What’s in a Name? Marketing Intel Provided Answer to Pittsburgh Firm

Horovitz, Rudoy and Roteman, Pittsburgh’s 12th-largest accounting firm, wanted to grow their business and increase brand equity. The company decided to conduct Marketing Intel to learn what current clients, past clients, referral sources, employees and others thought about the company.

What did they learn?

• Customers and referral sources loved the company but when they talked about the company, they used a lot of different names… Horovitz…or Rudoy…all three names sometimes…and sometimes just the letters HRR…or even those accounting guys downtown… Confusion existed around the name.

• Clients also were more than satisfied with the company and stuck with them for decades. Saying things like, “They’re just incredible. They think about things before anyone else does.” “They’re like family. They’re knowledgeable and care about doing a good job.” “They think like we do and find creative solutions. They care.”

• But interestingly, many clients were primarily aware of the two or three services they used the accounting firm for, which meant an opportunity existed to explain the diverse consulting services offered.

• Employees said the company treats them like family and they stay for years, even decades.

Horovitz, Rudoy, and Roteman learned a lot from the Marketing Intel.

They then took the time to build specific communication programs for each of their specific target audiences. And they decided that for their 60th anniversary to change the name to:

H2R CPA.

Business Solutions, Family Approach.

Talk about hittin’ the bullseye.