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The Institute of Certified Public Accountants of Singapore Brand

Where Is ICPAS

• Brand identity evolving• Brand platform being developed• Brand campaign underway• Broad marketing strategy being rolled-out

The Importance Of The ICPAS Brand

• To date the ICPAS brand has been not much more than a communication device, a badge for any advertising that was conducted

• Communication has been sporadic and is done on a needs basis i.e. when there was an event

• This approach has left the ICPAS brand lagging behind in the market– Low equity – Lack of focus on the singular offering – Unclear business direction (perception)– An antagonistic relationships with the regulators– A somewhat less enthusiastic consumer/ member

The ICPAS Brand Moving Forward• Intensive change is underway at ICPAS• To optimise this there needs to be a more

brand led approach• A strong ICPAS brand will have a beneficial halo effect on :

– Member reception and general view of the institute– The audit and accounting industry– New and existing member/ institute offerings– Sub brands such as:

• Singapore Accountancy Academy-General Education, (SAA-GE)• Continued Professional Education (CPE)• Association of Taxation Technicians Singapore (ATTS)• Certified Accounting Technician Singapore (CATS)• Singapore Institute of Accredited Tax Professionals (SIATP)• CPA Singapore

The ICPAS Brand Moving Forward

• 2012 will therefore signal a shift towards a brand led approach for ICPAS

• This will touch all areas of marketing and communication• It will also underpin our direction as a whole:

– Shaping our events, membership and national strategy

– Creating a way of working for our staff– Driving how we behave as an organisation– Give us a clear unifying focus

Taking Stock

Strength• National professional

accountancy body• Large and growing

membership base• Only designation to be

recognised for licensing as public accountants

• Well-appointed and well-represented Council

Weakness• Weak brand equity• Poor relationship and standing

with regulators• Limp linkage and presence

with industry• Little interface and traction

with employers• Insipid investment and cultivation of

product development, ie. Intellectual and professional content development, intellectual property management and product branding

Taking Stock

Opportunities• Government’s plan and intention to

develop Singapore as an accountancy hub

• Riding on economic growth of Asia• Introduction of the Singapore

Qualification Programme• Riding on Singapore’s 1st World

City & Commercial positioning

Threats• Increased presence and competition

in the local and regional arena from global professional accountancy bodies ex. ACCA, CPA Australia and ICAEW

• Development path of the QP has yet to be clarified, particularly the transitional requirements for existing ICAP members (CPA Singapore)

• Open door policy on public accountants licensing that is not limited to ICPAS membership

• CDAS mandate for ICAPS to be a global professional body by 2020

The Overall Selling FeaturesICPAS Must Project

Use & Expand• Strong brand equity in Singapore

and the region• Education offering

– Awards– Certification

• Recruitment (university fair’s and other tertiary inst.)

Invest• Technical Excellence• Qualification Programme• Regional recognition of QP/

CPA Singapore

The Overall Selling Features

Focus with Intensity• Empowered membership• Robust stakeholder engagement

and support– Big 4 Partnership – SMP/ SME Prog.– CPA Community– Academia (NUS, SMU, NTU,SIM)– Business Associations (SBF, ASME

SID, SAICA, etc.)– Professional Bodies (ICAEW, ACCA,

CPA Aust., etc.)– Recruitment Agencies (Robert Half,

Michael Page, etc.)

Keep Warm/ Backburner• Influence in global alliances and

networks• Joint survey / research projects• Internship (attachment with Big 4,

other professional bodies, etc.)

The Top Line ICPAS Brand Strategy

Top Line ICPAS Brand Strategy

• Over the next 24 months – 2 Years– Re position ICPAS– Ask membership base to reappraise ICPAS– Drive specific membership/ programme interest:

• Bring to the fore-front CPA Member Profiles

• 12 months onwards - total relaunch of offering

Top Line ICPAS Brand Strategy

This repositioning can take place as a consequence of exploiting the establishing the following key attributes:

• Leadership Excellence (identification and promotion of key stake holders)

• Vigorous affinity with key stakeholders• Best in class framework• New benchmarks• Powerful brand estate

Towards An ICPAS Brand Positioning

Current Situation

• Consistently applied badge• No clear brand positioning• Reliant on the event or programme featured• There is no inherent benefit apparent• Generic in its message (generally speaking)• Single target focus (institution only)

The ICPAS Brand Positioning & Platform must Represent …

• We need to give the ICPAS brand and business a touchstone• Gives internal focus• A unifying strand across broad and varied product offering• Directional and strategic filter for all marketing activities• Defines what ICPAS represents….

So, What Do We Promise ICPAS Members?

• The consequential benefit of all ICPAS activity• ICPAS promise to all audit/ accounting professionals• ICPAS product/ service and our motivation• ICPAS platform for all communications• ICPAS objective for all staff• Without creating it – ICPAS has failed

So, What Does ICPAS Deliver?

• The consequential benefit of all ICPAS activity• ICPAS promise to all audit/ accounting professionals• ICPAS product/ service and our motivation• ICPAS platform for all communications• ICPAS objective for all staff• Without creating it – ICPAS has failed

Value to Our

Members

Why Value to Our Members?

• It is a universal proposition • It is an expected benefit• It flows from the brand experience• ‘Value to Our Members’ is a tangible, quantifiable

and a welcomed privilege• It is dynamic and can take many forms for many people• Totally benefit focused

Value to Our

Members

Elasticity

• Value can be experienced in many different ways and means different things to different people

• As ICPAS develops and changes over the next few years, so will its means of delivering member value

Value to Our

Members

Reaching Our Members

Membership Value

The Institute

Big 4 Universities/Academia

Business Associations

Professional Bodies

Recruitment Agencies

Strong Brand EquityInfluential Voice in

Global Alliance

TechnicalExcellence

Empowered Membership

Empowered Membership

Strong Supportof Key

Stakeholders

Policymakers

ALL

The MembersThe Staff

Leadership / Engagement / World Class / New Benchmarks / Brand

The “Pitch” In Collaboration

The Consequence

Delivering Membership Value Now

Members now

Reasons tobe Proud of

Their Membership

RecommendingTheir Membership

Resources toTap from

Their Membership

ICPAS is Changing to Give Unparallel Membership Value

So Who are we Competing Against?

ICPAS Machinery Compared Against the Competition

ACCA• Identity is strong and bold• Red conveys modernity and passion• Lack of iconography means it doesn’t have much heritage• Lacks any real personality.• Website is very easy to navigate, but all the areas, ie

membership/student etc… are visually all the same.• Periodicals are nicely designed• They function well and are easy to use• They lack emotional engagement from an editorial point of view.• Industry standard usage of smiling faces

ICPAS Machinery Against the Competition

CPA Australia• Blue and yellow is very impactful.• Integrity crest adds trust and heritage.• Website works well and all the information is clustered into smaller sub-

sections, helping navigation and enhancing the user experience.• The secondary yellow band used on communications, alongside the

black font, helps to bring the CPA brand to life without using the identity everywhere.

• CPA seems to be very good in the area of student engagement, making membership seem interesting and exciting.

• It has more of a fresh, contemporary feel than some of the other competitors.

ICPAS Machinery Against the Competition

ICAEW• The half shield shape of the identity is very unique, offering

trust and reassurance but delivered in a contemporary style.

• The dark red tones add premium cues• The range identity architecture works well, identity as a

good example.• It is a very iconic and clean system.• Partner logos are in a different colour, so strategically

creating some distance between the ICAEW official logo and the partner logo.

• Chartered Accountants identity is different from the main identity, but still has a family feel.

• Website is very well thought through and the user experience both functional and engaging.

• The black colour seen throughout the ICEAW brand-world adds status and makes the brand feel very premium.

• Red on black is also a good combination for modernity cues and brand impact/ recognition.

• There is a lot of consistency across all collaterals.• Even information boxes on the ‘pathways to the ICAEW’

are shaped to evoke the half shield of the ID.

The Competitive ToneICEAW is all about Prestige in Membership

The Competitive ToneCPA Australia is all about Inclusiveness/ Personal

Possible Engagement with the Competition?

?

Akin to Toyota and Lexus?

Additionally We Need to Entrench a National Position for the Institute

We Need to Entrench a National Position for the Institute

By Engaging Legislature More EffectivelyThrough Technical Standards & Advisory, Quality Assurance/

Practice Monitoring, Policy Dev., Gov. & Reg. Affairs

By Creating Buzz and Excitement in the Market PlaceGiving compelling reasons for member sign-up and maintenance, pursuance of continued upgrading, greater affinity for

the ICPAS Consumer Brand


By Installing a Corporate BrandMeaning it must encompass the wider perspective

of the accounting and auditing industryNeedless to say this must engage the forthcoming QP

By Redefining the Consumer BrandThere must be showcasing of unique initiatives that boost

member and participation enthusiasm Member programs, academic engagement, thought leadership resources, technical excellence, including imbuing staff with core

skills and community relations programs relevant towards the ICPAS National Position


MISSION STATEMENTTo Lead , Develop and Support Accountancy Professionals so that they will Excel in their Role and Contribute to Building Singapore as a Strategic Business Hub

and a Key Player in the Global Economy

STATEGIC INTENTElevate and Establish the ICPAS Brand

Institute of Certified Public Accountants of Singapore

Corporate BrandICPAS Consumer Brand

ICPAS Corporate BrandInstitute of Certified Public Accountants of Singapore

ICPAS Consumer BrandICPAS Pte. Ltd.

SAA-GESingapore

Accountancy Academy – Global Education

CATSCert. Acct. Tech. Singapore

SIATPSingapore Inst. Of

Accr. Tax Prof.

Ministry of Finance

ACRA

Account. Standard

Audit. Standard Comm.

Account. Std.

Council

Code of Pref.

Conduct

Practice Mon. S. Comm

ICPAS/ACRA

Pub. Over.

Comm.

ICCPAS Corporate Brand needs to Engage Legislature More Effectively

CPEContinued

Professional Education

CPASingapore

ATTSAssn. of Taxation Tech. Singapore

ICPASFoundation?

SeminarsIn-House Prog.

Post Grad. Prog.

Exec. Courses

InfocomBuss. Analytic

Reports

Financial Reporting Std.

Audit

Tax

Insolvency

The Development Of an ICPAS Corporate BrandAllows us to Better Distinguish our Roles

Regulatory and

CorporateFacing

Consumer and

Commercial Facing

This Pre-Determines an AvenueTo Engage QP When it Arrives


ICPAS Consumer BrandICPAS Pte. Ltd.

Ministry of Finance

ACRA

Account. Standard


Account. Std.

Council

Code of Pref.

Conduct


P. Act. O/sight Comm.

ICPASFoundation

SACSingapore

Accountancy Council

?

Elevating Council Members and Specialist Staff to Higher Roles

Setting Accounting/ Auditing Industry Standards


Account. Standard


Code of Pref.

Conduct


ICPAS CORP. /SAC?

Council Members & Specialist Staff

ICPASFoundation

ICPAS Consumer Brand

Extended NetworkLocalized In-Market

(ICPAS Brands/Sub-Brands) Engaging Targeted

Segments and Networks

DomesticFocused efforts on Target

Segments Through Customized Programs

Enhanced Product Offering Through Involvement

Courseware and Resources

Institute of Certified Public Accountants of Singapore

Corporate Brand

DomesticEnhance Positive Equity

to Increase Brand Loyalty & Affiliation

Establish a National Profile for the Institute Projecting a Favorable Corporate Reputation

Distinction Between Branding and Marketing Strategic Tasks

Institute of Certified Public Accountants

of Singapore Foundation

The Global Blue Print

Certification

50th Anniversary

SAA-GE

CPE

Membership

Accreditation

Professional Qualification

Structured Development

Industry Outreach

International Dev./ Relations

Brand Strategic Thrusts Marketing Strategic Thrusts

ICPAS Management Communications

ICPAS Management Communications Broadly Broken Down

ICPAS Management Communications Team

Job Scopes in Detail

Management Communications Broader Collaborative Intentions

Drivers for the Department

CorporateCommunications

Branding & Marketing

Primary drivers within the department take on a more pro-active approach to working with and interacting across the organization to actively engage departments and specific topics

Just Some Key Projects from Today’s Work in Progress

• SME/ SMP Forum• CPA Journal May issue• ICPAS Annual Report• Appointment of Public Relations Agency and

installation of proper media monitor fac.• Development of Strategic Plan Booklet• Collaborative engagement with Robert Half• IFAC SMP Forum• AGM Event• 50th Anniversary Event and Commemorative

Book• ICPAS Website Cleanup and Consolidation• Appointment of a Brand Agency resource• Appointment of a Lead Vendor-Web Design

resource• Re-appointment of Mediacorp Publishing • Launch of E-journal• Social Media program development

Organization Chart, Future Recommendations and Immediate Next Steps

- Future development in Purple- Intention is to give the department a more marketing outlook and focus- The inclusion of additional drivers towards dedicated Event and Membership Marketing initiatives are recommended to complement efforts already in place by Corporate Comm. and Marketing & Branding- Upward movement of two executives who successfully shouldered Key Media Events and Corporate Publications and as a HR Strategy moving forward- Realign and reassign Management Communications to better support CEO and President’s Office

Dear Evan thank you for your Consideration

Economy & Finance

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