CASE STUDY:

Providing Thought Leadership Through Times Of Uncertainty

Client: SST Accountants & Consultants

Industry: Professional Services

Services:

  • Market Visibility

  • Content Development

  • Executive Positioning

Recognition:

  • PRSA Dallas Pegasus Award, Best In Show - Programs

  • PRSA Dallas Pegasus Award, Marketing Communications

COVID-19 turned the world upside down. In March 2020, organizations large and small scrambled to adjust to a confusing new reality – from shifting to a fully remote workforce to navigating loan applications and legislative updates, it seemed that the majority of the time, there were more questions than answers.

Dallas-based accounting and consulting firm SST Accountants & Consultants saw this as a unique opportunity to shepherd a broader audience through this time of financial uncertainty. Together, Three Box and SST developed a dedicated COVID-19 communications strategy to thoughtfully and proactively address industry questions and concerns.

Read on to learn more about our strategies, tactics and results.

SST’s diverse client roster includes businesses, nonprofits, churches, schools, associations and individuals. While every client was experiencing the same global pandemic, each industry was impacted by different aspects of legislation and needed tailored counsel.

Federal and state updates were released daily – sometimes even by the hour. SST was at the forefront of communicating these changes, providing expert analysis to clients, industry partners and potential prospects.

In early March, Three Box quickly shifted SST’s marketing strategy to focus solely on COVID-19 communications. Together, Three Box and SST implemented a dedicated response page on SST’s website to provide thought leadership, breaking legislative updates, trusted external resources, webinars and more. We shared the page through social posts on LinkedIn and Twitter, as well as targeted email campaigns, and worked with the firm’s leadership team to amplify SST’s content across their own LinkedIn networks.

For the months that followed, SST continued to leverage the COVID-19 response page, posting relevant financial updates and processes while highlighting the firm’s industry expertise and capabilities.

To further demonstrate their thought leadership, Three Box worked with SST to organize a webinar on “Maximizing PPP Loan Forgiveness,” hosted by SST CEO Bill Sims and Partner Emily Cook. Along with actionable next steps, webinar attendees received a full session recording and a branded PPP checklist. Three Box and SST harnessed targeted email outreach, social content and custom graphics to build traction and registrants for the online event.

SST received an immediate and positive response from clients and industry partners. In the first few weeks, SST’s average web traffic significantly increased, with double the pageviews compared to previous months. Additional program results included:

  • An increase in social media engagement, citing a 175% increase in LinkedIn clicks and a 31% increase in unique visitors.

  • 176 webinar registrations and 130 attendees, far surpassing the original goal of 50 registrations.

  • An average email open rate of 57% on post-webinar emails that included downloadable assets.

  • Numerous inquiries from prospects and personal notes of gratitude from existing clients, reiterating that the webinar’s information was helpful and timely.

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