McGladrey is part of the fifth largest accounting firm in the United States. As a professional services firm for many companies, they are focused on designing solutions that fit.
Offering a variety of services including business and tax consulting, wealth management, retirement resources, investment banking and international business services, McGladrey works to serve its clients’ needs.
McGladrey is the official accounting, tax and business consulting firm of The PGA of America. In association with the PGA, they have created the McGladrey Team Championship that has over 25,000 amateur golf participants each year. They also individually sponsor Natalie Gulbis, Zach Johnson, and Chris DiMarco.
The McGladrey Challenge – How do we tell our story?
McGladrey faced a challenge: While being one of the largest accounting firms in the country, they were still not a household name. They needed to create the opportunity to tell their story; to tell educate prospects about the services they offer and explain why they should do business with them. Sponsoring golf tournaments and outings throughout the country was a great way to get the McGladrey name in front of participants, but it was not enough to keep them top of mind.
The Targeted Group Solution
The Targeted Group solution began with a “Pilot” version of the Sales Accelerator Program. The McGladrey Golf Academy created an online community which enabled the firm to interact and communicate with both existing and potential clients. Events allowed McGladrey to record golf swings and encouraged prospects to join the online academy to view their lessons. To target an even broader audience, general video lessons were delivered to more than 20,000 prospects to drive them to the online community as well. These prospects then became a part of the McGladrey Golf Academy, where social media kept them engaged with the McGladrey brand on an ongoing basis.
The Sales Accelerator Program
- Created a dynamic online “community” around the McGladrey brand, regional events and tradeshow marketing program
- Employed new media and interactive tools to gain attention of prospects and clients while increasing brand awareness and recognition
- Fostered ongoing interest and engagement before and after events that provided lead development and customer acquisition
- Developed versatile assets that were leveraged across several platforms
- Created interactivity and community online
- Increased education and brand penetration
- Provided tangible and valuable reasons to stay on the website and keep coming back throughout the year
