Start Here. Go Places.

From Wikipedia, the free encyclopedia

"Start Here. Go Places." is a student outreach campaign sponsored by the American Institute of Certified Public Accountants (AICPA) to engage high school and college students in pursuing careers in business and accounting, so that they ultimately become certified public accountants (CPAs). Through a combination of online and print activities, the campaign provides students with business and accounting-related career resources, information and guidance.

Home page for StartHereGoPlaces.com.
Home page for StartHereGoPlaces.com.

The primary objective of the campaign is to build awareness and understanding of the CPA profession.[1] With declining numbers of young professionals entering the accounting field in the early 2000s, the AICPA recognized the need to increase the recruitment of college students majoring in accounting and encourage more graduates to pursue CPA certification.[2]

"Start Here. Go Places." was inaugurated in the fall of 2001 and promoted through print advertising, posters, direct mail, email and in-school activities.[3][4] A website component was launched in December 2001. According to a 2003 report issued by the AICPA, "Start Here. Go Places." was noted for having "a positive impact on high school and college students."[3] In 2004 "Start. Here. Go Places." won the American Business Award for "Best Direct Response Campaign"[5] and in 2007 it won a Gold Quill for Excellence from the International Association of Business Communicators.[6]

Contents

[edit] Website

A key component of the program and its various initiatives, StartHereGoPlaces.com offers a comprehensive range of accounting-related resources, including business simulation games, salary guides, scholarship and internship listings and advice about preparing for and taking the CPA Exam. Most of the content is publicly available; some features, such as bookmarking and sharing site content, rating articles, signing up to receive a quarterly e-zine and playing games, are limited to registered users.

[edit] Simulation games

The site's games present real-world business and accounting challenges players must solve. For instance, in the award-winning[7] "The Turnaround Game," the player assumes the role of a new CPA hired to help a failing music label return to profitability. "Money Means Business" is a team-building exercise where students work together to develop, produce and market their virtual product. Other challenges involve forensic accounting, business ethics and leadership issues. Some games offer players a chance to win prizes, awarded through a play-to-enter sweepstakes drawing.[8]

Opening screen for The Turnaround Game: the company reception area for Big Noizz.

The office of the A&R executive in The Turnaround Game.

[edit] Magazine

Start Here Magazine is the award-winning[2][9] print component of the campaign, publishing features on CPAs working in a variety of industries beyond the traditional business and finance sectors, such as fashion, sports, law enforcement and entertainment. The magazine is distributed free upon request and is available to schools and students.

[edit] External links

[edit] References

  1. ^ Micky Alam Khan. "CPA Association, Deloitte & Touche Count on Games to Find Recruits", DMNews, January 9, 2006. Retrieved on 2008-04-22. 
  2. ^ a b "AICPA News Update, Vol. 10, no. 4" (PDF), American Institute of Certified Public Accountants. Retrieved on 2008-04-22. 
  3. ^ a b ""Start here. Go places." Student Recruitment Campaign Generates Positive Momentum (The CPA Letter Vol. 83, no. 3)" (PDF), American Institute of Certified Public Accountants, April 2003. Retrieved on 2008-04-22. 
  4. ^ Centerpiece of Student Recruitment Effort Launches. The CPA Letter, February/March 2002. Retrieved on 2008-04-22.
  5. ^ AICPA's Forensic Accounting Contest and Student Recruitment Campaign Wins MAA Worldwide "GLOBES" Awards. Retrieved on 2008-04-22.
  6. ^ 2007 Gold Quill Award Winners. IABC.com. Retrieved on 2008-04-22.
  7. ^ The American Institute of Certified Public Accountants’ Turnaround Game – Virtual Imagination Leads to Real Life Success. Web Marketing Association. Retrieved on 2008-04-22.
  8. ^ Start Here. Go Places. - Games. Retrieved on 2008-04-22.
  9. ^ Fiore, Marecca. "2006 Eddie & Ozzie Award Winners Announced", Folio:, October 23, 2006. Retrieved on 2008-04-22.