MNCPA MEDIA KIT MEDIA KIT2018 ... New opportunity Sponsored e-newsletter article ... • ways to...

MNCPA MEDIA KIT2018

THE ELEMENTS TO TAKE YOUR BRAND PLACES

2 MINNESOTA SOCIETY OF CERTIFIED PUBLIC ACCOUNTANTS | 2018 MEDIA KIT

Thank you for taking the time to learn more about the Minnesota Society of Certifi ed Public Accountants (MNCPA) and our members.

Choosing where to invest your marketing dollars is a big decision. You want opportunities targeted to your specifi c audience and customized to fi t your goals. We understand this challenge, which is why we make your business our business.

For more than 10 years, I’ve been honored to work with companies from around the country, designing strategic marketing packages showcasing their business services to our members. Whether it’s a 90-day banner ad or an event sponsorship, my goal is for you to view us as a part of your own marketing team.

I look forward to working with you and learning how we can help you connect with CPAs and fi nancial professionals.

Leslie MuellerBusiness [email protected] | 952-885-5520

952-885-5520 | www.mncpa.org/MediaKit 3

ABOUT US

Ethical. Trusted. Respected. Those words are what sets a CPA apart in the professional world.

The MNCPA is the professional home of Minnesota CPAs. We provide education, professional development and resources that fi t our members’ needs.

The MNCPA also believes in the products and services you provide to help make our members’ professional lives easier and more effi cient. We learn about your mission and goals, and work with you to create customized marketing packages that will showcase your product to a targeted audience.

Together, we are the essential elements to elevating the CPA profession.

Our 8,500 members at a glance

Between 30 and 50

AGE

Younger than 30

35%

9%

28%Between 51 and 60are located in the Twin Cities area

Tax (state and federal) Technology

Accounting and auditing Leadership and personal development

Personal fi nancial and estate planning

Fraud prevention

TOP INTEREST AREAS

4%Work in government, education

and other industries

48%Work in public accounting

27% of those members hold

manager, partner or managing

partner positions

40% Work in business and industry

20% of those members,

hold manager, CFO and

other executive positions

POSITIONS

72%LOCATION


ADVERTISING

Grow brand awareness

Footnote advertisingFootnote is the MNCPA’s fl agship publication covering accounting news, technology trends, personal development tips and MNCPA off erings. Advertising in Footnote is an eff ective way to reach an engaged audience and grow brand awareness.

Five reasons to consider a print advertising campaign:

1. It’s tangible. Nearly half of MNCPA members keep their copy of Footnote and reference it later.

2. It strengthens your brand. You control the images, text, colors and fonts, solidifying your brand identity.

3. It reaches a targeted audience. Footnote is written specifi cally for CPAs and fi nancial professionals. Your message will reach the right hands.

4. It engages with members. Unlike websites, which get skimmed by readers, Footnote contains relevant articles enticing members to thoroughly read the entire publication.

5. It shows credibility. Driving members to your website or business through print assures them that you are a legitimate business ready to help them solve a business need.

Page Size 1x 3x 6x 9x

Back cover 8.5” x 11” with 1/4” bleed $2,130 $2,070 $2,040 $1,960

Inside front cover 8.5” x 11” with 1/4” bleed $1,810 $1,750 $1,720 $1,680

Inside back cover 8.5” x 11” with 1/4” bleed $1,810 $1,750 $1,720 $1,680

Full page 8.5” x 11” with 1/4” bleed $1,480 $1,420 $1,385 $1,335

Half page 7.5” x 4.875” $855 $790 $760 $715

Third page 2.33” x 10” n/a $625 $590 $550

Quarter page 3.625” x 4.875” $540 $480 $450 $410

Eighth page 3.625” x 2.315” $400 $340 $310 $270

Footnote is a full-color publication. Black and white ad rates are available upon request.No advertising agency discounts.

“Advertising in Footnote is a smart

investment for my business. Most of our

leads come from referrals, and CPAs are some

of the best referral sources. Footnote allows

us to economically and accurately build our

brand with this key constituency group of

Minnesota-based CPAs.

– Dan Mulvaney, M&A AdvisorSunbelt Business Advisors

of MNCPA members read Footnote

96%of members keep their copy of Footnote to reference later

42%of members reportedly visit the website or contact the company after seeing a print advertisement in Footnote

20%


Digital advertisingYour business grows when you diversify your reach. Target your message through various digital outlets, including the MNCPA’s website, the foremost online CPA resource in the Upper Midwest, and our popular e-newsletters.

E-newsletter Audience FrequencyApproximate Subscribers

Public Practice eNews CPAs working in public accounting Monthly 3,500

B & I eNews CPAs working in corporate industry Twice per month 3,500

Young Professionals eNews CPAs certifi ed less than 10 years Monthly 2,300

Firm Administrators Accounting practice fi rm administrators Monthly 250

Accounting Educators Minnesota college and university educators 3-4x per year 200

E-NEWSLETTER ADVERTISING

Each publication reaches a specifi c member segment, and all achieve click-through rates well above the industry average.

Fees: $500 banner ad (maximum of two banner ads per publication)$700 sponsored content/article

Specifi cations:

• High-quality 456 x 58-pixel gif, jpg or png fi le• Animation and/or fl ash may not be used• URL for website to which you wish to direct individuals

WEBSITE BANNER ADVERTISING

The MNCPA website has more than 20,000 monthly views.

Fees: $500/90 days per section

Available website sections

Professional Education (CPE) | News & Resources | Involvement | Career | Become a CPA

Section 1Who’s advertising

Section 2Message

Section 3Image/Logo

average number of index page views annually

69,000of e-newsletters are delivered

99%of e-newsletters are opened

28%


SPONSORED CONTENT

Ignite your creativity

Content marketing is imperative to position yourself as a leader in your industry. Connect with your audience with any of these three sponsored-content opportunities.

New opportunity

Sponsored e-newsletter articleDoes your company publish original articles or reports? Promote them in one of our e-newsletters to target a specifi c audience.

Fees:

$700 per article

See page 5 for details on the following e-newsletters• Public Practice eNews• B&I eNews• Young Professionals eNews• Firm Administrators• Accounting Educators

Sponsored webinarsA sponsored webinar highlights your company’s brand while providing valuable education to as many as 185 viewers. MNCPA members who participate receive one free CPE credit.

Includes:

• Up to two dedicated promotional emails• A listing on the webinar description page• A featured news spot on the MNCPA’s CPE home page• A listing in our course catalog• One follow-up email with an opportunity to obtain

full contact information • An upload to our archives for later viewing

(no CPE credit)

Fees:

$1,200

Availability is based on the MNCPA webinar calendar.

Past topics include:

• Hiring and recruitment• Mergers and acquisitions• Cybersecurity• Technology

Sponsored webinars

average 100 viewers

Visit www.mncpa.org/sponsoredcontent for more information


Footnote advertorials: Business PerspectiveAdvertorials in Footnote read like an article, but have the impact of an advertisement. Our advertorial feature, Business Perspective, provides you an opportunity to tell the whole story of your company: its history, mission statement, philosophy and approach to doing business.

You can use Business Perspectives to:

• Run profi les of your executives and key personnel• Feature an in-depth launch of a new product or

innovative service• Showcase your facility to readers• Provide testimonials from some of your most

prestigious customers

Fees:

$2,780 — One page (600 total words, including title and subheadings)

$4,150 — Two pages (1,200 total words, including title and subheads)

Past topics include:

• Human resources• Networking• Regulation changes• Hiring best practices• Recruitment

14 | September 2017

Business Perspective — Robert Half

Let’s be real: writing a job description can quickly become an overwhelming and complicated task. Managers are responsible for writing an informative, yet succinct, portrayal of the available role in clear terms, all while doing a convincing job of showcasing how the position is fulfilling and company is attractive. Plus, hiring for accounting and finance positions is especially competitive right now. Plenty of companies are posting similar job ads to the same small pool of skilled candidates. It takes merely a few seconds for job seekers to scan your job description and assess whether they plan to consider it or move on to the next one.

An effective job description does more than get job seekers to stop and read. For one, a good job description serves as a basis for the role and is a crucial guideline that your future employee’s performance will be measured against. Additionally, the right job description is advantageous for attracting top talent while simultaneously deterring unqualified applicants. Hiring the wrong person costs time and money; in a recent Robert Half survey of more than 1,000 business owners across the country, more than half (58 percent) said it took less than a month to realize they made a bad hiring decision, but took more than twice that time — 8.8 weeks — to let the person go. Because your goal is to hire the best person for the role, let’s go over the most effective ways to boost your job description game.

Summarize and prioritizeYou could write an accounting job description like this and get no response: “We need someone to input numbers on a computer program, rearrange them and do whatever it is numbers people do.”

Or you could write this and have top-notch candidates lined up at your door: “Innovative retail company seeks entry-level staff accountant proficient with Microsoft Excel, who possesses killer organizational, analytical and

communication skills, with a keen eye for detail and a bachelor’s degree in accounting or finance.”

The key to striking the right balance between concise and detailed is to summarize and prioritize role expectations. In a few sentences, describe exactly what you are looking for in this role. Then rank the essential qualities you’re looking for. What is it you’re looking for in the candidate you want to hire? Time-management skills? On-the-job experience? Familiarity with your software? Trustworthiness? Think about your needs and try to weave them into the job description. Try to define what you’d regard as exceptional performance or criteria for success — that can help you determine whether the description is accurate and thorough enough.

There are basic details that most hiring managers list when posting a job description:• Job title• Job summary• Key responsibilities• Department• Supervisor• Skills and qualifications• Salary range and benefits• Job location• Type of employment: full time, part time

or unpaid• Company overview• Recruiter contact information

Depending on the position, consider including minimum requirements for experience, education and certifications, technical expertise and soft skills.

Sell your company Paint a picture of the typical work experience at your company. Share your organization’s strengths and mission in the job description and describe your workplace culture. Does your business promote work-life balance with flexible work arrangements or employee perks?

Or is your company a “work hard, play hard” type of firm? You want to attract candidates who are a good fit with your business, and the best way to do that is to be as forthcoming as possible about your company and what it’s like to work there.

Finally, if you’re not sure how your job description compares to others being perused by skilled finance and accounting talent, consult a few sample accounting job descriptions for guidance. Keep in mind the tips list above, and don’t be afraid to reach out for help — a specialized staffing firm, like Robert Half, can help you craft an effective job description, as well as identify top talent for the position.

Angela Lurie is a senior regional vice president at Robert Half, the world’s first and largest specialized staffing firm. She has extensive experience placing senior-level accounting and finance professionals on a project or interim basis.

CONNECT

Robert Half

Contact: Angela Lurie

Address: 800 Nicollet Mall

Minneapolis, MN 55402

Phone: 612-337-5446

Email: [email protected]

Web: www.roberthalf.com

Crafting a job description that attracts top talentDoes your job description stand out or get lost in the shuffle?

By Angela Lurie, senior regional vice president, Robert Half

“I read Footnote because there are

well-written articles that apply to life,

as well as my career. The content is always

relevant and interesting. Usually, one

article catches my eye, and then I end up

reading the entire thing!”

Krista Cook, CPA, director, U.S. Microsoft Alliance, PricewaterhouseCoopers


EVENT SPONSORSHIP

Make a splash

Nothing makes waves more than sponsoring an MNCPA event. Whether you’re looking to connect with a small audience of young professionals, or want to have your name in front of 1,500 tax managers and partners, we can customize an exhibiting and sponsorship package to ensure that your company is being recognized according to your goals.

Event sponsorship allows you to:• Connect one-on-one with new prospects• Build relationships with exhibiting customers• Increase exposure of your company’s products

and services

Management & Business Advisers Conference

Oggi has invested as a sponsor at the

Management & Business Advisers Conference for

the past three years. This is a great opportunity

to generate brand awareness with our target

demographic in an environment focused on

education and networking.

– Kelly Grady, marketing managerOggi Professional Services

Average attendance — 850

78% work at corporate businesses

22% hold titles of CFO or controller

18% hold titles of manager or

other fi nancial executive

The MNCPA’s Management & Business Advisers Conference (MBAC) is specifi cally designed for corporate fi nancial professionals, providing them with quality education to help them run their companies.

Single booths start at $1,095, and sponsorship packages start at $2,500. Contact Leslie Mueller for more information.

Event is held annually in June.

More than 250 CPAs, fi nancial planners and other professionals attend the Estate & Personal Financial Planning Conference. Attendees at this event advise on estate and/or personal fi nancial planning issues, Social Security, wills and trusts, annuities, Form 1041, behavioral fi nance and much more. Sponsoring or exhibiting at this event will put your company in front of these hard-to-reach professionals.

Eight-foot display tables are $785 for this specialized event.

Event is held annually in June.

Estate & Personal Financial Planning ConferenceAverage attendance — 250

55% work in CPA fi rms in Minnesota

36% work in a corporation focusing on fi nancial services


TRADE SHOW EXHIBITOR TIPSwww.mncpa.org/exhibitortips

Unable to attend?

Consider advertising in our conference programs.

Conference programs are available for both the

Management & Business Advisers Conference and

Tax Conference.


Tax Conference“We have been involved with the Minnesota

Society of CPAs for more than a decade. Event

sponsorship and exhibitor opportunities provide

us with a tremendous opportunity to establish

new relationships and strengthen existing

ones. The annual Tax Conference in particular is

a can’t-miss event!”

– Melissa Block, VP, marketing & communications Venture Bank

Visit www.mncpa.org/exhibit for more information

EVENT SPONSORSHIP

Tax Conference is the MNCPA’s largest event of the year, attracting more than 1,500 tax professionals from across the country. Educational sessions include the latest tax developments, practice management and ethics.

Single booths start at $1,095, and sponsorship packages start at $2,500. Contact Leslie Mueller for more information.

Event is held annually in November.

Average attendance — 1,500

64% work in public accounting and 32% of

these attendees hold the position of partner or

sole practitioner

29% work in corporate industry with 15% holding titles of

CFO, controller/comptroller, executive and manager

89% live in the state of Minnesota with 70% of these

living in the Twin Cities metropolitan area


CUSTOMIZED PACKAGES

Create your customized marketing package todayWhen you work with the MNCPA, your company’s services will be in front of thousands of CPAs, fi nancial professionals and decision-makers.

Together, we will develop a package that best fi ts your goals and budget, making your marketing eff orts a breeze.

2018 Events Date/timeframe

Technology Conference May 14–15

Audits of Employee Benefi t Plans Conference May 24

Young Professionals Group networking events May–December

Candid Conversations About Women and Infl uence Summer

School District Audits Conference June 4

SALT Conference July 11

Management & Business Advisers Conference June 18–19

Estate & Personal Financial Planning Conference June 28–29

Celebrate CPAs Awards Luncheon Fall

Audits of Local Government Conference Oct. 22

Not-for-Profi t Conference Oct. 23

Business Valuations Conference Oct. 29

Tax Conference Nov. 12–13

Federal Tax Adviser Updates October–January

“ADP has partnered with the MNCPA for the past 10 years. Our

investment with the association allows us to connect with

CPAs while showing our support for the MNCPA and its mission.

The MNCPA staff works with us to ensure our brand is seen

with intention and purpose. We greatly appreciate and value

our partnership.”

– Amy Selich, VP of marketing, accountant & client channelsADP – Small Business Services

Visit www.mncpa.org/sponsor for more information

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