Council hears exciting update on student recruitment initiative: campaign targeting "generation Y" launches.

At its fall meeting, the AICPA governing Council was treated to a progress report on an exciting new initiative designed to significantly increase the number of young people choosing to become CPAs. A five-year, $25 million direct-marketing effort aimed at 16-22 year olds ("Generation Y"), which launched last month, the campaign bears the theme "Start Here, Go Places." This theme was selected because it resonated so well with Generation Y aged students--they saw that CPA skills could help them go anywhere in the world of business.

The campaign, created by Wunderman, a national direct marketing company, will show students how CPAs work in an environment that is global, technological and ever-changing. State CPA societies will be an important participant in the program, which has three objectives:

* Deliver more CPAs over time.

* Develop and increase awareness of the CPA brand.

* Improve perceptions about the profession.

Need for Action

A long-term, innovative recruitment effort was deemed necessary because, despite prior student recruitment activities the past several years, recent independent studies show a steady decline in college accounting majors. On top of that, the research shows only 1% of high school students are planning on majoring in accounting, down from 4% in 1990.

What makes this new campaign different is that it is targeted to the individual student, not to such influencers as professors or parents. It also is unique in other ways. It is interactive; it engages students where they live, where they study, and where they get their information and entertainment; it uses the communications techniques they use; and it targets its messages based on where the student is in his/her education. Additionally, each step of the campaign will be measured for its effectiveness and adjusted where needed to ensure success.

Right Message, Right Student, Right Time

While the general focus is on high school and college students, there actually are three audiences: juniors and seniors in high school, freshmen and sophomores in college, and juniors and seniors in college.

The overall message is that the CPA credential prepares you for any possibility in business and that it is a preferred entry into the world of business because of the skills you acquire. For high school students, this message translates into getting them interested in the world of business generally. In early college, students are encouraged specifically to consider accounting. Juniors and seniors in college, who would be majoring in business and taking accounting courses, will be asked to more strongly consider becoming CPAs. The campaign will demonstrate to these students that the CPA profession is very diverse, exciting and rewarding and that the CPA credential is an excellent way to get you where you want to go.

Getting the Messages Across

How will all this be accomplished? For the campaign to be effective, it must play in Generation Y's familiar surroundings, using their communications tools of choice. Earlier research shows that Generation Y is unique in its taste for everything electronic--especially downloading music from the Internet. Therefore, the centerpiece of the effort with high school juniors and seniors is the "Build a Record Label" promotion, a partnership of the AICPA, MP3.com (their music channel of choice) and Scholastic Magazines. Through this activity, students will learn skills in business, technology, the Internet and music while having a fun experience building their own virtual record label. Online teacher facilitation, offline classroom discussion, and links between sites and registrant contact information also will be a part of the activity. Awareness of the profession will be increased through its association with the program; the tagline "Sponsored by America's CPAs" will appear on all communications.

A different tool to increase awareness of the profession through association will be used at the college level. Because this generation, more so than any other, is enamored of playing games on the Internet, an online game and a contest were developed. Burly Bear Network, one of the most popular cable networks in dormitories today on college campuses across the country--with a popular Web site to boot--has set up a special Web page on Burlytv.com. On that site, students can play an online game, "Open Doors, Shatter Ceilings," and take part in a "$10,000 Dream Internship" contest. An on-campus presence is achieved through marketing materials promoting the programs, as well as commercial spots on Burly Bear TV. Ads in college newspapers, posters, direct mail and e-mail communications also tout the game and contest.

More to Come

In the spring, the campaign will expand to include numerous other communications vehicles. For example, a new CPA student Web site that will support the recruitment effort is being developed. StartHereGoPlaces.com will feature information and tools for students in high school and college. It also will have a Web-based business simulation game relating to business and the Vision CPA.

Print ads, posters, direct mail, e-mails and fliers will further increase students' awareness and change perceptions of CPAs. The materials also will drive students to the Web site to learn more about the profession.

The CPA Letter will continue to report on any developments in this new campaign. For more information, contact:

Louise De Sina, [e-mail]

Geoffrey L. Pickard, [e-mail]