Kelly Kiertzner

4/16/12

Plante Moran Marketing CampaignKelly Kiertzner

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 & auditing2. Tax3. Consulting

Company Recognitions:4. No. 12 on Accounting Today’s 2012 Top 100 ranking of the largest

accounting firms in the U.S.5. One of metro-Detroit’s “Most Admired Companies” by Crain’s

Detroit Business6. One of the “18 Great Companies for Millennials” by HRE

magazine7. One of Fortune’s 100 Best Companies to Work For

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

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

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

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”

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

Managing SuccessGoogle 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

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 videoPPC ads, disseminating the videoRevamping social mediaMobile application