CASE STUDY - BRAND & MARKETING STRATEGY
Cooper Financials
C
CHALLENGE
As a startup, Cooper Financials did not have any market share in the accounting market. The industry is saturated with accounting firms that are plain and numbers-driven, and lack creativity.
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TASK
Within a startup budget, develop and launch an accounting brand that does not follow the accounting status quo.
SOLUTION
Build a purpose-based brand that is approachable and growth-orientated. Position Cooper Financials as the accounting firm where you can not only get your taxes done, but also learn how to grow your business financially.
BRAND PURPOSE
Instill confidence in people to encourage growth and success.
BRAND POSITIONING
Proactively finding opportunities to educate, help and support everyone.
To bring the brand to life visually, I brought in an experienced brand designer (Bryce D'Andrea) to create a fresh, colourful and modern look. The logo developed has an infinity sign to represent Cooper Financials' purpose in continuously finding opportunities it can help businesses grow.
The website and email content were rewritten to fit the new voice and tone, highlighting the key messages focused on growth, efficiency gains, remote working benefits and simplicity. These key messages were strategically selected to differentiate it from Cooper Financials' competition.
AUDIENCE INSIGHT
Accounting practices (doing taxes, billing invoices etc.) are often associated with feelings of stress, frustration and anxiety for business owners. Nobody likes doing it.
LAUNCH
The brand was launched with the messaging "Feel confident with numbers"on digital ads to speak to the frustration and anxiety that Cooper Financials' audience face. A limited-time promotion was offered to make the initial commitment easier for new clients.
Results
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Doubled in revenue.
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500% increase in website users.
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315% increase in organic search.
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800% increase in leads.