J.H. Cohn LLP was honored for its accomplishments at the New York Chapter of the Public Relations Society of America’s Big Apple Awards. Entered in conjunction with Peppercom Strategic Communications, J.H. Cohn was awarded honorable mention in the "marketing communications: professional and/or financial services" category by the Public Relations Society of America. The award reflects J.H. Cohn’s dedication to expanding its presence in the New York metro area, through an integrated marketing campaign that highlights the firm’s technical expertise and thought leadership in the middle market.
“To receive this award just one year after launching our re-branding campaign speaks volumes regarding our management’s commitment to expanding our service offerings and expertise to best serve middle-market companies in the New York area,” said Marla Bace, chief marketing officer, J.H. Cohn. “We are honored to receive this recognition, as we’ve put a lot of hard work into fostering the firm’s growth and recognition as a thought leader in the accounting industry.”
Big Apple Award entries are judged by senior-level public relations professionals and awarded based on research, planning, execution and results.
From internal research within the firm’s leadership team, a comprehensive marketing audit and focus groups, J.H. Cohn found current clients were satisfied with the firm’s work, but not aware of its breadth and depth of financial service offerings. J.H. Cohn also found the firm’s brand was not resonating with target prospects and was virtually indistinguishable among both large national and smaller regional firms.
In order to overcome these challenges and build a thought leadership position within the marketplace, J.H. Cohn invested in an integrated marketing communications program for the first time in its history in 2006 using fact-based marketing discipline and sound research.
The firm now devotes resources to a media relations program that elevates awareness for employees and their expertise, and provides them with the opportunity to remain in front of topical issues in the marketplace. To ensure its brand reflects its dedication to its employees, J.H. Cohn incorporated all levels of staff into the firm’s new marketing collateral, featuring personal pursuits outside the workplace.