The Financial Planning Association says the success of its recent online consumer campaign indicates that Australians are seeking to learn more about where to find good financial advice.
In a release outlining the success of its campaign, the Association said it delivered a simple message about the Certified Financial Planner® designation and the high education and ethical standards it represents, noting the online campaign is estimated to have reached 4.8 million consumers in ten weeks, resulting in over 37,000 online clicks to its website.
FPA CEO, Mark Rantall, 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,” said Mr Rantall, adding, “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.
The FPA has characterised its member feedback on the campaign as being exceptional, with planner members citing the new CFP® logo lock up and consumer brochure as excellent tools for their clients and potential clients.
The FPA estimates there are already around 5,500 CFP® professionals delivering financial advice in Australia. In addition to its 37,000 online clicks, the campaign included:
- 120 print advertisements ran in 46 newspapers, appearing in 2 national, 6 metro and 38 regional newspapers across Australia
- 1,025 radio advertisements ran on 42 radio stations, airing on 7 metro and 35 regional radio stations across Australia
- Over 4,000 consumer campaign brochures were ordered by CFP® professionals nationally
- Over 26,000 hits to the Association’s ‘Find a Planner’ web page search tool
