The Opportunity

The Massachusetts Society of CPAs represents as many as 11,000 members and serves 1,700 public firms and nearly 1,800 business and industry organizations. Despite its role as the leading certified public accountant professional organization in Massachusetts, the MSCPA’s narrative was not being told. MSCPA engaged BG to develop a comprehensive media relations strategy to establish CEO Amy Pitter and other MSCPA staff and members as thought leaders in the industry to drive brand awareness and garner media attention surrounding the Society’s accomplishments. Alongside the media relations campaign, MSCPA also engaged BG to re-design the layout of its membership magazine to elevate the MSCPA brand.

The Strategy

BG’s approach began with an audit of the existing MSCPA brand and magazine layout. Based on this assessment, the BG creative team developed an improved magazine layout organized around monthly content themes. The new design strategically leveraged white space and creative accents to enhance the publication’s visual appeal and impact. BG also crafted a media relations campaign aimed at positioning MSCPA’s leadership and members as thought leaders. This strategy involved targeting relevant media outlets and creating compelling narratives to highlight the Society’s achievements and industry insights.

The Result

The redesigned magazine layout successfully elevated the MSCPA brand, making the publication more appealing and visually impactful. Additionally, the media relations campaign effectively established CEO Amy Pitter and other MSCPA members as thought leaders in the industry.