The Bottom Line: Bringing CPAs Online

CPA2Biz: Company Launch Strategy, Plan, and Execution

CPA2Biz, now cpa.com, is an online resource for certified public accountants (CPAs). Its goals are to be the leading and most-trusted business resource for the CPA community and to empower CPAs with the right tools, training, and technology.

As the company was starting out, it needed strategic and tactical marketing expertise to establish a strong presence within the CPA community. On The Mark was hired to develop a marketing strategy and to help grow the marketing team from three to 12 people. We were also asked to provide a marketing communications framework, brand platform, and key messages that could be used by the broader marketing team to:

• Generate credible awareness and preference for the CPA2Biz vision and new solution offerings
• Educate industry influencers on CPA2Biz’s value and new solutions and services
• Establish a foundation for future marketing communications activities

On The Mark led and managed internal employees and external vendors to successfully provide:

• Integrated messages and defined communication vehicles
• Corporate launch management
• Messaging, corporate identity, and branding
• Press and analyst relations management
• Events strategy and execution
• Web design and content development
• Collateral development
• Direct marketing
• Sales communications and training
• Internal communications
• Investor communications

"On The Mark excelled in every marketing activity I could throw at them. Demonstrating deep marketing expertise and the willingness to dive in, we gained tremendous insight, marketing process knowledge, and high-quality results." CPA2Biz CEO