Yeo & Yeo CPAs & Business Consultants received the Leading Edge Alliance’s (LEA) prestigious Outstanding Diversity & Innovation Initiative award for its Women Leaders marketing campaign. The award was announced at the LEA’s 2016 Global Conference held in Houston, Texas. Each year the LEA recognizes accounting firms for their cutting-edge innovations that differentiate LEA members from their competitors.
“It is an honor to be recognized by our peers for creating a unique marketing campaign,” said Kimberlee Dahl, director of marketing. “We are pleased with the campaign’s results – particularly the tremendous reach we experienced on our social media and website – and at the same time we benefitted from the focus it brought to Yeo & Yeo’s culture.”
In 2015, Yeo & Yeo was named to the Accounting MOVE Project Best Public Accounting Firms for Women list, which recognizes ten firms for their women’s initiatives. Subsequently, the firm’s marketing team developed a comprehensive strategy to maximize that honor.
The team interviewed 13 of Yeo & Yeo’s women leaders firm-wide and asked them to share their real-life stories. Their responses were transformed into attractive articles, and a webpage was built specifically for featuring Yeo & Yeo’s Women Leaders’ profiles. Each week, one feature was posted to social media platforms and to the firm‘s website and intranet. Yeo & Yeo found that employees, clients, recruits and prospects were engaging with the content and sharing the firm’s posts at a level not achieved before.
The comprehensive marketing plan furthered five goals:
- To illustrate the firm’s culture to potential employees
- Increase online traffic
- Humanize the firm’s professionals
- Serve as a source of mentorship and advice for female professionals
- Garner additional opportunities to leverage the firm’s achievements and initiatives
The campaign also helped to generate several speaking opportunities and article contributions regarding women’s initiatives.
Yeo & Yeo is a founding member of LEA Global, the second largest international professional association in the world, creating a high-quality alliance of 220 firms in more than 100 countries that are focused on accounting, financial and business advisory services.