Joe Kovacs APR

Joe Kovacs APR

Director of Marketing at Gelman, Rosenberg & Freedman, CPAs, Board Member, Association for Accounting Marketing

Washington D.C. Metro Area
Marketing and Advertising

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Joe Kovacs APR's Overview


500+ connections

Joe Kovacs APR's Summary

• 16 years of marketing / public relations expertise
• 7+ years of accounting marketing expertise
• Accredited public relations (APR) professional

• Strategic planning and communications
• Integrated marketing communications
• Public relations initiatives / media relations
• Business analytics
• Business development
• Event planning
• Social media

Joe Kovacs APR's Experience

Director of Marketing

Gelman, Rosenberg & Freedman, CPAs

Privately Held; 51-200 employees; Accounting industry

July 2010Present (4 years 4 months) Bethesda, MD

In partnership with our management team, I drive business development and marketing initiatives to attract interest in the accounting firm's services. I also work with professional staff to recognize the value of relationship-building skills. Lead generation and nurturing, consistent technological adaptation, cradle-to-grave program management, campaign analytics, ROI measurement and business proposal management are some of my key roles. Within the last few years, I have led a marketing project to save the firm $30,000 annually, launched a new website that brought our site's Google search rankings to page 1, built a client database (CRM) from scratch and secured a page 1 article in the accounting industry's trade publication, Accounting Today. I have presented on social networking and/or niche development for the American Institute of CPAs, the Greater Washington Society of CPAs, the Maryland Association of Nonprofit Organizations and CPAmerica International. I have been a board member of the Association for Accounting Marketing, the leading membership organization of accounting marketers in the United States and Canada, since 2013 and work to help accountants recognize the value and contributions of marketing within their firms. (I earlier served as the firm's marketing director from 2003 to 2007, as noted below).

Grants and Communications Specialist

Adams County School District 14

Educational Institution; 501-1000 employees; Education Management industry

July 2009July 2010 (1 year 1 month)

I secured more than $1.6 million in grant funding that improved educational and health programming for 7,000+ students in and around Commerce City, Colorado. Grant sources included the Colorado Department of Education, the Colorado Department of Transportation, the Denver Foundation (a community foundation) and the Temple Hoyne Buell Foundation (a private foundation). I collaborated with community and educational institutions to pursue U.S. Department of Education funding. Finally, I coordinated media relations and community events to improve understanding between the school district and community thereby winning public support for Adams 14's educational programming. I participated in an award-winning team that maintained the district's online teacher resource center to improve classroom instruction.

Freelance Reporter, Intelligent Utility Magazine

Energy Central

Privately Held; 11-50 employees; Online Media industry

June 2009July 2010 (1 year 2 months)

I reported on the impact of advanced technologies, including smart grid, on utilities. My interviews with smart grid and strategy planners supported the development of trade articles that provided insights on the advancing impact of technology in the energy industry. My articles shared utility insights about how such technologies improve internal and external communications and allow them to provide customers with high-quality, reliable service.

Senior Communications Coordinator

R. W. Beck

January 2008March 2009 (1 year 3 months)

I maximized visibility for R. W. Beck's technical and business insights among energy/utility, water and solid waste decision-makers. Creating relationships with top-tier reporters, expanding outreach capabilities, and utilizing a tactical mix of media and integrated marketing communications vehicles positioned our consultants to get publicity and increase sales potential. During my tenure, exposure of key organizational messages improved by 24 percent from 2007 to 2008 (with another significant increase projected through 2009).

Director of Communications

American Near East Refugee Aid

March 2007November 2007 (9 months)

I increased visibility among individuals and corporations for fundraising purposes by broadening awareness of ANERA's international development programs in health, education and community development. I coordinated with field staff to generate project success stories for the web site, electronic newsletter and print collateral. I served as liaison to ANERA's communications committee and the media. Following a move to Denver, which ended my tenure, I continued to drive ANERA messages through social media platforms (Facebook and Twitter, etc).

Director of Marketing

Gelman, Rosenberg & Freedman, CPAs

Privately Held; 51-200 employees; Accounting industry

January 2003March 2007 (4 years 3 months)

I developed professional services business proposals for prospects that generated a significant increase in revenue among new nonprofit clients. I partnered with a graphics agency to redesign our corporate web site, introduced the firm's first electronic newsletter via ExactTarget and managed internal communications with a monthly newsletter and an Employee of the Month program. Finally, I managed our prospect and client database, and forged relationships with key media and industry entities to increase exposure of our service capabilities.

Nonprofit; 201-500 employees; Nonprofit Organization Management industry

April 2000January 2003 (2 years 10 months)

As marketing manager for the Science and Technology Policy Fellowship Program at AAAS, I designed marketing newsletters and program booklets, created direct mail campaigns, hosted information events at universities and medical schools around the country, managed our web site and conducted focus groups to strategically recuit scientists and engineers to help create science policy in Washington, DC. During my tenure, I achieved a 21 percent increase in the number of fellowship applications received during an annual recruitment cycle.

Nonprofit; 51-200 employees; Higher Education industry

19992000 (1 year)

I communicated with the trade and business media on NAFSA's position on a number of federal visa and student exchange policies. Our executive leaders were quoted in such industry publications as the Chronicle on Higher Education. I also developed advocacy and news-related articles for our membership e-publication, NAFSA News.

Public Affairs Assistant

Peace Corps

Government Agency; 5001-10,000 employees; International Affairs industry

19981998 (less than a year)

As recruitment coordinator, I conducted outreach to the careers offices colleges and universities in a four-state region--NY, NJ, CT and PA. My goal was to identify students who had studied abroad and who might be interested in Peace Corps service. I helped develop the mailing we sent to those students and participated in a variety of recruitment fairs in the New York metropolitan region.

Joe Kovacs APR's Publications

  • Building Relationships - And Your Business - with LinkedIn

    • Maryland Association of CPAs - The Statement
    • January 2014
    Authors: Joe Kovacs APR

    Relationship-building may seem tedious to accountants who believe their expertise is sufficiently well-known. But in today's era of social networking, competitors can easily utilize online networks to "interfere" with your reputation by getting in front of clients and prospects. This article about LinkedIn explores strategies for building relationships and growing your business.

  • Presentation: Social Media for Effective Networking and Knowledge-Building Capabilities

    • Presentation: American Institute of CPAs
    • June 21, 2013
    Authors: Joe Kovacs APR

    I co-presented for the American Institute of CPAs (AICPA) on social media for effective networking and knowledge-building capabilities with a concentration on how nonprofits can utilize LinkedIn as a networking tool. The presentation took place at AICPA's National Not-for-Profit Industry Conference on June 21, 2013 in Washington, DC and covered resources available specifically for nonprofits, groups of particular interest to nonprofit organizations and communications strategies that lead to successful online relationships.

  • Article: Top 10 Ideas for Encouraging Staff Engagement

    • Association for Accounting Marketing
    • June 2013

    Marketing plays an important role in the culture of a professional firm. In many respects, the marketer's role of educating the ownership and management on the value of team building and engaging in predictive marketing processes are key first steps in creating sustainable staff engagement. The article highlights some important building blocks to creating staff engagement and accountability.

  • Presentation: Are You Connected? Get LinkedIn!

    • Presentation for Maryland Association of Nonprofit Organizations
    • June 6, 2013
    Authors: Joe Kovacs APR

    I led an in-depth, three-hour training session on the networking and public relations value of LinkedIn. The Maryland Association of Nonprofit Organizations hosted this presentation on June 6, 2013. The presentation included a discussion on the importance of a comprehensive profile, strategies for leveraging the group and job functions of LinkedIn for professional development purposes, and an analysis of how human relationships successfully develop and thrive in an online environment.

  • Essay: Marketing and Accounting Come Together in Las Vegas: Why Marketers Need to Be There

    • Association for Accounting Marketing
    • March 6, 2013
    Authors: Joe Kovacs APR

    My essay about the benefits of membership in the Association for Accounting Marketing was published in a monthly email blast from the association president to the membership.

  • Presentation: LinkedIn Communications for Nonprofit Leaders

    • Presentation for the Nonprofit Roundtable of Greater Washington
    • September 27, 2012
    Authors: Joe Kovacs APR

    I presented on how nonprofit leaders can use LinkedIn for networking, public relations and job search purposes. The presentation also covered how to build relationships, appropriate LinkedIn etiquette and strategies to become a thought leader through participation in LinkedIn groups. The event was hosted by the Nonprofit Roundtable of Greater Washington.

  • Session Panelist: Redesigning & Maintaining Your Firm's Website

    • CPAmerica International, 2012 Marketing Roundtable
    • June 14, 2012

    I participated as a panel member at a website redesign/maintenance session hosted by CPAmerica International at its 2012 Marketing Roundtable. The session focused on how to plan a website redesign process, what steps to take during the process, what to avoid and what tactics to implement to keep the website updated.

  • Discussion Facilitation: Internal Communications and the Proposal Process

    • CPAmerica International - 2012 Marketing Roundtable
    • June 14, 2012

    I co-facilitated a discussion at the 2012 CPAmerica International Marketing Roundtable with fellow marketing director, Katie Farrow, of Teal, Becker & Chiaramonte. The session focused on the importance of internal communications as it relates to the proposal development process, and highlighted identifying process stakeholders, examining the typical bidding process and articulating all steps in the proposal development process. Participants also discussed the role of research in the process.

  • Presentation: Building and Growing a Niche

    • Presentation: CPAmerica International
    • May 18, 2012
    Authors: Joe Kovacs APR

    In Spring 2012, I was invited by CPAmerica International to co-present with other marketing directors and accounting professionals at the Central/Mountain Partners meeting (Dallas) and the Northeast Partners meeting (near Baltimore). The subject of both presentations was building and growing industry niches within an accounting firm.

Joe Kovacs APR's Skills & Expertise

  1. Media Relations
  2. Social Media
  3. Marketing Management
  4. Public Relations
  5. Corporate Branding
  6. Internal Communications
  7. Writing
  8. Stakeholder Relations
  9. Analytics
  10. LinkedIn
  11. B2B Marketing
  12. Team Leadership
  13. Coaching
  14. Email Marketing
  15. Proposal Writing
  16. Presenter
  17. Research
  18. Internet Research
  19. Program Evaluation
  20. Publicity
  21. Facebook
  22. Strategic Planning
  23. Lead Generation
  24. Website Management
  25. Staff Management
  26. Integrated Marketing
  27. Online Marketing
  28. Corporate Communications
  29. B2B
  30. Marketing Communications
  31. Lead Management
  32. Content analysis
  33. Department Budgeting
  34. Search Engine Ranking
  35. Wordpress
  36. Vocus
  37. Strategic Communications
  38. Event Planning
  39. Community Service
  40. Nonprofits
  41. Copywriting
  42. SEO
  43. Media Analysis
  44. Stakeholder Management
  45. Marketing
  46. Leadership
  47. Newsletters
  48. Press Releases
  49. Google Analytics
  50. Community Development

View All (50) Skills View Fewer Skills

Joe Kovacs APR's Volunteer Experience & Causes

  • Volunteer Experience

    • Volunteer - Painting and Yardwork

      Sasha Bruce Youthwork
      • Children
      April 2012 present (2 years 7 months)

      Sasha Bruce Youthwork is a nonprofit that improves the lives of vulnerable youth by meeting the urgent needs of at-risk youth and their families in Washington, DC. In April 2012, a dedicated team of volunteers from Gelman, Rosenberg & Freedman participated in DC Cares' annual Servathon to clean up a home for youths in the Capitol Hill neighborhood.

  • Volunteer Interests

    • Causes I care about:

      • Children
      • Education
      • Poverty Alleviation
    • Organizations I support:

      • Peace Corps
      • National Peace Corps Association

Joe Kovacs APR's Certifications

  • Accreditation in Public Relations (APR)

    • Public Relations Society of America
    • October 2010

Joe Kovacs APR's Organizations

  • Association for Accounting Marketing

    At-large Board Member
    • July 2013 to Present

    As an at-large board member for the Association for Accounting Marketing, I collaborate with other board members to provide strategic guidance and direction for the only trade association of its kind that provides resources and support to 800+ CPA and consulting firm marketing and sales professionals, partners, firm administrators, and representatives of businesses who offer products and services to the accounting industry. AAM has more than 800 members representing firms of all sizes from local firms with two partners, to regional firms with 25 partners and “Big 4” firms with 3,000 partners. They hail from across the globe though most are concentrated in the United States and Canada.

  • Public Relations Society of America

    Member, Accredited
    • October 2010 to Present

    As an accredited public relations professional (one of approximately 5,000 nationwide), my membership in the Public Relations Society of America keeps me current with communications trends, public relations theories and the tactics by which professional communicators develop and maintain successful relationships with organizational stakeholders to advance their business. My application for re-accreditation was approved by PRSA in June 2013.

  • Nonprofit Roundtable of Greater Washington

    Future Executive Directors Fellowship Program, Advisory Committee Member
    • 2012 to 2012

    I screened applicants for the Nonprofit Roundtable of Greater Washington's 2012 future executive directors fellowship program. In this capacity, I reviewed applications and references submitted by candidates to this competitive selection process, and collaborated with other committee members to agree up on the fellows. The Nonprofit Roundtable selects 25 future executive director fellows every year to participate in an intensive year-long program that instills with the knowledge, skills and abilities necessary to succeed as nonprofit executive leaders in the Washington, DC metropolitan region.

  • Center for Nonprofit Advancement

    Selection Commitee Member, 2012 EXCEL Award
    • June 2012 to August 2012

    As a non-voting member of the 2012 EXCEL award selection committee (Gelman, Rosenberg & Freedman is the sponsoring firm for this nonprofit leadership award), I am responsible for reviewing nominations made of outstanding nonprofit leaders in and around the Washington, DC metropolitan region. Winners and honorable mention candidates are announced at the Center for Nonprofit Advancement's annual meeting in the fall.

Joe Kovacs APR's Languages

  • Spanish (intermediate)

Joe Kovacs APR's Education

Fordham University

Masters, English


Binghamton University

BA, English


Joe Kovacs APR's Additional Information


Parenthood, martial arts, fiction and travel writing, new technologies

Groups and Associations:
Honors and Awards:

Black Belt, 1st Dan, Tae Kwon Do, Chung Do Kwan, Yong Studios (Washington, DC)
Online Content Management Award, Colorado School Public Relations Association (COSPRA)

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