Outsourced Marketing Retainer Case Study:
John A. Knutson & Co., PLLP
Marketing Retainer
The Challenge
John A. Knutson & Co., PLLP is a mid-sized, Twin Cities–based public accounting firm serving individuals, businesses, and nonprofits locally and nationally. Since 2013, John A. Knutson & Co. has partnered with Align Marketing Group (AMG) through a long-term outsourced marketing retainer, making them one of AMG's longest and most successful client relationships.
John A. Knutson & Co. needed to strengthen its brand, build a consistent marketing engine, improve recruiting in a competitive talent market, and modernize its digital presence. With limited internal resources, the firm sought a partner that could guide strategy and deliver implementation that helped them stand out in a crowded accounting industry.
The Solution
AMG partnered with John A. Knutson & Co. staff to create an outsourced marketing team, building a fully integrated marketing infrastructure that supports business development, recruiting, and brand visibility.
Key initiatives include:
- Developing a strategic recruiting marketing program that positions the firm as a top employer in the accounting field.
- Creating and launching a comprehensive new website with an updated brand, modern design, improved navigation, expanded service pages, and enhanced SEO, now one of the firm's strongest marketing and recruiting assets.
- Hiring, mentoring, and developing John A. Knutson & Co.'s internal marketing manager, who has grown into a strategic leader managing day-to-day marketing operations.
- Co-creating the firm's Personal Development Plan program, giving staff a clear roadmap for technical, business development, and personal growth which has helped strengthen culture, improve retention, and increase engagement.
“We all work so well together! Thank you for making my job so fun!”
The Results
Throughout this long-term partnership, John A. Knutson & Co. has:
- Achieved consistent 15-20% year-over-year annual growth.
- Little to no recruiting pressure thanks to a strong, targeted employer branding and recruiting program.
- Strengthened employee retention, culture, and career development through the Personal Development Plan program.
- Developed a confident and effective internal marketing team that partners seamlessly with AMG’s out-sourced team.
- Seen increased visibility, stronger SEO, and improved user engagement through its newly redesigned website.
Today, John A. Knutson & Co. operates with a proven marketing engine driving both business growth and talent success, supported by a strong digital presence and a collaborative, long-term partnership with AMG.
