Seeking to increase brand awareness, encourage using planners
Public-radio listeners will be encouraged to turn to a [CERTIFIED FINANCIAL PLANNER™ professional] for investment guidance when advertisements touting CFP® [professionals] hit NPR this fall.
The Certified Financial Planner Board of Standards Inc. said last Friday at the group's conference in Washington that the radio spots, which will run Monday through Friday from Oct. 1 through Nov. 16, are the next step in a $40 million, four-year effort to raise awareness about the CFP® [certification].
A study released by the CFP Board on Aug. 13 shows that between April 2011 and this April, the number of people in a target audience who mentioned CFP® [certification] as a financial credential that they recognize rose by 7 points.
The number of people who said that working with a CFP® [professional] is "appropriate and beneficial for someone like me" rose 4 points in the total sample and by 7 points among those with $500,000 or more in investible assets.
"We're very pleased with the initial results," CFP Board chief executive Kevin Keller said in an interview. "The reaction of CFP® professionals as well has been very favorable." Read more >
Mark Schoeff, Jr.
August 12, 2012