MARKETING THE ICAEW CFAB
MARKETING COURSES AROUND THE WORLD
CFAB is the Certificate for Finance and Accounting in Business. It is a course run by ICAEW in the UK and countries around the world, either as a stand-alone or as part of the overall ACA programme. We were asked to help market the course to prospective students and their employers, in the UK and around the world. We started by creating a narrative and building a proposition – ultimately why would students and employers invest in CFAB?
BE ANYWHERE, DO EVERYTHING
Working with the new ICAEW brand, we developed a campaign that is equally comfortable talking to employers about CFAB as it is promoting the course to individuals themselves. We focused on a central message of ‘be anywhere, do everything’ – reflecting the ability to study online and at your own pace, yet build the skills which will be important to the future prospects of individuals and the future growth of organisations.
The CFAB campaign was used in the UK and internationally, to grow the number of students signing up. It was one of the first campaigns in the new brand style and showcased the strength of the brand, as well as flexing to different messages – depending on the motivations and context of the audience.