AS TRADITIONAL CPA SERVICES became commoditized and competition from non-CPA providers increased, CPAs found their image and perceived value slipping. The principals of PLAN-it were charged with the task of enhancing the CPA image and of building the CPA brand through the industry’s first ever advertising campaign.

Qualitative exploratory and creative development studies were undertaken to evaluate consumers’ perceptions of the CPA role and opportunities for the profession long term. Utilizing this feedback, PLAN-it’s principals developed a strategic positioning platform for future communications which emphasized the CPA role as a trusted resource for business and financial planning needs, not only a tax and audit professional.

We worked hand in hand with Hill Holliday creatives to guide the development of the resulting campaign, based upon the concept, “You see numbers. We see opportunities.” This breakthrough campaign launched nationally and at the state level. We then evaluated the impact of the work in the marketplace via a quantitative communications tracking study.

The results demonstrated that the campaign dramatically improved and widened perceptions of CPAs across all critical criteria, in some instances by as much as 70%.

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