Student Recruitment Campaign

National CPA Recruitment Campaign Teaches Students that CPAs Go Places in Business

In 2001 the American Institute of CPAs (AICPA), with the support of state CPA societies, launched the most far-reaching student recruitment campaign in the profession's history. Carrying the theme "Start Here. Go Places," the CPA Student Recruitment Campaign is a long-term, dynamic, integrated, multimedia direct marketing program targeting Generation Y students (age 16-24) in high schools and colleges throughout the country.

The Right Message at the Right Time to the Right Student through the Right Media
The overall message of the CPA Student Recruitment Campaign is the skills acquired while studying business and accounting, and ultimately, preparing to obtain the CPA credential, prepare you for any possibility in the world of business. More focused messages are then delivered to three student groups: juniors and seniors in high school, freshmen and sophomores in college, and juniors and seniors in college.

For high school students, who have limited awareness about careers, the campaign incorporates messages that get them interested in the world of business. In early college, students are encouraged to consider business and accounting as a major and career choice. To juniors and seniors in college who are majoring in business and accounting, the messages focus on the value of becoming a CPA, and the skills that are obtained in the process, thus preparing them for any possibilities in the world of business.

The Campaign: Start Here. Go Places.
The strategy for delivering these messages is a comprehensive print and electronic campaign driving students to http://www.StartHereGoPlaces.com. The web site features information to assist students in their career decision-making providing tangible resources, such as information on scholarships and internships available to them and tips on getting through college and preparing for and selecting a career. As students move through the various stages of their education, the site delivers more career relevant information to prepare them for their decision-making, while informing them of the CPA profession and how to get prepared for the CPA Exam.

It features four online business simulation games including BizzFun, a game that can be played in any of three different industries whether entertainment, sports or fashion; The Turn Around Game, which takes students inside the fascinating world of the music industry where players take on the role of a consultant CPA to try and save a failing record company; Money Means Business, which introduces players to a challenging career in the corporate world where they work with top executives to launch a new product and bring it to the market; and Catch Me if You Can, an online forensic accounting game that takes players through a fictional, suspense-filled case they must solve.

All of these games can help students recognize their skills and potential for success in business or as a CPA and is helpful in informing students about the many opportunities available to them with a career in accounting and business.

The Depth and Breadth of Start Here Go Places.
In four years, nearly 960,000 students have responded to the campaign, over 305,021 have registered through the StartHereGoPlaces.com website, and nearly 178,000 students have participated in the games and promotions.

Since its launch in 2001, the campaign has reportedly resulted in 42% of high school students and 44% of college students indicating that they are more likely to consider accounting. Additionally, 68% of early college students have taken steps to pursue accounting as a career.

In addition the Campaign has launched partnerships with companies such as Forbes Custom Media, Monster.com and Robert Half.

Measuring Success
Since the launch of Start Here. Go Places, the downward trend has been reversed.

By communicating directly with students, not only has the Start Here. Go Places campaign brought students in, but it has encouraged them to shift their focus, build interest and begin consideration and pursuit of a career as a CPA. This campaign, is changing perceptions, building awareness and understanding about the CPA profession, and is producing incremental accounting graduates. There is no other profession that has a media campaign in place like the Start Here Go Places campaign.

The information gathered through the Start Here. Go Places campaign helps to guide the AICPA and state CPA societies in refining recruitment messages and strategies, so the overall goal to increase the number of students pursuing accounting degrees and CPA certification will continue to succeed.

The following are paid advertisements, not INCPAS endorsements.