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Getting Ahead: The Art of Marketing for CPAs WEBCAST

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2.0 Credits

Member Price $105.00

Non-Member Price $120.00

Overview

To many clients, CPA firms all look the same. While services and specialties may vary significantly from one firm to another, it is hard for the average person to see this by simply looking at the sign outside our office door. Is there any way to make us stand out more to the outside world? Through surveys, statistics, and examples, this course looks at how CPA firms can develop a marketing plan beyond just relying on referrals. We look at the pluses and minuses of various marketing channels, regulatory constraints, and how to measure success in the competitive financial services space.

Highlights

Challenges of marketing CPA firms. Developing marketing strategy. Elements of a marketing plan. Example: CPA firm marketing plan. Marketing regulatory/AICPA issues. Picking the right marketing channels. Marketing channel statistical analysis. Developing marketing metrics.

Prerequisites

Basic knowledge of marketing concepts.

Designed For

CPAs who want to improve their firm’s competitive position by utilizing new and unique marketing techniques.

Objectives

Identify common problems involved in marketing CPA services. State the common elements of a marketing plan for a service organization. List ethical considerations and common state regulatory requirements CPA firms must abide by in their marketing practices. Describe what survey data and statistics show about the effectiveness of various marketing channels. Describe how to develop metrics to measure the success of marketing efforts.

Preparation

None.

Notice

None.

Leader(s):

Leader Bios

Kenneth Greenwood, Surgent McCoy CPE LLC

Ken Greenwood is a seasoned leader in the business and finance industry. He has previously held financial leadership positions with the Kellogg Company, ConAgra Foods, the Campbell’s Soup Company, and Procter & Gamble. Prior to joining the CPG industry, Ken was a consulting manager for Ernst & Young LLP. Mr. Greenwood has a master’s degree in business administration from the University of Chicago, where he also spent time as a facilitator for the Leadership Exploration and Development programs, tasked to instruct students on leadership and management.

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Non-Member Price $120.00

Member Price $105.00