Cga Case Study

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Marketing Case Study
Pan The Certified General Accountants Association of Canada and Certified General Accountants Association of Prince Edward Island

September 2012

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Table of Contents

1. Executive Summary 2. The Association 3. Mission/Goals 4. The Brand: - The CGA Designation 5. The Product: The Program of Professional Studies 6. Target Markets - The CGA Brand - The Program of Professional Studies

7. The Competitive Environment 8. The Environment : Critical Issues facing the Accounting Profession in Canada

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1. Executive Summary
Background The Certified General Accountants (CGA) Association, one of the four largest professional accounting associations in Canada, is looking for ideas for a new marketing campaign for the the Certified General Accountants (C GA) designation and new ways to promote its educational program, the Program of Professional Studies. As newly appointed marketing consultants for the CGA Association, you have been asked to create a marketing plan to promote either the C GA designation or the Program of Professional Studies. Founded in Montreal in 1908, by John Leslie, Assistant Comptroller of the Canadian Pacific Railway, the Certified General Accountants Association was originally created as a way to help accountants working in business and industry to enhance their professional skills. CGA-Canada is a national, non-profit, self-regulating association of approximately 75,000 CGAs and students. CGAs work in Canada and throughout the world. Students who are pursuing a CGA designation are enrolled in the C GA Program of Professional Studies in Canada, and internationally in Bermuda, the Caribbean, Hong Kong and the CGA-Canada is responsible for the marketing of the C GA designation within Canada and internationally. CGAs are professional accountants working in industry, commerce, finance, government and public practice. They are represented nationally through CGACanada and regionally through their provincial/territorial/regional CGA associations and local chapters. CGA-Canada implemented its very first national advertising campaign in recent years with great success. The campaign features semi-transparent numbers overlaying images We see more than numbers . This emphasizes the credibility and vision that CGAs bring to organizations and clientele. It was conceived by Grip Limited, a communications agency based in Toronto, whose clients have included Honda, Cadbury Adams, Glaxo Smith Kline, and lululemon athletica. CGA-Canada is looking for ideas to create its next national campaign to help solidify its brand image and differentiate itself from other financial designations. CGA-Prince Edward Island, the provincial affiliate of CGA-Canada, is in charge of marketing the Program of Professional Studies on Prince Edward Island. Although it is the second largest accounting association on PEI with 170 members and students, it has a very limited marketing budget. CGA-PEI would like to increase the number of students in the program. They would like the consultants to develop appropriate guerilla marketing techniques that could be 3|Page

utilized by CGA-PEI to increase awareness of the program and attract new CGA students. In 2011, CGA-PEI had 8 new CGA graduates. Enrollment of new CGA students for the 2012-13 CGA Program was 7 students. CGA-PEI would like to increase the number of new students to 10 for the 2013-14 academic year. As marketing consultants, you have been divided into two groups, with each group developing a marketing plan with a specific focus. Group 1 will focus on marketing the C GA designation to business owners and the general public. Group 2 will develop strategies to promote the Program of Professional Studies which leads to the CGA designation. The CGA Association hopes that the consultants can develop some new, creative, dignified, interesting, powerful and resourceful ways to increase awareness of the CGA designation and encourage new students to join...
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