Branding

EWH SMALL BUSINESS
ACCOUNTING

BACKGROUND:

For over 35 years EWH Small Business Accounting has helped small business owners run and maintain financially sound companies. Working with businesses in a variety of different industries, managing their day-to-day financial needs, EWH has grown into a successful accounting, payroll, tax, and business consulting firm with locations in Waukesha, West Bend, Onalaska, and Madison.

Project Scope

In an effort to improve brand awareness and better communicate their services to potential clients, EWH came to Mangold Creative looking for marketing strategies. Beginning the process with a strategic planning session and in-depth brand assessment, we identified specific goals and tactics that EWH needed to connect with their unique audiences. Starting with the design of a new logo and brand identity, we then translated that new look and feel across all brand elements including marketing collateral, stationery and a trade show display. We crafted strategic messaging that resonates with small business owners in a number of target industries and incorporated that messaging into a new website that showcases EWH’s new brand.

Industry Messaging & Collateral

As part of the strategic planning process and brand assessment, we identified seven target industries that EWH needed to communicate their message to. We crafted personalized messaging that caters to the unique needs of business owners in each specific industry. Those messages were incorporated into individual industry landing pages on the website and industry specific sell sheets used during the sales process.

Website Development

Accounting, payroll and bookkeeping services aren’t always the most intriguing topics for small business owners. The new website needed to feature a consistent and professional “look and feel” along with compelling messaging that positions the firm as the “FUN” accountants, who can provide clients with the right tools and services across multiple different industries.

Design
The site also features tablet and mobile responsive designs, along with a content management system that can be easily updated by EWH.

Messaging
It was important to incorporate compelling messaging that resonates with small to mid-size business owners in a myriad of different industries, allowing EWH to better communicate with individuals beginning their search process online.

EWH University
With a goal of increasing attendance and driving engagement on the website, we developed a new brand identity for EWH University, an educational workshop series teaching clients and business owners the basics of business finances. EWH University now has a dedicated landing page with class descriptions and a calendar of upcoming workshops, allowing clients to sign up with the click of the mouse.

Design
The site also features tablet and mobile responsive designs, along with a content management system that can be easily updated by EWH.

Messaging
It was important to incorporate compelling messaging that resonates with small to mid-size business owners in a myriad of different industries, allowing EWH to better communicate with individuals beginning their search process online.

EWH University
With a goal of increasing attendance and driving engagement on the website, we developed a new brand identity for EWH University, an educational workshop series teaching clients and business owners the basics of business finances. EWH University now has a dedicated landing page with class descriptions and a calendar of upcoming workshops, allowing clients to sign up with the click of the mouse.

Trade Show Design

The Wisconsin Restaurant Association’s Midwest Food Service Expo is an important lead generator for the firm. In an effort to showcase the new brand, trade show display banners were developed and designed for the 2016 Expo. Highlighting key accounting and financial statistics in the restaurant and food industry through multiple choice and true/false questions, the displays emphasized the importance of professional payroll and accounting services.

“Mangold’s tagline is ‘Reach Your Full Brand Potential.’ Not all companies live up to their hype or what they say they are going to do, but Mangold Creative truly represents exactly what they describe in their tagline.”

– Joseph Hastreiter, EWH Small Business Accounting