As the nation's 15th largest certified public accounting and business advisory firm, Plante Moran has deep Midwestern roots but serves a client base that demands an increasingly strong national and global presence. To capitalize on its reputation, the firm was looking to reinvent its digital brand presence in a way that leveraged its expertise and also served as a north star for its brand expression system. Plante Moran also wanted to build a strong foundation for its future-state marketing technology ecosystem.
With a complex set of goals and objectives, One North and Plante Moran architected a deep discovery period that touched each business unit, affiliate client and recruiting segment, and placed a strong focus on both reimagining the brand and establishing an enduring digital strategy.
Research during the discovery phase was consolidated and used to inform user personas and user journeys, which uncovered the digital preferences of key user groups, and identified ideal scenarios for initiating and sustaining digital engagement.
Throughout the project, One North sparked new ideas. Those concepts are now fundamental to how we treat content, think about our prospects and talk about our brand.”
The new website serves as the foundation for all efforts to digitally activate the new Plante Moran brand. Updated messaging and a refreshed visual expression system have helped to guide additional components of the brand, including a refined pitch and proposal process and a more focused marketing automation strategy. Together, we plan to keep a future-looking point of view by brainstorming and activating brand, marketing and technology roadmaps spanning the next five years.
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A Content Touchpoint Strategy was also established to provide direction for Plante Moran’s content distribution efforts across multiple channels. The Touchpoint Strategy guides the team on optimal channels, formats, frequency and integrations to consider to keep users engaged.
Learn how One North helped Greenberg Traurig establish a unique brand identity, with a strong foundation, to drive its digital evolution.