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Student recruitment campaign second year initiatives.

The second year of the profession's five-year direct marketing effort reaching 16-22 year olds ("Generation Y") was renewed recently with the MP3/Be A Music Mogul Game and the Summer Dream Internship Contest.

"Be A Music Mogul" is a Web-based interactive contest that provides high school students with an opportunity to manage a virtual music label. Students build a music label by developing a simple strategy and selecting contemporary artists who are featured on the MP3.com Web site. They then develop a marketing plan, create and manage a budget, and react to random events in the marketplace in an effort to generate the highest sales for their music label. The student with the highest record sales wins various prizes, as do four runners up.

The contest is being promoted online, in high schools, and directly to students using a variety of interactive media: our campaign Web site, www.StartHereGoPlaces.com; through resources provided by MP3.com; posters; print advertising; direct mail; e-mail; online banner ads and other engaging elements. In addition, we have promoted the game and have made available the materials to both students and teachers through two sitelets created on www.bigchalk.com.

For college students, once again we are running the "Summer Dream Internship" promotion which finishes in Feb. The contest offers students the opportunity to describe their dream internships at either Viacom, Vivendi Universal Net USA, WPP Group, or a public accounting firm. Finalists will be posted online, and two winners will each be awarded a $5,000 paid summer 2003 Dream Internship. Runners up and honorable mentions also will win prizes. The contest is hosted on CollegeClub.com and is available through StartHereGoPlaces as well. Students are driven to the contest through both online and offline promotional vehicles.

These campaigns are just the beginning. An exciting spring season is still to come. Watch The CPA Letter for future updates.

[internet] Louise De Sina, ldesina@aicpa.org
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Publication:CPA Letter
Date:Dec 1, 2002
Words:322
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