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CalCPA Case Study
1. Marketing Solutions
CalCPA
Case Study
Building membership with
LinkedIn Partner Messages
“ The ability to carefully choose who receives our
messages helps us raise awareness of the value Challenge
of CalCPA membership with the right people. • Drive membership among hard-to-reach students
LinkedIn targeting is playing an important role • Reach specific demographic group by region and
industry
in helping us emphasize these benefits with an
• Identify targets before they have completed degree
audience that is traditionally hard to reach.” program
• Deliver in-depth messages about membership benefits
Matthew Koontz
Communications and Marketing Director, CalCPA
Solution
• Targetmembers of finance, accounting, and CPA
exam groups on LinkedIn
• Use one-to-one Partner Messages to cut through
message clutter
• Provide membership benefit details to increase
Reaching out to desirable market impact of message
The California Society of Certified Public Accountants, or
CalCPA, is the country’s largest state accounting organization Why LinkedIn?
and the largest CPA association in California. CalCPA has • Ability to precisely target by professional interests
40,000 members in public practice, private industry, as well as region and industry
education and government. A key to the organization’s • Professional audience receptive to messages about
future growth is attracting student members, who will career growth
become active participants in the association as they • Members self-identify interests and future career plans
mature into their careers. • Partner Messages offers one-to-one communication
In a bid to boost its student membership, CalCPA removed
yearly membership fees for students, allowing them to join Results
CalCPA for free if they are full-time or part-time students • 40% open rate for best-performing Partner Messages
and have not yet received a bachelor’s degree. “We want • CTRs up to 15%
to make student membership a priority,” explains Matthew • Helped contribute to a 47% growth of student
Koontz, communications and marketing director for members in three months
CalCPA. “By bringing them in as students, they can help • Allowed Linkedin to be one of the top 20 of all web
spread the message about accounting as a career choice to referrals to all of CalCPA.org
their fellow students and we can also connect them to job
opportunities.”