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CPA Australia: Brand strategy, marketing campaigns

Client

CPA Australia is one of the world’s largest accounting bodies with a global membership of more than 155,000 members working in 118 countries around the world. CPA contacted Boldfish looking for a local creative agency who could assist in the design and roll-out of a new campaign called the ‘CPA Passport Program’.

Discovery

  • The campaign was targeted at recruiting new members straight out of university and colleges and designed to promote the key benefits of CPA membership including the exciting global career opportunities that become available
  • The challenge with finance and accounting related qualifications was typically typecast as boring and stale career directions
  • Imagery was often typical corporate stock photography which lacked inspiration and a point of difference
  • Copy was busy and became very cluttered and required large amounts of technical information to be digested
  • Branding lacked flexibility and clarity in messaging with no clear call to action for consumers

Strategy

  • Met with key stakeholders and learned they were targeting young CPA members who were currently not attracted to a career in accounting due to the negative typecast of being a boring and stale career choice
  • We created a more dynamic and exciting look and feel that included more stimulating and exciting work environments like surfing, travelling and concerts supported with layouts using distressed imagery, handwritten typography ‘My Office’ to make more youth-friendly and individual
  • Distilled content down to a simple, brief, personal case study reflection on how their successful career move as a result of opportunities and connections gained through CPA membership
  • Numerous Passport Program launch assets for print and digital were created for the national campaign launch across various university and college campuses

Delivery

  • Marketing campaign strategy
  • Brand management
  • Packaging
  • Product design
  • Digital & print advertisements
  • Digital & print catalogues
  • Print & digital sell sheets
  • Corporate signage
  • Posters
  • EDMs
  • Email signatures

Testimonial

“I would like to praise the brilliant creative team at Boldfish. They are simply a pleasure to work with and consistently deliver a very high standard of work. Their service is prompt, professional, and courteous at all times and I look forward to working with them well into the future.”


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