FLG Partners is a leading San Francisco-based national financial advisory and consulting firm providing temporary and permanent Chief Financial Officer support to private and public companies, from startups to Fortune 500s. FLG Partners delivers to CEOs and Boards, high-value, interim and permanent leadership – exclusively at the C-level. The firm offers turnkey solutions, from part-time, interim and W2 full-time leaders to advisory board support, project management, finance team mentoring and venture-backed boot camps.
The Challenge
In 2016, FLG’s competitive situation had become more problematic as larger financial advisory and accounting firms expanded their services into outsourcing of CFO talent to their clients and smaller independent consultants marketed themselves as “CFOs on demand”. FLG’s pipeline slowed down and the Managing Partner and Management Committee recognized the firm needed a strategy to aggressively position FLG as the preferred solution for high growth companies in the Bay Area and beyond.
Leapup was brought in to build a first-ever comprehensive marketing strategy and communication platform for FLG.
LeapUp Leaps In:
- Conduct a full brand audit identifying gaps in marketing capabilities and opportunities for enhancements
- Craft a new messaging strategy for the firm including brand claims and proofpoints
- Relaunch the firm’s Marketing Committee and begin the process of developing FLG’s marketing plan
- Add marketing infrastructure capitalizing on the firm’s large database of clients and referral partners
- Relaunch the firm’s website in a mobile responsive, more current UI reflecting the firm’s strong reputation as a leader in CFO-centric professional services
- Develop new infographics to be used to feature FLG’s strengths and pedigree to prospective clients
- Launch a new video strategy to develop a series of promotional videos including partner introductions, sector-specific “how we can help” videos, client testimonials and “why FLG?” videos
- Set up e-marketing program for outbound communications leveraging the new site, video content and client news
- Develop new collateral for FLG including:
- persona-based and sector-specific “how we can help” messaging platform
- client case studies
- a branded template for FLG presentations
- a new digital brochure for the firm
- a new digital pitch presentation for prospective clients
- branded e-newsletter template
The new FLG website was launched in September 2017. Leapup continues to support FLG with ongoing marketing strategy and support including SEO, content marketing, event marketing, video production and merchandising, SEM, advertising, e-marketing, marketing partnerships and site development.
LeapUp’s Leverage
Since the implementation of the new marketing plan:
- FLG’s revenues have doubled.
- Traffic to the new site has increased by 215% (2017-2021).
- Organic traffic to the site has grown by 327% (2017-2021).