HIGHLIGHTED CASE STUDY Stewart Archibald & Barney CPAs—Brand Reinvention

Situation:
Stewart Archibald & Barney CPAs has a legendary presence as a leading CPA firm in southern Nevada since 1972. Businesses of all sizes seek the firm’s expertise on a range of services and proactive management of clients’ wealth. As the original three partners approached staggered retirement dates, and newer partners began taking on new or different responsibilities (including business development), it became apparent that some strategic marketing initiatives could ease the transition, and indeed, increase business for the already healthy firm.

Solution:
CIM Marketing Partners, with its background in marketing financial services firms, performed a Strategic Marketing Summit® with the firm to evaluate its current position, business goals and outline key recommendations for taking the firm’s marketing and public relations to a new level. Key to the recommendations were updating the brand identity (logo and overall “look and feel” of the brand, as well as a comprehensive stationery system), creating a high-end pocket folder/brochure, initiating a branding campaign for print publications geared toward the business owner audience and implementing public relations tactics to focus on the key CPAs at the firm.  The transition to the new brand was tremendously successful, with all three founders now retired from the day-to-day activities of the firm’s management. Brand recognition remains high (despite Las Vegas’ high population growth and increased competition) and the firm proceeds to build its core business areas with the assistance of continued support from the services and marketing products of CIM Marketing Partners.