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Compelling CAMPAIGNS
Successful marketing hinges on campaigns that truly connect. My approach combines strategic insight with creative execution, resulting in campaigns that drive engagement and deliver measurable results. Below, you’ll find examples of campaigns that have boosted brand visibility and generated significant revenue.
Virtual "Hands On" Workshop
Identified journal entries as a key pain point for corporate accounting teams and developed a targeted campaign to address this challenge. Created a "hands-on" workshop to showcase the capabilities of the BlackLine accounting automation platform, specifically aimed at prospects who were not yet UHY or BlackLine clients. The campaign included LinkedIn advertising with both video and display ads, along with targeted emailers to accounting professionals. The campaign resulted in 60+ registrations. Several attendees became qualified prospects, leading to the acquisition of new clients over time.
Lead Generation
Many accounting clients struggle with delayed customer payments, a backlog of incomplete reconciliations, and work papers not ready for audits. To address this, we developed a campaign around our "Accounting Triage" services, designed to quickly help companies clean up their data for reporting requirements. Leads were automatically routed into Salesforce via Zapier with customer journey mapping. The digital campaign generated nearly 50,000 impressions, 85 clicks/connections, and several qualified prospects. Additionally, a microsite was promoted through newsletters and emailers, where prospects could download a white paper featuring three client case studies.
Content Marketing
Developed the "Quit the Quiet Hire" white paper in collaboration with finance automation partner BlackLine. The content was distributed through a joint webinar and promoted to UHY and BlackLine clients via emailers, newsletters, blogs, and social media. The campaign attracted 450+ registrations for the event with more 80 downloads of the white paper.
Event Marketing
A new in-person event branded "REIMAGINE" was launched for accounting and finance leaders, attracting over 100 professionals in its first iteration. The event featured sessions on hot topics, such as creating an innovation center and adopting AI. The second event saw 50% increase in attendance resulting in numerous opportunities..
Client Nurturing
Two newsletters were developed to nurture clients and prospects. The firm-wide newsletter featured links to white papers, event registrations, and by-lined articles, while a second, more targeted newsletter was sent biweekly to a specific segment with timely, relevant content. This targeted newsletter was also featured as a blog on the company website, allowing new prospects to subscribe. Open rates and click-throughs steadily increased with each issue.
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