The challenge
IRIS approached The Think Tank to provide strategic support for its accountancy sector brand. It wanted to better understand the views and aspirations of its stakeholders, customers and prospects, and then use this knowledge to identify opportunities within the competitive accountancy software landscape.
Ultimately, IRIS wanted to raise awareness and shift perceptions amongst the accountancy audience, driving home the message that nobody else could deliver the same kind of value and service.
Our solution
At The Think Tank, we recognised that, after 45 years’ experience in the market, accountancy had become a part of IRIS’s DNA.
The brand had forged a deep connection with accountancy practices that went beyond the role of mere solutions provider to a much more meaningful positioning as a supportive, nurturing partner to its customers.
Cementing IRIS as the number 1 supporter of accountants would become our core strategic focus.
To deliver on this strategy, we created a digital-first channel that encouraged interaction, communication and community. Branded The Ask IRIS hub, this was a place where any accountant could go for answers to any question and solutions to any problem.
We built a bespoke Ask IRIS microsite housing educational video content, blogs, e-books, news pieces and more. At the centre of the campaign sat a series of Ask IRIS hybrid seminars, in which industry thought leaders shared insights, explained new legislation and fielded questions from the audience. Accountants were invited to engage with the campaign using #AskIRIS.
The Ask IRIS events were promoted digitally via Google, LinkedIn, Facebook and Twitter. In addition, we secured media placements in publications such as Accountancy Web, Accountancy Today and Accountancy Age.
The results
The Ask IRIS events proved a sensation, securing 2,000 registrations and hundreds of questions from audience members.
Across 12 months, the activity generated more than 1.5 million visits which opened the door to lead nurturing activity, sales and the cross-selling of products and services. Most significantly, Ask IRIS had a significant impact on the way in which accountants perceived the brand, building trust and laying the foundations for sustainable long term growth.
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