1. Kelly Kiertzner
4/16/12
Plante Moran Marketing Campaign
Kelly Kiertzner
2. Company
Overview
Plante Moran is nationally recognized as one of the top accounting
firms in the nation. With over 1,500 staff members in 16 offices, it is
also one of the largest financial advising firms. They strive for
excellence in financial advising as well as employee satisfaction.
Plante Moran is divided into three main sectors:
1. Accounting & auditing
2. Tax
3. Consulting
Company Recognitions:
1. No. 12 on Accounting Today’s 2012 Top 100 ranking of the largest
accounting firms in the U.S.
2. One of metro-Detroit’s “Most Admired Companies” by Crain’s
Detroit Business
3. One of the “18 Great Companies for Millennials” by HRE magazine
4. One of Fortune’s 100 Best Companies to Work For
3. Goals and Challenges
Goals
Providing clients with beneficial financial advice to ensure their
business success
Growing client list
Conducting business using their Golden Rule “Treating clients and staff
like we would like to be treated”. Seems somewhat elementary, but an
admirable goal to live by nonetheless
Challenges
Reaching a wider client base
Effective advertising and PR
Continuing excellence in financial advising
4. Progressive Outreach
The overall theme for our campaign is Progressive
Outreach. What does that mean you ask?
Using social media in a way that not only markets their financial
expertise, but reaches new potential clients using an aggressive yet
subtle approach
5. Components
Video
Our creative task force will create a video providing basic
financial advice for businesses and families
There will be both a simple viewing video as well as an
interactive version that directs viewers to select options
specific to their financial needs and provide them with
more detailed information
The videos will be detailed, yet enticing. Basic
information will encourage them contact Plante Moran –
the main goal
We want viewers to remember the advice first, and then
where it came from and where to get more… which is
why Plante Moran’s contact information and links to their
social networks will be posted on the final page of the
clip
6.
7. Components Cnt’d
The video will be posted on all social media markets –
Facebook, Twitter, Plante Moran’s
blog, Google+, Pintrest, LinkedIn, and Tumblr
Using Plante Moran’s loyal staff, they will be asked to disseminate
through their networks… for free!
Using a portion of the budget, the video will be posted using PPC ads
and featured videos on relevant websites
Additionally, a mobile version of the video will be offered for viewers
using their phones
Google Adwords will be executed using keywords such as “financial
advising”, “business finances”, and “auditing”
8. Revamping Plante Moran’s Social Media
Previous research reveals Plante Moran’s current use of social media outlets is
very employee focused. Although the company shares information concerning
financial advising, most of their content targets their staff.
This is not a bad strategy! However, the goal of our campaign is to reach new
business and potential clients. Therefore, we encourage Plante Moran to shift
the focus back to their clients…
Step 1: Create a list of key financial advice that would be beneficial to clients
Step 2: Create a list of upcoming events that Plante Moran clients would benefit
from, i.e. press conferences, speeches, seminars, fundraising events, etc.
Step 3: Set a timeline for releasing the items on the above lists. Using social
media, the information will be released to establish a consistent presence on the
various networks
Step 4. Going mobile. Plante Moran will release a mobile app for their company.
Users can access all updates and current clients can stay connected with
services Plante Moran is providing. Additionally, an option to subscribe to their
social networks will forward instant notifications directly to mobile devices
9. Managing Success
Google Adwords
We will track the success of our campaign using
GoogleAdwords and alter our tactics as needed
Google Analytics
Linking analytics to Plante Moran’s social media will track
our site visits, specifically noting where they are coming
from
Spot Checks
At various times throughout the campaign, we will assess
the amount of new contact made throughout the process
and how they heard about Plante Moran
10. Budget
Based on Plante Moran’s average annual revenue
of over $103M, our projected cost of the
campaign is $100K
Where will the money go?
Creating the video
PPC ads, disseminating the video
Revamping social media
Mobile application