The Financial Planning Association will aim to boost the profile of financial advice through a targeted two-month advertising campaign which will focus on the benefits of advice provide by a Certified Financial Planner (CFP).
The campaign, which will run in print and on outdoor advertising from late April to late June, will aim to show that financial advice was applicable to all people and not just the wealthy. It will be pitched at the 35-65 year old demographic.
Advertising will focus on how CFP advisers can help people achieve financial and lifestyle goals, including paying off a home, starting a business, planning for a child’s future or funding overseas travel.
The FPA said the advertisements would be seen in high traffic transit hubs, such as railway stations, and retail shopping areas within capital cities while national print advertising will run across 51 publications in metropolitan and regional areas.
FPA Chief Executive, Dante De Gori said the campaign was built on those of previous years and will also provide tools for advisers to use with their own clients and on social media.
“As with previous years, the campaign will continue to inform consumers about the international recognition of the CFP® designation, as well as the high education, professional and ethical standards that the mark represents. The difference this year, is that the campaign will focus on how this translates into tangible outcomes,” De Gori said.
Up until now I’ve regarded every single piece of FPA advertising as a total waste of the compulsory advertising levy they charge on top of my membership fees. This latest campaign is the first one that seems any good. Let’s hope it is the way of the future.
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