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Marketing SolutionsCalCPACase 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.”