Targeting key clients, ranging from Main Street to Wall Street, CLA (CliftonLarsonAllen LLP) teamed with The Shipyard, a fast-growing independent marketing firm, to craft and execute its first-ever comprehensive brand awareness campaign that addresses the challenges and tensions clients face today.
Brand development research and planning uncovered the new positioning, ‘Deeply Invested,’ which reflects CLA’s dedicated relationship with its clients. In the campaign, titled ‘We’ll Get You There,’ a riderless bicycle is brought to life with practical effects and computer animation on a tour of the many industries CLA serves, from construction sites to hospital halls to government corridors.
“The bike’s empty seat is an invitation to ride with CLA, to balance what’s right for the business with what’s best for everyone who depends on it,” notes David Sonderman, chief creative officer of The Shipyard. “It’s a tension at the heart of so many critical decisions that leaders have to make.”
The campaign launches today with a 30-second video that will debut online and subsequently run across national cable and connected TV. Additional creative elements include streaming audio, podcasts, print ads, high-impact display banners, and interactive social posts.
“This fully integrated, multi-touch campaign allows CLA to connect with our target audience in a creative manner, driving scalable reach throughout the campaign,” explains Becky Bauer, managing director of marketing and brand marketing at CLA. “It allows us to share our strategic advantages — deep industry specialization, focus on private businesses and owners, seamless integrated capabilities, and inspired careers — in a way that truly resonates with our diverse array of clients.”
‘We’ll Get You There’ will focus on key verticals, including private business owners; public sector audiences, such as government, nonprofit, and education; and institutional organizations ranging from financial institutions and private capital to health care and telecommunications.
The Shipyard CEO Rick Milenthal adds: “From the first day we met the team at CLA, we knew they were special. In a sea of sameness among accounting firms and consultancies, CLA stands out for their ability to intimately know their customer and balance their personal and business priorities. That’s the message we aim to convey with this campaign.”