CPA Canada

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.

What they said about us

“All great brands stand for and believe in something bigger than themselves, and our organizational brand, CPA Canada, is no different. Uncovering and articulating this higher purpose, this larger belief system, has been transformational for us as an organization. It not only gives us something meaningful to rally around, but also enables us to distinguish our organization and our profession on the global stage”
Heather Whyte
SVP, Marketing, Communications & Public Affairs,
CPA Canada

MAKING A CULTURE OF BELONGING A REALITY

We know that many organisations have started planning their diversity, inclusion and belonging strategy. Alongside designing Inclusion and Belonging strategies, some of our services in this area include:

  • Inclusive ‘listening’ activities to surface the barriers to belonging
    Co-creating behaviour-change-led action plans to build a culture of belonging
  • Making networks work – setting up effective networks that have a long-term impact
  • Power to you – behaviour change training for networks, allies and ambassadors on using your voice to create change

 

If you need fresh thinking and an outside-in perspective, please do get in touch on info@kinandco.com.

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