“In the arcane world of professional services marketing, there’s a profound difference between mundane marketing practice and marketing wisdom. Jean Caragher has always been a font of marketing wisdom, and a significant leader in a difficult and constantly emerging marketing practice. She is one of the few practitioners who has truly helped shape the way professional service marketing is practiced. Jean, congratulations on your anniversary.”

Bruce Marcus
Editor
The Marcus Letter on Professional Services Marketing

Winston Churchill once said, “We make a living by what we get, but we make a life by what we give.”

I am extremely fortunate to have a career that I love. Over the years, I’ve met many people who have shared their insights and experiences with me. Here is one opportunity for me to give back and share my insights and experiences with you.

Articles
(click to download a pdf)

June 2007 – Jean Marie Caragher on Marketing ROI, Bowman FirstAlert – Part of the Bowman FirstAlert Annual Report on big trend, unconventional wisdom, misplaced assumption, watch list, and bold prediction by some of the profession’s best thinkers on a variety of topics.

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.

January 2007 – Practice Profile: Thriving and Family-Friendly, Practical Accountant – A profile of a Capstone Marketing client, Wall, Einhorn & Chernitzer, P.C.

October 2006 – Survey: Despite Staffing Woes, Most Firms Not Willing to Turn Down Clients, CPA Practice Management Forum – Capstone Marketing survey results indicate that most CPA firms are unwilling to turn down new business or fire clients due to the staffing shortage. What impact does this have on marketing?

August 2006 – Referral Networks: Building Relationships is a Long Process, but Not as Tough as it Sounds, CPA Practice Management Forum – Building referral networks takes consistent, personal contact over a long period of time. Read this article and learn from several marketing and sales professionals.

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.

May 2006 – Jean Marie Caragher on Marketing, Bowman FirstAlert - Part of the Bowman FirstAlert Annual Report on big trend, unconventional wisdom, misplaced assumption, watch list, and bold prediction by some of the profession’s best thinkers on a variety of topics.

April 2006 – Managing Growth Effectively Requires Firms To Possess The Right Plan, The Right People and The right Clients, Inside Public Accounting – Managing growth is one of the biggest challenges faced by executives at middle-market accounting firms. This Expert Q&A column share growth management strategies and techniques.

February 2006 – Conveying Your Firm’s Personality, Practical Accountant – Communications materials convey the essence and personality of your firm telling its story in a creative and compelling way.

January 2006 – Practice Profile: Continuing the Legacy, Practical Accountant – Profiling Cotton + Allen, a Capstone Marketing clients, and the development of the firm’s brand.

January 2006 – Getting Bang for Your Budget, Practical Accountant – Read this article and learn about several tips for maximizing return on your firm’s marketing budget.

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.

February 2005 – Tips for Tax Season, Practical Accountant - A Revenue Enhancers column about marketing during busy season.

November 2004 – Creating a New Brand, Practical Accountant – A Revenue Enhancers column about a Capstone Marketing client, Tauber & Balser, P.C., and its new brand.

September 2004 – Not as Jaded as I Think, WebCPA – Howard Wolosky’s column about a Capstone Marketing client, Tauber & Balser, P.C., and its new brand. You can imagine how excited we were about this!

Fall 2004 – Best Marketing Practices for CPA Firms, PM North America – Results of Capstone Marketing research of CPA firm marketing professionals.

August 2004 – Motivating Partners, Practical Accountant – A Revenue Enhancers column offering suggestions to help partners become more involved in a firm’s marketing efforts.

August 2004 – Vision and Goals – Get Everyone Involved!, Partner Advantage Advisory – If your employees don’t know what the firm is trying to accomplish, how can they intelligently talk about and eventually sell its services?

May 2004 – Seven Secrets to a Successful Marketing Program, Accountants Media Group Special Report – Implement a few basic marketing techniques on a consistent basis to reap more favorable results for your firm’s marketing program.

March 2004 – A Ten-Point Marketing Checklist for 2004, PM North America – A checklist of 10 points you need to stay aware of to assure that your marketing program is complete for 2004.

March 2003 – Targeted Testimonials, Practical Accountant – Testimonials are one of the most fabulous things that a CPA firm can use and collect in marketing material. Learn more from a variety of marketing specialists.

June 2002 – Discover Your Brand With Research, CPA Marketing Report – Sophisticated marketers and their partners increasingly recognize the importance of conducting research before they try to communicate their firm’s brand.

March/April 2002 – Are You Targeting Arthur Andersen Clients? Most Firms Aren’t, Bowman’s Accounting Report – Capstone Marketing survey results.

January 2002 – Tips from the Home Front – Marketing During Tax Season, Partner to Partner Advisory – Consider the time spent with clients during tax season as an opportunity to continue adding to your bottom line.

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.

September/October 2001 – Communicating Your Brand Internally, MarkeTrends – A critical component of developing and promoting your firm’s brand is your internal audience – your partners and staff.

May 2001 – How Teamwork Can Impact Your Bottom Line, Partner to Partner Advisory – Marketing requires an ongoing, consistent team effort. Building and rewarding teams is easier said than done. This article includes hands on advice that will make it easier for your firm to be successful.

March/April 2001 – Interview With David H. Maister, The Practicing CPA – This article was excerpted and adapted from a Capstone Marketing interview with David Maister.

September 2000 – Are Satisfied Clients Loyal Clients?, Partner to Partner Advisory – When your firm has more business than you can handle, are you paying attention to current client satisfaction? If not, you should.

July 2000 – Marketing directors shake up traditional firm structures, Accounting Today – Capstone Marketing research on career paths for marketing professionals. Has progress been made?


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