Communications Committee Report

Chuck Ludmer

Chairman

Introduction Communications Committee members Committee objectives Target audiences and how we intend to reach them Introduction of PR resource Leveraging marketing expertise throughout Nexia

Communications Committee Chuck Ludmer (Chairman) JH Cohn Larry Zeifman Zeifmans Henry Tan Nexia TS Paul Wyse Smith & Williamson

Freaney Ian Stone Nexia Court & Co Ann Monks Smith &Williamson Nigel Hodges Executive Director Donal Watkin Deputy Executive

Director

Committee objectives Enhance brand awareness of Nexia worldwide Develop/enhance/maintain resources and marketing

collateral to support member firms’ international business focus

Enhance communication within the network: Member to Member & Nexia to Member

Define consistent messaging that meets Nexia marketing objectives

Global Regional Country City

Target audiences to reach and serve Nexia member firms Current member firm clients – international and

those considering expanding internationally External stakeholders – prospective international

clients, COIs (centers of influence) - bankers, lawyers, etc

Nexia Member Firms Enhance communication to/between Nexia

members New website design

Re-launched October 2009 Client-orientated public area Improved directory navigation Re-designed Members Area Introduction of practice area/industry expertise &

secondments search

Nexia Member Firms Enhance intranet portal (member only section)

to effectively share resources across the network

Expand member firm profiles to include: Firm newsletter/communication archives Marquee clients/case studies (member only views) Photos of key contact partners

Capture valuable snap shots of inter-firm activity – streamlined communication for referrals

Current international clients Encouraging member firms to develop international

orientation throughout their businesses Promoting Nexia resources to existing clients

Nexia website International Tax Handbook NexiaLink - include content from member newsletters Sharing published Nexia thought leadership Doing Business In publications – how to keep current? Firms to include a Nexia branded international section in

their newsletters

External stakeholders Establish/maintain Nexia’s market positioning

as a leading mid-tier network within the global accounting and consulting market

Integrate best practice ideas from Prague conference

Use of public relations firm to increase Nexia brand awareness

External stakeholders Develop regional key COI-focused international

target e-mail lists Evaluate digital strategies to e-blast Nexia

messaging and thought leadership to targeted COIs and prospective clients

Use of public relations agency Introduction of UK PR agency: Thirdperson Raising Nexia’s profile amongst the Top 10

international accounting networks Assist in defining/writing/enhancing Nexia

brand messaging for Global, Regional, Country and City use

Media guidance, training and tools where appropriate

Public relations – initial stage Building Nexia’s profile and competitive

position within the international accounting arena “Getting the basics right” Establish a voice amongst the major accounting

networks Ensure coverage of developments within the

network and its competitive positioning

Public relations – thought leadership Generate coverage through “thought leadership” in

selected media for our target audiences. Member firm or client surveys Possible areas to be explored:

IFRS International tax planning Corporate governance Global capital markets International expansion/Doing business in…

Marketing collateral Assessing the existing portfolio of Nexia

publications and newsletters Ensuring that these resources firmly establish

Nexia’s positioning and credentials to external audiences

Development of a Nexia brochure

Branding – consistency and compliance Recognising the importance of leveraging

the Nexia brand/corporate identity Providing consistent Nexia messaging across

international markets Need for better compliance with Nexia brand

standards

Moving forwards Need to develop regional focus Recognise significant differences in

marketing priorities across the network Tactical objectives can only be effective

through the “buy-in” and contribution of member firms

We need your commitment! Develop regional marketing groups – e.g. Europe Directory of marketing contacts/expertise within

your firm The Nexia brand can be greater that the sum of its

parts – participate, contribute, comply.

Thank you!

Chuck LudmerChief Marketing Officer - International Contact Partner

J.H. Cohn LLP

(cludmer@jhcohn.com)