Successfully Launching A Public Awareness Campaign

Agenda

■ Assessing The Need And Identifying Objectives■ Setting Funding Targets■ Gaining Initial Support■ Selecting An Agency Partner■ Fact-based Feasibility Planning■ Identifying The Target■ Selecting A Positioning ■ Developing Creative■ Planning Media■ Establishing and Tracking Success■ Gaining Stakeholder Support And Extending the

Campaign

Assessing The Need And Identifying Objectives

The Mission Position

CFP Board’s Mission 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.”

Establishing The Need

■ What does your base want and need?■ Stakeholder needs identified through two years

of quantitative surveys□ Public awareness rated of highest importance□ Organizational effectiveness in delivering public

awareness rated lowest

■ Need identified in face-to-face town hall forums■ And identified in stakeholder focus groups

Setting The Goal

■ Measurable goal setting is important■ CFP Board initial goal:

□ Increase awareness of□ Preference for□ And intent to use □ CERTIFIED FINANCIAL PLANNER™

professionals

The Mandate To Act

■ Initial quantitative gave indications of support■ Online survey of stakeholders

□ Do you believe a campaign sponsored by CFP Board is needed? (94.2%)

□ How likely would you be to support a CFP Board sponsored public awareness campaign? (94.8%)

Setting Funding Targets

Projectable Findings: Priceless

■ Quantification of need and willingness to pay extremely important□ State-of-the-art research methodology□ Telephone interviews with 229 certificants□ Seven call-backs minimized non-response bias□ +/- 4.6% at the 95% confidence level

At $12 The Price Was Right

■ Range of acceptable monthly increase $5-$50■ $12 maximized perceived value of program■ $12 supported by 72% of all certificants■ Majority of remainder generally supportive■ 3% to 5% not supportive

$12$5 $22 $50

Other Funding Plan Inputs

• Board meeting discussions• Board member input• Finance and Investment Committee calls• Finance and Investment Committee meetings

Gaining Initial Support

Stakeholder Communications

■ Strategy□ No surprises□ A steady stream of news□ Update Vehicles

Email Blogs Earned Media Webinars Website Content

■ Every reply answered■ Supporters identified■ Detractors neutralized via individual contact■ Social media■ Media Coverage

Key Themes Reported To Board

Opposed Supporting

No fee increase in slow economy

Survey results do not reflect views of CFP Board’s “membership”

CFP Board is “inside the Beltway” and “out of touch”

CFP Board should use reserves

FPA should promote financial planning

Campaign needed to erase the “negative” stigma from financial scandals

It’s about time Campaign will help

consumers understand the value of the CFP® mark

Campaign will increase value of my investment in certification

Selecting An Agency Partner

Agency Search Process

■ Startup Phase□ Agency search consultant□ Agency scope of work identification□ Need for confidentiality

■ Subsequent Phases included□ Questionnaire Phase□ Finalist Phase

Questionnaire Phase

■ Identify what’s important■ CFP Board decision criteria

□ Geography: within driving distance of Washington□ Communication effectiveness and chemistry□ Strategic ability and insights□ Creative ability□ Agency service offerings and strengths□ Consumer-facing and/or financial category experience□ Experience of personnel assigned to the account□ Agency size, account mix and financial strength□ Agency operations and processes □ Costs□ Competitive conflicts

Finalists Phase

■ Finalist Phase□ Agency briefing□ Agency presentations□ Agency tours□ Decision making process□ Compensation negotiation□ Agency selection□ Communications

Fact-based Feasibility Planning

Feasibility Research

■ Qualitative Focus Groups

■ Quantitative Survey determined Consumer awareness and perceptions The ability of specific messages to impact

interest in CFP® professionals The messages that most influenced increased

interest The ideal target audience for messaging

■ Agency assessment of ability to impact awareness at estimated budget level

More Awareness = More Interest

10% 17%4%7%

0%

20%

40%

60%

Pre Post

Likelihood To Consider CFP®

Professional In Next 2 Yrs

Extremely Likely

Very Likely

6% 13%

26%

39%

0%

20%

40%

60%

Pre Post

Working With CFP® Professional Appropriate For Someone Like Me

Agree Somewhat

Agree Totally

= Significantly higher than other group at the 90% confidence level.

The more prospects learned, the more interested they became in seeking out a CFP® professional

Identifying The Target

Hitting The Bulls Eye

■ Targeting strategy research-based on both demographics and psychographics

■ Demographic Target□ Investable assets $100k – $1 million with

message spill to $1 million plus □ Age 35-64 with message spill into younger and

older age groups

Mindset Is The Key Predictor■ Those most likely to seek out a CFP®

professional significantly more likely to:□ Trust experts □ Prefer to work as part of a team□ Be responsible and practical□ Think managing their finances is complex and

time consuming

Custom Target Created

“Mass Affluent Initiators”

Source: 2009 Simmons Fall Study

35-6414M(6% US Adults)

TOTAL US ADULTS

222.9M

MASS AFFLUENT

27.4M (12% US Adults)

“MASS AFFLUENT INITIATOR”

20.2M (9% US Adults)

35-6414M

35-6414M(6% US Adults)

Mass Affluent Initiator Target

Selecting A Positioning

Messages Tested For Impact

■ Requirements tested□ Ethics, education, exam, experience, enforcement

■ And nine positioning statements□ A Certified Financial Planner™ professional provides

a comprehensive evaluation of my financial situation□ A Certified Financial Planner™ professional must

meet rigorous requirements to get and maintain certification

□ Working with Certified Financial Planner makes you feel confident you’re getting competent and credible advice

□ And more

• Comprehensive Evaluations• Planning FocusKey Benefits

• EthicsKey Support Point

This hierarchy of messages was most compelling influencing 57% of prospects

Optimal Message Mix

Positioning Idea

Ethics

Planning-FocusComprehensive

Evaluations

From Mix to Positioning

If you need your whole financial life pulled together, a CERTIFIED FINANCIAL PLANNER™ professional is uniquely qualified to help.

Positioning Statement

Developing Creative

Creative Strategy

■ Research based■ Consumer tested■ Consumer centric■ Communicates the positioning■ Stands out from the sameness of financial

advertising■ Attracts attention using a unique graphic

approach

“Let’s Make a Plan”

36

New Certification Mark

New Certification Mark

Television Spot

Online Banner Ads

Creative Testing

■ “Let’s Make a Plan” well-received and motivating

■ Consumer take away matched positioning statement

■ Message resonated on two levels □ “I don’t have anyone in my life helping me do

that.”□ “I could use one person looking at the whole big

picture.”

Planning Media

35-6414M(6% US Adults)

Media Plan

■ Research and target-based■ Media habits of Mass Affluent Initiator Target

key element of media plan

TOTAL US

ADULTS

MASS

AFFLUENT

“MASS

AFFLUENT INITIATOR”

35-64

Tele-vision

Print

OnlineNPR 7%

42%

37%

21%

Media Mix

ENTERTAINMENT/LIFESTYLE NEWS

Cable Networks

MAGAZINES NEWSPAPER

Print Properties

Online Properties

2011 Advertising Schedule

■ Targeted both demographics and the Mass Affluent Initiator mindset

■ Launched with a quarter of TV for immediate impact

■ Contained continuous support in magazines and online

■ 86% of target reached

Establishing and Tracking Success

Measuring Awareness Results

■ Focus on measurable goals■ Progress measured by:

□ Annual Brand Tracking Studies□ Cross Media Study

■ Other metrics monitored for improvement□ Website metrics□ Searches□ Post media buy analyses

Specific Success Metrics

■ Based on initially stated objectives■ Heavy agency involvement■ Focused on the key goal – awareness

75

95

27 26

12

2219 21

61 1 0

CFP CPA CFA CLU ChFC PFS

Total Brand Awareness (%) Unaided

Total Awareness OfFinancial Planning Designations

Goal: Awareness Increase of 4 points

Online survey of 600 US residents conducted in March-April 2011 who have not worked with a financial planner in the past 10 years and who:

• Are at least 35 years old and employed or retired• Completed at least some post-secondary education• Are primary household financial decision makers or who share decision-making• Have investible assets of at least $100,000 and a household income of at least $125,000 per year

Results To Date

Awareness

Preference

Intent

Cross Media Study

■ Marketing effectiveness analysis completed Return on marketing objectives Media optimization

■ Methodology 6000+ interviews Fielded over 16 weeks 4/18-8/7

■ Vendor: Marketing Evolution Approach praised by industry organizations

Advertising Research Foundation Coalition for Innovative Media Measurement

Based On Opportunity To See

None of the above

Control Respondent

None of the above

Exposed Respondent

Print issue containing

our ad

Campaign Objective Television Online PrintWall Street

Journal

CFP® Designation

Top of Mind Awareness

Total Unaided Awareness

CFP® Professionals

Top of Mind Awareness

Total Unaided Awareness

CFP®

Total Awareness

Brand Perceptions

Intent to Consider using a CFP® Professional

Intent to recommend a CFP® Professional

Significant lift Directionally positive Negative drop

CFP® Scorecard

Difference Over Time

Unaided Aided Familiarity Intent Trusted Unique0

10

20

30

40

50

60

70

80

Total Mass Affluent Week 1 vs. Week 16

+2

+8**

+6* +8** +6** +6**

** increase significant at 90% confidence level* Increase significant at 80% confidence level

Overall Opinion

“Traditionally it is very difficult to change what

consumers believe is important about a

particular ‘product.’ Therefore it is compelling

to see such positive results from a campaign of

such a low spend and frequency.”

Sue Davidson

EVP, Managing Director, Marketing Evolution

Gaining Stakeholder Support And Extending the Campaign

Rolling Out The Campaign

■ No surprises strategy

■ A steady stream of news about launch Emails Formal Letter Website Earned Media Webinars for Board and Stakeholders

■ Every question answered

Adding Stakeholder Value

■ Updated search function for those who □ Provided additional information□ Indicated they are a practicing financial planner□ Indicated they are accepting new clients

■ New search□ Matched consumers with the type of planner

they wanted□ Served up those most likely to fulfill advertising

“promise”

Encouraging Participation

Log into your CFP Board account at

www.CFP.net/login

Tools for Stakeholders

■ Online Toolkit□ Research□ Advertising Materials□ Media Schedule□ Brochures□ Certification Mark Art and Guidelines

■ Easy to access www.CFP.net/toolkit

Process Review

■ Assessing The Need And Identifying Objectives■ Setting Funding Targets■ Gaining Initial Support■ Selecting An Agency Partner■ Fact-based Feasibility Planning■ Identifying The Target■ Selecting A Positioning ■ Developing Creative■ Planning Media■ Establishing and Tracking Success■ Gaining Stakeholder Support And Extending the

Campaign

Q&A