The ICAEW: communicating with ACA students worldwide
The retention of former student members as mentors and ambassadors is an important goal of The Institute of Chartered Accountants. Additionally, they wish to ensure that members make full use of the Institute’s services throughout their careers as Chartered Accountants. Like many professional bodies, the Institute is challenged to demonstrate a return on professional fees charged.
Firebrand was asked to assess Institute communications effectiveness and to review the quality of services provided to support audit trainee members globally. Special focus was required on key, emerging markets such as China and the UAE. The findings of Firebrand’s multi-market qualitative and online research was able to provide an essential route map of priorities, enabling the optimisation of the Institute’s engagement with the global student membership.