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Marketing New Employee Orientation

Marketing New Employee Orientation . Organizational Structure. Executive Committee. Industry Groups Construction Energy Financial Services Healthcare Hospitality/Entertainment Law Firm Services Nonprofit Public Sector Real Estate Departments/Service Lines Accounting Services

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Marketing New Employee Orientation

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  1. Marketing New Employee Orientation

  2. Organizational Structure Executive Committee Industry Groups Construction Energy Financial Services Healthcare Hospitality/Entertainment Law Firm Services Nonprofit Public Sector Real Estate Departments/Service Lines Accounting Services Audit and Assurance Services Business Valuation Litigation / Forensic Services Risk Advisory Services Tax Services Consulting Services Outside Service Providers: Ad Agency BrandIt Public RelationsConsultant Shelley Elliott (LA/TX)Aegis Marketing Writer/Editor Marianne Thompson Marketing Department Marketing and Business Development Director Michele Buckingham Marketing Manager Leslie Paull Marketing Assistant Stacey McGee

  3. 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

  4. Positioning • Bridge firm positioning

  5. Funnel BUSINESS NEW OPPORTUNITIES CLIENTS  Marketing Selling ClientService

  6. 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

  7. Firm Ad: Image

  8. Firm Ad: Switch

  9. Industry Ads

  10. LaPorte Website • Website Sections • Who We Are • Firm Profile • Directors’ Bios • Services • Industry Groups • Careers • News Releases • Newsletters • Contact

  11. Industry Group Pages

  12. Newsletters

  13. Industry or Service Line Activities • Trade Shows • Nonprofit Organization Survey • Sponsorships • Lunch and Learns • Direct Mail (Touch Campaigns)

  14. LaPorte Public Relations

  15. Funnel BUSINESS NEW OPPORTUNITIES CLIENTS  Marketing Selling ClientService

  16. Business Growth Plans Guidelines • 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

  17. Sales Packages Flexible 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

  18. Sales Materials

  19. Proposal Process Guidelines • 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

  20. Funnel BUSINESS NEW OPPORTUNITIES CLIENTS  Marketing Selling ClientService

  21. 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

  22. 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”

  23. Questions and Answers

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