The Institute of Management Accountants (IMA) is one of the global thought leaders in the Management Accounting category. For more than four decades, IMA has provided the premier certification in Management Accounting: the CMA certification. However, in the U.S. there is low awareness of Management Accounting as a career path and the CMA as a credential.
The past year brought on many changes in business – not only in how we work, but why we work. We needed young professionals to realize the CMA opens doors for roles in business strategy and leadership. Not just reporting numbers or auditing, but making a real difference in people’s lives.
Our goal was to reach millennial and young Gen-X finance and accounting professionals. Those people who have hit a wall in their career and are looking for something that might be better suited for them.
Our primary objective was to increase awareness of the Certified Management Accountant credential exam and get more candidates to sign up for the course/credential.
Our secondary objective was to drive traffic to their website to help convert candidates. We knew making the decision to become a candidate would take time, so in order to nurture the decision and relationship, we needed them to visit the website.