The call to action to fix this problem spans across the entire accounting industry, but state CPA societies in particular have been taking the challenge seriously, as one of the goals of a state society is to continuously replenish the CPA profession. So with determination, many have put their heads together to create innovative programs to attract high school and college students. From creative online games to good old fashioned brochures, they are tackling the problem head on.

In fact, in just a handful of state societies one can find dozens of ideas and strategies in the works. Here are some worth highlighting.

Pennsylvania Breaks the Mold
This year the 19,500-member Pennsylvania Institute of CPAs launched a multi-year image enhancement campaign designed to "re-brand the CPA" and change the perception of CPAs in the eyes of students and faculty. By increasing its member dues by $10, the PICPA Council created a $200,000 budget to support the strategic initiative.

Last month, PICPA entered unchartered territory with a creative Web-based game, CPA Career Adventure, at CPAZone.org, a vibrant and colorful Web site for students. A part of PICPA's enhancement campaign, CPA Career Adventure was designed to bolster the accounting profession's image among high school students who played the game, tracking their scores from October 1 (launch) through November 30. Every student that registered -- a requirement to play the game -- was entered to win a Macintosh iBook laptop computer, as well as various other prizes.

And the contest was overwhelmingly successful. PICPA reported that 2,500 people played the game; a lucky 15-year-old won the grand prize. In fact, it was so successful, PICPA now plans to run the contest again in January with new questions and prizes. As for the database of "players" it has gained, the society will use it to analyze the program's effectiveness by following the individuals over the course of five years to see on what career path each follows. 

Okay, so you have a Web site, but "build it and they will come" isn't the most proactive marketing strategy. So, you ask, how do you get students to check out a brand new, student-directed site?

Marketing strategies for CPAZone.org have been multi-faceted. In addition to linking to the student site through its portal, PICPA.org, the society purchased movie theater ads in specified locations throughout Pennsylvania, advertised in a magazine distributed to all 190,000 tenth-grade students statewide, purchased banners on a SAT preparation Web site, and presented live demos to colleges, universities and high schools.

In addition to breaking the mold with games and non-cash prizes, PICPA continues to award cash prizes to student teams that enter its Business Plan Challenge, a contest that invites college and university student teams to write a business plan for an organization in need of accounting, finance and marketing services. Cash prizes top out at $1,500. Individuals can also enter to win cash prizes up to $1,200 with the PICPA student writing competition.

"We want to raise awareness of the career opportunities and how a CPA credential is a stepping stone to a successful business career," said Susan Farmer, PICPA Communiciations Director.

CalCPA Reaches Out
The California Society of CPAs turns to its 27,000+ members for help reaching out to California high school students with the CalCPA Outreach Program.

"We are asking CPAs to take the intiative and speak to local high schools," explained PR Manager Bill Spaniel. "We provide them with a guideline packet, presentation points, a PowerPoint presentation and more."

In fact, since the program launched in September of this year, 60 CPAs have volunteered to speak to students in their community, said Spaniel.

The state society also produces a full-color, vivid student magazine called Quest that is filled with information regarding a CPA career. The magazine highlights real-life "twenty-something" CPAs, lists where to go for accounting scholarships, provides information on the CPA exam, promotes CalCPA's student member program, and more.

CalCPA creates the opportunity to promote its program at numerous member events, said Spaniel. For instance, at the society's upcoming "taxation night," all members in attendance will receive a copy of Quest.

Texas Ropes Them In
With a brand new student membership program launched this year, the Texas Society of CPAs has seen a noticeable increase in the number of students interested in society membership, which costs just $35 a year. Students simply need to be enrolled in an accounting course to apply for membership. One of the incentives for a student to enroll is a $250 discount on the BeckerConviser CPA Review course.

Like CalCPA, TSCPA also hopes to increase the number of CPAs who speak out in the classroom, with the specific goal of physically expanding school solicitation in order to reach a diverse student audience. The Accounting Career Awareness Program sends volunteer members across the state, delivering presentations to students, hosting workshops and seminars for teachers and counselors, and providing speakers to university and college business and accounting programs. What makes this program unique among most state societies is that TSCPA is strategically targeting classrooms in the middle schools in addition to the high schools.

Oklahoma Makes the Grade
To college students, few things top cash and college credits. Focusing on attracting college students first and foremost, the 6,000 member Oklahoma Society of CPAs has implemented a brand new internship program, effective in 2002, that provides student members with the opportunity to participate in a paid, college credit internship.

Combine this with a great student Web site, scholarships, career fairs, CPA member presentations in the high schools, a full-color member magazine and two new membership programs targeting students and graduates, and one quickly realizes the relatively small society has accomplished some big feats.

Indiana Charts the Course
"Go get 'em" appears to be the Indiana Society of CPAs motto. The association has actively pursued and implemented a wide variety of ideas that have been not only innovative but incredibly successful.

For proof, take a look at the INCPAS Web site. The nautical theme, color and flash of the Web site make it an instant attention-getter. Journey past the homepage and visitors are welcomed by a plethora of informative content that is divided into categories such as "charting the course," "setting sail," and "lighting the way." It is a prime example of turning -- let's face it -- boring, drab information into content that high school students can find interesting.

INCPAS has also set a precedent for all 54 state societies as the only one to have participated in the AICPA pilot program for high school teachers. This past summer, two teachers were chosen among a pool of applicants to participate in a paid, three-week internship. A math and algebra teacher joined the local Ernst & Young office and a business and English teacher interned at the local Internal Revenue Service office. Each was responsible for creating a lesson plan from their experience that they could work into their curriculum. This hands-on approach proved to be extremely gratifying for the teachers, who could share personal experiences within the accounting industry with their own students. The program was successful enough for INCPAS to sign on for another year; So far, they have 80 applicants, a stark contrast to the seven who applied last year!

In addition, the INCPAS hosts regional college conferences for freshmen and sophomore students who haven't quite decided if they want to major in accounting or not. The society hand-picks students who are enrolled in accounting courses in local colleges and universities -- choosing those students with a B grade or better -- and invites them to attend a seminar to talk with accountants.

This 7,500 member society can also boast that one-third of its high schools have CPAs assigned to them through the INCPAS' volunteer program. 

Time Will Tell
True, these programs and ideas are still in the beginning phases and some will prove to be more successful than others -- and whether or not this has a measurable impact on the number of students interested in the CPA profession and choosing it as their career is yet to be seen. But for thinking outside of the box and tackling the challenge -- that is definitely worth something.

See also:

Report Warns of Accounting Education's 'Perilous' Future

Advice to Accounting Students: Smile at the Big Five But Look Elsewhere for a Job

Another Look at the Accounting Job Market

Accounting Leaders Discuss Best Options for Accounting Grads