Marketing
New Employee
Orientation
Organizational Structure
Executive Committee
Industry Groups
Outside Service
Providers:
Ad Agency
BrandIt
Public Relations
Consultant
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
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
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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
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Positioning
• Bridge firm positioning
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Funnel
BUSINESS
OPPORTUNITIES

NEW
CLIENTS

Marketing Selling Client Service
5
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
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Firm Ad: Image
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Firm Ad: Switch
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Industry Ads
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LaPorte Website
Website Sections
• Who We Are
– Firm Profile
– Directors’ Bios
• Services
• Industry Groups
• Careers
• News Releases
• Newsletters
• Contact
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Industry Group Pages
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Newsletters
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Industry or Service Line
Activities
• Trade Shows
• Nonprofit Organization Survey
• Sponsorships
• Lunch and Learns
• Direct Mail (Touch Campaigns)
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LaPorte Public Relations
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Funnel
BUSINESS
OPPORTUNITIES

NEW
CLIENTS

Marketing Selling Client Service
15
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
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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
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Sales Materials
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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
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Funnel
BUSINESS
OPPORTUNITIES

NEW
CLIENTS

Marketing Selling Client Service
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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
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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”
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Questions and Answers
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