For 42 years, MRPR has been helping businesses thrive and grow in Michigan’s challenging and ever-changing economic environment. More than just another CPA firm, MRPR seeks to position itself as business advisors who care deeply about the success of each and every one of their clients.
MRPR needed to update its online presence which included work on their brand and their existing website. We were also asked to help them strategize and launch their blog, develop a social media strategy, post to their social media channels, create a client newsletter, and set up their HubSpot account so that they could automate some of their marketing tasks.
After some initial brand research that included looking at competitors, taking our archetype quiz and deciding on an archetype, and looking at what was and wasn’t working for them with their existing brand, we had a solid direction.
We then decided to take a phased approach to the website (instead of updating all at once). We started with the homepage, and then we updated a page per quarter from there. Pages were updated with input from their entire team, as well as ideas from group brainstorming sessions and direction from WBG’s content department.
At the same time, we developed a blogging strategy and frequency that worked for their team, brainstormed several quarters’ worth of topics, and assisted their team in developing and publishing monthly blog posts. We then promoted those posts, as well as other curated content, on their social media channels. Our inbound specialist teams set up their HubSpot account, including their CRM and began training MRPR on basics and best practices.
Their brand came alive with deep blues, subtle, yet detailed textures to showcase attention to detail, and pops of orange to bring energy and warmth. The new homepage messaging focused on positioning MRPR as agents of business growth, who are always looking for new ideas and hiring new talent. This reinvigorated the existing brand as well. Their blog and social media programs continue to hum along productively, showing their thought leadership and allowing the community to connect with them in new ways. The MRPR team continues to learn HubSpot for both the marketing side, as well as the CRM to nurture their prospects into clients.
Finally, their newsletter was a success, and continues to be a great way to stay connected with clients. We continue to help MRPR build their digital marketing program and meet quarterly to chip away at their prioritized list of to-dos.