Launched this week, our 2022 student recruitment programme features initiatives to support all entry routes across the island, building on yearly experience, insights and market intelligence. The programme includes strategies across five distinct workstreams: building the brand, relationship management engagement, schools, universities, and lead generation.
The overarching aim of the programme is to support the recruitment of the brightest and best into the profession. All of these activities use the “Become a Chartered Accountant and transform your career” tagline and tell real-world member and student stories that demonstrate the mobility of the qualification and explain the educational quality and flexibility to position the profession for the future.
Focus on lead generation advertising campaign
During the summer months, our advertising targets individuals who may be considering the qualification. Meanwhile, our Relationship Management team are engaging with practice, business and the public sector to support and drive student numbers along with promoting the wider services and supports the Institute provides.
The summer advertising campaign focuses on our members who share their decision making and qualification stories, and this year builds on the success of the 2021 campaign.
Advertising activities
This all island advertising campaign launched Wednesday 1 June across digital channels including google and social ads, which will run until the enrolment deadline of 12 September 2022. Radio advertising will be aired from Mid-July into August. We'll also be running a number of online virtual open days throughout the summer. All of the above activity will be supported by PR and media coverage.
Watch the campaign videos >>>
Examples of digital advertising
