FOR IMMEDIATE RELEASE
New CFP® Ad campaign borrows words of wisdom
from the rich and famous
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Toronto, September 26, 2005 — A new creative treatment and an additional medium ramp up the Financial Planners Standards Council (FPSC) "Take the Next Step" CFP® (Certified Financial Planner®) consumer branding campaign this fall.
New magazine and specialty TV advertisements employ quotations on matters of money and living from Oscar Wilde, Albert Einstein, Malcom Forbes, Pablo Picasso and others of notable fame to get Canadians talking with the real experts - CFP professionals - about their financial planning needs.
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CFP Ads on Specialty TV Networks
The television campaign consists of 10-second closed captioning sponsorship ads running from October 3 to 23 (three weeks) and November 7 to 27 (three weeks) on The Food Network, The Comedy Network, Home & Garden Television, The Life Channel, The Score, The Sports Network and The Weather Network.
"Getting the CFP brand message out to our target audience, those who are most likely to benefit from financial planning advice but who have not yet sought it, with popular prime-time TV programs such as Emeril Live, Taking it Off and Holmes on Homes creates terrific synergy with our print ads in lifestyle and personal finance magazines," says Ann Bowman, FPSC VP Communications & Corporate Relations. "We're using two powerful mediums to hit our target audiences when they are most likely to be contemplating life and lifestyle changes. These ads get Canadians to act on their impulse to get professional financial planning help by engaging their interest in specific but diverse issues introduced by unexpected authorities like Mark Twain."
FPSC estimates the TV ads will reach almost 64 per cent of adults 25 to 54 an average of 4.7 times during the six-week run.
CFP Ads in Print Magazines
Eight new CFP half-page print ads are now appearing in a rotation that started in August and will run through March 2006 in six magazines: Canadian House & Home; Canadian Home Workshop; enRoute; Gardening Life; Golf Canada; Money Sense; Ski Canada; and Today's Parent. The print campaign is estimated to reach over 60 per cent of FPSC's target audience 3.8 times.
Creative for the new CFP print and television ad campaign was developed by Clique, Toronto, ON, and the media plan was developed by Walker Media, Oakville, ON.
CFP® on Radio
Filling in the roster of CFP brand advertisements through the year is FPSC's RRSP-season 'Ask-the-Expert' radio campaign featuring CFP professionals on talk-radio in major markets across the country.
Financial Planners Standards Council (FPSC) is a not-for-profit organization established in 1995 to foster professionalism in personal financial planning. FPSC develops and enforces the highest standards in financial planning competency and ethics for individuals who hold the CFP® (CERTIFIED FINANCIAL PLANNER®) in Canada. There are currently about 16,000 CFP professionals in Canada and more than 90,000 individuals who have earned CFP certification in 18 countries around the world. See www.cfp-ca.org for more information.
NOTE TO EDITORS: For further information on FPSC and CFP certification, please visit our online media kit at www.cfp-ca.org/media/media_mediakit.asp.
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Media Contacts:
Eileen Chadnick/Chadnick Communications at 416.631.7437 or eileen@chadnick.com.
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