OVERVIEW /
This Way To CPA (TWTCPA) is the recruiting arm/campaign for up-and-coming CPAs by the AICPA (the American Institute of Certified Public Accountants). TWTCPA helps accounting graduates enter the profession and stay there, by connecting them to the people and information they need to succeed.
This campaign was positioned to break common misconceptions about this career choice—people tend to think it’s a boring career crunching numbers. Or maybe it’s what your grandfather did. TWTCPA not only removes those stigmas; it proves CPAs can find work in almost any field and the career is strong and rewarding.
TASK /
Recruiting new members into the profession (and getting them to join the AICPA) is a massive undertaking. Capstrat developed and marketed the TWTCPA program to college-aged adults to remove CPA stereotypes and to show the true opportunities of this amazing career.
RESULTS /
The Future CPA’s Guide to Life and Awesomeness, vol. 1, (Book of Wisdom for short) has since been reprinted several times. It’s become a go-to read for anyone needing advice going into the public accounting field. Additionally, new volumes have been created all sharing unique nuggets of wisdom from real CPAs.
TEAM /
Agency: Capstrat
Group Creative Director: Lindsey Bennett
Copywriter: Jen Totten Aspinwall
Copywriter: Amy Cozart
Art Direction & Lead Design: Ryan Cuthriell
Design: Ben Requena (spreads 8-9, 30-31, 58-59)
Design: Dave Avis (spread 28-29)
