New Ads from CFP Board: “Certified = Qualified”
New creative concept for CFP Board’s Public Awareness Campaign reinforces the message of CFP® certification as the highest standard in financial planning
Most consumers wouldn’t dare visit a doctor or hire an exterminator who isn’t certified, so why do it with a financial planner who doesn’t have the Certified Financial PlannerTM certification? That’s the message of the new creative concept – “Certified = Qualified” – that’s part of CFP Board’s Public Awareness Campaign.
“There is a difference when it comes to financial planners. Only those individuals who have met the rigorous requirements for CFP® certification have met the highest standard in financial planning,” said Chief Executive Officer Kevin R. Keller, CAE. “The ‘Certified = Qualified’ campaign underscores the need for consumers to find someone who has the CFP® marks when looking for a financial planner who will take a comprehensive look at their entire financial picture.”
Now in its sixth year, the Public Awareness Campaign is intended to raise awareness of the CFP® certification among the public. The advertising, marketing and public relations campaign includes a mix of television, social media, radio and online advertising appearing in national outlets, as well as sponsorship messages on National Public Radio. The campaign will run in the spring and fall of 2016.
The campaign continues to have great success in reaching consumers. According to last year’s brand tracking study conducted by IPSOS, unaided awareness of CFP® certification amongst the “mass affluent initiator” target audience has doubled since the campaign began in 2011, going from 17 to 34 percent.