April 5, 2011

CFP Board to Unveil $36 Million Branding Campaign at April 14 Webinar

Public awareness campaign targets raising consumer perceptions of financial planners

In an effort to raise awareness about the Certified Financial Planner certification and what it means to the general public, the CFP Board of Standards is introducing a $36 million branding campaign at an April 14 webinar.

The board’s goal is to make the CFP certification for financial planners a household name for consumers, much like the term CPA has become the familiar designation for accountants. The campaign is targeting consumer perceptions of financial planners in the hopes of raising awareness of the fiduciary standard.

The April 14 webinar, scheduled to take place from 2 p.m. to 3 p.m. ET, will feature:

  • An overview of the research that led the campaign’s development;
  • The campaign’s creative elements, including the addition of a brand new CFP mark logo alongside the existing CFP certification marks and a toolkit of resources for CFP professionals;
  • An overview of the media scheduled for print, online and television advertisements; and
  • The key metrics CFP Board will use to measure the campaign’s impact.

Speakers are to include Charles Moran, chairman of CFP Board's board of directors; Kevin Keller, CFP Board's CEO; and Tom Crowder, managing director of marketing and business development.

The CFP Board, which announced its national public awareness campaign on Nov. 12, 2010, plans to spend $36 million over four years in an advertising campaign that starts rolling out over the next few weeks online, in national publications and on television.

The initiative, which will cost $9 million annually, will be funded through a combination of funds from CFP Board’s reserves and an increase in certification fees. CFP Board is contributing $9.3 million over two years to jump-start the campaign ($7 million in 2011 and $2.3 million in 2012). Certification fee increases of $12 a month or about $145 a year will be introduced in July 2011.

“Our mission is to grant, uphold and ensure that the CFP® mark is the recognized standard of excellence in personal financial planning. By raising awareness of the certification to the public we will indeed be fulfilling our mission and calling attention to the importance of financial planning and the CFP® certification,” said Board Chair Robert J. Glovsky in a statement when the campaign was initially announced.

To register for the webinar, click here.

Read about the SEC and the fiduciary standard at AdvisorOne.com.

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