SECTOR: BUSINESS/FINANCIAL SERVICES
The financial services industry is an ever-changing field which requires creative messaging to achieve standing out in an information-intensive world. The accounting and advisory firm of Rachlin Cohen & Holtz engaged Malkus Communications Group to enhance its 50th anniversary in 2005 while increasing the company’s image, public perception and presence in the news media. Our firm initiated significant media coverage for Rachlin over a period of six years.
Rachlin Cohen & Holtz had an interest of informing current customers and prospective customers of the services which separated this organization from other traditional accounting and advisory firms. Rachlin has more than 200 employees in three locations: Fort Lauderdale, West Palm Beach and Miami.
Create consistent messaging and targeted communications to both the business public and consumer public through news media coverage.
The achievements by Malkus Communications Group with its public relations and branding efforts included significant ongoing news media coverage in newspapers and television reports; community-based partnerships and branding reflecting the 50th anniversary. The key strategies for Rachlin’s news coverage included identifying news story angles to place the accounting firm with stories every month.
Initially, featured stories included “Money Management for Women,” “Tax Primer for Property Managers,” “Year-End Tax Ideas,” and “Top Ten Tax Tips” at the beginning of each year. In addition to newspaper stories, television and radio interviews provided the firm with extensive coverage.
Malkus Communications assisted with the creation of the Rachlin Foundation in 2006 and Chuck Malkus served as a founding board of director for this 501c3 non-profit organization. We created plans for the Foundation which included partnerships with charitable organizations and programs to engage all 200 employees. Additionally, we identified non-profit organizations where senior executives became board of directors, including Neighbors 4 Neighbors with CBS 4.
Rachlin managing partner Larry Blum received the Ultimate CEO honor from the South Florida Business Journal in 2007. Media coverage for Mr. Blum this year included a national Associated Press report which appeared in over 400 newspapers. In 2008, we assisted with a branding initiative which included a name change to Rachlin LLP and the company proudly became recognized as one of the Top 5 firms in Florida.
During 2009, due to the growth of the firm, preparations began for a merger with Marcum LLP. In the summer, the organization became MarcumRachlin, an association that would continue for 18 months. Malkus Communications created the new tag line:
“Real People, Real Experience.”
Malkus Communications provided diligent public relations counsel resulting in growth and expansion for the firm during the course of six years. In 2011, a merger was finalized with Marcum LLP and employees joined one of the country’s Top 5 accounting and advisory firms.
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