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

rbell@njscpa.org@rachaelbell