Anstiss & Co. hired The Discovery Communications Group to manage the marketing and PR efforts of their accounting firm in the summer of 2010. The firm needed a complete web redesign, someone to manage and overhaul their existing Pay-Per-Click campaign, and implement marketing initiatives to generate new leads. Up to this point, the firm only advertised their services minimally wanted a marketing agency to help them expand their efforts.
As we do with all of our clients seeking a wide range of services, we conducted a multi-part creative brief with the partners and upper management of the Anstiss & Co. firm to discuss their goals, understand their services and values, and segment the target market and opportunities in play.
The first piece to the marketing strategy was the company’s website redesign. The existing site was a template piece with simple design elements, generic copy and limited, if any, SEO value. After a home page concept was chosen by the client, interior pages were created and the site was built, incorporating third-party resources held over from the previous site. Using a series of face-to-face and phone interviews, the Discovery team created entirely original and fully-optimized copy for all pages of the Anstiss site.
Once the web design was in place, a series of similarly branded landing pages were developed and the PPC campaign taken over by our team. Three campaigns with multiple ad groups were used, incorporating both text and image ads throughout Google search results pages and the Google Display Network Partners.
In order to maintain relationships with existing clients and develop a more robust contact database, we implemented a monthly email campaign featuring news and legislation changes that impact the finances of their clientele. To build their database, we embedded social sharing and “forward to friend” functions, as well as a subscribe link. The content on each email was written as an article tease, and linked to the Anstiss website in an effort to drive visitors to the site. On weeks the emails were sent, traffic increased on an average of 257% compared to the previous week.
Anstiss & Co. had intermittently advertised in local newspapers but needed a stronger presence to publicize their new location as well as to drive tax return clients through their doors. As a part of the rebranding process, a design that could carry any messaging and be used across various print platforms was required. The chosen layout would later serve as the foundation for all printed material.
The firm wanted to increase awareness of was their auditing services for non-profit organizations. Our team implemented a direct mail initiative targeting non-profit organizations in three major Massachusetts counties. With the proper research and development, we were able to segment the non-profit market and establish a campaign that featured multiple points of contact, including a personalized letter and over-sized postcard mailing, to be followed up by a phone call made by a specialist at the Anstiss & Co.
Looking for a way to rise above competition during proposal periods for prospective clients, Anstiss required a printed collateral piece as a leave behind – something most of their competitors lacked. After analyzing various layout options that could hold the extensive messaging in an organized and impressive fashion, while minimizing printing costs for a short-run piece. The final product was an eight page tabbed booklet highlighting the tax, auditing and consulting services offered by the firm. An additional foil-stamped pocket folder was created as an accompanying piece.
Prior to tax season, Anstiss was searching for local media advertising to draw personal tax returns. Our team wrote a series of three tax-based 60-second radio ads to run on a Lowell, MA radio station. We also coordinated with the station’s Program Director regarding scheduling and budgeting for the campaign, and approved all final production elements of the ads.
In addition to paid print advertising, we took advantage of announcement space in trade publications and various local newspapers to announce major firm news, including the relocation to a larger office and key hires. The repetition with which the releases were featured helped increase brand awareness throughout their direct service area.