Attracting and Engaging Next-Generation Members

Copyright © 2016 American Institute of CPAs

Joanne Fiore, VP- Professional Media, Pathways and Inclusion

Topics

Intro: The business of attracting students

• Original, separate content for students v. customizing

existing assets

• Knowing who and what influences your audience

• Gamification – a case study

• Composting your failures

• The importance of diversity

The business of students

High SchoolDiversity & Inclusion

Academics College

Magazines & Newsletters

Separate versus existing assets

Newsletters for students

Start Here Magazine

• Distributed to students

• Interviews with real life CPAs

• Co-branded with state societies

• Can request classroom sets

• Increasing frequency

Judging a book by its cover

We’ve

placed

Millennials

on the

cover of the

magazine.

Using influencers

Case study - gamification

Bank On It® Sample Game Board

Appealing to a diverse audience

Attracting and Engaging Next-Generation Members

Copyright © 2016 American Institute of CPAs

Joanne Fiore, VP- Professional Media, Pathways and Inclusion