How we researched and helped develop a new global communication campaign
Having concerns about the effectiveness about their current advertising, CIMA wanted to understand accounting students and the student journey. Also to determine the most effective brand/communication strategy in order to launch a new student acquisition drive
Professional services marketing success story | How we helped CIMA research and develop a new global ad campaign and increase members
Interactive workshop followed by team working to create brand positionings and advertising ideas.
Qualitative international management team depths, student creative workshops (group discussions) and depth interviews.
Further advertising creative development followed by quantitative research in 8 countries; UK, China, India, Malaysia, Sri Lanka, Pakistan, South Africa and UAE.
Research analysis and then management team debrief.
Identified key motivations and barriers to taking CIMA qualifications. Also a blueprint to enable consistent and distinctive global communications covering rational and emotional benefits, personality and style and tone. The new communication campaign launched globally in late 2012. As a result student acquisitions have grown by 15% and exceeded the goals originally set.
Considering a career as a management accountant? Visit the CIMA Global website.