Chartered Institute of Management Accountants (CIMA)

CIMA markets to both students as individuals, and the businesses that typically support study. As it faces intense competition for students, it appointed Proctors to deliver a stand-out online and offline advertising campaign.

Our objective? Raising global brand awareness in our target markets and strengthen CIMA’s position as the most relevant accountancy qualification for business.

Excitingly, CIMA wanted to run the campaign globally through multiple communications channels, across a number of divisions and targets high profile decisions makers, business leaders and prospective students already working within the business environment.

Challengingly, campaign materials needed to be a flexible concept able to work across a variety of communication channels. Furthermore, the chosen route would be replicated – and in some cases recreated – by international divisons in China, Ireland, India, South Africa, Malaysia and Pakistan.

The Proctors response
CIMA has always used case studies in its marketing, and was keen to feature high profile CIMA members who are working within global organisations – CIMA Heroes. However, it wanted to inject more energy and life into this year’s material to create a more engaging and compelling campaign.

We proposed demonstrating the value Chartered Management Accountants bring to the workplace. Working closely with the CIMA stakeholders, we explored a range of visual approaches and copy directions.

Consensus reached, we introduced a new photographic style, ‘Lightplay’, and a business-focused approach to copy, under the line ‘CIMA. Where business + finance meet’. Case studies have moved away from personal journey to highlight the bottom-line benefit a CIMA qualification or employee brings to business.

The results
A fully integrated campaign plan to cover both on and offline activity that fully utilises CIMAs resources and delivers maximum brand awareness within their target market. All digital activity is being tracked and monitored via agreed measures – click through rates, date capture, downloads – and we’ve even recorded regional activity.