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Marketing

CA ad campaign: Decisions Matter

Got an email last week about an update to the Decisions Matter ad campaign the CICA has been running for the designation:

The Decisions Matter ad campaign is aimed at shifting the traditional perception of the CA designation and promoting CAs as business leaders and key decision-makers in every organization. The campaign is very different from what we’ve done in the past. It is more assertive in establishing CAs as the leading business professionals and, in its originality, has been specifically designed to break through the media clutter.

I like the direction in which this strategy is taking us. For one, it is vocation agnostic, in that it doesn’t focus on CAs in public practice more than those in industry. And I like the attention that “decisions” are receiving, but I think that execution needs to be emphasized as well. Making the right decision is great, but acting on it is critical.

As a CA you have an important role to play in supporting this campaign. You can promote the CAs’ reputation as business leaders with a few simple steps:

  • Include your CA designation on business cards and other communications;
  • Ensure your professional network knows you are a CA. This includes the organizations you volunteer with;
  • When making presentations, discuss how your CA training has powered your achievements;
  • In interviews, introduce yourself as a CA; and
  • Talk about the Decisions Matter campaign with your family, friends and business contacts.

No mention of starting a blog and establishing your online brand in concert with the CA designation, but you can’t win ’em all I guess. If there’s one area that the CICA has thus far completely ignored it’s the social media space. Excuse me though, it’s time to ring the family and discuss this campaign with them, that’ll really promote our reputation!

My recommendation is to follow up the Decisions Matter campaign with something more focused on executing great ideas/decisions. Advising is valuable, deciding is important, but executing is key. What do you think of the campaign’s message and how it’s positioning CAs?

Categories
Marketing

The CA Advantage: Marketing the profession

The Institute of Chartered Accountants in Canada has recently launched a new ad campaign extolling the virtues of the designation. The campaign shows CAs joining various sports teams and helping the team. The message: CAs can complement your business’ existing expertise.

Here’s the copy from one of the print ads:

Sometimes even great teams need more skill and more ability. That’s what you get with Chartered Accountants. CAs bring superior financial expertise, strategic thinking, business insight and leadership to become an integral part of the team. Give your team an edge. The CA advantage.

Hmm. Sounds similar to how the CMA designation is promoted. Certified Management Accountant is a competing designation here in Canada. Direct from CMA Canada’s website:

CMAs are leading strategic financial management professionals who integrate accounting expertise with advanced management skills to achieve business success.

So it appears both professional bodies have identified the primary area of growth for accountants being strategic business/financial expertise services. But is there room (and enough work) for both designations? Are we destined for more merger talks in the future?

Categories
Web

Feedburner ad network launched

FeedBurner have just announced a new automated feature for advertisers to join their ad network, greatly streamlining the entire process.