To increase its visibility and image Stonefield Josephson Inc., a US CPA firm developed and launched a direct marketing campaign which integrated monthly direct mail with both in-house and outsourced telephone follow-up, advertising, public relations and speaking engagements. Employees responded to public companies known to be looking for a new auditor; and outsourced professionals followed up with prospects from the mailing database to set up appointments. As a result gross revenues increased s...
BPIR Categories4.1.2 Manage advertising & promotional activities
4.1.4 Develop & implement marketing strategy
4.1.1 Identify market segments & target customers