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Kristy Short

kristy@rootworks.com

Kristy Short, Ed.D, has been serving the accounting profession for more than 25 years—bringing a deep knowledge of branding, marketing communications, and content strategy and development to the table. She’s worked with hundreds of partners and staff to help them advance their firms for the modern era. Kristy’s been named one of CPA Practice Advisor’s “Most Powerful Women in Accounting” three times; has assisted noted thought leader, Darren Root, create multiple books; and published hundreds of education-based, accounting-focused articles over her career.

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Marketing

Plan for Marketing Success

Marketing requires planning. The jump-in-head-first approach rarely works because it does not make room for thoughtful up-front preparation. A little concentrated focus and adequate planning of any marketing initiative will save you the frustration associated with a poor response rate.

Firm Management

A Journey from Chaos to Harmony

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Advisory

The 7 “Must Do’s” to Build a Solid Marketing Program

Proper planning and follow-up support effective, long-lasting marketing,

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Technology

How Glenn Hanner Became Top Dog in the Veterinary Accounting Niche

Niche marketing isn’t a new concept. It’s a sound and proven business model that’s been around for years, yet has only recently started to bubble up in the accounting profession.

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Marketing

How to Weave Social Media Into Your Firm's Marketing

Whether you already use social media or haven’t started yet, the odds are that you’re doing some things offline or by email that can be leveraged into social-media activities.

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Human Resources

7 Tips for Fostering and Retaining the Best Employees

To Retain Your Best Employees, Consider a Bit of Internal “Marketing”

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Technology

Maintaining a Customer-First Focus

A Great Practices Feature

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Email Marketing – Remains Top Channel for Turning Leads into Clients

Email remains one of the best marketing channels for educating and influencing prospects — and eventually turning them into long-term clients.

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IRS

Demystifying the IRS

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How is Your Website Performing?

More firms are beginning to understand the necessity of having a website. In an “online” world, the web is where people go first to research products and services. In essence, it has become the new “front door” to business. And the same is true for accounting firms.

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Technology

Great Practices – Whiteboard Business Partners

Mapping Out a Course to Success for Small Businesses

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Technology

Giving Back to the Community

The Watkins team brings anti-bullying program, Operation Nice, to local schools. This month’s Great Practice profile is unlike any other. Our spotlighted firm was selected based not on innovation in technology, branding or website (though they certainly exhibit all this in spades), but rather for the firm’s commendable effort to give back to the community.