The Association of Accounting Technicians (AAT) is the world’s leading professional body for accounting technicians. They currently have over 140,000 members in more than 90 countries. AAT aims to deliver world class marketing to attract and retain aspiring and established accounting professionals.
Fundamental to this goal is the delivery of a high quality programme of marketing activities aimed at attracting a strong pipeline of new students and engaging them throughout their journey with AAT.
AAT has a variety of different audiences and touchpoints. The digital journey is absolutely critical to AAT and the creation of appropriate, relevant and engaging content to support these is essential. We were challenged to review AAT’s approach to video - to identify a number of steps that can be taken to move AAT to achieve high performance, excellent organisational process and strong return on investment for video content.