AICPA banks on $25M campaign to lure students to accounting.

Publication: Accounting Today

Publication Date: 21-MAY-01

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WASHINGTON -- As part of efforts aimed at combating the troubling lack of students who are entering the profession, the American Institute of CPAs are ready to launch a $25 million student recruitment campaign.

Hoping to reverse the down-trend of enrollment in accounting programs, the campaign, first announced at the institute's Spring Council meeting, will focus on improving students' perception of accountants and educating students about career opportunities in accounting.

"An increasing number of our members have identified recruitment as one of their biggest issues," noted John Hunnicutt, AICPA senior vice president of public affairs. "The program will focus specifically on students and getting them to have a propensity to seek and move toward accounting programs and sitting for the CPA exam," he said.

The AICPA has hired New York-based marketing agency Impiric to lead the effort, which is expected to roll out in September to coincide with the start of the school year. The initiative marks a new approach for the AICPA, Hunnicutt noted, since it...

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