is cleaner, and our members get the experience they deserve.”
— Christina G. - Marketing Manager

Company Overview

About CLA

CLA (formerly the Coin Laundry Association) is the leading trade association for commercial laundry and laundromat professionals across North America. The organization serves thousands of members and operates multiple lines of business including membership services, industry events, education and certification, and charitable initiatives through the LaundryCares Foundation.

What Made the Challenge Unique

CLA’s complex membership tiers, benefits, and event footprint demanded a robust, integrated digital stack. Their legacy Salesforce setup created operational friction—making renewals, registrations, and data management slow and error‑prone—while websites and event tools lived in silos.

Project Breakdown

1) Salesforce → HubSpot Migration

Expert, lossless data migration preserving all historical records
Membership‑ready HubSpot architecture with custom properties and objects
Workflow automation for renewals, onboarding, and benefits delivery
Executive dashboards and reporting for clear visibility
Clean data governance and ongoing hygiene processes

2) Custom Member Portal

JavaScript‑powered portal integrated with HubSpot
Self‑service profile management, renewals, payments, and resource access
Role‑based permissions for members, staff, and leaders
Mobile‑first UI with fast search and clear navigation

3) In‑Event Membership Processing PWA

React‑based Progressive Web App for iPad, installable to home screen
Offline mode for spotty conference Wi‑Fi
Instant member lookup, registration, and renewals
Secure authentication and synced post‑event reconciliation

4) Advanced Eventbrite Integration

Custom API logic exceeding default Eventbrite capabilities
Tiered member pricing with automatic membership verification
Cookieless, cross‑browser compatibility for reliable checkout
Automatic attendee sync to HubSpot with segmentation

5) Branded Event Pages

Beautiful, responsive HTML microsites for major and regional events
Interactive schedules, speaker highlights, and exhibitor showcases
SEO‑friendly structure and quick editing experience

6) Multi‑Site WordPress Management

Primary CLA Site — organizational presence and conversion paths
PlanetLaundry Magazine — industry publication hub
LaundryCares Foundation — charitable initiatives
Security hardening, performance tuning, and ongoing content support

7) AWS Infrastructure

Scalable, secure architecture with automated backups
24/7 monitoring and performance optimization
Clear incident response and SLA‑driven support

Marketing Metrics & Results

Operational Efficiency

60%

Admin Overhead Reduced

75%

Faster Event Processing

Manual Data Re‑entry

24/7

Member Self‑Service

100%

Mobile Access

Real‑time

Executive Dashboards

Metric	Result
Membership Renewal Cycle Time	-50%
Event Registration Throughput	+75%
Support Tickets for Account Changes	-65%
Data Entry Errors	Eliminated
Time to Publish Event Pages	-40%

Through platform modernization and smart automation, CLA gained a scalable stack that reduces operational load while elevating member experience—positioning the association for long‑term growth.

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