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Innovating for Optimization
Rachael BellDigital Communications ManagerNew Jersey Society of CPAs@rachaelbell
The Problem
• 15,000 individual members
• 1,800,000 emails per year
• 6 e-newsletters; dozens of stand-alone emails
• Emails were not responsive
• No brand continuity
• TOO MANY EMAILS!
The Solution
• Rebrand
• Consolidate several e-newsletters
• Deliver customized content in a single e-newsletter based on each member’s demographics and interests
On the Chopping Block
• E-NEWS – bi-weekly e-newsletter for all members
• E-YoungCPA – monthly e-newsletter for members and subscribers age 35 and under
• Tomorrow’s CPA – monthly e-newsletter for student members and nonmember accounting students
The Process
• Design
• Taxonomy
• Content repository
– Sitefinity, Aptify
• Data sharing
• Naming the publication – Oy!
Our TaxonomyMODULE • Announcement• Featured-News • Featured-Society • Featured-Other • MoreNews• Events• Jobs• Talk
MEMBERSHIP TYPE• Fellow Member • Associate Member • CPA Candidate Member • Student Member • Former Member • Nonmember – CPA • Nonmember – Non-CPA
MEMBER SEGMENT/ DEMOGRAPHIC• Public Practice • Industry • Government • Education • Young Professional • Accounting Student• New Member • Owes Dues• Female• Male
ROLE• Managing Partner • Firm Administrator • Marketing Contact • HR Contact
AREAS OF INTEREST• Accounting, Auditing &
Attest Services• Auditing and Assurance
Services • Budgeting and
Forecasting • Compilations and
Reviews • Cost Accounting • Financial Statement
Reporting and Analysis • Forensic Accounting • Internal Auditing and
Fraud Prevention • International Accounting • Management Accounting And so on…
The Result
• Launched May 8
• Sent to nearly 15,o00 people
– 28% open rate. No complaints!
• Flexible platform
• Dual purpose
– Recruitment tool
Looking Ahead
• Phase 2 – Tweak
– Test chapter content
• Phase 3 – Eliminate CPE Connection and
chapter e-newsletters
– Increase frequency to weekly
Content Leader
Rachael BellDigital Communications Manager
New Jersey Society of CPAs
[email protected]@rachaelbell