Center campaign themes on people
When the Minnesota Society of CPAs learned that less than 1% of young people are interested in becoming certified public accountants, the association developed a youth awareness campaign.
Instead of simply listing attributes of the profession, association leaders decided to personify the business. They surveyed members and found five CPAs with unusual hobbies:
- Fire eating
- Mountain biking
- Mountain climbing
- Hot air ballooning
Then communicators created a series of posters featuring each of these members with the slogan “CPAs aren’t all business.”
It doesn’t take a fire-eating accountant to personify your message. What point do you need to make? Try centering your campaign on people.