FROEHLING ANDERSON
Modernize Your Brand with Cohesive Communication Strategies
Froehling Anderson is a CPA business and consulting firm with a foot firmly planted in the future. When an organization holds a long history of excellence and integrity, it can be easy to slip backward into what has traditionally worked well. With the credibility of 77 years of business behind them, Froehling Anderson saw an opportunity to refresh its communications strategy and overall brand to be bolder and push creative boundaries. Central to their business model is a commitment to fostering a fun and collaborative workplace. As they modernize their marketing persona, the organization remains dedicated to prioritizing people over numbers, both for their internal team and their clients. As such, Froehling collaborated with CEL to refine their communications strategy, ensuring a consistent brand voice that resonates with the talent they aim to attract to their community.
Meet Your Talent at the Source
Froehling Anderson is a CPA business and consulting firm with a foot firmly planted in the future. When an organization holds a long history of excellence and integrity, it can be easy to slip backward into what has traditionally worked well. With the credibility of 77 years of business behind them, Froehling Anderson saw an opportunity to refresh its communications strategy and overall brand to be bolder and push creative boundaries. Central to their business model is a commitment to fostering a fun and collaborative workplace. As they modernize their marketing persona, the organization remains dedicated to prioritizing people over numbers, both for their internal team and their clients. As such, Froehling collaborated with CEL to refine their communications strategy, ensuring a consistent brand voice that resonates with the talent they aim to attract to their community.
Highlight Your Team & Career Growth Opportunities
Aside from being a top business consulting, tax, audit and accounting service-based company, Froehling Anderson showcases the journeys of its most talented employees and their growth within the company. CEL saw Froehling Anderson’s commitment to nurturing its staff’s professional development while also embracing the chance to teach and learn from new hires. Check out this blog which highlights how a current Froehling Anderson manager advanced through the ranks after starting as an intern. This story is just the beginning of CEL’s work on Froehling Anderson’s revamped strategy, which is supported by tangible results.
Target Advertising Strategies to Reach Your Audience
Half the challenge of executing a successful marketing campaign involves not only what you promote but also how and where you advertise. Prioritizing ad spend on platforms and media that align with your target demographic is essential. For example, traditional print ads or Facebook ads might not effectively reach local college graduates who engage with different social media platforms compared to Millennials or Generation X. By opting to run streaming ads on services like Spotify or Apple Music, CEL brought in qualified leads from local community colleges, career fairs, and universities for Froehling Anderson. This strategic shift towards streaming ads has been crucial in maintaining strong recruitment numbers for the internship program year after year, enabling Froehling Anderson to recruit and retain top talent in the Twin Cities and foster a vibrant sense of community within the organization.
Your Company Website is Just as Important as Your Communication Strategy
If your website fails to represent your brand identity or is difficult for potential leads to navigate, you could be missing out on potential top talent. From a website user experience (UX) perspective, the structure and hierarchy of information is paramount. Whether it be inquiries from potential new interns or clients requesting more information, website users should be able to find information within a few clicks. In addition to bringing leads further into the funnel, a seamless UX experience lends trust in the overall organization and leaves a positive impact on the end user.
While guiding users to the information they need is crucial, a company website also offers a fantastic opportunity to inspire new ideas and be an informational hub. For example, Froehling Anderson is known for their exceptional internship program and actively seeks fresh talent to enhance the team. While streaming ads may attract interested applicants to the main website or inquiry form, providing additional resources like resume-building tips, blog posts on interview advice for accounting students, or Q&A sessions with current interns can greatly enrich the user experience and keep internship leads engaged on your website. CEL knows the longer visitors stay on a website, the higher the likelihood of conversion, making it essential to include valuable content.
Maximize Recruitment Power with the Right Employee Advocacy
Another key piece of attracting the right internship candidates relied on current Froehling staff sharing out their dedication to both their clients and their commitment to the organization’s mission. External review platforms like LinkedIn, Google, Glassdoor, and industry-specific sites can significantly influence the organization’s reputation, both positively or negatively. Satisfied employees are more likely to attract equally happy hires. Encouraging staff to share candid reviews about their experiences on these platforms was integral to their marketing strategy. CEL recognizes that creating a consistent brand voice in external communications relies on ensuring that employees feel appreciated and connected to the organization’s mission. As Froehling moves forward, maintaining this alignment will be essential for continued success.
The Power of a Visual Refresh on Brand Cohesion
A refreshed visual identity can transform how a company is perceived, attracting top talent, boosting employee pride, and strengthening client trust. It signals a dynamic, welcoming environment that resonates with both internal and external audiences.
Previously, Froehling Anderson’s “About Us” page featured formal, somewhat dated headshots, which made the team feel distant and formal. Inspired by the “people before numbers” mentality, CEL worked with the staff to create a series of natural, friendly headshots. Taking the photos in the actual office environment allowed the team to appear approachable and relatable—a change likely to resonate with both prospective employees and clients. Along with modernized photography, CEL updated the company’s color palette to be more accessible, aligning perfectly with the vision of a fresh, inviting brand. This visual transformation was completed with a revitalized style guide, designed to unify old and new content under one cohesive brand voice and vision. With these changes, Froehling Anderson’s brand now presents a consistent, welcoming identity that not only reflects its core values but also fosters a stronger connection with both prospective employees and clients.
CEL worked to ensure that Froehling Anderson’s communications strategy exemplifies the organization’s commitment to a positive work culture, recruiting and retaining top talent, and driving success to each and every client. As they prioritize people—both within the organization and for clients—Froehling Anderson is well-positioned for continued success and inspires the next generation of talent to join their ranks.
