Mapp Awarded ’40 Under 40′ Distinction

Crystal Mapp

Crystal Mapp

Crystal Mapp, marketing director at Springfield, Mo.-based KPM CPAs & Advisors (FY17 net revenue of $15.7 million) has been named a Springfield Business Journal ’40 Under 40’ honoree. Since its debut in 1999, the awards program continues to honor individuals under the age of 40 for their professional and community accomplishments.

“Crystal has been instrumental in helping KPM grow and gain national recognition for being a top tier accounting firm. This would not have been possible without her initiatives including rebranding, strategic PR placement, an increased online and social presence, and the many local and national awards the firm has received,” says KPM shareholder Barb Houser.

“In addition, Crystal has been instrumental in establishing an increased culture of giving within KPM. Two and a half years ago, she developed KPM CARES (community action requires engaged societies), a program to increase awareness, promote volunteerism and allocate funding to non‐profits here in our community. She is a strategic thinker with the ability to see the big picture and maximize each step of a marketing plan, and this has been a huge advantage for our firm,” says Houser.

EisnerAmper Announces Brand Evolution Initiative

New York-based EisnerAmper LLP (FY17 net revenue of $352.6 million) is launching a comprehensive “brand evolution” campaign for 2018.

“We look at our latest brand evolution as a rally cry for our 1,500 employees,” says PIC of marketing Michael Mattia. “The key visual elements include a new, clean modern logo and our symbol, which conveys our strong foundation and our soaring aspirations. Our new symbol is a great representation of who we are as a firm and where we’re heading, both here in the U.S. and internationally.”

“The EisnerAmper brand is perhaps best defined by what our clients say about us when we’re not in the room. We’re constantly enhancing the EisnerAmper client experience,” says Charly Weinstein, CEO. “Last year, we focused on investing in client-facing technologies to make working with our clients more effective and efficient. Whether through our collaboration with IBM Watson in developing smart audit tools that leverage artificial intelligence for the automation of many routine and predictable tasks, or through our enhanced ‘homegrown’ EisnerAmper client portal, a one-stop shop where clients can share documents, find fully encrypted deliverables or access customized client dashboards, our firm is always looking to increase the value we bring to clients.”

INSIDE Public Accounting Again Partners with Association for Accounting Marketing; Nominations Open For 2018 Marketer of the Year

INSIDE Public Accounting (IPA) is seeking nominations for the Association for Accounting Marketing’s (AAM) 2018 Marketer of the Year (MOY) award. Nominations will be accepted through Jan. 22.

The annual award, presented at AAM’s Summit, recognizes a marketing professional who has demonstrated exemplary performance in the profession of accounting firm marketing. To be eligible, nominees must have held a senior-level marketing position in an accounting firm for at least three years, although not necessarily at the same firm.

“This is the fifth year IPA has sponsored the award, which complements our commitment to shining a spotlight on excellence in the profession,” says IPA Publisher Kelly Platt.

Past Marketer of the Year award winners include Laura Kucera of New York-based Citrin Cooperman in 2017, Rhonda Maraziti of Princeton, N.J.-based Withum in 2016Eric Majchrzak, of Tucson, Ariz.-based BeachFleischman in 2015, and Randy Mowat of Calgary, Alberta-based MNP in 2014.

All nominations should be submitted online http://bit.do/MOY2018 no later than Jan. 22. Nominations are not anonymous, and self-nominations are welcome. Previous nominees are encouraged to re-nominate.

The nominees will be judged on accomplishments, strategic thinking, tactical development, attention to detail, communication, financial impact and leadership within the firm and community. All nominees will then be required to complete an online application no later than Feb. 12.

The 2018 MOY Award will be presented by IPA at AAM’s 2018 Summit, set for May 14-17 in Portland, Ore.

Please contact Christina Camara at moy@plattgroupllc.com with questions about the award. For information about AAM and the 2018 summit, call AAM at (443) 640-1061.

The Platt Group publishes the award-winning INSIDE Public Accounting newsletter and the Annual Accounting Firm National Benchmarking Report. The Platt Group also surveys and publishes annual reports for the accounting profession in Human Resources, Firm Administration and Information Technology. Grow your firm, become more profitable and improve operations with IPA. IPA provides resources, analysis and tools to transform your firm. To learn more about The Platt Group and IPA, please call (317) 733-1920 or visit www.insidepublicaccounting.com.

The 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.

IPA Spotlight On … Karen Love, PKF Texas

Name: Karen Love

Karen Love

Karen Love

Title: Director/Ambassador

Firm: PKF Texas (FY16 net revenue of $24.2 million) of Houston

Accomplishments:

  • Blazing the trail for marketers in and out of the accounting industry.
  • Succession on the Association for Accounting Marketing Board with two of my team members, Raissa Evans and Jen Lemanski, serving terms after me.
  • Set a model example in the industry, winning over 180 marketing awards including most recently the Leading Edge Alliance On the Edge Innovation award and Houston Business Journal’s C-Suite Award: Outstanding Chief Marketing Officer.
  • Using an inside out approach to integrate accounting firm culture with community culture, creating programs like FastTech 50 and Houston Young Professionals Endeavor.

As one of the first marketers (and a non-CPA) to be admitted as a partner in the country, can you give us your perspective on how the role of accounting marketing has changed over the years and where you see it going?

As one of the first non-CPA owners in the accounting industry, I consistently take pulses of the marketplace and strive to fill gaps. The accounting industry is becoming more consultative, therefore as marketers we have to match traditional needs with futuristic and digital technology support. Setting a stage for consultative thinking in a sea of compliance is a magical thing that has to be mastered. One trend, which will continue, is engaging younger team members earlier and embracing reverse mentoring. Also, corporate social responsibility that builds on the culture of the firm becomes a magnet for future clients. The use of data to make decisions is a happier journey with a lot less guesswork.

You’ve said one of your greatest professional joys is mentoring young professionals. Why?

Positioning others for success makes me happy and is always mutually beneficial. Lessons yielded from being a team leader are some of the most valuable to be had when mentoring young professionals. Who wouldn’t want to see someone they’ve mentored achieve great success?

I’d love to hear about your work with MAKERS, a storytelling platform for women, and your award. Why is it so important for women to tell their stories?

One quote I live by is, “One woman’s success can only help another woman’s success.” And it rings true for me. MAKERS is a platform out of New York City from a filmmaker named Dylan McGee. This woman is building a well-known brand that demands attention for all of us. MAKERS allows us to share stories that not only engage, but help other women in navigating their own path.

PKF Texas operates in the extremely competitive Houston market – how can your firm continue to differentiate itself in the marketplace and attract the best talent?

Culture is really the only thing that differentiates a professional services firm. In the fourth-largest city in the country, our culture is displayed as a differentiator through our internal university, 30+ languages spoken and our corporate social responsibility in our community, which helps us showcase our brand. Prospects and clients want to work with a firm with such a culture. Our early talent pipeline process of working with key universities to attract the right accounting/consulting professionals to our firm is key to the culture and differentiation.

Do you know someone else who would make a good Spotlight? Contact Christina Camara.

Houston Business Journal and the Leading Edge Alliance Honor Texas Female Partner

Karen Love

Karen Love

Karen Love, director of practice growth at Pannell Kerr Forster of Texas (FY16 net revenue of $24.2 million) of Houston, was honored in the Houston Business Journal’s C-Suite awards as Top Chief Marketing Officer. The next week, she was chosen for the Leading Edge Alliance’s On the Edge Innovation award, alongside two others.

Top Chief Marketing Officer is awarded to the individual who achieved exemplary growth in their company through their marketing initiatives. Love is also a finalist in the Houston Business Journal’s Women Who Mean Business awards.

Love was chosen for the Leading Edge Alliance On the Edge Innovation award for her impact on the marketing function of public accounting, helping to elevate it from an administrative-level task to a strategic and executive imperative.

“As she elevated the marketing function of public accounting, she elevated those around her as well, whether those people were CPAs or fellow marketers who she has taught and mentored,” says Karen Kehl-Rose, president, Leading Edge Alliance.

AICPA Campaign Promotes CPA Firms’ Key Role in Advising Small Businesses

The AICPA launched the latest update of its national #CPApowered campaign, an initiative designed to showcase the strengths of CPA firms as trusted tax and business advisors to consumers and small businesses.

This year’s campaign features two 30-second videos with the tagline, “Don’t Worry, I’m a CPA,” both of which allude to practitioners’ expertise in business development, tax planning, risk management, cybersecurity and more. The videos are part of a national cable television and social media buy this fall. Firms can promote themselves through paid opportunities on YouTube, Facebook and local television, as well as use the two videos and other materials for free on their website and social media channels.

“Small businesses are the backbone of the U.S. economy, and no one is better suited to provide trusted, informed business advice to this sector than CPAs,” says Mark Koziel, executive vice president of firm services.

Since its launch in 2014, #CPApowered has reached more than three million people through innovative digital media and content strategies. The AICPA has created a CPA marketing toolkit for small business with promotional materials that firms can personalize with their brand. More than 130 firms and several state CPA societies have signed up to participate in the campaign this year.

Information on the videos, suggested social media postings and co-branding options for materials can be found here. Videos and content for small business owners on such topics as acquiring financing, succession planning and family office considerations can be found at cpapowered.org.

Alexander Thompson Arnold Merges with Ashby & Associates

Union City, Tenn.-based Alexander Thompson Arnold (FY16 net revenue of $20.3 million) merged with Tupelo, Miss.-based Ashby & Associates.

“We already work with clients in the Tupelo area and look forward to expanding our presence and involvement in the community. We are eager to grow the firm in years to come,” says ATA partner Stephen Eldridge.

ATA provides accounting, auditing, tax and consulting services. With the addition of Tupelo, ATA now has 14 office locations in western and central Tennessee, western Kentucky and Mississippi.

AAM Announces New Board of Directors

The Association for Accounting Marketing (AAM) announces its board of directors for the term beginning July 1. The association will be led by Laura Snyder, senior manager at Crowe Horwath, who assumes a one-year term as president.

Joining Snyder on the executive committee are:

  • Craig Browning, director of marketing, KWC, president-elect
  • Jen Lemanski, manager of practice growth, PKF Texas, vice president
  • Caren Rodriguez, director of marketing, DMJ & Co., secretary
  • Carrie Steffen, president and co-founder, The Whetstone Group, treasurer
  • Kristen Lewis, director of marketing, EisnerAmper, immediate past president

The officers are joined by 11 elected board members-at-large including:

  • Brian Swanson, founder/principal at Flashpoint Marketing
  • Mitch Reno, director of client experience/principal, Rehmann
  • Becca Davis, director of practice growth, Rea & Associates
  • Bonnie Buol Ruszczyk, president, BBR Marketing
  • Melissa Brogan, marketing director, Barnes Dennig
  • Chuck Ludmer, chief marketing officer, CohnReznick
  • Cheryl Bascomb, director of marketing and business development, BerryDunn
  • Mark Koziel, vice president, AICPA
  • Græme Gordon, executive director, Praxity
  • Pauline Gonnering, director of growth and operations, Cummings Keegan & Co.
  • Nathan Wozniak, marketing operations manager, BKD

Marketing Achievement Awards Presented by AAM

Thirty awards for marketing accomplishment were awarded June 14 by the Association for Accounting Marketing at its annual award gala, which features awards in multiple categories: websites, branding, multimedia and maverick marketing.

Expert category judges, including professionals in marketing, advertising, communications and professional services, reviewed and judged 99 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

  • Digital Advertising, Faw Casson
  • Paid Content Marketing & SEO Campaign, Anders CPAs + Advisors
  • Print Campaign: Total Spend of $24,999 of Less, Sol Schwartz & Associates PC
  • Print Campaign: Total Spend Above $25,000, Mazars USA LLP

Branding

  • Integrated Branding Programs: Budget Above $100,000, Postlethwaite & Netterville APAC
  • Integrated Branding Programs: Budget Below $100,000, Henry+Horne
  • Logo New or Refreshed, Lindquist LLP

Business Development Initiative

  • Customized Sales Initiative or Approach, Weinstein Spira

Collateral and Content Marketing

  • Announcements/Invitations, William Vaughan Company
  • Blogs, Henry+Horne
  • Brochures, Baker Tilly
  • Integrated PR Campaign, Collins Barrow Toronto
  • Publications and Newsletters, The Wolf Group

Events

  • Budget between $10,000 and $24,999, Henderson Hutcherson & McCullough
  • Budget less than $9,999, Rea & Associates Inc.
  • Budget about $25,000, Freed Maxick CPAs PC

Marketing and PR Campaigns

  • Client Service/Survey, Margolin Winer & Evens LLP
  • Direct Marketing Campaign, Rehmann
  • Integrated Marketing Campaign, Rehmann
  • Non-Technical Published and Featured Articles, Henry+Horne
  • Nurture/Lead Generation Campaign, EKS&H LLLP
  • Recruiting Campaign, Bergan KDV
  • Social Media Campaign, WithumSmith+Brown
  • Technical Published and Feature Articles, Baker Newman Noyes

Video and Multimedia

  • Program Budget above $10,000, WithumSmith+Brown
  • Program Budget below $9,999, Skoda Minotti

Website

  • Project Budget between $10,000 and $24,999, Henry+Horne
  • Project Budget above $25,000, Elliott Davis Decosimo
  • Project Budget below $9,999, BKD LLP

Members Choice

  • Website: Project Budget below $9,999, Whaley Hammonds Tomasello

AAM Announces Marketing Achievement Award Recipients

The Association for Accounting Marketing (AAM), the leading trade association focused exclusively on marketing and business development for the accounting profession, announced the recipients of its individual Marketing Achievement Awards (MAA) June 14 at its annual gala.

The event was held at the MGM Grand in Las Vegas during the organization’s 28th annual conference.

Jamie Thomas

Jamie Thomas

Jamie Thomas was inducted into the AAM Hall of Fame. Inductees must have 10 years or more of service and be known for their outstanding accomplishments as a leader of the association.

Thomas is a past president who helped AAM navigate through challenging times of transition and growth; served as a member and chair for various committees; spoken often at AAM conferences and has always said yes – many times before AAM even asked for help. Thomas happily shares experience with AAM members on many topics including how to get started at your firm, building firm culture, and so much more.

She is the first non-CPA to earn a partnership position with her firm The LBA Group of Jacksonville, Fla., which was acquired by Chicago-based BDO late last year.

Nicole Sterling was named Volunteer of the Year, which recognizes dedication to AAM, involvement on committees and/or special projects, as well as their professional accomplishments.

As chair of the website committee, Sterling, of RSW Accounting and Consulting of Montreal, Quebec, has given tirelessly to her role, whether it’s leading calls or working nights and weekends with other committees to ensure their sections of the website are working properly. From the new profile badges, to launching the marketer’s library, to building new sections and functionality, she’s constantly finding ways to maximize the ways to use AccountingMarketing.org, AAM Connect and the AAM Portal.

Jeshanah McLeod

Jeshanah McLeod

Jeshanah McLeod was honored as Rookie of the Year, which recognizes a marketer on the rise, who demonstrates distinction in the field. The Rookie of the Year shows creativity, initiative and ambition.

McLeod, of Lancaster, Pa.-based Brown Schultz Sheridan and Fitz, was hired as a marketing coordinator in September 2015. Her performance was deemed to be well above the expectations of the firm as she helped to revitalize her firm’s marketing efforts in her first year, which resulted in her title being changed to marketing director in February 2016. Educating the firm on the importance of marketing, this honoree presents initiatives in a way that helps the firm better understand how marketing initiatives benefit them.