Helping a Top 100 Accounting Firm Build More Awareness

Client:  Founded:  Location: Employees: List Size: Emails Sent: Open Rate: POC: Phone: URL:

Habif, Arogeti & Wynne, LLP 1952 Atlanta, GA 200 3,654 148,252 43% Brian Falony 404-898-7483 www.hawcpa.com

The Situation:
Founded in 1952, Habif, Arogeti & Wynne, LLP (HA&W) is one of the 100 largest accounting firms in the country and the largest independent firm in Georgia. While most of HA&W's clients are headquartered in the Southeast, they also serve a number of companies nationwide and internationally. With 20 shareholders and more than 180 employees, HA&W continues to expand at a rapid pace.

The Solution:
For many years HA&W had been sending out a number of different printed newsletters, but in 2003 management made a decision to move to a paperless office. HA&W marketing director Brian Falony was tasked with finding a replacement for their print newsletters. After looking at a number of options, including a $30,000 a year custom solution, in February 2004 they choose BizActions.

Falony said, "The dealmaker was that BizActions provided much more detailed accounting and financial-specific content. Most of the competition just pulled in industry headlines or short briefs, while BizActions provided content that was written specifically for the clients and prospects of an accounting firm. Plus, BizActions was a complete solution: a delivery engine, reporting and of course content."

The objective of HA&W's e-Newsletter is to "keep our name out there, deliver useful information on a constant basis and position ourselves as industry experts," Falony continued.

The Results:
HA&W's objectives have been met. They moved to a completely paper-less communication system and saved money. Moreover, their e-Newsletter has served as an effective method to position HA&W as an industry expert, setting the foundation for continued growth. Their e-Newsletters have a 43 percent open rate and a 14 percent click-through rate. However, many custom announcements written by senior partners can average more than a 70 percent click-through rate. Numbers aside, Faloney says, "What we find most important is we have almost a zero unsubscribe rate and nearly 100 percent of our members are reading content."