Rothmans – case study from one of the UK’s major accountancy practices
“If I think about where we were a year ago, we had 12 offices, each responsible for their own marketing activities,” explains Andrew Bennett, a partner at Rothmans, a major accountancy practices in the south of England. “Partners are all very hands on, so it was difficult for us to find time to co-ordinate and implement sales or marketing programmes for our own offices, let alone co-ordinate marketing for the whole firm. We needed someone who could not only advise us on the most efficient and cost effective way of developing a marketing strategy, but we also needed help in its implementation. RCR did all that for us, and a year down the line we have effected a total rebrand, with a marketing programme that is clearly focused on building revenue.”
Rothmans had not looked at its branding for many years and the partners recognised the firm needed to develop a more active approach to building and promoting its reputation and planning sales activities. RCR worked alongside a steering group of partners and staff from all of the offices, helping them formulate a strategy, plan a series of marketing projects and put in place a launch of the new brand both internally and to clients and contacts throughout the region.
In the past year, Rothmans has developed a defined positioning in the market place that emphasises its strengths and clearly differentiates it from its competitors. That positioning is now clearly reflected in a range of tools communicating with clients and the market, including an interactive website, a monthly newsletter and educational and informative bulletins, and sponsorship activities. It has also developed a range of direct mail and email campaigns, and database management projects to build recognition and open dialogue with prospective clients.
“We’ve learned a lot from RCR and are definitely more focused on who our prospective clients are and how we can reach them, comments partner Martin Osbourne. “The RCR team have great energy and enthusiasm and have driven us on with new ideas, but always keeping us on course. They have shown real commitment and dedication and have brought us together with a structured approach. Put simply, they made things happen.”