CPA firm nurtures interest in marketing via 'Olympics'
Isdaner & Co. LLC, a mid-sized accounting firm in Bala Cynwyd, has come up with a novel way to get all its employees involved in marketing.
The firm designed an "Olympic Games" competition in which all the firm's employees -- from partners to administrative staff -- were divided into seven teams of "countries" that competed against one another for prizes.
Only managing member Scott Isdaner and marketing manager Jill Lock, who created the competition, did not participate in the games.
"It's been a lot of fun," Isdaner said. "The most basic thing that we want to impart in everyone is that everyone plays a role in marketing efforts."
Opening ceremonies took place Sept. 29, and closing ceremonies were taking place this month. An awards ceremony was scheduled to take place Jan. 20 at a dinner celebration.
Employees get points for each type of marketing activity they perform.
For example, reading a marketing book from a recommended list and describing three concepts you learn from the book nets six points. Referring a recruit to human resources that gets hired nets four points. Attending a social outing that includes a prospect nets eight points. Attending a church, school or college special event nets two points. Acquiring a new client nets 25 points. There are dozens of other ways to earn points.
Team point totals are calculated each week, and Isdaner gave out weekly individual awards to keep things exciting. Most weren't necessarily based on point totals because collecting points is naturally harder for administrative staff who have less client contact than accountants and partners. For instance, there was a "most improved" award. One administrative employee was given an award because she had become such a "voracious reader," Isdaner said.
"We wanted to try to recognize everybody," he said.
In the end, a gold, silver and bronze award will be given to the top three teams and the top three individuals. Isdaner said employees are being kept in the dark about exactly what the award-winners will receive.
Isdaner said there was a real surprise during the competition.
One accountant ended up being a guest on a cable television show. The company hadn't even anticipated that, with no points being calculated in advance. It was decided to give the employee 25 points for the effort, tied for the highest points given for any activity -- landing a new client.
Isdaner says he hopes that the game will have a lasting impact and that the drive to help market the company will continue long after the game are over.
"It's going to become part of what they do every day. I would like to see everybody energized by this," Isdaner said. "Any organization that depends on its growth in servicing customers needs to have a corporate marketing awareness program."