American Institute of Certified Public Accountants
Company: American Institute of Certified Public Accountants, New York, NY
Company Description: The American Institute of Certified Public Accountants (www.aicpa.org) is the national, professional association of CPAs, with more than 350,000 members. Its mission is to provide members with the resources, information and leadership that enable them to provide valuable services in the highest professional manner to benefit the public, employers and clients.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Awards Categories
Nomination Sub Category: Communications Team of the Year
Nomination Title: American Institute of CPAs' Communications and Media Channels Team
Tell the story about what this nominated team achieved since January 1 2010 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
As communications channels continue to change, so does the communications
profession. Where, not very long ago, print dominated, now social media is
king. Long editorials have been replaced by the ubiquitous 140-character
Tweet. The Communications and Media Channels Team leads the AICPA through
these changes to ensure its mission of serving the public interest and helping
our members succeed in an ever-changing world is upheld.
The team is responsible for the Institute’s brand management; executive
communications; media relations; strategic, member, state society and internal
communications; the Multimedia and social media functions; AICPA.org; creative
services; the AICPA’s financial literacy program; the Journal of Accountancy
and the Institute’s Magazines/Newsletter group.
Throughout 2010, the team changed the way AICPA members and the public interact
with and learn about the AICPA and the CPA profession. The team, spanning four
locations and a broad range of disciplines and functions, had many major
achievements in 2010. Among them:
• The launch of the redesigned AICPA.org
• A new, comprehensive brand architecture
• The introduction of AICPA TV
• New partnerships in our financial literacy effort
• Increased expansion into social media
• A robust, highly respected media relations program
• The highest internal communications satisfaction ratings in decades
• Publications that receive top marks from members
• Executive communications support that went from half a dozen venues a
year to more than 150 presentations
Other accomplishments include:
Given the economic climate, it was a challenging year for print advertising,
yet, there were some highlights: The Tax Adviser Campaign was launched to
increase the number of advertisers. As a result, The Tax Adviser revenue
increased by 37% over the prior year. An integrated print/digital sales plan
was successfully developed for JournalofAccountancy.com with ad sales
increasing 212%. Ad sales for the CPA Letter Daily increased 3%.
Graphic Design completed more than 765 projects this past year. The team
developed a revitalized AICPA logo mark and brand identity which brought
together over 100 sub-brands and logo marks into one system.
The weekly CPA Insider, with more than 210,000subscribers, has the largest base
of any electronic publication within the profession. Delivery, open and click-
through rates significantly exceed industry standards at 98%, 25-38% and 7-19%,
respectively. The CPA Insider Video Snack series continues to engage readers
every week. The team provides 300–500 new leads per month to the AICPA
Membership team. The newsletters featured products generated about $1.6 million
in product sales and more than $765,000 in ad revenue.
In addition to AICPA TV, MultiMedia produced more than 400 multimedia
communications – a 30% increase over last year. Teaming with the Academic &
Career Advancement team for the launch of the online recruitment effort, “This
Way to CPA,” MultiMedia produced 29 CPA profiles designed to inspire the next
generation of CPAs.
The team continues to grow and the addition of the Web Content and Information
Strategy Team enables the team to better support AICPA business owners as they
work to enhance the value and richness of their various site sections.
During 2010, the work of the team was honored with more than 20 awards.
List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://www.aicpa.org
http://www.aicpa.org/News/AICPATV/Pages/default.aspx
http://www.aicpa.org/Press/Pages/PressHomepage.aspx
http://www.journalofaccountancy.com
http://www.360financialliteracy.org
http://www.360taxes.org
http://www.feedthepig.org
http://www.facebook.com/AICPA
http://www.facebook.com/JournalofAccountancy
Provide a brief (up to 100 words) biography about the leader(s) of the nominated team:
As American Institute of CPAs’ Vice President of Communications and Media
Channels, Janice M. Maiman, CAE oversees an award-winning integrated
communications team. She directs the Institute’s brand management; executive
communications; media relations; strategic, member, state society and internal
communications; the Multimedia and social media functions; AICPA.org; creative
services; and the AICPA’s financial literacy program. Also reporting into her
are the Journal of Accountancy and the Institute’s Magazines/Newsletter group.
Under Maiman's leadership, her team has received more than 130 awards. Nearly
every aspect of the team’s work, from the AICPA Annual Report to the internal
communications newsletters has been honored.