To turn around an alarming downward trend in the number of accounting graduates, the American Institute of Certified Public Accountants needed to challenge students’ beliefs that a career in accounting is boring. Our task: to raise interest in careers in accounting and increase the number of students pursuing accounting in college and as a career. We refreshed the site to incorporate the latest community-building elements, including downloadable videos for iPods and a personal customization. With an increase of 167% in responders, 114% in registrants, Startheregoplaces.com has helped position accounting as the new #1 college major in the USA.