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Public Awareness Campaign
CFP Board's current Public Awareness Campaign—With a CFP® Professional—strives to raise awareness among consumers of the difference that a CFP® professional can make in their lives. That difference is a CFP® professional—backed by rigorous training—acting as a coach and counselor who can help incorporate all aspects of one’s finances into a personalized roadmap that inspires trust and confidence, today and tomorrow.
The integrated campaign, launched in Fall 2018, includes a mix of TV, online advertising, print, social media, radio and public relations efforts.
CAMPAIGN HIGHLIGHTS | GET INVOLVED
Our integrated campaign raises awareness for CFP® certification and CFP® professionals through TV, digital, print, social media, and more. The campaign encourages consumers to visit the Let's Make a Plan website to learn more about financial planning and search for a CFP® professional.
Learn more about the campaign, how to use the materials, and expand its reach.
Campaign Marketing Includes:
More about the Campaign:
See resources, press details, and FAQs on the
"With a CFP® Professional" Campaign Information Site; and hear more extensive details about the campaign on the
2018 Campaign Preview Webinar.
TV ADS
CFP Board's Public Awareness Campaign's television ads air on national cable networks as well as through streaming services, such as Hulu. The “Shelley," “Cal and Valerie,” and "Jen and Maya" TV commercials show consumers at different phases in their financial life and how a CFP® professional helps them achieve their goals for today as well as tomorrow. Two shorter ads also running are "Everyone's Plan" and "Your Best Interest."
Use the share links to embed or share these videos with your networks.
ONLINE BANNER ADS
Online banner ads are running on popular websites like CNN, Yahoo! And MSN. The theme of these ads is that all plans are possible with a CFP® professional, encouraging consumers to get started on their plan at LetsMakeAPlan.org.
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To place this ad on your own site:
- Copy the code from the field below.
- Paste this code on any page on your website where you want the ad to appear.
Refresh page to view full animation.
To place this ad on your own site:
- Copy the code from the field below.
- Paste this code on any page on your website where you want the ad to appear.
PRINT
Print ads for the campaign run in both physical and tablet versions of Travel + Leisure, Bon Appetit, Golf Digest, The New York Times Style magazine and more.
View the "Shelley" Ad (PDF) | View the "Cal and Valerie" Ad (PDF)
SOCIAL MEDIA
CFP Board encourages CFP® professionals to like and follow our social accounts on Facebook (CFP Let’s Make a Plan), Twitter (@CFPBoard), and Linked In (CFP Board). By sharing or retweeting our posts on your own social networks, you can help to bring greater awareness of the benefits of using a CFP® professional to your friends, potential clients and colleagues.
We have also developed some sample posts for you to adapt for use in your own social media posts. These posts reflect some of the benefits highlighted in the With a CFP® Professional campaign.
Sample Posts
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What makes a CFP® professional different? Rigorous training in all kinds of financial topic areas: from taxation to insurance to investments to retirement. #LetsMakeAPlan
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CFP® professionals – at all times – are committed to placing the interest of their clients above their own. #LetsMakeAPlan
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What’s your plan? No matter where you are in life, a CFP® professional can help you create a financial plan for today and tomorrow. #LetsMakeAPlan
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RADIO
A sample script based on the :15 second national NPR sponsorship is below. This can be edited for use on your local NPR station, podcast or other audio appearance. APM and public radio sample scripts are also provided.
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NPR :15
Support for [NPR] comes from [insert name] C-F-P, on behalf of Certified Financial Planner professionals: Trained in providing holistic financial planning in the client’s best interest. Let’s-Make-A-Plan-Dot-Org.
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APM :15
Programming is supported by:
C-F-P. Certified Financial Planner professionals: Trained in providing holistic financial planning in the client’s best interest … for short- and long-term goals from starting a business to saving for college to retirement. Let’s-Make-A-Plan-Dot-Org.
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PUBLIC RADIO :10
Programming is supported by:
C-F-P. Certified Financial Planner professionals: Trained in providing holistic financial planning in the client’s best interest. Let’s-Make-A-Plan-Dot-Org.
CAMPAIGN PREVIEW WEBINAR
CFP Board leadership and agency partners discuss details about the campaign and share the TV ads during a "preview" webinar held on August 28, 2018.
Additional Resources for CFP® Professionals
Past Campaigns
CFP Board has run a Public Awareness Campaign since 2011. The past campaigns have been instrumental in raising awareness of CFP® certification among consumers.
View Details on Past Campaigns