Chief Executive at Silver Agency
26 Jan 2016
KPMG is one of the largest professional services companies in the world and one of the ‘Big Four’ auditors, along with Deloitte, EY and PwC.
KPMG’s Small Business Accounting service was launched in 2014 to satisfy the growing network of 4.9 million privately-owned businesses across the UK. The service combines cutting-edge digital technology with KPMG’s wealth of expertise to provide online accounting and tax services to small and start-up enterprises via the cloud.
With SME’s spending as much as one day per week on basic administration, small business owners need support to help them to get on with running and growing their business.
KPMG’s Small Business Accounting service positions itself as a dedicated Accountant, Bookkeeper and Financial Director all rolled into one.
OBJECTIVES OF THE CAMPAIGN
To create a story that small businesses can identify with, setting the brand apart from the competition and positioning KPMG Small Business Accounting as the de facto choice for small business accountancy services.
With in-depth understanding of the target market Silver is creating a strong sub-brand to successfully leverage the strength of the KPMG brand at the same time as making it relevant for small business owners.
Through a strong visual style, photography and tone of voice; a delicate balance is achieved in retaining the credibility from the well established parent company whilst making KPMG Small Business Accounting relevant and approachable.
A consistent new brand for KPMG, including; brand guidelines, photography, client story videos, website and launch campaign.
The new responsive website saw a 400% increase in inbound leads within the first two weeks of going live.