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
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.
This is the best piece of work we've done in years. Our sales have increased nine-fold in three years.
Marketing Director, GlaxoSmithKline
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Managing Director, Power Company
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