A DIFFERENCE THAT MATTERS CFA INSTITUTE BRAND …€¦ · A DIFFERENCE THAT MATTERS CFA INSTITUTE...

A DIFFERENCE THAT MATTERS

CFA INSTITUTE BRAND CAMPAIGN 2016

15 February 2016

TABLE OF CONTENTS

Brand Campaign Objectives – Wave 1 & 2 Countries and Strategies

Regional ‘Jobs to be Done’- US/Canada, UK, China, India

Creative Examples

How will we measure success?

Media Placement

Society Toolkit Overview

Key Dates

2

Target Audiences

Tagline and Hashtag

Featured Charterholders by Region

Creative Examples in situ

Media Plans by Region

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 (Primary cities: New York, Chicago, Boston, Toronto)

1) Get HNW Investors to demand professionals with the CFA designation, differentiate from CFP

2) Get Employers to demand professionals with the CFA designation

3) Get Regulators to appreciate the need for the highest professional standards as represented by the CFA charter, our codes and standards (Wave 2)

UK

1) Create awareness and understanding of CFA

Institute as the leading global advocate for the

advancement of the investment profession

2) Get Employers to demand professionals with

the CFA designation

India

1) Create awareness in unfamiliar markets and industry segments beyond investment management, i.e. BPO and KPO

2) Get Employers to demand professionals with the CFA designation

3) Clearly distinguish the brand from ICFAI

China

1) Position CFA Institute as a partner for China on

its journey of economic growth through the

development of professional investment

management talent

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

9

#CFAdifference

* These samples are indicative of the advertising, but some small changes may be

made during the finalization process

CREATIVE EXAMPLES*

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

Christine Phillpotts, CFA 12Michael Schroer, CFA

US

13Guy-Charles Valois, CFA

CANADA

Caroline Connell, CFA 14Idris Alimi-Omidiora, CFA

UK

Anil Ghelani, CFA 15Jayna Gandhi, CFA

INDIA

Fan Huang, CFA 16Yu Tong, CFA

CHINA

17

PRINT VERTICAL

PAGE AD

18

PRINT HALF

PAGE AD

OUT OF HOME -

BILLBOARDS AND DIGITAL DISPLAY

19

HORIZONTAL ORIENTATION VERTICAL ORIENTATION

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.

Banner starts with an half the face.

The text ‘slides in’ from the right

and reveals the first headline.

A white hairline, entering from the

right, pulls the rest of the portrait’s

face toward the left…

While simultaneously revealing the

second larger headline.

Now, with the character fully

aligned to the left, the headline is

fully readable.

Finally, the photo moves to the center

of the banner, showing both sides of

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 )

We see half the portrait aligned to

the right and the headline is fully

readable.

1. 2. 3. 4. 5. 6.

20

ONLINE BANNER ADS

1.

2.

3.

4.

5.

CAMPAIGN LANDING PAGE ON CFAINSTITUTE.ORG21

ONLINE BANNER ADS

LINK TO OUR WEBSITE

1. 2. 3. 4. 5. 6.

22

ONLINE BANNER

300 X 1050

1. 2. 3. 4. 5. 6.

23

ONLINE BANNER

120 X 600

1.

2.

3.

4.

5.

24

ONLINE BANNER

728 X 90

1.

2.

3.

4.

5.

25

ONLINE BANNER

920 X 40

26

ONLINE BANNER ADS

640 X 480

1. 2. 3. 4. 5.

27

VIDEO TESTIMONIALS (2 ADDITIONAL CHINESE LANGUAGE VIDEOS BEING FINALIZED)

CREATIVE EXAMPLES IN SITU*

28

* These samples are indicative of the advertising, but some small changes may be

made during the finalization process

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

Lowe Profero. © Copyright and Confidential 2015-2016.

OOH

LONDON TUBE

TURNSTILES

36

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

Each location holds up to 5

different CFA facts, placed

on the front side of the

turnstile:

OOH

ECN live - screens in

financial center buildings

Please note that these

executions are animated

and do not contain audio.

37

OOH

ELEVATORCAPTIVATESCREEN

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 PARTNERS

INDIA MEDIA PARTNERS

UK MEDIA PARTNERS

CHINA MEDIA PARTNERS

陆家嘴CHINA

FINANCI

AL

HERALD

43

MEDIA PLANS BY REGION

44

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

Tactic Partner Placement Geo/Duration

The New York

Times12 – Single Day Sponsorships of the Business section of

The New York Times

HNW Investors, Employers, Professionals

and Regulators who regularly read NYT for

investing news and industry updates

LinkedIn

Bloomberg

Businessweek

The Economist

Harvard Business

Review

2 - Full Page Ads. The first a RHP featured in the editorial section of the

Retirement issue. The second insertion is a RHP opposite the Index section,

within the Design (Double Issue) issue

1 - Full Page Ad within the WTW section (RHP)

1-Full Page Ad featured within the Ideawatch section (RHP)

of the April issue.

HNW Investors, Employers, Professionals and

Regulators

HNW Investors and Professionals

Employers, HNW Investors

YouTubePre-roll video across YouTube, targeted to relevant keywords

and search behaviors, part of “Always On” global campaign

Professionals, Employers and HNW Investors Global

September - April

Print

Display Tactics

Digital Video

Targeted display units to CFA’s custom global audiences,

based off job titles - Global

Employers, Professionals, Regulators and

HNW Investors

Bloomberg Terminal TVC featured on Bloomberg Terminal - Monday and Friday

sponsorship Professionals and Employers Global

March 7 –April 3

SocialLinkedIn

Instagram

Twitter

FacebookEmployers, Professionals, Regulators and

HNW Investors


HNW Investors


HNW Investors


HNW Investors

Custom Social Messaging




Paid Search

Bing

Google

Text ads served against targeted keyword searches

Text ads served against targeted keyword searches

Professionals

Professionals

Global

March 25, April 8 on-sale dates

Global

March 25 on-sale date

Global


Global

February 29 – April 17

Global


Global


Global


Global


Global


Global

September - April

Global

September - April

Audience

GLOBAL PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH

45

Tactic Partner

BBC

Morningstar

Quartz

WSJ

Audience

Trader Platform

The Economist

Bloomberg

Audience

Digital display units within Business and Finance/Management

sections. Includes banners and roadblock.

Business news publication, Quartz to create custom high-impact

Marquee and Engage units, with site-wide placements

Market Section Buyout. Additionally, Targeted run of site units

across WSJ network properties.

Markets/Index page sponsorship – 2 days. Additional targeted

display units across Bloomberg’s Markets section

Programmatic Display - Banners featured across a custom

whitelist of hand-picked display partners. Additional layer of

retargeting.

Homepage Interstitial and section buyouts on the investment

resource site, Morningstar . Additional media targeted and

newsletter (2 days) targeted to premium members.

Homepage and Capital Screen buyouts. A 1-day newsletter

sponsorship. Additional targeted mobile, tablet and web display

ads.

HNW Investors who have paid subscriptions

to The Economist

Employers and HNW investors who enjoy

Quartz’s on-the-go mobile optimized content




HNW Investors across a wide-range of

relevant sites

HNW Investors who utilize Morningstar’s

investing platform

HNW Investors who frequent BBC


and Regulators who frequent Bloomberg

Display Tactics

Placement Geo/Duration

Barron’s1- Full Page Ad featured in the Top 1200 Financial Advisors

in America section

Plan Sponsor1-Full Page Ad featured in the Intro section of the

Retirement Plan Sponsor of the Year issue

Pensions &

Investments1-Full Page RHP Ad featured in the Environmental, Social

and Governance Investing issue

Professionals, Employers, HNW Investors

Professionals and Employers


US


Print

The Daily

Progress2-Full Page Ads both to be featured on the Back Page of the

Main Section

Professionals

US


US

April 4 on-sale date

US

March 7, April 4

on-sale dates

US


US


US


US


US


US


US


US PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH

46

Tactic Partner

Clearstream

Teads

Digital video vendor featuring In-Read ads - Video

placements on relevant editorial articles across premium sites

(Dow Jones, WSJ, Business Insider and others) additional

high-impact video display units

Digital video vendor, features video pre-roll surrounding

relevant topics as well as targeted media reaching viewers of

specific cable programs (Tennis Channel, Golf, CNBC)

Tennis Channel HNW Investors

HNW Investors and Employers


US

March 7 – April 3

Digital Video and

Television

Placement

InMobi

xAd

Mobile and Tablet display media through mobile vendor

InMobi, geo-fencing to target priority areas – financial hubs.

Mobile display across mobile vendor xAd’s in-app and browser

inventory. Media targeting HNW audience, additional geo-

fencing across financial hubs and HNW areas – golf clubs,

FBOs, tennis clubs

HNW Investors, Employers and Regulators

HNW Investors

Mobile

Technology

Bloomberg TelevisionHNW Investor, Employers, Professionals and

Regulators

Rapport

Captivate

Employers, Professionals and HNW Investors

HNW Investors, Employers and Professionals

NYC

March 21 – April 17

Out-Of-Home

Units

Geo/Duration

Rapport HNW Investors, Professionals, Employers,

Regulators

NYC


US


US


US


US


US


US


Audience

Cable TV Spots during premium tournaments- Indian Wells

and Miami Open

Cable TV spots on various programming

In-elevator advertisement located in Boston, Chicago, New

York City, Atlanta, Dallas, Los Angeles, Miami, Philadelphia,

Phoenix, San Francisco, Washington DC.

Street level urban panels at: 48th and 6th Ave., 51st and

Lexington Ave., Wall St. and William St., Fulton St. and

Broadway, Trinity Pl. and Rector St.

Multi window unit at 35 Wall St.

US PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH

47

CANADA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH

Tactic Partner

BBC

Morningstar

Quartz

WSJ

Audience

Trader Platform

The Economist

Bloomberg

Audience

Digital display units within Business and Finance/Management

sections. Includes banners and roadblock.

Business news publication, Quartz to create custom high-impact

Marquee and Engage units, with site-wide placements

Market Section Buyout. Additionally, Targeted run of site units

across WSJ network properties.

Markets/Index page sponsorship – 2 days. Additional targeted

display units across Bloomberg’s Markets section


whitelist of hand-picked display partners. Additional layer of

retargeting.

Homepage Interstitial and section buyouts on the investment

resource site, Morningstar . Additional media targeted and

newsletter (2 days) targeted to premium members.

Homepage and Capital Screen buyouts. A 1-day newsletter

sponsorship. Additional targeted mobile, tablet and web display

ads.

HNW Investors who have paid subscriptions

to The Economist

Employers and HNW investors who enjoy

Quartz’s on-the-go mobile optimized content




HNW Investors across a wide-range of

relevant sites

HNW Investors who utilize Morningstar’s

investing platform

HNW Investors who frequent BBC


and Regulators who frequent Bloomberg

Display Tactics

Placement Geo/Duration

Barron’s1- Full Page Ad featured in the Top 1200 Financial Advisors

in America section

Pensions &

Investments1-Full Page RHP Ad featured in the Environmental, Social

and Governance Investing issue



Canada


Print

Canada

April 4 on-sale date

Canada


Canada


Canada


Canada


Canada


Canada


Canada


48

Tactic Partner Placement

IMA

Captivate In-elevator advertisement located in Toronto

Professionals, Employers, HNW InvestorsToronto


Out-Of-Home

Units

Geo/Duration

Toronto


Audience


Clearstream

Teads

Digital video vendor featuring In-Read ads - Video

placements on relevant editorial articles across premium sites

(Dow Jones, WSJ, Business Insider and others) additional

high-impact video display units

Digital video vendor, features video pre-roll surrounding

relevant topics as well as targeted media reaching viewers of

specific cable programs (Tennis Channel, Golf, CNBC)


HNW Investors and EmployersDigital Video and

Television

InMobi

xAd

Mobile and Tablet display media through mobile vendor

InMobi, geo-fencing to target priority areas – financial hubs.

Mobile display across mobile vendor xAd’s in-app and

browser inventory. Media targeting HNW audience,

additional geo-fencing across financial hubs and HNW

areas – golf clubs, FBOs, tennis clubs

HNW Investors, Employers and Regulators

HNW Investors

Mobile

Technology

Canada


Canada


Canada


Canada


Posters throughout Toronto’s underground PATH: Brookfield

Place, Commerce Court, TD Centre, Scotia Plaza, TSX

Exchange, Standard Life to TSX, Royal Bank Plaza to

Fairmont Royal York East, Royal Bank Plaza to Fairmont

Royal York West, Richmond Adelaide Centre, Richmond

Adelaide to TSX, First Canadian Place – Scotia Plaza, Scotia

Plaza – First Canadian Place, Sun Life Centre (at TSX),

Adelaide Place, Union Station to PWC Tower

CANADA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH

49

Economist

Financial News

Citywire Wealth

Manager

Institutional

Investor

Ideas People

Network

(Economist)

ATP

Fund Web

IPE

Management

Today

Bloomberg

Bespoke in feed and editorial content in highly relevant

environment, indexing strongly against asset manager/

employer target audience

High impact/ standard display in premium finance

environment to drive cut-through and reach against a

slightly broader, yet highly qualified audience

Standard banner placements to deliver highly qualified reach on leading European publications for institutional investors and pension fund managers

Strong branded content/ partnership offering (editorially led content) to establishing CFA Institute as a thought leader

High impact take over on Institutional Investor, which

indexes strongly against asset manager/ employer target

audience - 33% of readership work in fund management

Display advertising powered by behavioral site data to

target investment professionals/asset managers

Programmatic display/ native across whitelist of highly

relevant finance titles

Mix of high impact and regular display to drive strong engagement whilst maintaining reach

Standard banner placements across the site to deliver highly qualified reach on trusted global news outlet

In-feed native advertising to drive brand engagement

against a broader audience on relevant titles across

network of relevant business/ finance titles run by the

Economist

Investment

Week

2 week homepage takeover (100% SOV) in

highly relevant environment to drive cut-

through and momentum at campaign launch

February 29 - March 27

March 3 – March 7,

March 21 – March 29

Employers, Professionals,

Regulators

Employers,

Professionals,

Employers,

Professionals,

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals,

Regulators

Employers,

Professionals,

Regulators

Display Tactics


February 29 –April 11







February 29 - March 22

PlacementPartner AudienceTactic Duration

UK PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 11TH


Regulators


Regulators


Regulators


Regulators

50

FTFM

Fund Strategy

Funds Europe

Investment

Week

Citywire Wealth

manager

City AM

IPE

Ideas People Network

(Economist)

Economist

Audience

Trader

March 7, March 14, March

21, March 28 on sale dates

March 7 on sale date



March 7, March 14, March 21,

March 28, April 4 on sale dates

March 7, March 14, March

21 on sale dates

April 4

on sale date

March 7-March 11

on sale dates


Employers, Professionals












Management

Today

Institutional

Investor

Economist Employers, Professionals March 12 on sale date

Digital Video

Print





15’’ In-read video to drive user engagement

against contextually relevant content

Video pre roll to reach highly influential/ engaged

audience in a professional and contextually relevant

environment

Pre-roll across a fixed whitelist of relevant titles. Using

Retargeting to reach users who have seen a standard

banner with pre-roll and companion banner.

Half page (requested first half right hand) on highly relevant weekly publication

Full page ad for maximum impact to reach our audience and establish CFA Institute as thought leader


Full page ad (requested page 4 or 6) to reach a highly relevant audience with high impact format

Coverwrap to drive huge cut-through and reach

for the campaign amongst a slightly broader,

yet highly qualified audience


Three full page ad for maximum impact to reach our audience and establish CFA Institute as thought leader


Trusted global news outlet

Full page ad to coincide with online buys for maximum impact to reach our audience and establish CFA Institute as thought leader


51

Ocean

ECNLive

JC Decaux




Employers, ProfessionalsExterion

Out-Of-Home

Units

March 14 – March 27Employers, Professionals10 sites with static 6 sheets at Canary Wharf to

coincide with The Screen buy to generate a higher

reach and brand impact in the financial district

Canary Wharf Media






Targeted 6 sheets in financial centres in London- Great

Eastern Street, Finsbury Square, Finsbury Pavement,

Clerkenwell Rd, Old Street, Goswell Road, Duke Street

Hill, Southwark Brige Road, Whitechapel High Street,

Mansell Street

Moorgate and Monument tube station ticket

gateways to reach commuters in the financial

districts

Digital OOH on The Screen at Canary Wharf –

Located off S Colonnade

Lift screens in offices in financial centres including Bank & Moorgate (75 buildings total) to deliver messaging to a captive audience in a highly targeted manner


52

Tactic Partner

Audience

Trader Platform

Homepage/Finance/Quote channel banner on finance vertical

site

Homepage takeover – 1 day and other effective banner ads,

which can expand brand awareness and drive traffic

Investment professionals


Display Tactics

Placement Duration

Eastmoney

Hexun

FTChinese

Caixin

CBNWeek

GURU Network


Employers (business leader)

Regulators




Regulators


Prospecting

Prospecting

Homepage/News channel banner on finance vertical site


whitelist of hand-picked display partners.


whitelist of hand-picked display partners.

Expandable banner ads, which is effective to expand brand

awareness

Expandable banner ads, which is effective to expand brand

awareness

Mobile

Technology

FTChinese

Caixin


Regulators


Investment professionals1 Day

APP homepage banner

4 DaysAPP homepage top banner





March 7– March 24


Audience

CHINA PHASE 1 MEDIA MATRIXMARCH 3RD– APRIL 21ST

53

Tactic Partner

Sina Weibo Paid Post on Sina Weibo

Baidu search result page ad

Article Bottom Display Banner Audience who is finance/investment topics

Audience who is finance/investment topics

Audience who is interested in CFA and

finance/investment topics

April 1

March 15

March 17

Paid Search and

Social

Print

Placement Duration

WeChat

Baidu

China Securities

JournalFinance/Investment Industry Employers (business

leader, and professionals) Regulators

Finance/Investment Industry Employers (business


Half page on A04

China Financial

Herald





Financial News

Caijing Magazine

Inside Front Cover

April 4

Half page on A02

Full page on catalog 2

Jinrongda St. LCD where is a famous

finance area

Century Ave & Dongtai Rd. LED where is

a famous finance area

Employers (business leader and HR)

Regulators



Out-Of-Home

Units

Employers (business leader and HR)

Regulators


Shanghai

Beijing





Audience

54

CHINA PHASE 1 MEDIA MATRIXMARCH 3RD– APRIL 21ST

Highly relevant business publication strongly consumed by our TG(Employers)

February 29, March 7, March

28, April 4 on sale dates

February 29, March 8, March

29, April 5 on sale dates

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals


Highly relevant business publication strongly consumed by our TG(Employers)

2 full page magazine ads in April and May issues

Mint

Economic Times

Forbes

Jet Wings

Indigo

Business Today

CFO Connect

People Matters

Print

April 1, May 1 on sale dates






Audience






55

INDIA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – MAY 10TH

Since this site is located in one of the business hubs in

Mumbai and is guaranteed to get a huge reach Mumbai


Peninsula corporate park is situated in one of the major

financial hubs of Mumbai (Parel) and has some of the top

executives working there

India Bulls Finance Centre is situated in one of the major

financial hubs of Mumbai (Parel) and has some of the top

executives working there with some major financial

companies occupying this center

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals

Employers,

Professionals


Standee and

Elevator Units

Out-Of-Home

Units

Marine drive is a location where the ad will get most eyeballs

as there is constant flow of people at this location

Like the site in BKC Lower Parel this site is located at one

of the business hubs in Mumbai and is guaranteed to get a

huge reach

Hiranandani Business Park is situated in one of the big

financial hubs of Mumbai (Powai)

Like the peninsula park this site is situated in Andheri one of

the major financial hubs of the city with some of the top

executives working here

BKC Exit

Marine Drive MT

Outside High Street

Phoenix, Lower

Parel ET

Peninsula

Corporate Park

Hiranandani

Business Park

Ackruti Trade

Centre

India Bulls Finance

Centre Mumbai


Mumbai


Mumbai


Mumbai


Mumbai


Mumbai


Audience

56



Display Tactics

Yahoo

Times Network

Live Mint

Business

Standard

Times of India

Indian Express

First Post

Rediff Moneywhiz

Economic Times

RON – Native ads are disguised amongst the articles on the

homepage and section pages and act as sponsored articles

which will help us reach the right audience

RON – The ads run on this network will have a wide spread

reach across all genres and can target our TA

Stories pages – These articles have very detailed stories

related to money management and will carry our banners on

the first or second post

ROS – India’s leading business site for Live Markets

ROS – One of the most popular and trusted news

sites visited by all TG including our TG

RON – Popular news channel related to business, finance

and stocks that will help us target our right TA

ROS – Targeted social network – employment/business

audience. Continues to be a proven partner

ROS – A current events news site that contains topics

related to finance and business

ROS – Site focusing on finance news only that are visited often

by our TA

ROS _ Economic Times is India’s leading business newspaper

offering business, Stock/Share market, Economy, Loans and

Financial information source

Professionals

Professionals

Professionals

Professionals

Professionals

Professionals

Professionals

Professionals,

Employers

Professionals,

Employers

Professionals,

Employers

IBN Live

Audience

Pan India

February 29 – March 31

Pan India


Pan India


Pan India


Pan India

March 7– April 30

Pan India

March 7– April 30

Pan India

March 7– April 30

Pan India


Pan India


Pan India


57


IIM Jobs

CA Club

Economist

TimesJob

India Infoline

Financial

Express

People Matters

International

Business

Times

Bloomberg

HBL

ROS - A Global native execution highlighting CFA Institute

and charter holders - Indexes well against HNWI

ROS - A Global thought-leader. Web presence across

Business, Finance and Management sections.

ROS - The Economist offers authoritative insight and opinion on

international news, politics, business, finance, science, technology

and the connections between them

ROS - Client Suggested Portal

ROS - A solely finance related site that gives concise

information about current trends in the finance industry.

ROS - Client Led Partnership

ROS - People who have achieved a degree from IIMs can apply

for jobs on this forum exclusively. Finance students will no doubt

be interested in further studies related to finance.

Employers

Employers

Professionals,

Employers

Professionals,

Employers

Professionals

Professionals

Employers

Professionals,

Employers

Professionals,

Employers

Professionals,

Employers


Display Tactics

ROS – Tax payers and Financial professionals come on

this forum to discuss latest developments

ROS – A job search site for people whom we can target due to

their known profile as this info is filled is while registering

Mailers – People interested in stocks, finance, money matters visit

this site to gain an up-to-date perspective on current trends in the

industry

Audience

Pan India

February 29 – March 31

Pan India

March 7– April 30

Pan India


Pan India

March 7– April 30

Pan India

March 7– April 30

Pan India

March 7– April 30

Pan India


Pan India


Pan India


Pan India


58


Economic Times

Naukri

Shine

Cadreon

Times of India

NY Times

Business

Today

Youtube

ROS - A Global thought-leader. Web presence across Business,

Finance and Management sections.

ROS - A Job search site for people whom we can target due to

their known profile as this info is filled in while registering

ROS - Audience looking for specific finance, business or business

related videos will be targeted through this medium.

RON - Buying Audience who is more interested in Financial &

Business News

RON Mobile - Economic Times has a complete finance related

content which is bound to attract the right audience to the LP.

Geo Level targeting possible

Professionals

Employers

Employers,

Professionals

Employers,

Professionals

Professionals

Professionals

Professionals

Professionals,

Employers


Display Tactics

Mobile

Technology

ROS – Audience which belong to the financial sector visit this site

ROS – A Job search site for people whom we can target due to

their known profile as this info is filled in while registering

RON Mobile – Times of India has 10mn app downloads and is one

of the most popular sites to be visited for current events by all

audiences, Geo level targeting possible

Audience

Pan India


Pan India

April 1 – April 30

Pan India

March 7– April 30

Pan India

March 7– April 30

Pan India

March 7– April 30

Pan India

March 7– April 30

Pan India

April 1 – April 30

Pan India


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SOCIETY TOOLKIT OVERVIEW

60

SOCIETY TOOLKIT COMPONENTS- AVAILABLE 26 FEB

1. About the Campaign*

- Presentation to share with your

society membership

- Talking Points & FAQ

- Sample text you can use to

email to your members

- Profiles of the featured

charterholders

- Online Video to introduce and

explain the campaign

(hyperlinked and downloadable,

making it easy to share with

your members)

* Sent to Society Leaders 15 Feb

2. Activating the campaign

- Print and Digital ad templates

- Society Website banner ad

- Campaign videos

- Radio Scripts

- Email template design

- Member email messaging to

communicate with your society

members

- Event Support Materials:

promotional PPT slides, pull-up

banner, handouts

- HNW or Employer handouts,

small posters for display

- Social media: Soundbites,

Instagram images, suggested

postings and tweets

- Twitter hashtag for the campaign

3. Guidance and Support

- Ad request templates for societies

looking for production support

- Guidelines and Procedures for

society funding support

- Checklist of action items

- Schedule with suggested timing of

your communications to coincide

with paid media campaign launch in

your region

- We will also look to build a list of

local production vendors, PR/media

agencies and – if necessary – local

translation services.

- Guidance on social media best

practices

- Channel pros and cons chart

- Training at the regional meetings

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KEY DATES

62

KEY DATES

Society Toolkit Available- 26 February

Society Regional Meetings (plenary presentation and training workshops)

• 26–28 February: APAC Regional Meeting in Seoul, Korea

• 10–12 March: EMEA Regional Meeting in Lisbon, Portugal

• 17–19 March: AMER Regional Meeting in San Diego, California, USA

Global Wave 1 Launch - digital media live week commencing 29 February

Global Wave 1 Launch - print and other media live week commencing 7 March

Wave 2 Launch- May/June (pending board approval in March)

63

A DIFFERENCE THAT MATTERS CFA INSTITUTE BRAND …€¦ · A DIFFERENCE THAT MATTERS CFA INSTITUTE...

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