After successfully launching the Canadian CPA and unifying all professional accounting designations behind it, CPA Canada went through an important storyfinding process to find their ‘why’. They approached Kin&Co knowing they had something unique and inspiring, but needed support integrating it into their communications.
We worked with their internal teams to prioritise the messages that would resonate best with their audiences. This allowed CPA Canada to engage their internal teams around the purpose and at the same time provide an audience-led led approach on communicating it. We then created a 12-month strategy to communicate those messages externally.
Following the initial engagement workshops, 92% of internal staff felt confident taking forward CPA Canada’s positioning around the Canadian Ideal of Good Business, a space where fairness, inclusion and compassion intersect. The strategy is currently being delivered.