BASE is ICAEW’s National Business and Accounting competition for students in school or college, aged 16-17. Students are able to engage in a business challenge that enables them to develop key employability skills and understand what it’s like to be an ICAEW Chartered Accountant.

Although the competition is for school students, our target audience was teachers who would register their schools. And with inclusion in accountancy being a key objective, we needed to find engaged teachers in diverse schools and underserved areas through new digital channels to drive new registrations.

How we did it

We set out to find the trusted sources where teachers actively seek class material whilst generating passive interest. We needed to show ICAEW as knowledgeable, trustworthy and helpful.

That’s where our creative tagline, ‘We get you there’ came from – a homage to the limitless possibilities that follow a qualification from ICAEW and an active, assertive tone to stand out and inspire teachers. 

And while we wanted to engage our existing audiences, we also needed to make sure that we were reaching non-traditional schools. New teachers who had never heard of BASE or thought about taking part in ICAEW events. 

That’s why we made sure we had a good mix of owned, earned and paid media options:

Owned – Make the most of existing channels and databases to drive re-registration

Earned – Use social media to contact relevant influencers and promote the benefits of BASE

Paid – Reach new audiences on different channels by accurately defining and targeting audiences through social media targeting, programmatic, and targeted email from trusted education sources

The results

152 new schools were registered as part of the campaign. Alongside re-registrations, this brought the total number of schools taking part in BASE to 573 – the highest number they’ve ever had. Those schools then registered 1191 teams to take part in the competition.