CPA Australia

Communicating CPA’s advocacy to improve member engagement

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Key Objectives

  1. Develop an overarching narrative for all of CPA’s advocacy projects in the public practice space
  2. Increase reach beyond owned channels to reach disengaged members and industry influencers/media
  3. Drive traffic to the public practice section of CPA’s website, encouraging members to self-serve content (re-engagement with owned channel)
  4. Show (don’t tell) members how CPA is acting in members’ best interests — policy and advocacy
  5. Provide technical skills and tools or resources to help them manage their practice

Background

Accounting body CPA Australia was working hard to advocate for its members, especially around the burden of increasing regulatory frameworks for accountants. Unfortunately, its disengaged members were not hearing about this great work.

Mahlab was tasked with finding new ways and channels to reach these members and communicate this advocacy, in turn improving member satisfaction with CPA.

Our Approach

Online
content

PR and media
coverage

Social media
channels

CPA had commenced a number of internal projects, which were running concurrently throughout its public practice division. The projects needed to be pulled together under an overarching narrative, so Mahlab created #publicpracticematters.

The integrated content and communications program was carefully planned to speak to several important audiences: members, industry influencers and the broader public.

The program was executed through owned, paid and earned media channels across the three months leading up to CPA’s member satisfaction survey.

The Outcome

Mahlab’s work created a dynamic thread of discussion on social channels, drove traffic to the CPA website and re-engaged members. CPA’s public practice leaders gained exposure on both mainstream and trade media, including print interviews, podcasts and video