The Institute of Chartered Accountants in Australia has been presented with the 2006 ‘Best integrated marketing campaign’ by the Australian Association of Graduate Employers (AAGE). 
 
The award recognises the Institute’s integrated marketing campaign for the 2006 Chartered Accountants Careers Conference held in July that aimed to promote graduate recruitment opportunities for accounting and business students. 
 
“The Careers Conference campaign demonstrated how using a combination of approaches from the marketing mix can generate a best practice integrated marketing campaign that engineers results. We received an 86 per cent approval rate for the conference and 94 per cent said they were interested in a career as Chartered Accountants,” said Rebbecca Stewart, General Manager Brand and Communications, Institute of Chartered Accountants in Australia. 
 
“We are delighted to be awarded the AAGE best integrated marketing campaign. It is a great credit to the team and great for an industry that continues to suffer an acute skills shortage,” continued Stewart. 
 
The Careers Conference campaign began with a teaser campaign that included posters in universities, ‘pop up’ DM given to students and careers advisers, and online banner advertising and emails.  
 
The teaser campaign was followed by a promotional campaign that included a brochure distributed with lollies on campus and online editorial promotion on the Institute’s student website pages.  
 
The campaign was tied together with a ‘Feed your ambition’ theme used throughout all campaign collateral including the take-away conference pack that contained the program, information brochure, workbook and promotional scarf. 
 
The Institute is committed to promoting Chartered Accountancy and helping alleviate the accounting skills shortage. The 2006 Careers Conference was one in a series of careers marketing events the Institute held during the year that included employer evenings, Achiever Work Experience and cadetship programs.