MarketingNew Employee

Orientation

Organizational StructureExecutive Committee

Outside Service Providers:

Ad AgencyBrandIt

Public RelationsConsultant

Shelley Elliott (LA/TX)Aegis Marketing

Writer/EditorMarianne Thompson

Industry GroupsConstruction

Energy Financial Services

HealthcareHospitality/Entertainment

Law Firm ServicesNonprofit

Public SectorReal Estate

Departments/Service LinesAccounting Services

Audit and Assurance ServicesBusiness Valuation

Litigation / Forensic ServicesRisk Advisory Services

Tax ServicesConsulting Services

Marketing DepartmentMarketing and Business

Development DirectorMichele Buckingham

Marketing ManagerLeslie Paull

Marketing AssistantStacey McGee

Market and Client Research• Value in high degree of senior leadership involvement on

engagements, continuity of staffing, and in expanded resources through the McGladrey Alliance membership

• Regarded as one of the largest regional firms • Firm regarded highly for

– Knowledgeable employees– Being trusted advisors– Highly responsive, attentive service– Employees being easy to do business with, flexible and friendly– Excellent reputation of the firm across clients, employees, market

and competitors– Honoring its commitments

Positioning

• Bridge firm positioning

Funnel

BUSINESS NEW

OPPORTUNITIESCLIENTS

Marketing Selling Client Service

Awareness Building• Advertising

– Print, Radio, Firm Website

• Direct Mail (newsletters, eBlasts, ‘touch campaign’ mailings)• Industry Group/Service Line Activities (trade shows, surveys,

sponsorships, and lunch and learns, etc.)• Public Relations

Firm Ad: Image

Firm Ad: Switch

Industry Ads

LaPorte WebsiteWebsite Sections

• Who We Are– Firm Profile– Directors’ Bios

• Services• Industry Groups• Careers • News Releases• Newsletters• Contact

Industry Group Pages

Newsletters

Industry or Service Line Activities• Trade Shows

• Nonprofit Organization Survey

• Sponsorships

• Lunch and Learns

• Direct Mail (Touch Campaigns)

LaPorte Public Relations

Funnel

BUSINESS NEW

OPPORTUNITIESCLIENTS

Marketing Selling Client Service

Business Growth PlansGuidelines• BGP plans are developed at the Senior level and above• Requirements are standardized by level and whether full or part

time. Requirements focus on developing the behaviors needed to support the individual’s and firm’s growth– Examples include: networking/developing relationships,

organizational involvement, understanding firm’s services, recruiting, Industry Group involvement, etc

– Environment is team supportive versus competitive– Provides latitude for an individual to capitalize on their unique

strengths and areas of contribution

• Seniors and Managers submit status updates monthly and participate in monthly training meetings

Sales PackagesFlexible Components• Firm profile• Industry group sheets e.g. Construction, Healthcare• Service line sheets e.g. Valuation, Tax• Individual bios (tailored if necessary for the opportunity)• Other items (based on industry/need)

– Newsletters– Sample benchmarking report

Sales Materials

Proposal ProcessGuidelines• Team approach with Marketing Dept (design, content,

and strategic approach)• One LaPorte (best resources to serve client regardless

of location or who got the lead)• Not boilerplate--Onsite visits prior to proposing to gain

personal insights to needs in order to tailor proposal and as part of our win strategy

Funnel

BUSINESS NEW

OPPORTUNITIESCLIENTS

Marketing Selling Client Service

Client Service Focus• Take an active interest in your client, their business and

industry and demonstrate a sincere interest in wanting to help them succeed– Ask your clients their wants, needs and how they want to be

served

• Contribute to the “no unpleasant surprises” relationship• Communicate often and early. Ask, don’t assume• Be responsive in a timely manner. Don’t over-promise but

whenever possible, do over-deliver• Communicate promptly all client relationship or service

problems to the partner. Deal with problems calmly and swiftly before they increase

Client Service Focus• Treat clients how you like to be treated. Build sound and

trusting relationships– Be considerate of your client’s time– Listen more than talk– Respect confidentiality

• Get to know your firm’s services so you can match them to client needs

• Go the extra mile: ensure your clients have significant and “year- round” attention– Stay current so you can help your client stay current– “Tug on your client’s shirtsleeves”

Questions and Answers