How we researched and developed a new global professional services marketing campaign
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.
- Interactive workshop followed by team working to create brand positionings and also advertising ideas.
- Qualitative international management team depths, student creative workshops (group discussions) and depth interviews.
- Further marketing communication 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 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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