2013 Platinum PR Awards: External Publication

Winner: American Institute of Certified Public Accountants – ThisWayToCPA Wisdom Books: The Future CPA's Guide to Life and Awesomeness and The Future CPA's Guide to Work and World Domination

The Future CPA's Guide to Life and Awesomeness and The Future CPA's Guide to Work and World Domination are keepsake books for future and budding CPAs.

As a large number of the membership of the American Institute of Certified Public Accountants (AICPA) approach retirement, the organization sought new ways to show the next generation of potential CPAs that the profession is not all about counting beans. So AICPA created and launched ThisWayToCPA, a brand that's all about helping students along the journey to becoming a CPA. Concurrently, it also launched ThisWayToCPA.com, a recruiting website aimed at engaging college students, educating them about the profession and helping them along the path to CPA-hood.

Both books use a distinctive, irreverent tone and imagery ranging from vintage videogames to a cross section of a cupcake and an NBA-style bracket showing what makes for a winning handshake. Every spread contains valuable information presented in an interesting and engaging way. Upon reading these books, a would-be accountant will have a clearer understanding of not only what the profession has to offer but how it will feel to be successful within it.

Since the launch of the first book, more than 30,000 copies have been distributed. The books serve as vehicles to drive students back to the website to learn more about how they get from their current situation to CPA-hood. The books have contributed to an average of almost 36,000 monthly visitors and approximately 48,000 ThisWayToCPA.com community members.

Honorable Mentions:

  • American Income Life Insurance - AIL/NILICO Labor Letter & Agenda
  • Energy Northwest - Keeping Current
  • Fluor Corporation - The Story of Fluor Corporation’s First 100 Years
  • LP Building Products - Engineered Wood Magazine
  • Tiller - J.P. Morgan Asset Management's Lessons Learned 2012: The Value of Strong Client Relationships in Volatile Times
  • U.S. Postal Service - 2013 Postal Facts

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About Chris Seymour

Steve Goldstein is editorial director for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.

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