New Ads from CFP Board: "Certified = Qualified"

New creative concept for CFP Board's Public Awareness Campaign reinforces the message of CFP® certification as the highest standard in financial planning

Feb 23, 2016, 11:30 ET from CFP Board

WASHINGTON, Feb. 23, 2016 /PRNewswire-USNewswire/ -- Most consumers wouldn't dare visit a doctor or hire an exterminator who isn't certified, so why do it with a financial planner who doesn't have the Certified Financial PlannerTM certification? That's the message of the new creative concept – "Certified = Qualified" – that's part of CFP Board's Public Awareness Campaign.

"There is a difference when it comes to financial planners. Only those individuals who have met the rigorous requirements for CFP® certification have met the highest standard in financial planning," said Chief Executive Officer Kevin R. Keller, CAE. "The 'Certified = Qualified' campaign underscores the need for consumers to find someone who has the CFP® marks when looking for a financial planner who will take a comprehensive look at their entire financial picture."

Now in its sixth year, the Public Awareness Campaign is intended to raise awareness of the CFP® certification among the public. The advertising, marketing and public relations campaign includes a mix of television, social media, radio and online advertising appearing in national outlets, as well as sponsorship messages on National Public Radio. The campaign will run in the spring and fall of 2016.

The campaign continues to have great success in reaching consumers. According to last year's brand tracking study conducted by IPSOS, unaided awareness of CFP® certification amongst the "mass affluent initiator" target audience has doubled since the campaign began in 2011, going from 17 to 34 percent.

The new creative "Certified = Qualified" concept features online banner advertising and online videos in addition to the current "DJ" television ad. Social media will play a larger role in this year's campaign as CFP® professionals such as a well-known personal financial expert Jill Schlesinger, CFP® provide personal finance tips on platforms such as Facebook to communicate the message that being certified means CFP® professionals are, among other things, qualified, competent and provide financial planning services that are in the best interest of the consumer.

The "DJ" television ad will continue to appear on cable television, including CNN and NBC Sports.  Online advertising will appear on a variety of popular websites, including Fortune, CNN, Bloomberg and Food & Wine. Ads will also be on ESPN's popular "Mike & Mike" radio program, which is simulcast on ESPN 2 television.

In addition to the new advertising, the campaign's website – www.LetsMakeaPlan.org – has received a complete overhaul, providing consumers an easy-to-use resource on finding a CFP® professional in their area and learning more about financial planning. The campaign will continue to feature Consumer Advocate Eleanor Blayney, CFP® and CFP Board Ambassadors, providing personal financial planning tips through blogs on the website and earned media efforts.

The underlying creative concept behind the advertising comes from Arnold Worldwide, with Havas serving as the media partner. Powell Tate designed the new website and serves as the campaign's public relations agency of record.

ABOUT CFP BOARD

The mission of Certified Financial Planner Board of Standards, Inc. is to benefit the public by granting the CFP® certification and upholding it as the recognized standard of excellence for competent and ethical personal financial planning. The Board of Directors, in furthering CFP Board's mission, acts on behalf of the public, CFP® professionals and other stakeholders. CFP Board owns the certification marks CFP®, Certified Financial Planner™, CFP® (with plaque design) and CFP® (with flame design) in the U.S., which it awards to individuals who successfully complete CFP Board's initial and ongoing certification requirements.  CFP Board currently authorizes nearly 74,000 individuals to use these marks in the U.S.

 

SOURCE CFP Board



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