When Maverick came to us, their firm name was “BPAG”. We had a good laugh about pronouncing it “be-pag”, which certainly didn’t give the inspiring message they wanted to get across. They shared with us that the name was a holdover from the old days, and agreed it sounded like a corporate, staid, fairly dull firm of accountants. And we agreed that’s not at all who they truly are.
Maverick decided to go all in, starting with a new name and brand, and then incorporating a new website, CRM system, and social media. Here’s what they did, in this order:
- Branding identity: We explored who they truly are as a firm, and as people, and crafted a new firm name with corresponding branding and a fresh new logo. The ‘Maverick’ name came from one of our Skype conversations in which Shane said, “We want to be the mavericks of the accounting profession”. We kept coming back to that word, and eventually agreed it was a much better representation of their personality and style.
- Website design & build: It was tempting to go for a full customer journey site, with a custom WordPress theme, but we agreed that there was so much to do that we would start with a simple WordPress customisation. We chose an existing WordPress theme, selected imagery that fit with the new brand & style, and wrote content for the primary pages.
- CRM setup & integration: Maverick is also working with James Ashford to use GoProposal and the 7 Systems to ensure that the process for bringing on new clients is automated and seamless. We integrated Infusionsoft and Gravity forms into their website so everything is on-brand and also works like a charm.
- Social media: With a new firm name, Maverick wanted a bit more reach, so more people in South Africa could hear about them. So they started with social media daily posting for awareness – next up, lead generation!
We had such fun working on this project, including many Skype calls looking enviously at their South Africa sunshine (sometimes complete with bbq’s and beer…). Their attitude was always one of “let’s get this done!” – and also being willing to have a laugh. They truly are the Mavericks of the accounting profession.