106 Communications
Marketing the ICAEW CFAB

Marketing the ICAEW CFAB

Corporate Storytelling

Creating the strategy

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?


Marketing around the world

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.


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