How to Take Advantage of the CFP Awareness Campaign
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Last week, the Certified Financial Planner (CFP) Board of Standards launched a four-year, $36 million dollar national public awareness campaign called “Let’s Make a Plan.” Let’s Make a Plan aims to raise general awareness of the 63,000 CFP professionals practicing in the US, serving the demographic the CFP Board calls mass affluent initiators.
From a psychographic standpoint, mass affluent initiators tend to 1) trust experts; 2) prefer to work as part of a team; 3) be responsible and practical; and 4) think managing their finances is complex and time consuming. They fall between the ages of 35 and 64 and have investable assets between $100,000 and $1 million. The CFP board has identified 14 million or 6% of US adults in this mass affluent initiator category.
The Let’s Make a Plan campaign combines television, print and online advertising to communicate the message that “If you need your whole financial life pulled together, a CFP professional is uniquely qualified to help.” The distinctive ads aim to rise above the clutter of other financial services advertising and communicate that CFPs are ethical and are focused on overall planning through the comprehensive evaluations they provide to clients.
If you are a CFP, you will be directly affected by this campaign, even if you take a passive role. CFPs who take a more active involvement in the campaign can use the toolkit provided by the CFP Board to promote themselves in local markets.
Let’s take a look at what Let’s Make a Plan entails and what you can personally do to take advantage of the campaign.
The Let’s Make a Plan campaign kicks off with a three month run of 30-second TV spots broadcast nationally on both cable news and lifestyle stations, including HGTV, Travel Channel, History Channel, ESPN, ESPN 2, Fox News, Fox Business, CNN, and MSNBC. The commercials were created by the same agency that created the poster for the Broadway musical Wicked and the original iPod commercials with the silhouetted figures dancing on colored backgrounds. The Let’s Make a Plan ads follow along this same vein and are distinct and memorable. An upcoming broadcast schedule for the television ads can be found at here.
What You Can Do: The CFP Board has posted the TV commercial on YouTube and their website for CFPs to use. This enables you to embed the video on your website, share it on your social media accounts or include it in an email campaign. The shareable video can be found here.
Print magazine ads
The Let’s Make a Plan campaign includes the placement of print ads in nationally distributed magazines including Smart Money, Kiplingers, Money, Barron’s and Wall Street Journal. These ads will be placed in the different publications throughout 2011 with at least one ad running in a major publication at all times. For a complete print advertising schedule, go here.