The Chartered Institute of Management Accountants

Professional Services Marketing Success Story | How we helped increase students by 10%

How we researched and developed a new global professional services marketing campaign

Challenge

Having concerns about the effectiveness about their current advertising, CIMA wanted to understand how it worked, understand accounting students, and also their student journey. In particular, to develop a new and effective strategy and campaign to attract more students.

Approach

Professional services marketing success story | How we helped CIMA research and develop a new global ad campaign and increase members

Results

Identified key motivations and barriers to taking CIMA qualifications. Also a blueprint to enable consistent and distinctive global brand communication covering rational and emotional benefits, personality and style and tone. The new advertising 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.

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