“First Aid Kit” Direct Marketing Campaign.

At the close of their fiscal year-end, many companies expressed dissatisfaction with the quality of service provided by their accounting firms. CFOs often felt overwhelmed and unsupported, culminating in a sense of being “battered and bruised” from the process. This raised concerns about finding an accounting partner who could truly meet their needs and deliver reliable, supportive service during critical times.

Grant Thornton introduced a creative and impactful campaign centered around the idea of a “First Aid Kit” to alleviate these “accounting injuries.” This initiative served as a tangible representation of Grant Thornton’s commitment to providing high-quality, restorative services. The campaign included a kit, an inside cover message, and a bi-fold postcard, each thoughtfully designed to communicate Grant Thornton’s ability to understand and address the challenges CFOs face.

The campaign yielded significant results, successfully engaging the target audience. Grant Thornton secured 43 meetings with targeted Chief Financial Officers, generated 6 RFP opportunities, and converted 3 of these into new client engagements. This strategic approach not only opened doors to meaningful conversations but also reinforced Grant Thornton’s reputation as a trusted and dependable accounting partner.

This case study was produced by Jennifer Farrington in her Director of Regional Marketing role at Grant Thornton LLP. Further reproduction prohibited. All rights reserved.