Today's Technology for Tomorrow's Firm.
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3 4 5 Freed Maxick & Battaglia’s Marketing Team trend emerges. It can be overwhelming if you don’t have a structured plan in place. Consider just a few pieces of the puzzle: social media platforms, blogs, email campaigns, direct mail, website, radio and print media … and now QR codes and mobile sites. “IT’S ABOUT GETTING COMFORTABLE WITH THE PLATFORM FIRST AND UNDERSTANDING THE VALUE. ONCE THAT HAPPENS, IMPLEMENTATION IS FAR MORE LIKELY TO BE SUCCESSFUL.” “We are always evaluating how we can integrate multiple marketing eff orts to maximize investment,” explained Majchrzak. “When we plan a campaign, like the Excelsior mobile site, our goal is to engage the community where we know they reside. So depending on the community that we are trying to reach, the platforms used may vary from campaign to campaign. For example, when the mobile Exclesior site launched, we knew that our fi nancial and business audience could also be reached via radio spots, trade events, targeted print pubs, email blasts and inbound marketing, and select social media platforms.” Planning is a big part of FMB’s marketing success. In fact, Majchrzak explained the fi rm’s multi-year rollout for social media. In early 2008, the fi rm launched its LinkedIn profi le, in the fall of 2008 a Facebook page, in 2009 Twit er, and in 2010 YouTube. “Again, it’s about get ing comfortable with the platform first and under- standing the value. Once that happens, implementation is far more likely to be successful,” Majchrzak reiterated. FMB applied the same phased approach to rolling out its mobile program. Majchrzak explained the fi ve-step plan: 1 2 Research and Intelligence — Identify where the audience is in the mobile space, and explore the right technologies to reach that audience. Set Goals and Objectives — Pinpoint expected outcomes and specifi c calls-to-action. Goals provide benchmarks by which the success of the campaign can be measured. Develop the Written Plan — Record all action items and tactics required to launch the program. T is provides a clear roadmap and keeps the campaign on course. Platform and Architecture — Research what other platforms are needed to launch the campaign suc- cessfully (e.g., Twit er, billboards, etc.) and develop a flow (or path) of information that ensures that viewers are always directed back to the fi rm’s website or blog. Engagement and Measurement — Measure results to keep up with participation in the program. Review response rates, click-thrus, and other response mechanisms to identify areas in need of improvement. A Final Word It’s an exciting time in the profession. T ere are so many channels available to reach prospects and clients and provide them with meaningful information. T e fi rm of Freed Maxick & Bat aglia understands this and has steadily progressed into social media, blogging, smartphone apps, mobile sites, and QR codes to eff ectively reach defi ned audiences. T e fi rm’s core philosophy of “plan fi rst, launch later” has proven eff ective. T rough education and testing, fi rm leaders have been able to leverage new technology to signifi cantly expand presence. Roll out of social media and the fi rm’s current venture into mobile apps and QR codes have conformed to a phased approach, proving it’s well worth the time and eff ort up front to ensure a successful launch. What’s next for FMB is anybody’s guess. But rest assured that whatever the new initiative, it won’t be launched without proper planning. .D FIRM PHILOSOPHY QUALITY, INTEGRITY. The success of Freed Maxick & Battaglia comes from a strong belief that the independent accountant is a key advisor to the management team of any entity and that professionalism means integrity, objectivity, indepen- dence and unquestioned adherence to professional standards, applicable laws and regulations. We are subject to a rigorous peer review every three years to ensure the quality of our work is in accordance with our professional standards. In our most recent peer review (August 2008), we received an unqualifi ed opinion with no letter of comments, a rating that less than 15% of all fi rms obtain. COMMITMENT When you engage Freed Maxick & Battaglia, CPAs, PC be assured that: • We will perform our services timely and effi ciently. • We will provide services that are designed to help you achieve your goals. • All aspects of our client relationships will be handled with honesty, integrity and confi dentiality. • Client questions will never go unan- swered. We make a point respond- ing to client questions and needs as soon as possible. • Our policy is to service our client needs in a professional manner and with competitive fees Kristy Short, Ed.D Kristy Short, Ed.D, is partner an in RootWorks LLC (Root Works.c tner and Chief Marketing Offi ce Works.com) and p )) and pr sident of S marketing, and public relations services to the a She is also a professor of Englis at kristy.short@CPAPracticeAdvi .com. ng Offi cerr president of SAS Communications 360 (SAScommunications3 0.com )—fi rm dedicated to providing practice man f English and marketing. She c visorr. m. AScommunications360.com)—fi rms ractice management educati ation, branding, s to the accounting profng profess siion. e can be reached August 2011 • www.CPAPracticeAdvisor.com 7