American Speech-Language-Hearing Association

A recruiting campaign masquerading as a branding campaign

For the past 10 years, Subject Matter has worked with ASHA on a number of communication initiatives. Three years ago, we introduced a new campaign – The Value of the Cs — to promote ASHA’s Certificate for Clinical Competence (CCC). This certificate tells potential employers that the recipient is a leader in speech language pathology or audiology. Our charge was to raise the profile of certification among medical and education hiring managers.

The resulting testimonial campaign ran in industry niche print and online publications providing the greatest reach without requiring budget-busting frequency. Ads drove to a Subject Matter-designed microsite, which provided more information on what certification is and how to hire an ASHA-certified professional.

  • 122,406 total campaign video impressions
  • 102,397 total display ad impressions
  • 86% of focus group participants had a very favorable impression of speech-language professionals (up 15 points from pre-campaign)
  • 81% of focus group participants had a very favorable impression of
    audiologists (up 31 points from pre-campaign)