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Financial Services Case Studies

Mid-Sized Accounting Firm
Challenge:	Increasing the firm’s visibility and reinforcing its credibility.
Our Work:	We worked with selected partners to “package” their expertise and position them as a resource for the media for background or expert commentary, story ideas, and bylined articles. We also obtained speaking opportunities at financial service firms that served as referral sources.
Our client benefited from:	Enhanced visibility – A steady stream of articles, interviews, and profiles, increased the firm’s visibility and reinforced its “key player” status in financial services. Reinforced credibility – Third-party validation resulting from speaking. Media attention emphasized credibility and top-market positioning in financial services. Leveraging – Rankings on lists increase a firm’s visibility and contribute to top-of-mind awareness. Opportunity for leverage – Using published marketing materials as communication vehicles to extend visibility as well as the “shelf life” of the marketing investment.

Mid-Sized Accounting Firm
Challenge:	Generating qualified leads from privately held businesses.
Our Work:	We implemented a cold-calling lead generation program to secure appointments with qualified targets. We developed the targeted list; interviewed, selected and trained the telemarketer, drafted the script and monitored the results.
Our client benefited from:	Increased lead generation – We increased the number of leads generated and appointments set with qualified prospects. Increased the number of new clients – A number of prospective clients were converted to clients. Increased the number of prospective clients in the pipeline – Keeping the pipeline full is a critical aspect of generating new clients. The program introduced the firm to potential clients.

Managing Broker-Dealer
Challenge:	Expanding top-of-mind awareness and name recognition of financial services.
Our Work:	We attracted media attention with intriguing article and story ideas, placed bylined articles, positioned the firms management as expert spokespeople, obtained high-profile speaking engagements, and secured relevant rankings.
Our client benefited from:	Enhanced visibility – A steady stream of articles, interviews, and profiles increased the firm’s visibility and reinforced its “key player” status in financial services. Reinforced credibility – Third-party validation resulting from speaking. Media attention emphasized the client’s credibility and top-market positioning in financial services. Leveraging – Using published marketing material as communication vehicles. Extended visibility as well as the “shelf life” of the marketing investment.

Accounting Firm
Challenge:	Communicating a small, long-established accounting firm’s overall business expertise in a specialized practice area and its culture via the founders’ personalities.
Our Work:	We worked closely with the firm’s current website programming consultants to revise the site’s navigation and content to be more user-friendly. We enhanced the website’s content by adding material showcasing the firm’s expertise in a specific practice area. Additionally, we launched the company’s blog, then developed and drafted ideas for blog posts to keep it fresh and current. We also identified key opportunities for article placement.
Our client benefited from:	Increased market awareness – Highlighting and continued support of the firm’s expertise in a niche practice area. Educated their markets as to the firm’s capabilities. Enhanced visibility – Frequent articles, along with enhanced website copy and updated blog posts, increased the firm’s visibility and reinforced its top position among its peers. Top-of-mind awareness – Communication via blog posts, and additional material in hard copy newsletters, kept the firm consistently in front of prospective and current clients, and referral sources.

Financial Restructuring Firm
Challenge:	Improving visibility and name recognition of a highly regarded firm.
Our Work:	We placed and ghostwrote articles that appeared in major trade and business outlets. We positioned professionals as media spokespeople in major business and industry media outlets and secured speaking opportunities at high-profile conferences, working with the professionals to develop presentations. Further, we revamped the firm’s marketing materials and website and launched and regularly prepared the firm’s e-newsletter.
Our client benefited from:	Enhanced visibility – Frequent articles, interviews and speaking engagements increased the firm’s visibility and reinforced its top position among its peers. Reinforced credibility – Third-party validation resulted from interviews, media placement and conferences, which highlighted the firm’s credibility and status. Leveraging – Increased visibility contributed to greater awareness in the marketplace. Opportunity for leverage – Using marketing materials as communication tools, e.g. posting on websites, repurposing via e-newsletter, etc., provided even greater visibility and extended the life of the initial marketing investment.