A DIFFERENCE THAT MATTERS CFA INSTITUTE BRAND CAMPAIGN 2016 15 February 2016 TABLE OF CONTENTS Brand Campaign Objectives – Wave 1 & 2 Countries and Strategies Target Audiences Regional ‘Jobs to be Done’- US/Canada, UK, China, India How will we measure success? Tagline and Hashtag Creative Examples Featured Charterholders by Region Creative Examples in situ Media Placement Media Plans by Region Society Toolkit Overview Key Dates 2 BRAND CAMPAIGN OBJECTIVES What are we trying to achieve with this campaign? . Create awareness and understanding of CFA Institute as the leading global advocate for the advancement of the investment profession . Get investment firms and investors to demand professionals with the highest levels of competence, embodied in the CFA designation 3 COUNTRY/MARKET COVERAGE • First wave markets – US, Canada, UK, China and India – commencing February/March 2016 • Second wave markets - Germany, Brazil, Mexico, Hong Kong, Singapore, Australia – will be added in Spring 2016, assuming incremental budget is approved by CFA Institute Board of Governors in March • All societies globally will have access to the campaign assets via “society toolkit” concept 4 WAVE 1 & 2 STRATEGIES Wave 1 (Feb-Apr 2016) The handshake, introducing ourselves and laying the groundwork for visual/name recognition and recall Wave 2 (May-Jun 2016) The conversation, more content-heavy and action-oriented with Society involvement, PIF month, Annual Conference, opportunities for engagement 5 TARGET AUDIENCES Who are we trying to reach? Employers Business Leaders and HR Professionals at Investment Management Firms HNW Investors Investors with at least $1M of investible assets Investment Management Professionals CFA charterholders and their industry peers within the Investment Management field Regulators Government and NGO officials that oversee financial markets 6 REGIONAL JOBS TO BE DONE North America – US & Canada India (Primary cities: New York, Chicago, Boston, Toronto) 1) Get HNW Investors to demand professionals with the CFA designation, differentiate from CFP 1) Create awareness in unfamiliar markets and industry segments beyond investment management, i.e. BPO 2) Get Employers to demand professionals with the CFA and KPO designation 2) Get Employers to demand professionals with the CFA 3) Get Regulators to appreciate the need for the highest designation professional standards as represented by the CFA charter, our codes and standards (Wave 2) 3) Clearly distinguish the brand from ICFAI UK China 1) Create awareness and understanding of CFA 1) Position CFA Institute as a partner for China on Institute as the leading global advocate for the its journey of economic growth through the advancement of the investment profession development of professional investment management talent 2) Get Employers to demand professionals with the CFA designation 2) Get Employers to demand professionals with the CFA designation 7 HOW WILL WE MEASURE SUCCESS? Campaign Tracker Study – conducted pre- and post-campaign Specific areas the research will investigate include: • Campaign Recall – Did they see they campaign? If yes, where and when? • Campaign impact on brand awareness, understanding, and perceptions • Campaign impact on perceptions of the CFA charter, CFA Institute members, and more generally on whether the message that CFA Institute makes “A Difference That Matters” is conveyed • Campaign impact on perceptions of CFA charterholders. 8 TAGLINE & HASHTAG A Difference that Matters #CFAdifference 9 CREATIVE EXAMPLES* * These samples are indicative of the advertising, but some small changes may be made during the finalization process 10 FEATURED CHARTERHOLDERS BY REGION North America: Michael Schroer, Christine Phillpotts, Guy-Charles Valois UK: Caroline Connell, Idris Alimi-Omidiora India: Anil Ghelani, Jayna Gandhi China: Huang Fan, Yu Tong 11 US Christine Phillpotts, CFA Michael Schroer, CFA 12 CANADA Guy-Charles Valois, CFA 13 UK Caroline Connell, CFA Idris Alimi-Omidiora, CFA 14 INDIA Anil Ghelani, CFA Jayna Gandhi, CFA 15 CHINA Fan Huang, CFA Yu Tong, CFA 16 PRINT VERTICAL PAGE AD 17 PRINT HALF PAGE AD 18 OUT OF HOME - BILLBOARDS AND DIGITAL DISPLAY HORIZONTAL ORIENTATION VERTICAL ORIENTATION 19 ONLINE BANNER ADS Our design approach for the online banners propose a delta of both TV and Print executions. We’ll take advantage of the html animation capabilities to move our campaign characters from left, right and center to convey the message. In this case, our ‘dividing line’ serves as a transition as the character moves from right to left and reinforces the differences between both message. Ideally, this animation should take no more than 10 secs. 1. 2. 3. 4. 5. 6. Banner starts with an half the face. We see half the portrait aligned to A white hairline, entering from the While simultaneously revealing the Now, with the character fully Finally, the photo moves to the center The text ‘slides in’ from the right the right and the headline is fully right, pulls the rest of the portrait’s second larger headline. aligned to the left, the headline is of the banner, showing both sides of and reveals the first headline. readable. face toward the left… fully readable. the character’s face as well as both background colors. Final headline, CTA and branded panel comes in. ( perhaps it moves in from the bottom ) 20 ONLINE BANNER ADS LINK TO OUR WEBSITE 1. 2. 3. 4. 5. CAMPAIGN LANDING PAGE ON CFAINSTITUTE.ORG 21 ONLINE BANNER 300 X 1050 1. 2. 3. 4. 5. 6. 22 ONLINE BANNER 120 X 600 1. 2. 3. 4. 5. 6. 23 ONLINE BANNER 1. 728 X 90 2. 3. 4. 5. 24 ONLINE BANNER 920 X 40 1. 2. 3. 4. 5. 25 ONLINE BANNER ADS 640 X 480 1. 2. 3. 4. 5. 26 VIDEO TESTIMONIALS (2 ADDITIONAL CHINESE LANGUAGE VIDEOS BEING FINALIZED) 27 CREATIVE EXAMPLES IN SITU* * These samples are indicative of the advertising, but some small changes may be made during the finalization process 28 PRINT HALF PAGE AD 29 WEBPAGE TAKEOVER CITY A.M. 30 PRINT CitY A.M. Magazine wrap 31 Inside front cover Inside back cover PRINT CitY A.M. Magazine wrap 32 OOH 35 WALL STREET 33 OOH CANARY WHARF 34 OOH Roadside near Monument and Moorgate Stations & Canada Square Mall 35 OOH LONDON TUBE TURNSTILES Each location holds up to 5 different CFA facts, placed on the front side of the turnstile: 1. World’s largest association of investment management professionals. 2. 125,000 CFA charterholders around the world. 3. A proven understanding of investment management. 4. A total commitment to ethical conduct. 5. Raising the standards of the investment management profession Lowe Profero. © Copyright and Confidential 2015-2016. 36 OOH ECN live - screens in financial center buildings Please note that these executions are animated and do not contain audio. 37 OOH ELEVATOR CAPTIVATE SCREEN Every day, millions of Americans and Canadians work in buildings across every major city. These buildings all have one thing in common. Elevators. That’s where Captivate comes in. Instead of fidgeting with phones or staring into space, people can focus on Captivate screens. These screens reach over 5,000,000 people daily, providing them with information on market updates, weather forecasts, and everything in between. Please note that these executions do not contain audio. 38 MEDIA PLACEMENT 39 MEDIA OVERVIEW • Global Media Investment: USD $3,750,000 • Delivery through CFA Society Network (147 societies) • In market campaigns in USA, Canada, India, China, and UK • Estimated audience reach: 950,000,000+ impressions within five markets, across target audiences of Employers, High Net Worth Investors, Investment Management Professionals, and Regulators 40 WHERE IS THE ADVERTISING APPEARING? • 28 Print titles • 72 Digital titles • 209 TVC slots • 970+ outdoor sites • Additional reach of over 150+ titles through audience targeting programs 41 GLOBAL MEDIA PARTNERS 42 REGIONAL/LOCAL MEDIA PARTNERS NOAM MEDIA UK MEDIA CHINA MEDIA INDIA MEDIA PARTNERS PARTNERS PARTNERS PARTNERS 陆家嘴 CHINA FINANCI AL HERALD 43 MEDIA PLANS BY REGION Please be aware that specific media placements may change during the media buying process so these detailed media plans are as of 12 February 2016 44 GLOBAL PHASE 1 MEDIA MATRIX FEBRUARY 29TH – APRIL 17TH Tactic Partner Placement Audience Geo/Duration HNW Investors, Employers, Professionals The New York Global 12 – Single Day Sponsorships of the Business section of and Regulators who regularly read NYT for Times February 29 – April 17 The New York Times investing news and industry updates LinkedIn Targeted display units to CFA’s custom global audiences, Employers, Professionals, Regulators and Global Display Tactics based off job titles - Global HNW Investors February 29 – April 17 Employers, Professionals, Regulators and Facebook Custom Social Messaging Global HNW Investors February 29 – April 17 Instagram Employers, Professionals, Regulators and Custom Social Messaging Global HNW Investors February 29 – April 17 Twitter Employers, Professionals, Regulators and Global Custom Social Messaging HNW Investors February 29 – April 17 Social LinkedIn Employers, Professionals, Regulators and Custom Social Messaging Global HNW Investors February 29 – April 17 Bloomberg HNW Investors, Employers, Professionals and 2 - Full Page Ads. The first a RHP featured in the editorial section of the Global Businessweek Retirement issue. The second insertion is a RHP opposite the Index section, Regulators within the Design (Double Issue) issue March 25, April 8 on-sale dates Global The Economist HNW Investors and Professionals 1 - Full Page Ad within the WTW