Maraziti Named AAM’s 2016 Marketer of the Year

Rhonda Maraziti

Rhonda Maraziti

Rhonda Maraziti, chief marketing officer at Princeton, N.J.-based Withum, has received the Association for Accounting Marketing’s (AAM) 2016 Marketer of the Year award, sponsored by INSIDE Public Accounting (IPA).

The winner was announced by IPA May 5 at AAM’s 2016 InNEWvation Summit in New Orleans. The Marketer of the Year presentation was the highlight of the 22nd annual gala, which also honors winners of dozens of marketing achievement awards.

Maraziti leads Withum’s efforts to communicate its unique culture and the expertise of its professionals. Her leadership has contributed to the firm’s steady expansion, with offices up and down the East Coast, new niches and an expanded management consulting practice.

“Sponsoring the top award in the profession complements our two decades of work naming the nation’s ‘Best of the Best’ firms, an honor Withum has earned over the past years,” says IPA Publisher Kelly Platt. “Withum has been a leader in using video as part of their marketing mix, and Rhonda is well deserving of this prestigious award.”

Leading the niche development process at Withum, Maraziti works with firm leaders to communicate their knowledge through articles and presentations while targeting specific audiences, conducting market research, encouraging involvement in trade associations and increasing the firm’s ‘win’ rate to 72% – up from 45% in 2010.

“Rhonda cultivates a strong growth culture at Withum,” says CEO and MP Bill Hagaman, who nominated Maraziti for the award. “In her 10 years at the firm, Rhonda has developed a deep understanding of the profession and she has great long-term vision, but she also knows how to lead and execute complicated marketing strategies that drive new business to the firm,” he says.

Partner Andy Vitale calls Maraziti, “probably the most talented professional I have ever encountered in my 35 years in the business.” He adds, “She is in charge of our 12 industry niches and eight services lines. She has made thought leaders out of many of our practice leaders and her niche market approach has been instrumental in our 9% growth rate.”

Maraziti also led a firm rebrand, which was launched in January with a video and new logo.

This is the third year that IPA has sponsored the Marketer of the Year award. A panel of independent judges, who are themselves leaders in the profession, were selected by IPA to review and score each of the nominees.

IPA Publisher Offers Insights Into Culture at ‘Best of the Best’ Firms

Mike Platt

Mike Platt

A strong workplace culture is the foundation for accounting firms’ success, and marketers can play a huge role in influencing and promoting culture at their own firms.

INSIDE Public Accounting (IPA) has been naming the ‘Best of the Best’ accounting firms in the country for two decades, and IPA Publisher Mike Platt will share his research on the philosophical approaches and cultural components of these successful firms at the next Association for Accounting Marketing (AAM) webinar, “The Five Cultural Building Blocks of the Best of the Best,” set for 1 to 2:15 p.m. (Eastern) Jan. 12.

This AAM High webinar is free for AAM members. Register today.

The IPA Best of the Best firms demonstrate consistently exceptional performance, regardless of outside factors. These well-managed firms come in all sizes and are geographically dispersed across the U.S., and are selected based on responses from more than 500 accounting firms on over 70 metrics.

Platt, a frequent speaker at partner retreats and conferences, will offer marketers steps they can take to positively impact the cultural building blocks. Invite your managing partner and HR director to this session!

In this webinar you will:

•  Learn the key cultural components that many ‘Best of the Best’ firms have in common.
•   See examples of how marketers have promoted the cultural benefits at their firms.
•   Hear what MPs have said about how they’ve changed the culture at their firms.

Every firm wants to uncover the “secret ingredients” that makes successful firms stand out from the crowd. Arm yourself with information on the most profitable and well-managed firms in the country.

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IPA Seeks Nominations for 2016 Marketer of the Year

For the third year, INSIDE Public Accounting is sponsoring the Association for Accounting Marketing’s (AAM) most prestigious award. “We are thrilled to once again sponsor the Marketer of the Year award, which recognizes the hard work, creativity and results produced by an exemplary marketer or business developer,” says publisher Kelly Platt. “Accounting firm marketers play a major role in the success of their firms. IPA’s involvement in this award complements our commitment to recognizing the ‘Best of the Best’ firms in the country for nearly 20 years.”

MOY-2016_Image-FINALNomination Information: To nominate an exemplary marketer, please complete the online nomination form.

NOTE: If you would like to nominate yourself, follow the same procedure.

All nominees must have held a senior-level marketing position in public accounting for the past three years. Strong candidates are those who have made a major contribution to their firms by strengthening an existing marketing program, creating/introducing a new marketing or business development program or making their firm more marketing-oriented.

The deadline for nominations for the Marketer of the Year award is Jan. 25, 2016

Please contact MOY@plattgroupllc.com for additional information.

Next Steps: Once all nominations have been collected, IPA will direct all nominees to fill out an online nominee form, with a deadline of Feb. 15.

The deadline for submission of all completed packages is Feb. 15, 2016.

Marketer of the Year Announcement: The 2016 Marketer of the Year Award will be presented by INSIDE Public Accounting May 3-6 at AAM’s  “InNEWvation” Summit at the Roosevelt Hotel in New Orleans. Registration is open.

Please contact Christina Camara at MOY@plattgroupllc.com with questions about the MOY award. For information about the 2016 Summit, please contact AAM at (443) 640-1061 or info@accountingmarketing.org.

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IPA Interviews AAM Hall of Famer Sally Glick for Nov. 5 Webinar

Sally-Glick-Headshot

Sally Glick

Ever wish you could go back in time and give your younger self advice?

AAM asks a well-respected, 30-year veteran of accounting firm marketing to share the benefits of her experience. Sally Glick is an AAM Hall of Famer, a former AAM Marketer of the Year, and a principal and chief growth strategist at Sobel & Co. of Livingston, N.J. Glick’s presentation will appeal to both experienced marketers and those who are new to the field, as she will provide a brief overview of her marketing career and the lessons she has learned along the way.

INSIDE Public Accounting editor Christina Camara will interview Glick in this webinar to find out how she:

  • Overcame objections, educated firm leaders, set priorities and juggled competing interests.
  • Developed a passion for the growth and success of Sobel & Co., and became the first woman principal there.
  • Formed lasting relationships through her accounting association that not only helped her own firm, but allowed her to assist a wide range of member firms around the country as an informal consultant.

Glick, a longtime AAM enthusiast, will answer questions throughout the session so participants can gain a greater understanding of her approach to marketing that has made her one of the most influential women in the profession today. Register today!

 

Association for Accounting Marketing Announces 2015-2016 Board of Directors

Jack Kolmansberger

Jack Kolmansberger

The Association for Accounting Marketing announces its board of directors for the term beginning July 1. The association will be led by Chief Marketing Officer Jack Kolmansberger of Herbein + Company, who assumes a one-year term as president.

Joining Kolmansberger on the executive committee are:

  • Kristen Lewis, director of marketing at EisnerAmper, president-elect
  • Laura Snyder, manager at Crowe Horwath, vice-president
  • Alice Grey Harrison, marketing communications manager, Dixon Hughes Goodman, secretary
  • Sara Robertson, director of marketing, GBQ Holdings, treasurer
  • Kerry Sullivan-Lechner, marketing director, Anderson ZurMuehlen, immediate past president

The officers are joined by eight elected board members-at-large including:

  • Joe Kovacs, director of marketing, Gelman, Rosenberg & Freedman
  • Brenda Sleeper, business development manager, Cole Valley Software
  • Brian Swanson, partner at Flashpoint Marketing
  • Susie Brown, marketing coordinator at Clayton McKervey
  • Craig Browning, director of marketing, at Kositzka, Wicks & Co.
  • Caren Rodriguez, marketing and public relations director at Davenport, Marvin, Joyce & Co.
  • Jen Lemanski, manager of practice growth, PKF Texas
  • Mitch Reno, principal member of client experience and corporate strategy, Rehmann

The AAM board of directors guides the association through programs that assist accounting marketing and practice growth professionals, including meetings, webinars, and other educational events, to generate effective responses to the unique challenges of promoting and selling professional accounting services. The association also assists members by providing networking opportunities, benchmarking research data, and delivering career development guidance.

Overheard At The Association for Accounting Marketing (AAM) Summit, June 7–10, Orlando, Fla.

Zombie Loyalists: Using Great Service to Create Rabid Fans

“In every customer service interaction in America we expect to be treated like crap.” We think service is great if they meet basic expectations. A lesson: “Be one level about crap.” – PR expert Peter Shankman, CEO of The Geek Factory Inc.

Be transparent: “When you screw up and own your mistake you turn a hater into a lover.” – Peter Shankman

Assoc. Accounting Marketing 2014

Growth Through Niches

How to ‘drive a wedge’ between a client and their existing accounting firm? Provide valuable education, consistently, at no cost, to show your firm is on top of the issues facing them. – Eric Majchrzak, chief marketing officer, BeachFleischman, and AAM’s 2015 Marketer of the Year.

How to bring energy to a stagnant niche? “It starts with talking with your clients. Go to their events. You will learn so much from doing that and you’ll be a more effective marketer.” – Eric Majchrzak

Listen and stay involved with clients in your niche, especially if you’re a veteran. “Make sure you continue to operate like you’re a scrappy start-up.”– Joe Kovacs, Marketing Director, Gelman, Rosenberg & Freedman

CPAs can bring huge value to clients by understanding the problems they will have in a couple of years. – Joe Kovacs

The “I” in Diversity and Inclusion

“Diversity is who we are; inclusion is what we do.” – Richard Caturano, National Leader, Culture, Diversity and Inclusion, McGladrey

How MPs think about diversity: “It’s in the back of their minds, but it doesn’t come to the front of their minds, and that happened to me.” – Richard Caturano

“Fair isn’t everyone getting the same thing. Fair is everyone getting what they need in order to be successful.” – Richard Caturano

Despite What Most MPs Believe, Diversity Won’t ‘Take Care Of Itself’ – Richard Caturano

Ecosystem of M&A From an Operational Perspective

Rule No. 1 of M&A: “If you don’t want to eat lunch with someone, don’t do a merger.” – Joel Sinkin, president, Transition Advisors

Think of the 4Cs when choosing the right successor: Chemistry, Continuity, Culture and Capacity – Joel Sinkin

How to address client fears. Tell them: “I’m still there, the fee’s the same, I brought in an expert in your industry to help you, staff’s still here, the location’s the same.” – Joel Sinkin

“Time kills all deals. The longer you negotiate the more likely someone gets angry.” – Joel Sinkin

View the list of AAM Marketing Achievement Award winners.

Majchrzak Named AAM’s 2015 Marketer of the Year, Sponsored by INSIDE Public Accounting

Eric Majchrzak

Eric Majchrzak

Eric Majchrzak, chief marketing officer (CMO) and partner at Tucson, Ariz.-based BeachFleischman (FY14 net revenue of $21.9 million), has received the Association for Accounting Marketing’s (AAM) 2015 Marketer of the Year award, sponsored by INSIDE Public Accounting (IPA). BeachFleischman is part of LEA Global.

The winner was announced by IPA Publisher Kelly Platt and IPA Editor Chris Camara during the June 8 gala awards presentation at the AAM Summit in Orlando, Fla. The Marketer of the Year presentation was the highlight of the gala, which honored recipients of dozens of marketing achievement awards, now in its 21st year.

Majchrzak is credited with helping create a publishing culture at the firm, by working with more than a dozen staff members to write more than 75 pieces for the firm blog. The new content heightened awareness of BeachFleischman and the expertise of its CPAs, helped attract more than 19,000 new visitors to the site, and doubled revenue from new client website leads.

“Eric has had a significant impact on the growth of our firm,” says Bruce Beach, chairman and CEO of BeachFleischman. “Not only has he brought discipline and structure to our marketing effort, his enthusiasm and passion has created an environment where staff at all levels want to be involved in developing new business. Through Eric’s leadership, we now have a company culture committed to growth, with an understanding that each of us has the ability and responsibility to contribute in some way.”

MOY 2014_Final ImageMajchrzak came to BeachFleischman, the largest locally owned CPA firm in Arizona, in 2012, after nine years at Buffalo, N.Y.-based Freed Maxick. A highly successful digital marketer over his entire career, he developed and implemented programs at both firms that have produced a total of more than $7 million in new client revenue.

Majchrzak is also chief marketing officer of BeachFleischman’s subsidiary company, Pinnacle Plan Design, which offers design and administration of employer-sponsored retirement plans. He considers himself an ambassador of the accounting marketing profession. He helps CPA firms around the country with marketing issues, speaks often at educational seminars, and has published dozens of case studies. He is a past AAM board member and former Rookie of the Year.

Kelly Platt

Kelly Platt

IPA Publisher Kelly Platt says Majchrzak is well-deserving of the profession’s most coveted award. “He’s a leader, mentor, innovator and collaborator, with a strong commitment to helping others accomplish their goals,” she says. “Sponsoring the top award in the profession is a natural extension of our two decades of work in naming the ‘Best of the Best’ firms in the nation, and Eric exemplifies the best in the accounting marketing profession.”

This is the second year that IPA has sponsored the Marketer of the Year award. A panel of independent judges, who are themselves leaders in the profession, were selected by IPA to review and score each of the nominees.

The Platt Group publishes the award-winning INSIDE Public Accounting newsletter and IPA Annual National Benchmarking Report. With more than 27 years of independent reporting and more than 23 years of surveying and benchmarking experience, IPA provides thought leaders across the nation with practical ideas, benchmarking data and information to help firms succeed. To learn more about The Platt Group and IPA, please call (317) 733-1920 or visit www.insidepublicaccounting.com.

IPA Logo - with tag lineThe Association for Accounting Marketing (AAM) promotes excellence, and elevates the professional stature of marketing, business development and other practice growth professionals to the accounting profession, directly impacting members’ professional development and careers through education, networking and thought leadership. Founded in 1989, AAM has more than 700 members, comprised of marketing professionals, business developers, CPAs, consultants, service providers, educators and students. To learn more about AAM, please call (856) 380-6860 or visit www.accountingmarketing.org.

Association for Accounting Marketing Announces Category and Individual Marketing and Achievement Award Winners

congrats

The Association for Accounting Marketing (AAM) announced the recipients of its individual Marketing Achievement Awards (MAA) at the AAM-MAA Gala. The event was held at the Walt Disney World Swan and Dolphin Resorts during the organization’s 26th Annual Summit. Individual awards are presented annually in recognition of outstanding achievements in the accounting marketing profession, as well as contributions to AAM.

Michelle Golden

Michelle Golden

Michelle Golden Inducted Into the Association for Accounting Marketing Hall of Fame

Being inducted Into the AAM Hall of Fame is the highest honor in the field of accounting marketing. Inductees must have ten years or more of service and be known for their outstanding accomplishments as a leader of the association. Michelle Golden, growth leader and principal at K·Coe Isom, a well-known leader in the accounting industry, was named as this year’s honoree. A growth and profitability strategist, she has helped more than 100 CPA, law and wealth-management firms achieve results, energizing the people she works with as she helps them solve the difficult challenges of change. She has won a number of professional accolades over the years. Golden has been a member of AAM since 1996.

Eric Majchrzak Named Marketer of the Year

Eric Majchrzak

Eric Majchrzak

The Marketer of the Year, sponsored by INSIDE Public Accounting, is presented to an experienced marketer who is well-recognized for the high quality of their work, as well as their ability to consistently gain results. Majchrzak has had a significant impact on the growth of his firm, BeachFleischman. Not only has he brought discipline and structure to their marketing effort, his enthusiasm and passion has created an environment where all staff want to be involved in developing new business.

Jessica Levin Named Volunteer of the Year

The Volunteer of the Year award recognizes dedication to AAM, involvement on committees and/or special projects, as well as their professional accomplishments. Jessica Levin of Seven Degrees Communications was named Volunteer of the Year for the important role she has played in a number of AAM committees and initiatives over the past few years. Her contributions to the Digital Communications, Website, Podcast and Conference committees, as well as work on other AAM initiatives, all while launching a successful business, was cited during the presentation of the award.

Veronica Rodriguez Honored as Rookie of the Year

Demonstrating excellence in the field, the Rookie of the Year shows creativity, initiative and drive with their firm. Veronica Rodriguez of PDR Certified Public Accounting won this year’s award due to her successful work straight out of college redefining her firm’s brand. With a new website, social media campaign and a number of other successful initiatives, she has made a powerful impact in a short time.

Thirty-four awards for marketing accomplishment were awarded this evening for accounting marketers recognized for achievement. The Association for Accounting Marketing annual award gala features awards in multiple categories: web sites, branding, multimedia and maverick marketing.

Expert category judges, including professionals in marketing, advertising, communications and professional services, reviewed and judged 125 entries. Winning entries were recognized for the accomplishment of a specific goal or objective, executing a project strategically and measurable results.

The categories and winners are as follows:

Advertising
Campaign: Total Spend of $24,999 or less, Untracht Early LLC
Campaign: Total Spend Above $25,000, SaxBST
Online Advertising, Skoda Minotti
Single Ads, Peterson Sullivan LLP

Branding
Integrated Branding Program Budget Under $100,000, AAFCPAs
Integrated Branding Program Budget Above $100,000, Dixon Hughes Goodman
Logo, Untracht Early LLC

Business Development/Sales Proposals/Presentations
Sales Presentations, Warren Averett
Winning Proposals, Perkins & Co

Client Service Surveys
Client Service Surveys, EKS&H LLLP

Collateral
Brochures, Untracht Early LLC
Publications: Between $10 and $24.9 Million in Revenue, Henry & Horne LLP
Publications: Above $25 Million in Revenue, Rehmann

Content Marketing Campaigns
Blogs, Freed Maxick CPAs
Integrated PR Campaign, Brown Smith Wallace
Non-Technical Published and Feature Articles, McGladrey LLP
Technical Published and Feature Articles, Henry & Horne LLP

Events
Budget of $9,999 or Less, Barnes Dennig
Budget Between $10,000 and $24,999, Henderson Hutcherson & McCullough
Budget of $25,000 or More, Anders CPAs + Advisors

Internal Programs
Corporate Social Responsibility: Between $10 and $24.9 Million in Revenue, HERBEIN + COMPANY INC.
Corporate Social Responsibility: Above $25 Million in Revenue, Anders CPAs + Advisors

Marketing Campaigns
Direct Marketing/Lead Generation Campaign, Crowe Horwath LLP
Integrated Marketing Campaign, SVA Certified Public Accountants SC
Recruiting Campaign: Below $9.9 Million in Revenue, Cornwell Jackson PLLC
Recruiting Campaign: Between $10 and $24.9 Million in Revenue, Perkins & Co.
Recruiting Campaign: Above $25 Million in Revenue, Anders CPAs + Advisors
Social Media Campaign, Anders CPAs + Advisors

Maverick Marketing
Maverick Marketing, Honkamp Krueger & Co. PC

Multimedia
Budget of $9,999 or Less, Peterson Sullivan LLP
Budget of $10,000 or More, WithumSmith+Brown PC

Website
Below $9.9 Million in Revenue, Stern Cohen LLP
Between $10 and $24.9 Million in Revenue, AAFCPAs
Above $25 Milion in Revenue, Clark Nuber PS

Members Choice Collateral (Brochures), Elliot Davis Decosimo

Association for Accounting Marketing Hires Executive Director

Lauren Clemmer_AAM_ED 2015Lauren Clemmer will be joining the Association for Accounting Marketing (AAM) as executive director June 5.

Clemmer comes to AAM from Ciuni & Panichi of Beachwood, Ohio, where she led the marketing efforts for more than eight years. In her role as marketer, she was responsible for not only overseeing the firm’s marketing strategy and implementation, but also working with staff and partners on helping to sharpen their business development skills.

Clemmer has been a longtime volunteer for AAM, serving on the organization’s Membership Satisfaction Committee and most recently serving as the co-chair of the Virtual Education Committee. These experiences will serve her well in her new role as she builds strategy to increase member engagement and satisfaction as well as increase the membership as a whole, AAM announced.

A search committee of board members led a comprehensive hiring process reviewing more than 130 candidates over four months.

Ideas from the 2014 Marketer of the Year – Hear the Free Recording

Randy Mowat

Randy Mowat

Support of the firm founder, constant education of partners on the benefits of marketing, and a few early successes started Randy Mowat on the path of building a marketing culture in what is now one of the largest firms in Canada.

Mowat, senior vice president and partner at Calgary, Alberta-based MNP, shared his experiences and advice for accounting firm marketers Wednesday during a webinar sponsored by INSIDE Public Accounting (IPA) and presented by the Association for Accounting Marketing (AAM). Mowat’s successes propelled him to earn AAM’s prestigious 2014 Marketer of the Year award, also sponsored by IPA.

If you missed his entertaining presentation, presented at no cost, you can listen to the recording at your leisure. Mowat, who began as the lone marketer at the firm in 1997, has played a big part in helping the firm become the largest in Canada after the Big 4, with double-digit growth over the last 10 years.

Mowat’s work created brand awareness for MNP as the firm expanded to more than 70 offices across the country. The firm has sponsored sports venues and properties, giving MNP tremendous visibility. In fact, what’s being called the “one of the finest catches by a Blue Jays outfielder” – a home run-robbing catch by Kevin Pillar April 15 –prominently features MNP’s sign and has been viewed hundreds of thousands of times.

Mowat shared some of his marketing team’s most successful campaigns – and even one effort that bombed – and described how he helped develop an entirely new succession planning niche that brought in nearly 2,000 new client engagements and $7.4 million in revenues in 2013 alone.

Mowat also encouraged marketers to take advantage of the educational resources and networking opportunities available through AAM. Learn about the benefits of membership and check out upcoming webinars. The next AAM-High webinar is free to members: April Nelson, of More Visibility, will present “Stay Ahead of Google updates: SEO Bootcamp,” at 1 to 2:15 p.m. EST May 19.