AAM-MAA Winner Spotlight: MSPC Certified Public Accountants & Advisors, P.C.

Illustration spotlighting AAM-MAA Winner MSPC CPAs|||Illustration spotlighting AAM-MAA Winner MSPC CPAs

The Association for Accounting Marketing’s Marketing Achievement Awards recognizes outstanding achievements in accounting marketing. The AAM-MAAs are awarded to firms finding the best, most innovative ways to connect with their clients and prospects. The following AAM-MAA Winner Spotlight highlights MSPC CPAs & Advisors, P.C.’s 2021 win of the Video and Multimedia with a budget below $9,999 award.

This AAM-MMA Winner spotlight interview is with Nicole Henry of MSPC CPAs & Advisors, P.C.

Firm HQ: Cranford, New Jersey

Firm Locations: 2

Partners: 9

Last FYE Revenue: $10 million

AAM-MAA Winner MSPC CPAs & Advisors, P.C.

What did you win your AAM-MAA for? Tell us about the project/initiative.

• Award: 2021 We Aim to Serve – Small Firm
In 2019 for the firm’s 75th Anniversary, we partnered up with the Children’s Specialized Hospital and formed an internal CSR Team. Our mission was to raise funds, volunteer and raise awareness for the hospital and the families with children facing special health challenges. In 2020 our former Managing Partner (Jim Flannery), wanted to fulfil a lifelong personal challenge, to conquer the “Escape from Alcatraz” swim in the San Francisco Bay (1.25 miles). It was a no-brainer. We asked him if he and his daughters (Katie and Jennie), would consider swimming for charity and the rest as they say, is MSPC history! We utilized the platform to create a fundraising “GIVEBACK A-THON” experience and invited team members to create their own event page and activity to raise funds.

What was the goal you were trying to accomplish?

Our goal was mainly financial. We wanted to raise $10k, but exceeded that goal and raised $18k. We also wanted to raise awareness for the Children’s Specialized Hospital Foundation.

What feedback did you receive from your intended audience?

Besides everyone thinking that Jim had lost what was left of his mind, both clients and team members was EXCITED by the idea. It was a great opportunity for team members to participate in an activity that they enjoyed and use it as a springboard for fundraising, so they welcomed the challenge.

Why was this project/initiative a success?

It was unique, authentic and innovative.

Is there anyone else who lent a hand in this project/initiative you’d like to recognize?

Absolutely! Jessica Levin (Seven Degrees, LLC) helped us with the backend configuration of the event platform. All our partners supported Jim by making a considerable donation to the swim and our team members who created their own individual pages to help raise donations. Our MVPs were, Joseph Turner and Andrea Dutto.

What one thing did you do as part of this project/initiative that other marketers should emulate?

Thinking outside the box. We incorporated an individual’s personal bucket list item and a partnership to come up with something very special.

What benefit has winning an AAM-MAA had on you, your team and/or your firm?

Fulfilment and a sense of accomplishment for me and the team for sure. For the firm, it is the ultimate example of just how successful we can be with some passion, hard work, and a little ingenuity. #smallfirmbigideas

What are you working on now?

Waiting for some brave soul to take on a sky diving challenge!



Years in marketing = 10

Years in accounting marketing = 10

Number of counting firms worked for = 1

Describe yourself in a word or two = That’s a tough one. Let’s go with approachable and minimalist.

Favorite beverage? = Day or night?? Prosecco (its aperitivo somewhere, right?)

Most unique thing ever eaten? = Alligator. Actually, I went to New Orleans for an AAM Conference a few years ago and tried it then. Yep, you guessed it – taste like chicken.

If you could do another job for a day, what would it be? = A professional dancer. Misty Copeland stature of achievement.

Where do you get inspiration? = Everywhere!

What is your favorite quote? = “Do the best you can until you know better. Then when you know better, do better!”

What’s your favorite thing to do in New York City? = I live in New York City, so that’s a difficult question, but if I had to pick one thing — Hmmm? There is a small, jazz club in Greenwich Village called “Café Wha?”, on McDougal Street. It has been there for YEARS. They have undoubtedly one of the most gifted house bands (really, they can play anything!) and some of the most talented undiscovered singers/entertainers — even a few very recognizable singers have made a guest appearance on stage. The best part is you are allowed to dance in the aisle. I haven’t been there in a while (we had that thing called a pandemic, that is cramping my social life) but, I have spent some of my most memorable New York City moments in that dimly lit club, with a small group of friends, a glass (or two!) of prosecco, dancing in the aisle (not quite like Misty, but close ), while belting out “When Doves Cry”.

View more 2021 AAM-MMA Winner Spotlights here.

Be sure to attend the 2022 AAM-MMA Awards at this year’s Association for Accounting Marketing Summit on May 2, 2022 at 6:00 PM ET.

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About Katie Tolin

Katie Tolin is the president and chief growth guide at CPA Growth Guides. She’s a former in-house marketer having spent time at regional, super-regional and national accounting firms. Today she helps CPA firms drive top-line revenue and profitability through data-driven marketing strategies. She’s a past president of AAM, a former marketer of the year and was inducted into the Accounting Marketing Hall of Fame.

Welcome to CPA Growth Trends — your source for information, insights, tools and best practices to drive growth within an accounting firm.

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