Net Gains

businessman with glasses smiling in shirt and tie
IMA® (Institute of Management Accountants), the association for accountants and financial professionals in business, along with its Certified Management Accountant (CMA) program, is challenged to distinguish itself among various associations/certifications available to today’s accounting professionals.


To reach the pool of new professionals entering the workforce, while also engaging seasoned finance professionals unaware of IMA, Stern’s strategy focused on targeted media and recommendations to maximize results—and increase opportunities to connect with key audiences—through media relations, social media, e-newsletters and IMA’s website. This thought leadership program took place during a critical time for IMA—with the introduction of a new CMA exam format, a new visual brand identity and website, and new internal systems to support membership.


  • Over the course of one year, IMA’s membership grew by 5,500.
  • IMA’s visibility increased in key markets through recurring columns in, Business Finance, AccountingWeb and Accountancy.
  • Significant media placements generated thousands of comments and yielded more than one million reader impressions combined.