Capstone Marketing

“As managing shareholder of our firm, I am very involved in the marketing function within our firm. We have worked with Jean Caragher of Capstone Marketing for over two years and she has had a profound impact on the marketing function and effectiveness at our firm. With Jean's assistance, we have successfully established a number of thriving niches, have implemented a progressive marketing tracking and rewards program and established our firm as one of the premier service providers in our market. Prior to Jean joining our team as a consultant, marketing was an afterthought. Now, marketing is an integral part of
our culture.”

Marketing Plan Development & Implementation

More and more CPA firms are developing marketing plans for their firms and niches. However, developing a marketing plan can be relatively simple. Where the rubber meets the road is in the implementation. In fact, consistent implementation of marketing plans is one of the top areas of improvement needed to build a marketing culture.

I have significant experience in developing marketing plans. Then, I can provide assistance in implementing specific projects or serving as your firm’s virtual marketing professional.

Published articles regarding marketing plan development & implementation:

April 2008 – Expand Your Horizons: Niche Marketing Success Stories, Journal of Accountancy, Niche marketing has become a successful strategy for many CPA firms because it identifies target markets and resources, distinguishes a CPA firm from the competition and generates higher profit margins. This article will provide you with the keys to successful niche marketing as well as niche marketing success stories.

June 2007 – Manage Marketing with a Budget, CPA Practice Management Forum – Partners continue to demand a return on marketing investment. This article is helpful to both veterans and budget first-timers.

August 2006 – Practice Profile: Spotlight on All Assets and Aspects of a Business, Practical Accountant – A profile of a Capstone Marketing client, Tauber & Balser, P.C.

June 2006 – Think Strategically: Align Marketing Efforts with Firm’s Vision and Goals, Written or Otherwise, CPA Practice Management Forum – Strategic marketing is about aligning marketing efforts to the firm’s overall goals and initiatives. Read this article and learn from several marketing and sales professionals.

December 2005 – Seminar Best Practices: Careful Thought, Attention to Details Make for Successful Events, CPA Practice Management Forum – This article includes advice on planning and follow up from marketing specialists.

May 2005 – Putting Your Best Face Forward, Accountants Media Group Special Report – The top three marketing tools that generate the most leads for CPA firms are networking, mixers with referral sources, and seminars. Learn more about each of these marketing tools.

November 2001 – Partner Goals Inspire Firm Marketing, CPA Marketing Report – This article focuses on a Capstone Marketing client, Porter Keadle Moore, and the launch of the firm’s first marketing program.