Cheryl Callahan

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AICPA Marketing Update February 11, 2009

• Cheryl Callahan
• Sr. Manager, Direct Sales Marketing

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Discussion Items

• Competitive Intelligence
• Current AICPA Marketing Tactics
• Show and Tell Share your Best Practices
• Lead Follow-up Process

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Competitive Intelligence

• Spreadsheet updated
• Becker offering CPE via webcasts, on-demand and
  in-house (select markets)
• Boomer Consulting is offering in-house courses
  mostly soft skills training

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AICPA Marketing Direct Mail

• Four On-Site catalogs 09-10
• AA
• Tax
• Govt/NFP
• BI (including Mgmt/Consulting)
• Post-show catalog mailings
• Feedback?

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AICPA Marketing Direct Mail

• Government lead generation piece
• Target 4,500 contacts in Govt Agencies and
  3,000 AICPA Govt Members
• Yellow Book courses
• GSA Schedule web price quotations (AICPA quotes
  only)

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AICPA Marketing - Advertising

• Monthly ads in Journal of Accountancy
• Courses promoted correspond to articles
• BCO (Dec)
• REFR (Jan)
• IFRS (Feb)
• AF-990 (Mar)
• Tax Staff Training (Apr)
• 10 discount on content by deadline
• Priority code (campaign tracking)

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AICPA Marketing - Advertising

• Ads 6X per year in Tax Adviser
• Promote Tax Staff Training / tax related courses
• 10 discount on content by deadline
• Priority code (campaign tracking)
• Weekly banner ads in CPA Letter Daily
• On-Site Training (Dec)
• New catalogs (Jan)
• Learning Ladder (Feb)
• IASeminars IFRS (Mar)

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AICPA Marketing - Advertising

• Course manuals promoting group training
  opportunities at AICPA
• Conference programs currently promoting
  instructor recruitment
• TrainingIndustry.com Financial Services
  Training Community, IFRS article 2/09
• Chief Learning Officer

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AICPA Marketing - Exhibits

• 20 AICPA Conferences
• Boomer Consulting Human Capital (Feb)
• CFO Rising (Mar)
• Training Officers Consortium Annual (Apr)
• FEI Summit (May)
• ASMC PDI (May)
• ASTD (May)
• AGA Professional Development (Jun)

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AICPA Marketing - Exhibits

• Pre-Show email 2 weeks before show inviting
  attendees to visit our booth preview discount
• On-Floor promo flyers 20 discount off selected
  course content by date
• Request more information cards (lead
  qualification)
• Individual follow-up immediately to one week
• Post-show participant follow-up Reminder about
  discounts listing specific courses

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AICPA Marketing - E-Mail

• Learning Alerts Informational emails on hot
  topics with available training, one per month (as
  needed)
• Show Specials Pre- and Post-show
• New Product template Announcements for new
  courses available

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Best Practices

• Focus on low hanging fruit ( members)
• Use all available vehicles at your disposal
  keep in front of your targets on a regular basis
  without overdoing it
• Marketing is the first step in the process
  build the sale
• Call to action tell them what you want them to
  do and give them a timeframe

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Best Practices

• YOUR TURN!
• Whats working for you?
• Whats not?
• Show your stuff!
• Keep sharing

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Lead Follow-Up

• New process
• How can we help you?

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Contact Information

• Cheryl Callahan
• Sr. Manager, Direct Sales Marketing
• 919.402.4865
• ccallahan_at_aicpa.org
• Web site issues
• Login for state society area
• Marketing materials requests
• Lead updates