GT Reilly & Company

GT Reilly is an independent public accounting, tax, assurance and advisory firm that hired Ingenuity Marketing Group to conduct a marketing and brand assessment of its competitive differentiation, visibility and culture. This brand positioning analysis is the foundation for a strategic marketing retainer to focus on growth and team development.

The firm’s leadership wanted clear priorities for growth in the greater Boston area, a market that has experienced consolidation in public accounting through M&A. GT Reilly has grown historically through networking, client referrals and general word-of-mouth without doing extensive marketing. The competitive environment that includes several larger firms is necessitating a fresh approach to marketing.

An example of sections on the GT Reilly website.

We interviewed the leaders and several clients of the firm. We also conducted a competitive analysis of key firms that GT Reilly encounters in competitive bid situations. The leadership has shifted over the past five years due to retirements and promotions, which provides a timely opportunity for brand positioning and culture enhancements.

As part of the marketing assessment process, we also conducted an audit of the firm’s social media channels, organic search keywords and website. We wanted a baseline of firm visibility while determining who is following/searching for them and how.

An example of a social post for GT Reilly and Company.

Strategic Approach

Ingenuity’s communications and marketing consultants cross-referenced the leadership and client interviews with the messaging we evaluated among GT Reilly’s competitors. We looked for unique themes and attributes that help GT Reilly succeed as an independent, entrepreneurial firm among large firms.

The audits of their online presence helped us identify new opportunities for visibility and recruitment. We added a social strategy session to ensure that leadership understands and is comfortable with our approach to creating social visibility.

To share our findings with the leadership team, we produced a SWOT analysis that concluded with priorities for moving forward with their brand positioning and marketing. This included ideas for culture, recruitment and niche marketing as well as a plan to prioritize tactics with the best ROI.

Within the research, we also identified client testimonials that aligned with key messages for brand positioning and differentiation across marketing channels. We also recommended four primary messages, each of which respectively addresses recruitment, client service, business development and culture. These messages will be the foundation for marketing campaigns and content strategy.

Ingenuity Marketing Group branding process.

Ingenuity Marketing Group Branding Approach

As a final piece of the marketing and brand assessment, we conducted an employee engagement survey to address the dynamics of new leaders and a younger team of professionals. The survey was well received by employees and leadership.

Outcomes

We learned that GT Reilly’s team is engaged and interested in furthering their development at the firm. Our recommendations elevate the firm’s visibility across marketing channels while also pursuing team integration and firm visioning.

As their retained outsourced marketing provider, we’ll help GT Reilly continue positive momentum on their priorities for brand differentiation and visibility. Based on our initial recommendations, leaders are already proactively implementing new ideas for their team as well as prospective employees and clients.

Our Client Says

“As a third-generation firm, we want to balance history with change. Going through the marketing assessment was important because it’s given us a foundation for what we’re doing well and how we can move forward as a team and dedicated service provider. Ingenuity will continue to help us focus on our priorities.”

David J. Keyo, Jr.,
President, GT Reilly