CPA Firm Marketing & Public Relations

Evolved, LLC

As part of CPA firm marketing, our branding consultants employed a three-prong public relations and personal branding strategy for this New York-based tax and advisory firm. With a niche in private equity and portfolio companies as well as high-net-worth individuals, Evolved, LLC needed more brand awareness among national and global players for its knowledge and services.

The founder has deep experience in tax due diligence for private equity M&A, and his growing team is focused on relationship building for tax compliance, tax structuring and advisory services.

To get started, we worked with the founder. We are in the process of expanding our efforts to the management team.

Strategy and Consulting Value

Through a PR strategy meeting, we determined state, national and global trade organizations that offered the right audience for Evolved to engage in membership or brand awareness. We looked for organizations that offered opportunities to advertise, contribute articles, conduct thought leader interviews and/or provide sponsorships.

To determine the right approach, we discussed the firm’s goals to get in front of that audience, but also how we could leverage any PR wins into expanded brand awareness and brand equity.

Paid, Earned and Made Content

Because many of the target organizations were “pay to play,” we were selective in our choice of advertising options. We sought earned media opportunities first. Then we looked at paid article opportunities that we could promote through the Evolved website and social media channels.

We favored organizations for which the founder is a member, highlighting his commitment to the organization before we pitched article or interview ideas.

Social Media Visibility

As we developed earned, paid and created media opportunities, we optimized the founder’s and the firm’s visibility on social media. We updated the founder’s LinkedIn profile to feature his articles while increasing social posts throughout the month that relate to his knowledge and business interests.

For example, his social feed discusses the tax implications of inadequate due diligence; he may also share a news link about a PE deal gone south…. building up his authority on these topics.

Personal Branding Results and Follow-Up

After working with the client for less than a year, Ingenuity has recommended memberships, pitched and placed the client in several target publications, and continued to build opportunities for industry interviews with increased social visibility.

We have consulted on the firm’s bio development and website content and delivered social strategies for other key professionals in the firm, including helping a partner and tax manager optimize their LinkedIn profiles for increased visibility and improved personal branding. We also facilitated PR for a partner’s promotion in the firm.

With a new website launch and personal branding underway, the firm is well positioned to expand its reach in private equity tax, high-net-worth individuals and portfolio companies. A new niche to be announced will also expand PR opportunities.

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