ICAS launches its new Student Value Proposition
As part of ongoing efforts to further improve the experience of our CA Students, we have launched a new Student Value Proposition.
The new value proposition is one of several initial deliveries from ICAS’ Student Experience project for 2020, which is led by Melissa Munro, Head of Brand Strategy and Planning. The project aims to enhance communications with our Students, to refine key processes and our Student-support offering, and to increase ICAS brand awareness and visibility.
The ICAS member value proposition, which we launched in 2019, was used as the template for our new student proposition. This accounts for common themes shared by the two offerings that will provide a continuity of service to Students when they qualify and move to full membership.
Educate, empower and advance
Adapted versions of the four pillars that make up the member proposition were supplemented by a student-specific lead section entitled, ‘Educate, empower and advance’. The messaging centres upon the value Students derive from our internationally renowned syllabus, superior teaching, support and exams.
There’s also a clear articulation of the high professional level at which ICAS CAs are qualified, and the diverse range of opportunities this opens up in accountancy, finance, business and beyond – all of which survey data suggests are highly important criteria for young people considering their next career move.
Attracting the next generation of CAs
The Student Value Proposition will be incorporated into various communication and marketing strategies to help promote ICAS and a career in chartered accountancy to school leavers and graduates. It will also prove valuable when we look to attract new firms who might be considering training their own CAs in-house with us.
A further, important role for the proposition will be to act as a strategy which guides ICAS’ future Student-focussed projects and ensures they continue to provide the support that’s necessary to succeed and achieve the goal of chartered status.
Watch the short promo video below to learn more or view the full Student Value Proposition.
