PROMOTING THE PFP® DESIGNATION
CSI works hard to promote the PFP® letters on behalf of our designation holders. Our goal is to build awareness of the PFP® - emphasizing its value to the financial services community, employers and the investing public. We do this through advertising and public relations campaigns across print, digital and out-of-home (public) media.
Building Consumer Awareness of the PFP®
SPRING 2017 CAMPAIGN
In Spring 2017, we ran a campaign which included online, out of home and social media promotions. Our goal was to build widespread public awareness, and emphasize the value of the PFP® credential. This was a highly targeted campaign; the prime objective was for the ads to be seen by the people most relevant to our PFP® designation holders. The digital ad campaign had an impression reach of over 4 million. The Out-of-Home ad campaign had an impression reach of over 14 million nationally. Below are some of the images which featured throughout these campaigns.
FALL 2016 CAMPAIGN
November marks a month of raising awareness, attention and discussion surrounding the financial literacy of Canadians. Last year, we added to the conversation and ran our own national awareness campaign around the value of financial advice, specifically, the added value that a PFP designation holder can provide. The ads focussed on financial advice being about more than money, and that Canadian consumers can get “advice that’s personal” through a PFP® designation holder. The ad directsed consumers to “Find a PFP® at PFP.ca” where they can could access the designation holder directory. The campaign ran until the end of November across Canada, and included online ads, social media, digital office network ads and Out of Home ads (TTC and in the underground PATH in Toronto).
Celebrating the 20th anniversary of the PFP® designation
2016 marked a special anniversary for the PFP designation which turned 20. While there have been many changes to the financial planning designation over the years, it continues to grow and evolve with the changing industry standards and regulations. PFP professionals meet the highest standards of competence and professionalism for financial planning in Canada. The PFP is accredited by the American National Standards Institute to ISO 17024 which acknowledges meeting recognized global standards for certification bodies. CSI hosted an event in Toronto to celebrate this great milestone, with two guest speakers for the evening who both endorsed the PFP designation to an audience of 100 guests. Tania Slade from BMO Nesbitt Burns spoke on behalf of the PFP Advisory Council and our Keynote Speaker for the evening was Scott Wambolt - SVP National Sales and Service from CIBC Imperial Service. We thank both of them for attending and speaking at the celebration!
Have a look at the PFP® letters in the marketplace in the most recent marketing campaign “Greater Knowledge= Greater Results”
PROMOTING THE PFP® THROUGH AMBASSADORS
Between September 2015 and February 2016, a multi-channel, integrated campaign included national online advertising, Out of Home (OOH) ads, and social media promotion. The goal was to build awareness, and emphasize the value of the PFP® designation to the industry, employers, and the investing public. To view the full promotional calendar, click here.
Digital ad samples which ran on a number of websites including: Globeinvestor, Investopedia, Moneysense, Rogers Business Network and BNN.
The ad above was located in the Sun Life Building Underground Path in downtown Toronto. This ad ran from November to December 2015.
This PFP® ad ran in the RBC Plaza on a large digital wall located in the Underground Path in Toronto.
SOCIAL MEDIA BUZZ @CSIGLOBALED
What Advisor's think about the Future of the Financial Services Industry in Canada
CSI ran a survey last fall asking advisors what they thought the future held for financial advice. The insights from the survey were showcased through Twitter and CSI’s Facebook page and can be found through the hashtag #AdviceforAdvisors
Follow @CSIGlobalEd on Twitter to add to the conversation and stay informed.