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Integrated Marketing Communications Planning Image


With a variety of service offerings beyond that of a typical CPA firm, Skoda Minotti needed to develop an integrated marketing communications plan that both educated not only its current clients and prospects, but the firm's staff as well.


Skoda Minotti Marketing Services developed a plan with both internal and external elements:


  • Individual Business Development Plans (IBDP) focusing on personal and professional growth for members of the firm's professional staff
  • Monthly internal e-newsletter to improve internal communications
  • Annual firm meeting to reinforce the brand
  • Brand enhancers (i.e. mugs, pens, shirts, etc.)


  • Niche industry/service marketing plans
  • Monthly and quarterly e-communications plan
  • Ongoing print advertising campaign
  • Ongoing online advertising campaign
  • Ongoing Google Ad Words campaign
  • Frequently updated Web site
  • Online recruiting video and interactive Photo Audit game
  • Blog featuring firm experts
  • On-going media relations campaign
  • Local and national business award entries



  • Vast majority of professional met with the VP of marketing to discuss their Individual Business Development Plan
  • 94% of survey respondents found the annual meeting to be of value
  • 50.1% of clients use more than one service


  • More than 30,000 hits to the firm web site in 2008
  • 1,529 clicks through the AdWords campaign
  • $3,000 per month in AdWords equivilancy through organic search
  • $67,140 in advertising equivalency generated through our public relations program

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