After The Rebrand A Communications Strategy to Tie the Messages Together

1. After The RebrandA 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.