Quickbooks

Quickbooks had a problem. They understood accounting. But they didn’t understand accountants. So when they learned that engagement in their most targeted accountant program, the ProAdvisor Program, dropped significantly, they realized that treating accountants like the rest of their small business customers wasn’t working. So to relaunch the program, we changed the conversation to one about impact, not profit. We created the Society of ProAdvisory with a new look and feel. We then engaged influencers at events to get the word out, brought the experience online and rode the immediate and massive response into the single most well-received and over-attended experiential activations ever at the Super Bowl of accounting - Quickbooks Connect.

For the Society of ProAdvisory to break through, it first needed a tone and design that stood out from the small business crown. So we took cues from secret societies, added in some easter egg design curs only accountants would get, and created a un

For the Society of ProAdvisory to break through, it first needed a tone and design that stood out from the small business crown. So we took cues from secret societies, added in some easter egg design curs only accountants would get, and created a unique look and feel that was impossible to miss.

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We developed a digital experience that united the accountant community, celebrated their impact and expertise, and showed them how the ProAdvisor Program could help with both.

We developed a digital experience that united the accountant community, celebrated their impact and expertise, and showed them how the ProAdvisor Program could help with both.

We created an exclusive Society or ProAdvisory Suite to capture the attention of our most influential ProAdvisors during a premiere conference in Salt Lake City. And to get them talking, we installed interactive testimonial booths where we captures

We created an exclusive Society or ProAdvisory Suite to capture the attention of our most influential ProAdvisors during a premiere conference in Salt Lake City. And to get them talking, we installed interactive testimonial booths where we captures their ProAdvisor secrets to share online and through social.

To capture the excitement of the Society launch, we created a custom Instagram account where influencers shared their ProAdvisory wisdom and excitement with the world.

To capture the excitement of the Society launch, we created a custom Instagram account where influencers shared their ProAdvisory wisdom and excitement with the world.

Through web, social, influencer and experiential, we heard so much demand for more Society that we expanded our efforts and brought the Suite to the largest conference of the year – QuickBooks Connect.

Through web, social, influencer and experiential, we heard so much demand for more Society that we expanded our efforts and brought the Suite to the largest conference of the year – QuickBooks Connect.

To celebrate each ProAdvisor as an individual, we expanded on our digital and social engagements to include personalized experiences in suite. Local juice bars, t-shirt design stations, and interactive quizzes added to the luxury lounge space and ex

To celebrate each ProAdvisor as an individual, we expanded on our digital and social engagements to include personalized experiences in suite. Local juice bars, t-shirt design stations, and interactive quizzes added to the luxury lounge space and exclusive feel.

And our results were right on the money.

And our results were right on the money.

RESULTS

RESULTS

After just six months in market, the ProAdvisor Program has seen a 20% increase in membership and an incredible 50% increase in social engagement from our accounting audience. Online, Society outperformed all expectations with less than an 18% bounce rate. And every Society suite to date has been over capacity for the entire event duration.

All of which adds up to some serious success.