AAT for Business.
UKCBC wanted to create a marketing campaign targeting SMEs that used external accountants.
After finding success marketing AAT programmes to individuals, UKCBC looked to increase admissions by targeting SMEs that would likely be using external accountancy firms or had employees fulfilling multiple roles in the business (payroll and bookkeeper, for example).
The AAT for Business document was created as marketing collateral to support the B2B campaign. The document was designed to address the needs of multiple stakeholders, which could include members of the HR team, staff responsible for bookkeeping, and company decision makers. Due to the nature of SMEs, we approached the AAT for Business document knowing that the recipient may very well be the staff member enrolled on a course.
SME decision-makers expressed a willingness to invest in tech solutions (in this case accountancy software), but cost and time constraints prevented commitment. HR staff were also happy to advocate staff training if the benefits to the company were clearly shown. Research from surveys regarding the concerns of different SME stakeholders informed the document content and copy style.