Content Marketing
Case Study

CPA marketing for leads and visibility

This San Francisco Bay Area-based public accounting firm has a special focus on affordable housing and has assisted with developing national auditing standards for the industry. We have worked with the firm for several years to develop a marketing culture and support content marketing efforts in a variety of ways.

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Strategy

When the internal marketing director transitioned to another firm, she and the director of operations recommended that the firm work with Ingenuity, as we were their previous outsourced marketing firm. Operating like a fully staffed marketing department, Ingenuity provides support for ghostwriting, niche email campaign development, newsletter design and news updates as well as media strategy and general project management. 

Results

Throughout our partnership with this client, we have helped them develop a marketing culture through creation of custom, targeted content for their website, project management and writing for proposals. We have also facilitated sales pipeline meetings and helped to manage the firm’s CRM. We handle all aspects of marketing and, as needed, business development to ensure that marketing and business development are accountable and consistent.


“Working with Ingenuity makes my job easier. I can continue to manage other aspects of my job without worrying that marketing and business development will fall through the cracks. Plus, I don’t have to check in with them. They are proactive communicators and I can count on them to get the job done.”

-Tara Bannister, SPHR, Director of Operations, Lindquist, von Husen & Joyce LLP, client since 2017 

Whitepapers 

Ingenuity assisted with ghostwriting, editing, designing and promoting a series of three whitepapers on national affordable housing audit standards, which were promoted through social media, e-mail communications and firm newsletters. The three whitepapers had an average open rate of 24% and click-through rate of 32%, with 55 total whitepaper downloads. The whitepapers also generated requests for articles from national affordable housing and nonprofit publications. 

CFO Roundtables 

The firm wanted to revive an event they had successfully run in the past – CFO Roundtables.  Ingenuity manages nearly all aspects of each roundtable — from promotion to execution — making it easy for the client to be the expert and connect with attendees. Throughout the year, the roundtables are promoted to attract leads and serve as a proactive venue for affordable housing consulting. And, the attendees have started a LinkedIn group in order to stay connected on hot topics and industry news between roundtable sessions. So far, the quarterly roundtables have involved CFOs and affordable housing leaders from nearly 10 different organizations.

Recruiting Efforts 

To support recruitment efforts, Ingenuity worked with the client to develop an internal campaign to encourage employee reviews on Glassdoor. This resulted in 15 new employee reviews and boosted the firm’s rating on one review site from 3.5 to 4.2, which will allow the firm to appear higher in searches and be seen by more potential candidates. 

We also worked with the client to develop personalized messages for approaching candidates on LinkedIn. The client believed that LinkedIn messages for recruits were often overlooked, so we edited them and provided recommended changes to help the messages stand out in candidates’ inboxes.Click here if you are struggling with recruitment.


“Ingenuity is a great strategic partner. The team is very creative and provides us with ideas to improve our firm and our position. They believe in spearheading the success of the client.”

-Tara Bannister, SPHR, Director of Operations, Lindquist, von Husen & Joyce LLP, client since 2017