1. After The Rebrand A Communications Strategy to Tie the Messages Together

2. The New Look More contemporary Cleaner
Not your typical accounting firm
Nothing is basic
3D logo
Die-cut corner
Fold-over business cards
All three offices

4. Developing Key Messages
Not everyone agreed
Not every area is included
Some hurt feelings
Addressed others in business plan objectives
Wrote solid overviews for proposals

5. Key Messages
The most experienced real estate practice in the southeast
Sophisticated personal and commercial international tax services
Business consulting services for entrepreneurs
Comprehensive wealth preservation and estate-planning services
Tax, audit and reimbursement services for hospitals, healthcare providers and physician practices
Hospitality and tourism
Not-for-profits

6. Key Messages
A comprehensive approach to income, estate, financial and business planning
Nationally recognized real estate, forensic accounting and litigation support practices
Business consulting, tax compliance and accounting services for high-net-worth individuals, entrepreneurs, and international and domestic companies

7. Key Messages for Social Media and The Blue Arrow
Firm key messages, plus:
A great place to work
A fun, diverse team
Smart people at the top of their games
Involved in the community
Interesting clients

8. Audiences Prospects Referral sources Current clients Affiliates
Firm members
Lateral targets
Campus recruits
Beneficiary organizations

9. Inventory of Consistent Communication Outlets
Website
The Blue Arrow
Social media
Newsletter
Brochures
Ad books
External media

10. Website Audiences Current clients (Portal) Prospects Candidates
Firm members
Messages
Not a typical accounting firm (from look and feel)
Key practices of real estate, international (graphics, content)
Smart people with unique skills (profiles, articles)

11. Website SEO Too expensive to use outside services Content-driven
Freelancers make it easy for accountants
Repurposing content for multiple platforms
Highlight key practice areas
Include a wide range of topics

12. Newsletter Audiences Clients and prospects Referral sources
Inherited Biz Actions Contract
Good enough but needed to do better
Editorial calendar – cover all practices
Freelancers
Better readership with bylines
Don’t be too focused (forensics example)
Repurpose content

13. The Blue Arrow Audience Firm members
Redesigned to look cleaner and brighter
Daily Bulletin
Space for ads
Team sites
Promote vision and business plan

14. Social Media Audience: Laterals and campus recruits Clients
Referral sources
Firm members
Experimented at first
Facebook
Twitter
LinkedIn
YouTube
Repurpose content from web site and newsletter
Asked for an analysis – need fresh eyes

15. Brochures Audience: Prospects Clients Referral sources
Threw away hundreds of old ones
Adopt a unique look
Brochures only for events (ISCS, Forensics sponsorship)
One sheets for services or practice areas
Capabilities overviews for initial meetings
Firm brochure

16. Media Coverage Consumer Media Outlets/Trade Publications
Not many outlets
Limited time to pitch
Awards fill in the gaps
Use reprints when you get coverage
Accounting Today international tax story
Best of press releases

17. Internal Promotion
Forward newsletter to affiliates, senior managers and up
Repurpose content - create article reprints for follow-up efforts
Ask people to follow us on Facebook
Personal LinkedIn reminders when stories hit the website
Tell them when they are retweeted or tagged
Promote media coverage on The Blue Arrow
Share analytics with directors

18. Repurposing Content Library of useful articles
Publish in a magazine format
Promotes areas of expertise better than just a list
Ads for key practice areas
“Letter from the editor”
Evergreen

19. It’s Not Rocket Science
You just have to think about
it all the time.