Case Study: Driving business development through content marketing

Leading national accounting firm RubinBrown LLP partnered with Morningstar Communications to strengthen its presence beyond the firm's St. Louis headquarters. Through proactive thought leadership and business development programs, Morningstar Communications increased the firm’s local presence while driving awareness and professional connections.


RubinBrown sought a results-oriented, connected partner in Kansas City to increase awareness through earned local media coverage and propel consideration with proactive business development efforts. The firm set a media goal of 10 percent over the prior year. In addition, RubinBrown charged Morningstar Communications with connecting its leaders to prospective clients.


Morningstar Communications strategically focused on monthly targeted verticals to form relationships with media contacts and avoid saturation. With positive coverage, we developed and disseminated unique marketing plans among firm partners, providing timely opportunities and content to connect with prospects through email, collateral, Facebook, Twitter and LinkedIn.


Thanks to solid relationship building with contacts, Morningstar Communications placed 17 media clips; a 750 percent increase from the prior benchmark of two clips, far exceeding our goal. These clips presented content marketing opportunities for firm partners. Using deep connections, we secured a leadership seat on a prospect-rich board and made individual introductions.


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