Working with the survey committee, we helped them identify the number and style of questions for a U.S and Canadian audience of HR professionals, firm partners and marketing leaders. We also interviewed past survey participants to learn what insights they wanted out of the next report.
After finalizing the survey content, we helped AAM design eblasts and social posts to promote survey participation.
We launched the survey for several weeks and continued to monitor and promote participation.
After collecting the raw survey data, our analysts identified trends and themes about compensation, benefits and perks as well as top titles and specialist roles in accounting firms today. We gave the report an intriguing name that tied to our analysis.
Working with our in-house designer at Ingenuity, our survey analyst and writer developed an executive summary and report that could be downloaded on the association website. We didn’t just report the statistics; we included key insights that firms can implement.
We presented our findings at the Association for Accounting Marketing Summit in May 2022 in Louisville, KY, in a unique way by facilitating a panel of marketing leaders.
For PR and promotion of the survey, we had interviews with AAM’s podcast team and a successful pitch to Accounting Today, for which our lead consultant and AAM’s executive director were interviewed for a podcast. Another national article was published by INSIDE Public Accounting about survey results. AAM also published results in its own member magazine, Growth Strategies, which we wrote.
Overall, we delivered the full package to AAM, from concepting and research to survey promotion, analysis, reporting, design and public relations efforts. It was a true collaboration with the client to deliver fresh ideas for their members.
“It was a pleasure to work with the team at Ingenuity to deliver a valuable resource to our members and industry. Talking about the survey on the Accounting Today podcast was like the cherry on top!”
– Rhonda Clark, Executive Director