Date post: | 12-Jan-2016 |
Category: |
Documents |
Upload: | edgar-hensley |
View: | 214 times |
Download: | 2 times |
2010 Marketing Committee Report
Chuck Ludmer
Chairman
Introduction Nexia Strategic Plan – Marketing Objectives 2010 Activity:• Mobile Application• Marketing Collateral• P.R.• Website
Marketing Committee Chuck Ludmer (Chairman) J.H. Cohn Xavier Echeverria Laudis Consultor Ann Monks Smith &Williamson Ian Stone Nexia Court & Co Henry Tan Nexia TS Larry Zeifman Zeifmans Donal Watkin Nexia International Steve Smith (PR Advisor) Thirdperson
Nexia Strategic Plan
• Launching in November 2010
• Commitment to providing a marketing-led approach to supporting the international focus of Members
Strategic Objective 1
“Encourage Members to develop an international focus to their practice and provide them with appropriate resources to apply a consistent Nexia approach to cross border engagements”
Delivery
• Develop a global marketing plan• Guidance to Members on enhancing international
dimension of their practice• Ensure consistent approach by Members to
branding Nexia• Develop a portfolio of Nexia marketing resources,
templates and guidelines for members
Delivery
• Maintain a global PR approach• Provide marketing collateral that emphasises Nexia’s
competitive positioning• Monitor Nexia business flows to identify and exploit
business development & collaboration opportunities• Optimise the website and use online media to
improve internal/external communication
2010 Activity Report
• Mobile application – Nexia Directory
• Marketing Collateral• P.R.• Website
Mobile Application – Nexia Directory
Mobile Application
• Launch of mobile application in December 2010
• Application available on Blackberry, Android and iPhone devices
• Provides latest member contact data
Mobile Application
• Users able to perform search by:
• Contact • Firm • Country• Functional expertise
Mobile Application
Contact identified:
• Initiate email/phone call
• Import contact details into address book
• Email contact details to third party
• Display location using Google map format
Marketing Collateral: Corporate Brochure
• Communicates Nexia’s competitve position:
• Global reach• Seamless advice• Proven track record• Cost effective services• Consistent quality and
service
Corporate International supplement
• Supplement circulated to readership of over 70,000 in April
• Included Nexia features + profiles of over 70 member firms
• Readership includes large/mid-market businesses, venture capitalists & banks
2009 Annual Review
• Provided insight into financial performance
• Illustrated member collaboration
• Highlighted training/knowledge sharing initiatives
Thought Leadership publication
• Communicate Nexia’s global reach and expertise
• Targeting international clients
• E-shot format• Launch January 2011
P.R: Special Reports
• “What next for Global
Capital Markets”• “Listing in London”• Circulated to Members
and press contacts• Used to generate article
placement
P.R: Article Placement
• Re-working and placement of Member content, such as:
• Technical content of “Tax Link”
• Tax “World Cup” article collaboration between UK, France, Italy, Spain & Portugal
P.R: Press Releases
• IFRS for SMEs – European survey
• Gateway to International Trade conference
• Introduction of new U.S. Member GTM Group
Editorial Board
• Being established to identify potential PR opportunities throughout the network
• Utilise key marketing contacts in each region• Consider and evaluate future opportunities in
more systematic manner
Website
• Redevelopment of Nexia website
• Provide more dynamic and user-friendly public area
• Extend Member’s Area functionality
• Launch: April 2011
Website branding – Member Compliance
• Continue to monitor compliance with website branding best practice:
Use of Nexia logo Reference to Nexia Link to Nexia site English language section
Summary
Continuing commitment to:• Enhancing the Nexia brand• Developing resources to support the international
business focus of Members• Improving communication within the network:
Member to Member and Nexia to Member
Thank you!
Chuck LudmerChief Marketing Officer - International Contact Partner
J.H. Cohn LLP