By Mary Flaherty, Manager, Research and Content Development
Case Study Series: What's Working in Marketing & Selling Professional Services 
RainToday.com Members: Access our exclusive case studies which feature real-world insights into the marketing and selling challenges facing professional services businesses today.
Northern New England's largest accounting firm, Berry, Dunn, McNeil & Parker, was working to build recognition for their construction, architecture, and engineering (AEC) practice. The firm's construction roundtable sessions demonstrated their expertise for clients and prospects—primarily commercial builders, but also architects, and engineers. Going forward, the firm wanted expand its reach and increase attendance at these events.
"We've been trying to establish our thought leadership, our knowledge, and our skill in understanding construction accounting and finance issues," says Berry Dunn's marketing director Cheryl Bascomb.
While the roundtables did a good job showcasing the firm's expertise and leadership—for its spring 2007 session, Bascomb wanted to increase overall attendance numbers, plus draw more architects and engineers to the session.
Read the complete case study to learn how the firm generated results including:
- Invitation response rate: 12%
- Seminar registrations: increased by 250%
- Client engagement: a new high-value client