April 2, 2015: Two new “extreme” online banner ads are running on popular websites like CBS Sports, Food & Wine, Fortune, The Atlantic, US News, NBC Sports and Digital Trends.
The new "Tightrope" and "Kayak" online banner ads, along with the "Shark Diver" ad released earlier this year, highlight that financial planning without a certified professional is risky business indeed.
Several different sizes of each banner ad, and instructions for embedding them on your own website, are available to CFP® professionals in our Public Awareness Campaign Toolkit.
The Public Awareness Campaign, now beginning its fifth year, has made a significant impact on Americans’ awareness of CFP® certification and the value of working with CFP® professionals. Unaided awareness among the target audience saw a dramatic 6 percentage point increase in 2014, according to a brand tracking study conducted by IPSOS. Since the campaign began in 2011, unaided awareness among the target audience has increased 13 percentage points – going from 17 to 30 percent.
To view the online banner ads again, press F5 to refresh your browser [Command-R on a Mac].
March 27, 2015: The TV advertisement from CFP Board’s Public Awareness Campaign is back on the air through April 12 for its spring run, and radio spots are running through mid-April on NPR and ESPN. April editions of MORE, Travel + Leisure, and Financial Times include our new print ads featuring “extreme” sports, all of which highlight the CFP® certification as the highest standard in personal financial advice. CFP® professionals have access to a Toolkit with the media schedule and highlights from the current week's TV advertising schedule, and tools they can use to help us extend the campaign’s reach. Learn more about the Public Awareness Campaign and access the Toolkit.
February 16, 2015: CFP Board enters its fifth year of consumer advertising to raise awareness of the importance of working with a CFP® professional. In 2015 we are continuing with the successful “DJ” TV campaign, using both 30- and 15-second commercials, and introducing a new print ad and new online banners that stress the importance of working with “the highest standard” of financial advisor. The new ads feature people who take chances with extreme hobbies but stress that you shouldn’t take any chances with your finances by not working with an advisor who is not CFP® certified. The ads lead the reader to LetsMakeAPlan.org to search for a CFP® professional. All the ads are available on the Public Awareness Campaign toolkit to download.
- February 3, 2014: CFP Board launches the next phase of the Public Awareness Campaign featuring new TV, print and online banner ads. The new campaign urges consumers to look for a CFP® professional, the “highest standard” of financial professional. The TV ads feature consumers taking financial advice from someone who looks like a financial planner, but is actually a club DJ. The print and online ads feature two people who look like financial professionals and ask if you can tell the difference. Point is, “if they’re not a CFP® pro, you just don’t know”. All the ads direct consumers to LetsMakeAPlan.org and are available to download. For more information about the campaign and a look behind the scenes, click here.