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Prior to 2020, McClintock & Associates, a public accounting firm specializing in providing auditing and consultative services for postsecondary education institutions, relied on speaking engagements, conferences and in-person meetings to promote its industry-leading expertise. COVID-19, of course, eliminated the chance for in-person anything. Instead, McClintock & Associates had to find a way to translate its thought leadership and messaging to online platforms during a confusing time, as clients were seeking guidance amid shutdowns and a set of confusing new government assistance programs.
After collaborative brainstorming sessions and our own research, we learned more about the dynamics between institutions, the Department of Education and lenders, as well as new programs and laws designed to mitigate effects from the pandemic. We also evaluated the tools that would be best suited for McClintock to share its knowledge about these programs and how they affect their stakeholders.
We determined a series of webinars would be best to share thought leadership to a larger audience, particularly as McClintock & Associates’ clients, prospects and industry partners became more familiar with video chat platforms. From April 2020 through October 2020, promoted by a targeted email campaign, organic social media posts and low-cost social media ads, we helped the firm host four informational webinar events that included Q&A sessions and downloadable assets, such as reporting templates and infographics that we helped develop.
At the same time, we also collected these assets and created more for a new “COVID-19 Resources” page on the McClintock & Associates website, using an email campaign to promote the downloads and the steady stream of news updates featuring the firm’s analysis.
The webinar series and expanded written thought leadership campaign, backed by our inbound marketing efforts and McClintock & Associates’ existing reputation, surpassed expectations. Collectively, the webinars drew over 1,000 attendees, while the firm saw a significant increase in subscribers to its regular newsletter, as well as increased outreach from prospects. At a confusing and unsettling time in the postsecondary education industry, McClintock & Associates remained a trusted source of information to its audience.