2010 Marketing Committee Report Chuck Ludmer Chairman.
-
Upload
edgar-hensley -
Category
Documents
-
view
215 -
download
2
Transcript of 2010 Marketing Committee Report Chuck Ludmer Chairman.
![Page 1: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/1.jpg)
2010 Marketing Committee Report
Chuck Ludmer
Chairman
![Page 2: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/2.jpg)
Introduction Nexia Strategic Plan – Marketing Objectives 2010 Activity:• Mobile Application• Marketing Collateral• P.R.• Website
![Page 3: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/3.jpg)
Marketing Committee Chuck Ludmer (Chairman) J.H. Cohn Xavier Echeverria Laudis Consultor Ann Monks Smith &Williamson Ian Stone Nexia Court & Co Henry Tan Nexia TS Larry Zeifman Zeifmans Donal Watkin Nexia International Steve Smith (PR Advisor) Thirdperson
![Page 4: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/4.jpg)
Nexia Strategic Plan
• Launching in November 2010
• Commitment to providing a marketing-led approach to supporting the international focus of Members
![Page 5: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/5.jpg)
Strategic Objective 1
“Encourage Members to develop an international focus to their practice and provide them with appropriate resources to apply a consistent Nexia approach to cross border engagements”
![Page 6: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/6.jpg)
Delivery
• Develop a global marketing plan• Guidance to Members on enhancing international
dimension of their practice• Ensure consistent approach by Members to
branding Nexia• Develop a portfolio of Nexia marketing resources,
templates and guidelines for members
![Page 7: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/7.jpg)
Delivery
• Maintain a global PR approach• Provide marketing collateral that emphasises Nexia’s
competitive positioning• Monitor Nexia business flows to identify and exploit
business development & collaboration opportunities• Optimise the website and use online media to
improve internal/external communication
![Page 8: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/8.jpg)
2010 Activity Report
• Mobile application – Nexia Directory
• Marketing Collateral• P.R.• Website
![Page 9: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/9.jpg)
Mobile Application – Nexia Directory
![Page 10: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/10.jpg)
Mobile Application
• Launch of mobile application in December 2010
• Application available on Blackberry, Android and iPhone devices
• Provides latest member contact data
![Page 11: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/11.jpg)
Mobile Application
• Users able to perform search by:
• Contact • Firm • Country• Functional expertise
![Page 12: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/12.jpg)
Mobile Application
Contact identified:
• Initiate email/phone call
• Import contact details into address book
• Email contact details to third party
• Display location using Google map format
![Page 13: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/13.jpg)
Marketing Collateral: Corporate Brochure
• Communicates Nexia’s competitve position:
• Global reach• Seamless advice• Proven track record• Cost effective services• Consistent quality and
service
![Page 14: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/14.jpg)
Corporate International supplement
• Supplement circulated to readership of over 70,000 in April
• Included Nexia features + profiles of over 70 member firms
• Readership includes large/mid-market businesses, venture capitalists & banks
![Page 15: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/15.jpg)
2009 Annual Review
• Provided insight into financial performance
• Illustrated member collaboration
• Highlighted training/knowledge sharing initiatives
![Page 16: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/16.jpg)
Thought Leadership publication
• Communicate Nexia’s global reach and expertise
• Targeting international clients
• E-shot format• Launch January 2011
![Page 17: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/17.jpg)
P.R: Special Reports
• “What next for Global
Capital Markets”• “Listing in London”• Circulated to Members
and press contacts• Used to generate article
placement
![Page 18: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/18.jpg)
P.R: Article Placement
• Re-working and placement of Member content, such as:
• Technical content of “Tax Link”
• Tax “World Cup” article collaboration between UK, France, Italy, Spain & Portugal
![Page 19: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/19.jpg)
P.R: Press Releases
• IFRS for SMEs – European survey
• Gateway to International Trade conference
• Introduction of new U.S. Member GTM Group
![Page 20: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/20.jpg)
Editorial Board
• Being established to identify potential PR opportunities throughout the network
• Utilise key marketing contacts in each region• Consider and evaluate future opportunities in
more systematic manner
![Page 21: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/21.jpg)
Website
• Redevelopment of Nexia website
• Provide more dynamic and user-friendly public area
• Extend Member’s Area functionality
• Launch: April 2011
![Page 22: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/22.jpg)
Website branding – Member Compliance
• Continue to monitor compliance with website branding best practice:
Use of Nexia logo Reference to Nexia Link to Nexia site English language section
![Page 23: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/23.jpg)
Summary
Continuing commitment to:• Enhancing the Nexia brand• Developing resources to support the international
business focus of Members• Improving communication within the network:
Member to Member and Nexia to Member
![Page 24: 2010 Marketing Committee Report Chuck Ludmer Chairman.](https://reader035.fdocuments.us/reader035/viewer/2022081603/56649e995503460f94b9c4e8/html5/thumbnails/24.jpg)
Thank you!
Chuck LudmerChief Marketing Officer - International Contact Partner
J.H. Cohn LLP