IRIS approached The Think Tank to provide support with their accountancy sector marketing strategy, wanting to understand the views and aspirations of their internal teams, their customers and prospects, while identifying opportunities within the competitive accountancy landscape. 

After conducting extensive research, The Think Tank designed a strategy to enhance awareness and shift perceptions of IRIS, repositioning them not just as a solutions provider but a partner to accountants that adds value through exceptional support, software and solutions.

The new core messaging created by The Think Tank emphasised this close partnership. The essence of the approach was that with 43 years of experience, IRIS has accounting in their DNA, and thus understands and empathises with the particular needs of accountants. They offer the right solutions at the right time, which enable practices and their clients to thrive.

To deliver on the new strategy, and to re-engage customers and attract new prospects, a digital-first channel that encourages interaction, communication and community was needed. In response, The Think Tank created Ask IRIS: a hub to serve as a go-to location where accountants can get insight and support through expert videos (Ask IRIS TV), a Knowledge Hub including various articles, e-books and guides, and a Get Involved section. 

The Think Tank developed new vibrant images for media and social, and built a unique Ask IRIS microsite to house the new content. 

At the core of Ask IRIS is a special series of high-end hybrid and online events, the Business Series. They provide expert insight and guidance for accountancy practices, tackling and offering solutions to pressing industry issues. To date, The Think Tank has produced two successful events, with more in the works. 

The first event in the series, “The Future of Work and the Accountancy Practice,” centred on the shifting accountancy landscape and how practices evolve.

The second, “MTD 360°: Exploring Every Angle of Making Tax Digital,” focused on supporting accountants in their MTD navigation. It featured an HMRC keynote speaker, as well as lively Q&A sessions and panels with leading industry experts who tackled viewer-submitted questions.

Each session earned a great response, with nearly 2000 accountancy professionals registered and hundreds of audience questions answered by the IRIS experts.

The Think Tank promoted these events across Google, LinkedIn, Twitter and Facebook, as well as securing media placements in trade publications such as AccountingWEB, Accountancy Today, The Accountant, and Accountancy Age. 

By providing an integrated approach that captures the essence of the broader IRIS messaging strategy, The Think Tank was able to favourably reposition the company, resulting in increased lead generation, conversions, sales and growth.

Since last October, the Ask IRIS hub has generated more than 1.5 million visits.