| FROM: JUL-AUG 2009 ISSUE | |
BY ANTHONY ARIGANELLO, CPA (DELAWARE), FCGA, PRESIDENT AND CEO, CGA-CANADA |
Were you impressed? Did you feel proud? My answer is a resounding yes on both fronts. I’m talking, of course, about the multi-media advertising campaign we, CGA-Canada, and our provincial and territorial partners launched in late March. On television and radio, in airports and train stations, in newspapers, magazines, and on websites, the message – CGAs are strategic business leaders who see more than numbers – seemed everywhere.
It has been a very exciting few months for us and the response has been tremendously positive. A frequent comment I’ve heard about the TV commercials, for example, is how CGAs come across as financial professionals who understand the big picture and connect emotionally with their employers and clients.
The campaign is particularly satisfying for someone like me who spent more than 20 years in industry and has always believed that great marketing is essential to the success of any business or organization. When I joined CGA-Canada I said, right from the start, that I wanted to work with our affiliates to make sure that CGAs are recognized for who we are, what we do, and how well we do it. Indeed, stronger brand recognition became one of our six strategic goals.
And we’ve listened to our members who told us that branding has to be job one for the association. We supported the creative process and bought ads nationally, while our affiliates, also closely involved in the creative development, scooped up prime ad space in their respective jurisdictions. In downtown Toronto’s Union Station, a bustling commuter hub, CGA ads were dominant for much of the spring. They adorned station pillars, lined escalator corridors, and occupied prominent wall space. Impressive, indeed.
Although the advertising blitz has wound down in some regions, in others it has yet to truly take hold. Regardless, I want you to know that the ad campaign is just the start of our new branding initiative, our collective push to boost the CGA brand – and to achieve even higher marketplace recognition and value.
Let’s keep the momentum going. Let’s spread the word.
You can share the campaign’s highlights by linking to cga-more.org
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