CPA student recruitment campaign shifts to attract high school students earlier, keep them longer.

Start Here. Go Places., the profession's comprehensive student recruitment effort, is in full swing in its 7th year. Adding to the usual prospects of college students, this year the successful campaign's new target is high school students of "Generation Z," which includes current high school sophomores and up. The emphasis on this audience is in response to campaign results showing that the sooner students enter the Start Here. Go Places. program (www. StartHereGoPlaces.com), the longer the) stay with it, and the more likely they are to major in accounting.

New Elements

Later this month, the campaign's print periodical, Start Here. magazine, will be published. Because so many publications are electronic these days, the younger group thinks of it as a novelty and enjoys the print format, according to research conducted earlier this year. Students also rated the magazine highly because they said it comes from a trustworthy source, the AICPA.

For those who gravitate to the digital environment, The E-zine Going Places. is our online magazine that takes students to other resources, news and sites. It includes information on scholarships, internships and career paths, for example, as well as video...