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Help Keep CMA First

By Jeffrey C. Thomson, CMA, CAE
September 1, 2016
1 SHARES 3 comments
Jeff_Thomson_2016_4SF_website

Dear IMA Members, I’m thrilled to share the news that IMA’s Global Board of Directors has approved our strategy for 2017-2020. The budget for fiscal year 2017, which began July 1, will support bold actions to sustain the growth of our CMA® (Certified Management Accountant) program worldwide (we recently minted our 50,000th CMA, and the number of new candidates grew more than 20% this past year). And it will help foster innovations to advance member careers.

 

Four goals lie at the heart of our strategy:

 

(1) win additional market share and grow the CMA program substantially with an aggressive pipeline-building effort in the United States and outside, where growth has been higher;

 

(2) drive member retention by delivering tangible value through programs, products, and services;

 

(3) raise awareness in the student/academic market to increase membership and reach the Young CMA-Certified Professional of tomorrow; and

 

(4) master technology that directly impacts members and our value proposition.

 

To propel this strategy, in early September we are launching our first-ever comprehensive advertising campaign in the U.S. to supplement the significant programs already in place abroad. We’ll actively target potential CMAs through mainstream television, radio, print, and digital marketing in an innovative campaign that brings our credential to life in a way you’ve never seen before. The theme of the new CMA campaign is “You’ve Got to Earn It.”

 

Around the country on commercial sets and photo shoots, we’ve developed eye-catching content that will run in late-night television spots, in magazines, and on national and local radio. If you live in New York City, Chicago, Detroit, Minneapolis, Houston, or Phoenix, look for our commercial. If you’re elsewhere, catch it on our social media. Then stay tuned—in the future, the CMA TV ads could come to your hometown!

 

This exciting campaign will be supported by other solid endeavors beginning with a new look and feel to the IMA website that features more tangible information and personalized experiences for visitors. We’ll also keep engaging audiences through Campus Influencers, chapters and councils, and cutting-edge offerings in continuing education and thought leadership.

 

As you can see, exciting things are unfolding at IMA, and you can be a part of it! Use YouTube to share our TV ad on social media. Host a “viewing party” by streaming and projecting the TV spot from YouTube at a chapter meeting. Tell us your CMA story. Become a viral and real-life word-of-mouth marketer. No matter which venue you choose, your voice counts. Help spread the word today!

 

 

Jeffrey C. Thomson, CMA, CAE, is IMA president and CEO. He also is a member of IMA’s Bergen-Rockland-Meadowlands Chapter. You can reach Jeff at jthomson@imanet.org or follow him on Twitter: @IMA_JeffThomson.
3 + Show Comments

3 comments
    DAVID September 9, 2016 AT 2:24 pm

    would be nice TO SEE CMA PUSHED MORE IN UNIVERSITIES IN THE US. EXAM CONTENT AND LEARNING IS GEARED MORE TOWARD CORPORATE FINANCE. WHY TAKE THE CPA AND STUDY ALL THOSE HOURS FOR AUDIT AND REGULATION IF YOU ARE GOING TO WORK IN CORP ACCOUNTING OR FINANCE? THE CMA IS THE GREAT CREDENTIAL NO ONE KNOWS ABOUT

    Osama saadalla September 25, 2016 AT 4:43 am

    interested

    Osama saadalla September 25, 2016 AT 4:43 am

    tHANKFUL

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