Accounting Firm Marketing Plan

Franklin & Moore LLC

Marketing Strategy

Our marketing strategies are based on meeting the needs of existing and future clients. We will do this through leveraging internal and external business strengths and understanding the competitive environment. All marketing strategies work toward supporting our mission statement and realizing our stated goals.

Our marketing strategies fall into these three categories:

1. Revenue diversification, including service and industry specialization.
2. Fixed fee structure focus.
3. Marketing awareness training.

Value Proposition

Providing quality service is critical. Our business and individual clients judge our competence based on how we treat them. This is their primary - and in many cases their only - measurement of our capabilities. Our Value Proposition to the client is that we will do their taxes, financial planning, business accounting, etc. better then they do it. We will work closely with our clients to make sure we know what their goals are, where they are financially and where they want to be in the future so that every service we provide is personal and custom-tailored for our clients.

Critical Issues

The firm appears to be approaching a "mature" category. We have relatively low major opportunities, fairly low threats, limited growth potential, and relatively low risk.

Critical issues for Franklin & Moore include:

• Retaining clients is essential and will be determined by maintaining our reputation built upon professionalism, trust, accuracy, and timeliness.
• Continuing to leverage our computer-based capabilities within the firm on a cost-effective basis.
• Tracking results to better understand which marketing activities offer the best return.
• Focusing on key market segments that will produce the greatest return.
• Educating our staff so everyone takes a role in marketing the firm and not leaving this responsibility to the few "rainmakers" that now account for a large percentage of new business.

Financial Objectives

1. Revenues of $1.6 million by year-end to realize a growth rate of 8.25% compared to the previous year.
2. Non-tax preparation revenues greater than 25% of total billing.
3. Payroll expenses to increase no more than 8% compared to the previous year.

Marketing Objectives

1. To realize an annual growth rate of 8.25% greater than the previous year.
2. To diversify our revenue stream through increased business consulting (non-tax related) activities to account for 26% or more of total revenues.
3. To create a visible profile through establishing reciprocal referral sources with the following:
   • (3) major banks
   • (1) credit union
   • (2) major law firms
   • (2) brokerage firms
4. Train the entire staff to understand, appreciate, and reinforce their role in marketing the firm.

Target Market Strategy

Our primary target markets include these three areas:

1. Established businesses of more than 50 employees that value an accounting firm that offers comprehensive business planning services, particularly those in the medical/health, dental, and lodging industries.
2. Growing businesses of less than 50 employees that need our services now and will rely on them to a greater extent as their businesses and requirements grow, particularly those that will benefit from areas of specialization, such as pension and retirement program planning.
3. Individual clients with a net worth in excess of $1.2 million that are concerned about the current earning capabilities of their assets and what will happen to those assets when they are passed to their heirs.

Messaging

Franklin & Moore LLC offers a unique team of CPAs and a professional accounting and bookkeeping staff with proven expertise as business consultants. We do more than prepare taxes. We also provide a variety of valuable services that enable a business to optimize their profitability and minimize their tax exposure.  We want to make sure that our marketing never loses site of our strengths as a company:

Expertise and Personal Service to Maximize our Clients' Finances

Branding

Franklin & Moore LLC  needs to brand itself as the professional, expert, personal accountants. It is important that people associate Franklin & Moore LLC  with expertise and personal service. Our marketing materials both offline and online will need to reflect this brand message.

Strategy Pyramids

Franklin & Moore's strategy is focused on leveraging our existing strengths. We will strive to emphasize those strengths that cannot be duplicated by our competitors or through the use of software. This is an important factor in differentiating the firm. All tactics to implement this strategy include leveraging the quality of our work and our in-house computer capabilities.

We have filled out three strategies in the strategy pyramids below.