Challenge: The accounting industry is highly competitive. The “big four” dominate the landscape using their size and reach to snap up clients and talent. Keiter, the largest, independent accounting and consulting firm in Central Virginia, was looking to differentiate itself from larger competitors by highlighting the expertise of its team members and demonstrate how the firm’s work with clients was more personal and customized. The objective was to build new business and solidify Keiter’s place in the market.
Solution: Gray Ryan Communications designed a multi-year public relations campaign focused on three areas: thought leadership, community service, and client successes. Each of these media relations focus areas would help craft the narrative the firm sought. To be as successful as possible, public relations opportunities were secured in local, regional, and national publications read by business decision makers in Central Virginia.
Bottom Line: The results of Gray Ryan’s work have been tremendous. The firm and its leaders have been profiled in numerous publications including The Richmond Times-Dispatch, Virginia Business, Accounting Today, CPA Practice Advisor, Richmond Magazine, Virginia Living, and dozens of others. Since 2013, Keiter has received over 275 earned media mentions focused on the three core areas of concentration. The firm and several of its professionals have also received local and national awards. Most importantly, Keiter’s revenue has increased by 80% as the firm secured numerous large clients formally with competitors.