Educational posters distributed throughout high school campuses direct students to the StartHereGoPlaces.com site, which provides information for both high school and college students ranging from scholarship information and top business programs for the high school student to how to earn the CPA certificate and the various career opportunities available to CPAs for the college student.

StartHereGoPlaces.com also includes a business simulation game called BizzFun that allows students to manage budgets in selected industries with a goal of earning profits and helping the companies they manage grow. If successful, players of BizzFun are promoted from Financial Analyst to Controller to CFO, the learning objective being that business knowledge and accounting skills are essential to all types of businesses.

Over one million college students will also be pointed toward the Web site through direct mail and email. In addition, advertisements in selected college newspapers are being used to direct college students to the Burly Bear Web site, where they can complete a short essay to win a "Dream Internship" valued at $10,000. Recent winners' essays can be found on the Web site.

The primary objectives of the student marketing campaign, which is in its first year, is to create awareness among students of the accounting profession, the career opportunities in accounting and as a CPA, and to improve perceptions of the profession. Past reports have shown that negative stereotypes of the profession have contributed to a drastic decline in students majoring in the field.

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