Awareness of CFP® Certification Leaps Ahead: Results of 2015 Brand Tracking Study
CFP Board’s public awareness campaign is making a significant impact on consumer awareness of CFP® certification. The 2015 brand tracking study,conducted by Ipsos, finds unaided awareness of CFP® certification has doubled among the target audience since the campaign’s launch in 2011, with a 4 percentage point increase since 2014. For the first time, consumers are as likely to mention CFP® certification as CPA when asked to name a professional who offers financial planning services.
The campaign’s focus remains on increased awareness, and we’re also seeing increases in preference for and intent to use a CFP® professional, 52 percent say they prefer CFP® certification, up 5 points over last year and a 30 percentage point increase since 2011. 52 percent of the target audience also say they intend to use someone who has CFP® certification – up 6 points over 2014 or a 22 percentage point increase since 2011. More than 69 percent of the campaign’s target audience say they would insist their financial planner have the CFP® certification.
Download a summary of the 2015 Brand Tracking Study
Read the full news release
New Advertisements for CFP Board's Public Awareness Campaign
A recording of the webinar, “Introducing New Advertisements for CFP Board's Public Awareness Campaign,” is available for on-demand viewing.
Held on February 3, 2014, this webinar was presented by Kevin R. Keller, CAE, CFP Board's CEO, and Tom Crowder, CFP Board’s Managing Director of Marketing and Business Development, who reviewed the progress of CFP Board’s ongoing national Public Awareness Campaign to increase consumer awareness of CFP® professionals and introduced new TV, print and online advertisements that will be used as part of the campaign in 2014. Having trouble viewing this video? View this video in an alternate format >
First Year Update
In April 2012, around the one-year mark of the campaign's launch, a brand tracking study confirmed that the campaign is having impact and positively moving awareness of and preference for CFP® professionals.
The study found statistically significant percentage point increases in consumer awareness amongst the campaign target as well as increases in the preference for CFP® professionals and increases in recognition of the CFP® marks, as compared to baseline numbers established at the start of the campaign. The 2012 brand tracking study and 2011 baseline study were conducted for CFP Board by IPSOS.
Nancy Kistner, CFP®, CFP Board's 2012 Chair-Elect, shared details on the study's findings during CFP Board's July 13, 2012, Business Update Webinar.