Brand Therapy Case Study: Expanding a Niche Practice
Trina Rozen, CPA
Trina Rozen, a successful CPA, came to me with the intent to target a specific clientele: Hollywood screenwriters earning more than $150,000. Her research (and a bit of intuition) told her that independent writers often needed financial guidance on bookkeeping, payroll, incorporation, and more—services that could help them earn and save more.
As a creative brand strategist, I found it refreshing that Trina had a clear goal. Starting from scratch with a tight deadline was also an exciting challenge, especially since she wanted everything operational within 30 days to promote before tax season. Here’s how we did that.
Brand Strategy: A Case Study
We needed to create a name for this new service, which we ultimately called Writers’ Room CPA. Collaborating with one of my favorite web designers, we launched a dedicated website: www.writersroomcpa.com and created a logo. I was responsible for content, design, and overall project management. One of the first things we scheduled was a brand photoshoot to show Trina at work. We had fun with it, shooting at different locations. This gave me something to work with for content right away.
Trina also asked me to create and manage her first advertising campaign. “I had no social media presence,” she says. “I had no clear idea of what the campaign would look like, how to track performance, or what key performance indicators to focus on. To say we were first-time buyers in this space is an understatement. Liese patiently guided us into the world of branding and advertising.”
Once we established the marketing infrastructure with the website and initial content and blogs, we set up the Writers’ Room social media platforms with optimized bios and a carefully curated follower base. Next, we launched a hyper focused media outreach campaign with mostly podcasts and X (which at the time was Twitter and at the time was a robust platform for Hollywood writers).
Due to our efforts, Trina appeared on 15 podcasts before tax season, leveraging the intersection of the Hollywood film industry and finance. Her topics resonated well, allowing us to promote her email newsletters on each podcast appearance. This helped us build a moderate email list and utilize social media to share blogs, podcasts, and articles focused on how Trina could help screenwriters achieve financial freedom.
The results were impressive. “In one year, our prospect inquiries with solid leads more than tripled,” Trina says. “Not only did Liese deliver, but she was also incredibly patient and gracious throughout the process, skillfully navigating between all parties involved to meet our tight deadline.”
The home page of Writers' Room CPA website
Welcome!
I’m Liese Gardner.
I’ve helped hundreds of top brands grow and thrive, and consistently increase exposure and awareness in their marketplaces to build revenue and sales. Let me show you how to stay relevant, connect with new generations and continue to move your legacy forward.