INTERNATIONAL ACCOUNTING ASSOCIATION TRANSITION
Ingenuity provided strategic marketing and PR continuity for BKR International through a major leadership transition in the Americas Region. This included industry public relations in national and international accounting media, association marketing strategies, social media and website analysis and search engine optimization. Media hits include bylined articles in Accounting Today and INSIDE Public Accounting, plus quotes in Accountancy Age and International Accounting Bulletin. We also developed a member prospecting roadmap that supports new member recruitment. Over 12 months, the Americas Region vetted and approved four new firms for exclusive regional or niche service representation.
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Strategy
BKR International has promoted the accounting industry for decades, and the previous Executive Director, Worldwide and Americas Region, helped to build the association to more than 160 member firms in more than 80 countries and 500 offices.
Ingenuity worked successfully with the New York-based executive director and staff for several years. When the executive director decided to retire in 2018, the Worldwide Board appointed a Worldwide CEO and held a national search that year to identify a new Executive Director for the Americas Region. With the new executive director in place in 2019, Ingenuity was retained to provide strategic continuity on marketing and PR efforts. This has included writing and pitching association news and topical articles, consulting on and implementing a member prospecting roadmap, and monitoring and reporting on social and website analytics.
The articles, which often feature current members, are then promoted through the association’s website and on social media for even more visibility and reach.
Association Member Prospecting Roadmap
As part of BKR’s strategic approach to growing members, Ingenuity developed a “member journey” prospecting and marketing roadmap. We developed a number of resources that can be sent to prospective members to differentiate BKR from other associations or networks.
Results
- Over 12 months, BKR International vetted and approved new Americas Region members to represent geographic or service needs in Bermuda, El Salvador, Minnesota and Ecuador.
- The former and new Executive Director, Americas Region, collaborated with Ingenuity from fall 2018 through 2019 to sustain BKR’s positive reputation during the leadership transition. Visibility with industry media continued seamlessly while the new executive director pursued a strategic plan for Americas Region member growth.
- Public relations has generated visibility for key leaders and member firms in Accounting Today, INSIDE Public Accounting, CPA Practice Advisor, International Accounting Bulletin, Accountancy Age and additional international business press.
- Continued analysis and consulting on digital marketing assists BKR International staff with optimizing social media, web and video content. A new website launch will support even more digital engagement.
