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HSM Chartered Professional Accountant: Strategic Planning and Marketing Plans

Project

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With increased pressure from large accounting firms, a sense that their current marketing initiatives were not yielding the returns they could, and a desire for a clear and strategic brand and marketing plan, they engaged the services of Cubicle Fugitive.

Cubicle Fugitive’s process for evaluating the firm’s current marketing plans was extensive and thorough. Our investigation has included a review and analysis of the firm’s public facing collateral and other supplied materials, as well as, interviews with firm’s partners and mangers. The team completed a review and audit of the firm’s competitors (direct and regional), an audit of the firm’s website from a functionality and SEO perspective, and best practice research with regards to strategic planning, drivers of change in accounting, professional service budgeting, high-yield marketing tactics, and characteristics of successful firms. We also evaluated the firm’s financials, marketing budgets and spend, to provide direction for the firm’s key client and marketing plans.

We also developed a strategic planning workshop for the firm where we reviewed our initial findings and financial recommendations, as well as, developed a framework for the firm’s strategic and key client plans.

Through our research, we developed a set of key initiatives for the firm and Cubicle Fugitive to focus upon in the coming year. This includes recommendations to address the succession and retention of key clients, brand positioning and strategic plan, employee engagement and hiring for fit, business development plans, and increasing the firm’s visibility and awareness in the market. We also developed a strategic planning workshop for the firm where we reviewed our initial findings and financial recommendations, as well as, developed a framework for the firm’s strategic and key client plans.

We look forward to continuing our engagement and working with the firm on their brand strategy, new website, and marketing plans.

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