The Certified Financial Planner Board of Standards plans to launch on Tuesday a refreshed awareness campaign with the tagline: “With a CFP Professional,” which the board said “communicates the benefits and value” of working with a CFP.
CFP Board launched its “Let’s Make a Plan” campaign in 2011, and has spent over $75 million to date on it, said Kevin Keller, CFP Board’s CEO, on a Tuesday call to announce the new campaign.
“This latest version of CFP Board’s Public Awareness Campaign goes to the heart of what CFP professionals do for their clients: they give them peace of mind with a financial plan,” Keller said. “We want to stress how working with a CFP professional, an individual with extensive knowledge who abides by our strict ethical qualifications, can help consumers reach this desired sense of assurance through a holistic and personalized approach.”
The campaign targets men and women ages 35 to 64 with net investable assets of $100,000 to $1 million.
Richard Salmen, director of CFP Board’s board, stated on the call that a drop in the public’s “unaided awareness” about the CFP mark prompted the refreshed campaign.
From day one, Salmen said, the board promised to “oversee and track how the campaign is performing and the good that it is doing.”
The board noticed “a drop in ‘unaided awareness,’ and that ‘unaided awareness’ is really a key metric—when you talk about financial planning, we want CFP professionals to be the first thing that comes to peoples’ minds,” Salmen continued. “So when we saw that dropping off, it was time then to come out with a new campaign.”
The integrated campaign will include national cable television, online and print advertising.
Of CFPs’ renewal fees, $145 is set aside to cover direct expenses for the campaign, Keller said.
The public service website LetsMakeaPlan.org will continue to serve as a central aspect of the new campaign, the CFP Board explained, with a primary goal of the new campaign to drive consumers to the website.
The site offers consumers financial planning guidance, information on the competency and credibility of CFP professionals and help with finding a CFP.