The past year has been one of great significance for the IPA. Achievements included our brand awareness campaign, Partnership beyond numbers, which resulted in a 9 per cent increase in new domestic admissions. The campaign also delivered a significant increase in brand recognition across key target accountant, general public and student audiences. It was interesting to note that there has been a 50 per cent growth year on year for attendance of online IPA Continuing Professional Education (CPE) events.
I look forward to the results of the second phase of the campaign, which has featured in mass media advertising in recent months.
During 2012, the IPA also gave major focus to a range of products and services that benefit members. The launch of the My Public Accountant network, the Financial Services Package, an online financial planning referral service, My Public Accountant Insurance Solutions and the IPA Rewards Program have all proven to be innovative initiatives.
The IPA also continued to advocate on a range of issues on behalf of members. In recent months, the organisation took a strong position in opposing the proposed APES 230 Financial Planning Services standard issued by the Accounting Professional and Ethical Standards Board.
In the year ahead, the IPA will continue to take positions that will benefit and promote its members’ interests. Similarly, the Institute will continue to influence the profession and the regulatory regime to enhance the position and viability of small business in the Australian economy.
The IPA will also look toward 2013 to build on its brand and its member sub-brand, My Public Accountant, which has become the largest uniquely branded accounting practice network in Australia. In doing so, the IPA will actively seek to grow its member base while continuing to deliver benefits to all members through its diverse range of product and service offerings.
I would also like to recognise the efforts of our CEO, Andrew Conway, and his management team for the recent transformation of the IPA. Under such bold and considered leadership, our organisation not only has a fresh look and added member benefits, but it has evolved into a more professional and efficient organisation that others now wish to emulate. Many thanks as well to the current board for their foresight and fortitude in ushering in the necessary changes we have seen.
I look forward to my term as president of the IPA and to the opportunity to represent each of you in the years ahead.
