Society of Actuaries
Selling the value of professional certification
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Slack and Company was charged with helping the Society of Actuaries (SOA) brand and market their relatively new Chartered Enterprise Risk Analyst (CERA) credential, advancing three target audiences (candidates, employers and rating agencies) from awareness to consideration. A credential that took the idea of a traditional actuary and turned it on its head, our strategy was to leverage the notion that there was a “new breed of risk manager” on the move. With edgy, in-your-face photography and a bold graphic treatment that used rich black backgrounds and words shining onto the faces of the CERA, we illustrated how these professionals were different—making them stand out in the historically conservative world of actuaries. Then, we used a mix of high-visibility media, including special advertising and editorial content within the Wall Street Journal, Bloomberg Businessweek, Risk & Insurance, and Best’s Review to get the SOA CERA the attention it deserved. Our print efforts garnered over four million impressions in just three months. And, together with a multichannel approach that included online, email, direct mail and more, we helped the SOA see CERA exam registrations nearly double from just the year before.

Print campaign

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