Work / MICPA Tax Call-In

Case Study

MICPA Tax Call-In

As the leading association in the state for CPAs, the Michigan Association of Certified Public Accountants aims to enhance the value of the accounting profession. Being committed to  making professional tax advice accessible for the general population, MICPA wanted to engage its members to participate in a tax call-in show for WDIV Local 4 News.

Our Role

We served as a strategic liaison, coordinating with media partners to set up the segment, connecting with MICPA members to provide support and integrating all the pieces together.


With tax season underway, many people were left with questions about filing or how recent tax law changes will affect them, but didn’t have a CPA to turn to. Our goal was to make relevant, sound tax advice available to the general public while also gaining meaningful coverage for our client.

Our Solution

Having developed a strong relationship with WDIV Local 4 News after the 2018 tax call-in, we took a personalized approach by reaching out to the producers at “Help Me Hank” and setting up two segments (it was such a hit the year before that we needed a morning and afternoon show!)

Additionally, we coordinated with MICPA to connect with some of the strongest CPA professionals in metro Detroit, and were able to secure nine members to participate in the segment.

Because of our relationship with the “Help Me  Hank” producer, leading up to the show, we were also able to secure an interview with a financial thought leader, and another one of our clients, Sequoia Financial Group, who provided additional tax advice for viewers, which aired during the show and online.


people reached


TV segments on WDIV Detroit Local 4 News


Segment clips included in an extensive WDIV online article