Ernst & Morris Acquisition

McGuire Sponsel

Work > McGuire Sponsel - Ernst & Morris Acquisition


McGuire Sponsel, a specialty tax firm advising CPA firms across the country, was experiencing sustained growth. In 2017, leadership recognized an opportunity to establish the firm as a leader in the specialty tax industry and engaged Hirons for strategic branding and marketing consulting. McGuire Sponsel has remained a Hirons client since that first engagement, with our team producing assets and providing monthly full-service consulting. In 2019, McGuire Sponsel acquired Ernst & Morris, a national cost segregation firm.


To support the integration of Ernst & Morris’ niche expertise and capabilities into McGuire Sponsel’s brand and effectively communicate the benefits of the acquisition, Hirons planned, developed and executed a robust campaign to further establish McGuire Sponsel as a leading technical and trusted specialty tax partner. The campaign included the development and rollout of the overarching theme, “Greater than the sum,” which served as the foundation of all advertising and media relations efforts. The campaign also included the development and launch of a new McGuire Sponsel website, internal and external announcement messaging and thought leadership initiatives.


By all measures of campaign objectives, the merger and associated website launch was a success. Following the announcement, McGuire Sponsel received overwhelmingly positive feedback along with higher level of engagements with clients and industry partners. Qualified and vetted sales engagement leads more than doubled the anticipated campaign goal, generating 62 by Dec. 31. McGuire Sponsel’s site alone received 91 general practice line conversion inquiries along with 51 separate warm lead conversions through the cost seg “get a free estimate” dynamic contact form. Year-over-year site analytics showed new visitors to the site increased 337.16% by December, with a 319.09% increase in sessions, 338.24% increase in users and 198.12% increase in page views.

Collateral & Conference Materials

Hirons developed tiered announcement and sales messaging for both firm clients and potential clients prior to public announcement, which included customized direct mail gifts.

McGuire Sponsel Notecard
McGuire Sponsel Pop-Up Banner

Co-branded banner stands and an 8’ x 8’ pop-up banner were developed to communicate the merger of McGuire Sponsel and Ernst & Morris at conferences and industry events.

McGuire Sponsel Banners


Hirons recommended paid search and retargeted display ads to drive CPAs to McGuire Sponsel’s website. With additional traffic anticipated, Hirons’ digital team conducted an audit of Ernst & Morris’ website, a review of the then-current, managed migration of all content and provided training to the firm’s team.

McGuire Sponsel Website

TV & Streaming Video

A new brand video was developed to further communicate the merger and expanded cost segregation capabilities.