OUR WORK Citrin Cooperman
Elevating thought leadership with primary research, high end report writing/design, and campaigning around the findings.
Citrin Cooperman is a leading top 20 accounting, tax and advisory firm. The awareness and consideration gap between Citrin and larger rivals is wide. Closing the gap and earning attention is hard amid the thought leadership arms race and the deep pocketed Big Four content machinery. The competitive landscape calls for laser focus on Citrin’s priority industries and thought leadership execution on par or better than the larger rivals. The challenge is to create compelling content with primary research that elevates the Citrin Cooperman brand and powers the BD efforts of the firm’s crown jewel industries.
GOAL
Support three primary Citrin client sectors with primary thought leadership research and corresponding report creation to elevate the brand, earn attention for the firm’s industry sectors, and power business development efforts.
SECTOR EXPERTISE
Professional Services
In collaboration with the firm’s industry leaders and marketing/BD teams, here is what FINN delivered to Citrin Cooperman:
- Full outsourcing of three research projects and creation of three reports to FINN. One of the three for the fifth consecutive year. Another in year two.
- Fashioned and fielded national surveys for firm’s three primary industry sectors: Private Companies, Manufacturing and Distribution businesses, and Asset Management firms.
- Synthesized the findings in the surveys of thousands of C-suite respondents into key strategic benchmarks and operational insights.
- Created report themes. Designed and wrote high-end white papers for each of the three substantive reports.
- Positioned Citrin industry leaders as subject matter experts.
- Consulted on leveraging the reports from the treetops of advertising to the grass roots of targeted digital business development outreach.
This project integrated the following FINN skills: primary research; findings synthesis; report design and writing; thought leadership program and campaign consulting.
The Work
