FPA campaign reaches millions of Australians online
According to the Financial Planning Association of Australia, the success of its recent consumer campaign indicates that Australians are seeking to learn more about where to find good financial advice.
The landmark campaign delivered a simple message about the CERTIFIED FINANCIAL PLANNER® designation and the high education and ethical standards it represents. The tactics included extensive print, radio and digital advertising, plus sophisticated online search engine and social media advertising. Online, the campaign is estimated to have reached 4.8m consumers in just ten weeks, resulting in over 37,000 online clicks and representing a conversion which is above industry average.
Mark Rantall, CEO of the FPA, said the results are an indication that consumers are looking for ways to find good financial advice and connect with a professional financial planner. He added that the campaign was also well received by FPA members, who were pleased to have practical tools to educate their clients about their credentials.
“The aim of our latest campaign was to provide a way for the Australian public to easily understand CFP® certification and identify it as a sign of quality financial advice. We did this through simplified messaging and creative.”
“Consumers want and deserve the best from their financial planner and knowing their financial planner has high education standards is one way of reassuring them of this.
“We are extremely pleased with the results of our latest campaign. It has driven over 26,000 hits to the ‘Find a Planner’ tool on the FPA website, which helps connect consumers to a FPA member in their local area.
According to the FPA, member feedback on the campaign has been exceptional, with planners citing the new CFP® logo lock up and consumer brochure as excellent tools for their clients and potential clients.
The CFP® designation is the only financial planning designation that is recognised worldwide, requiring financial planners to adhere to world class professional and ethical standards. There are already around 5,500 CFP® professionals in Australia.
Enrolments for Semester 2 of the CFP® Certification Program close this Thursday, 9 July. Visit www.fpa.com.au/cfp for more information.