Joe Kovacs, APRNearly 20 Years of Marketing and Communications Expertise Gelman, Rosenberg & Freedman CPAs, Marketing Director (2003-07, 2010-16)Association for Accounting Marketing, Vice President and Board Member (2013-16)

Phone: 303-242-4947 Email: prjoekovacs@gmail.comLinkedIn: https://www.linkedin.com/in/joekovacsTwitter: @joekovacsaprDelivering Targeted Messages To Maximize Impact and Response

Accounting Marketing Professional Record of Accomplishments

Thanks for Reviewing Samples Of My Marketing Success

Following is a sample overview of marketing accomplishments during my tenure at Gelman, Rosenberg & Freedman, CPAs and as the vice

president, committee liaison and board member of the Association for Accounting Marketing.

Please contact me if you have any questions.

Organizational Leadership

• Directed 4-person team with defined roles and responsibilities• Developed SWOT analysis based on management interviews to

identify internal strengths, weaknesses, opportunities and threats• Drove first pipeline meetings to generate business development/

sales culture and maintain ongoing engagement with leads• Developed first metrics reports to measure marketing impact

Continued on next slide

Organizational Leadership (con.)

• Created firm’s first marketing budget with expense type breakout• Led staff marketing trainings (see Slide 19 for sample topics)• Implemented CRM to track relationships and engagement with

thousands of clients, prospects and industry stakeholders• Developed firm’s first social media policy• Sought-after speaker by CPAmerica International (industry

association)

Industry Leadership –Association for Accounting Marketing

(AAM)• Vice President / Executive Committee (elected 2016)• Three-year Board Member (elected 2013)• Annual participation in AAM’s strategic planning meetings• Founding Member: AAM Strategic Communications Committee• Task Force Leader: Development of AAM’s first code of ethics• Project Leader: Development of LinkedIn guide (AICPA contract)• Board Liaison: Growth Strategies Committee, Strategic

Communications Committee, 2017 Summit Planning Committee • AAM Summit Panelist (2015); Article Writer

Pipeline Meetings – Drive Revenue Opportunities

• Monthly pipeline meetings to track new business opportunities with an average participation of 10-12 partners and managers per meeting

• Lead qualification for sales pipeline determined by analysis of demographic and behavioral characteristics

• Lead tracking managed through implementation of the firm’s first CRM tool, which tracked characteristics of thousands of clients, prospects and industry stakeholders

Actual pipeline reports cannot be published as they remain the property of the firm for which I created them. However, similar data is usually included in a variety of pipeline management documents

including the characteristics highlighted on the next slide.

Pipeline Management - Characteristics• Partner (or Team) Lead – Pursuit of New Opportunities• Prospect Target Organization including Point of Contact (Decision-

maker or Influencer)• Current Status of Lead in Pipeline• Next Steps (for Engagement Purposes)• Marketing Plan to Define Professional Accountabilities• Revenue Potential • Referral Source (Individual or Institutional)• Decision-by Date (if known)

Successful pipeline management requires executive buy-in and support. To be successful, the business development function (which drives pipeline-driven marketing) must understand the growth targets and

goals of the organization.

Inbound Marketing Success• New website launch was optimized for Google Search (including title tags

and meta data) and included lead capture forms

• Transition of print newsletters to electronic newsletters encouraged easier and more frequent click-throughs to website, leading to increased traffic

• 3-5 pieces of content added to website each week including newsletter articles and blogs to maintain high Google Search rank for key search terms

Outcomes25-30 monthly website leads from RFPs, subscriptions and queries

70% increase in website trafficGoogle Page 1 Search Results for Key Search Terms

Market Research• MARKETING SITUATION: Interest in Penetrating As-Yet-

Unexplored Urban Market for Presentation Series Showcasing Nonprofit Services

Research Solution: Captured 550 High-Value Prospects Through Investment

in External Industry Database (event participation rates: 25-60 per event)

• MARKETING SITUATION: Development of 5 Industry Niches and Service Lines

Research Solution: Purchased Industry Reports to Identify Trends, Challenges, Demographic Shifts to Inform Positioning and Tactical Planning

Content Planning, Development and Marketing

• Electronic newsletter program i. Cut annual expenditures by thousands of dollarsii. Provided new website content (SEO boost)iii. Opened visibility of expertise in 3 new service areas

• Digital Content Creation and Marketing i. Web-based events provided post-event recording engagementii. Content repurposed to fulfill other marketing needsiii. Social media marketing to drive online awarenessiv. Online and distributed alerts for new industry developments

Branding• Positioned firm for national recognition as nonprofit services provider by

investing in sponsorship of AICPA Not-for-Profit Industry Conference• Managed firm’s participation in annual, DC-area nonprofit leadership award in

partnership with nonprofit industry partner• Expanded regional brand as government contracting services provider

through 3-4 annual breakfast govcon event series • Expanded personal branding opportunities by distributing expert insights

through multiple online channels• Oversaw participation of firm’s client and industry sponsorships• Developed collateral branding standards through ongoing partnership with

external designer (flyers, signage, etc.)

Presentations, Trade Shows and Other Events

• Managed participation in 10-12 annual events and conferences including sponsorships, advertising, presentations, giveaways, collateral development, trade show booth participation and follow-up with qualified business leads

• Drove and participated in development of presentations for cutting-edge topics with registrant numbers up to more than 200 per event (including in-person, online and live streaming)

• Repurposed presentation content for distribution via other channels

Public Relations – Accounting Today

Generated front-page profile of Gelman, Rosenberg & Freedman’s international NGO audit and compliance practice in November 2011 edition of Accounting Today Magazine

Public Relations – New Managing Partner Announcement

Created high-visibility coverage of announcement about firm’s new managing partner (front-page coverage on AccountingToday.com and CPAmerica Advantage membership newsletter

Public Relations SuccessGenerated front-page coverage on the Washington Business Journal website announcing consulting firm acquisition by Gelman, Rosenberg & Freedman CPAs (see section highlighted in yellow)

Reporting (Metrics and Research)

Specific numbers and data cannot be shared as they belong to the firm for which they were developed. The categories highlighted above represent

opportunities for a marketing department to measure engagement against the execution of marketing campaigns and, potentially, track revenue generation.

• Proposal Win / Loss Rates (By Partner)

• Lead Sources• Website Traffic• Website Engagement (RFPs,

Subscriptions, Service Queries)• Website Referrals from Social

Media Sites

• Content Tracking (Blogs, Articles, Social Media Posts)

• E-newsletter Engagement (Opens and Click-throughs)

• New Business Billings• Proposal Follow-up Queries• Reasons for Lost Engagement Bids

Social Media• 300+% increase in LinkedIn

company page followers• 100+% increase in Facebook page

followers• YouTube Video Manager utilized

for 2 live event webcasts (2016)• Social planning aligned with

industry and service line expertise• Integrated into campaigns and

lead generation programs• Ongoing client and industry

stakeholder engagement

Presentation and Article Selection• Building and Growing a Niche

(CPAmerica Regional Meetings, Hanover, MD,Dallas, TX, 2012)

• Bidding to Work with Nonprofit Organizations(Rainmaker Companies 2016SuperConference, Miami, FL)

• Social Media for EffectiveNetworking and Knowledge-BuildingCapabilities (AICPA 2012Not-for-Profit Conference, Washington, DC)

Presentation and Article Selection• Why LinkedIn Is Essential For Business

Networking(Gelman, Rosenberg & Freedman, Staff Training, February 2015)

• The Importance of Staying Active InYour Industry(Gelman, Rosenberg & Freedman, Staff Training, April 2015)

• 5 Forward-Thinking ClientSolutions for CPAs (AICPA Insights, May 4, 2015)

Joe Kovacs, APRPhone: 303-242-4947 Email: prjoekovacs@gmail.comLinkedIn: https://www.linkedin.com/in/joekovacsTwitter: @joekovacsapr

Thanks, again, for reviewing my marketing and business development support accomplishments.

Please contact me should you need experienced marketing or business development support.

All images used throughout this presentation have been made available for public use. Only one, the branding image on slide 11, requires attribution: “Branding” by EdgeThreeSixtyTM (CC BY 2.0).