Marketing & PR Strategy
Marketing & PR Strategy, website updates, content marketing, social media and generating leads for financial services company
Rose Financial Services (RFS), an outsourced finance and accounting firm in Rockville, Maryland that serves government contractors, nonprofits, commercial and international clients, was known for coining the term “Accounting Outsourcing” in early 1995. Considered the Premier U.S. Based Finance and Accounting Outsourcing Firm, RFS wanted to demonstrate how they provide the highest quality accounting services, differentiate themselves from their competitors, and further solidify their reputation in the marketplace. The firm also wanted to improve upon generating qualified leads to bring in opportunities for new business.
Verasolve started its engagement with RFS by developing an integrated marketing and communications strategy to build upon the firm’s presence, both digitally and in print. From pitching RFS’ leadership as subject matter experts (SMEs) to prominent trade publications, to creating content for the reccurring newsletter, “Rose Report,” to developing marketing collateral highlighting the brand’s strongest value propositions, the Verasolve team proposed and helped implement a strategic content marketing plan to ensure RFS would reach their target audiences and provide them with relevant and valuable content.
A few tactics from the strategy included:
- Website: Redesigning the homepage and interior pages and updating the website with news blurbs, press releases and “The Rose Report” newsletter.
- Public Relations: Pitching thought leadership articles for placement in important trade publications.
- Social Media: Developing content calendars for Facebook, LinkedIn and Twitter for regular sharing of RFS updates and relevant accounting and finance news.
- Generating Leads: Recommending ways to generate qualified leads, including developing a new website form designed to streamline RFS’ proposal processes.
The integrated marketing and communications plan recommended and executed by the Verasolve team in 2016 led to an increase in leads in the first quarter of 2017. The refreshed website, with updated content focused on targeted keywords specific to the accounting and finance industry, improved overall traffic to the RFS website. Public relations efforts resulted in article placements in trade publications such as Accounting Today, CPA Practice Advisor and Financial Executives International. Social media engagement also increased across all platforms, particularly LinkedIn, where the overall reach of posts increased by 67 percent from September 2016 to March 2017.