Not all financial planners are the same. The FPA's ground-breaking advertising campaign tells Australia about the higher standards of FPA members.
Consumers don’t know where to turn for advice they can rely on. The FPA’s advertising campaign helps consumers find a financial planner they can trust while providing recognition for the high standards and professionalism of FPA members.
The FPA advertising campaign began with a 6-week burst of advertising from September 2011 on TV, newspapers, in magazines, finance websites and supplemented by a Google search and AdWords campaign. FPA members benefited through a 14% increase in consumer awareness of their higher professional standards, over 20,000 click-throughs to the FPA website and more than 1,500 completed Find-a-Planner searches from consumers on the FPA website.
Based on the excellent results of last year’s campaign, the 2012/13 campaign has several highlights:
Brand building is a long-term game and we will be running a sustained 12 month campaign this time, rather than an intense burst of activity.
The campaign will appear in relevant media that proved most effective last year, eg Sky Business channel, finance websites, money sections of newspapers and selected magazines. We will also continue the powerful Google search activity to ensure that when consumers look for financial planning-related terms, the FPA will appear prominently in search results.
We have added variations of the advertising to specifically promote CFP® professionals for the next phase of the campaign.
To directly support the Chapters around Financial Planning Week (20-26 August 2012), two bursts of regional newspaper advertising took place in the lead up to this.
Based on feedback from our members, we have reduced the advertising levy to only $200.
Consumer research, conducted by Australia Online Research and canvassing 505 consumers aged 35 – 64 during September, confirms the campaign's aim to promote the benefits of receiving trusted financial advice to Australians is achieving cut-through. The research showed:
The advertising has exceeded its target of increasing consumer awareness of FPA members by 20 per cent, achieving a 24 per cent increase in tracking research. This result is up from the 14 per cent increase measured in November last year.
Consumer awareness of CFP® professionals also increased by up to 24 per cent and the perception of CFP professionals as the highest qualified financial planners increased by up to 17 per cent.
Core messages from the advertising were accurately recalled by up to 85% of our audience ("FPA members work to higher standards" and "Not all financial planners are the same").
The more often the ads were seen, the more FPA members were perceived as qualified, professional, trustworthy, educated, ethical and responsible.
Positive impressions of the financial planning profession increased by 31%, creating a halo effect for the broader industry.
View the full results achieved by the campaign here and read the media release.
Here are some result highlights from the FPA advertising in June - December 2012:
FPA TV advertising has reached 1,104,000 people 35-64 – this equates to approx. 37% of our target being impacted with the FPA message.
On average viewers have seen the commercial 15.5 times.
FPA advertising has featured as sponsors of key Pay TV programs such as Switzer, Your Money Your Call , First Edition News Headlines, and At The Close.
FPA press advertising has enabled us to reach 60% of the target audience equal to nearly 450,000 people at a frequency of over 3 times.
Prime advertising has been placed in national newspapers including page 3 of The Australian and page 7 of The Australian Financial Review.
Finance website advertising
FPA online advertising on 15 finance websites reached nearly six million people who saw the ads around 4 times each.
2012 online advertising has driven more than 50,000 click-throughs to the FPA website and over 20,000 Find-a-Planner searches.
The click-through rate of FPA online ads is three times higher than the industry average.
Google paid search advertising
The FPA Google Search campaign has served over 112 million exposures ensuring that FPA is high in the consideration options whenever people are searching for financial planners.
This activity has generated over 58,000 clicks through to the FPA website.
Find-a-Planner has had over 29,000 page views by paid search users.
Overall media spend
An additional $433,030 of media exposure has been negotiated for the benefit of our members.
FPA member in QLD:“I had a call as a direct reaction to an FPA advert from a lady in Wellington Point, QLD specifically asking if I was a member of the FPA. We are assisting her with consolidation of 4 or 5 ex employer Super funds”
Cameron Howlett, a CFP® professional in Melbourne: “I’m thrilled to see the FPA promoting the benefits of our professionalism to consumers, and even more delighted that I have directly benefited from the campaign in securing new business from clients looking for a qualified and professional adviser.
Check out some examples of FPA advertising in regional newspapers during July and August - click here.
Promote the FPA on your website
Promote the FPA by including the paragraph and link below on your website:
The Financial Planning Association of Australia (FPA) is the peak professional body for financial planning in Australia. FPA practitioner members manage the financial affairs of more than 5 million Australians whose investments are valued at $630 billion. The FPA’s professional framework holds the highest standards for financial planning regulation around the world. Click here to visit the FPA website for more information.
Please click here to download FPA member email signatures (please note this is for FPA members only and you will need to log in).
CFP®, CERTIFIED FINANCIAL PLANNER®, and are certification marks owned outside the US by the Financial Planning Standards Board Ltd (FPSB). Financial Planning Association of Australia Limited is the marks licensing authority for the CFP marks in Australia, through agreement with the FPSB.