Ontario’s certified general accountants are readying a major new marketing campaign for high school students that shows accountants aren’t always chained to their desks.
Certified General Accountants of Ontario hired MMarketing in Toronto on a project basis to create SeeYourWay.org.
The site goes live on Thursday when the CGA promotes its industry at the Ontario Universities Fair in Toronto.
Students will be directed to the site with instant-win tickets that offer a chance at a $1,000 grand prize and Best Buy gift certificates.
“We’ve learned from research that students are making their [career] decisions earlier,” said Delmarie Scherloski, vice-president of marketing and communication for CGA Ontario. “It’s important they consider all their options, including a career as a certified general accountant, before they leave high school. We need them to know we’re there.”
Scherloski said her organization has communicated with students “for decades,” but in a less structured way. The CGA often sends its members to talk to students, a program that continues this year alongside the new marketing push.
Creative for the campaign has not been released, but its message is meant to fight a few negative stereotypes of accountants.
“From anecdotal evidence we know the perception is that accountants are basically chained to a desk and dealing with numbers all the time,” Scherloski said. “Our message is that this career can take you where you want to go… You can connect your passion with your profession. You might not play pro ball, but you might work for an organization that deals with sports. Everyone needs an accountant.”
This year’s campaign is “significant” compared to previous efforts, Scherloski said. After the site launches, CGA will follow-up with students throughout the year with online scavenger hunts.
