Dialing Up USTAXFS’s Competitive Edge in US Tax Services
Context
USTAXFS, a medium-sized boutique tax firm with offices in the UK and Europe, had grown organically for 35 years but needed strategic marketing direction to compete with the Big Four in compliance and planning work for individuals and corporations with US tax implications. The firm faced challenges including market competition, an outdated brand, low brand awareness, lack of strategic direction, and limited in-house resources and expertise.
Services Provided
Growth Animals provided strategic marketing input, visual brand identity update, new website design and management, digital and content marketing, and targeted campaigns to support USTAXFS in expanding its market share and enhancing its brand presence.
Objectives
The main objectives were to modernise the visual brand identity, increase brand awareness, and implement a strategic marketing plan that highlights USTAXFS’s unique selling propositions (USPs) of talent and innovation. The goal was to position USTAXFS as a better alternative to the Big Four and drive market share growth.
Strategy
Growth Animals identified the most competitive business areas to focus the marketing and brand strategies. The new website, along with digital and content marketing efforts, was designed to appeal to specific audience segments for niche services. The updated visual brand identity maintained established brand codes for recognition while modernising the overall look. The marketing strategy included a mix of paid, earned, and owned media, supported by targeted campaigns during key periods.
Results
- New Website – The new website was designed to funnel and convert users into enquiries, showcasing USTAXFS’s expertise and thought leadership.
- Brand Positioning – The brand was positioned as a better alternative to the Big Four, emphasising investment in talent and innovation.
- Increased Engagement 2023 vs 2022 – There was a 12% increase in new users on the website, a 50% increase in referral traffic driven by PR, a 12% increase in LinkedIn engagement, and a 16% increase in direct website enquiries.
“Working with Growth Animals has been invaluable and an absolute pleasure. Jen works with you to agree on a solid strategy and provides unwavering support. She genuinely feels like a member of the team!”
