Thought leadership puts RoseRyan in the limelight
RoseRyan is a finance and accounting services firm that supplies seasoned consultants (“gurus”) to fast-moving Silicon Valley companies. The vice president of business development came to Thinkshift with a challenge: maintain RoseRyan’s fun and distinctive brand personality while developing an expanded marketing program that spotlights the gurus’ serious expertise.
“Thinkshift took us from a branding position to one of thought leadership,” says Maureen Ryan, RoseRyan’s vice president of business development. “And the brand hasn’t been watered down or corrupted in the process—Thinkshift has done a wonderful job of keeping it alive. That’s a huge value, because we invested a lot in the brand.”
TOP RESULTS
- Website traffic increased 30 percent
- Industry & media recognition
- Brand voice attracted new clients & employees
WHAT WE DID
- Our first step was to revamp the company’s website to give the gurus more presence, provide substantive services information and make it search friendly.
- We created a messaging platform to help RoseRyan leaders articulate the company’s key competitive advantages.
- We then developed a thought leadership program that highlighted the gurus’ finance and business insights, creating an ongoing series of highly readable, attention-grabbing “intelligence” reports and the Gurus Unaudited blog.
- We built on thought leadership with a content marketing program that included a social media strategy, case studies and a tongue-in-cheek “What Kind of Finance Pro Are You?” quiz that landed the company in CFO Magazine.
Thinkshift has taken us to the next level of marketing, and they’re fun to work with.” —Maureen Ryan, vice president, RoseRyan
HOW IT WORKED
- The blog attracted clients and accounted for 30 percent of website traffic.
- Website traffic overall got a huge spike from the quiz and resulting media coverage, and growth continued beyond the initial buzz.
- A series of 19 reports earned praise from clients, prospects and partners; supported sales; and demonstrated expertise to potential partners.
- Case studies showed prospective clients what it’s like to have a RoseRyan guru on their team.
