THE CFA INSTITUTE: A CASE STUDY BUILDING AN ASSOCIATION … · 2019. 2. 4. · THE GATE CFA CASE...
16
THE CFA INSTITUTE: A CASE STUDY BUILDING AN ASSOCIATION BRAND
Transcript of THE CFA INSTITUTE: A CASE STUDY BUILDING AN ASSOCIATION … · 2019. 2. 4. · THE GATE CFA CASE...
THE CFA INSTITUTE: A CASE STUDYBUILDING AN ASSOCIATION BRAND
2
the gate cfa case study
OURASSOCIATIONCLIENT
The CFA Institute is a global not-for-profit association whose primary function is to test for and administer the prestigious
Charter Financial Analyst or CFA credential.
3
the gate cfa case study
ADVANCED CREDENTIALS: A COMPETITIVEAND FRAGMENTED MARKET
While the CFA Charter was widely regarded as the global standard of excellence for investment profession credentials,
it was by no means the only credential available for those looking to further their careers in finance.
CFA “competes” with a large group of prestigious credentials (MBA, CPA, CA, CFP, etc.) all designed to make
one employee more valuable to employers than another.
4
the gate cfa case study
THECHALLENGE
Low awareness and appreciation of the CFA “brand” and the benefit it infers.
5
the gate cfa case study
TURNING A NEGATIVE INTO A POSITIVE
Obtaining the CFA credential is daunting: it requires four years of relevant experience, and three levels of extremely
rigorous exams over three years.
Fewer than one in three people who start the program successfully complete it. A fact which frightens and deters
prospects from taking the exam.
6
the gate cfa case study
Convince prospects – both those looking to acquire the credential as well as those wanting to hire professionals with
one – that the credential was worth the painful and time-consuming effort.
OBJECTIVE
7
the gate cfa case study
SOLUTION
Turn CFA’s truth – the difficulty of obtaining the credential – into a positive.
If you are one of the very few good enough to pass the exam, then you are the rare professional with the proven knowledge
and skill set employers are willing to pay more for.
8
the gate cfa case study
Worth the effort.CFA’SPOSITIONING
CREATIVE 9
10
the gate cfa case study
AN INTEGRATED EFFORT
The Gate developed an integrated campaign that ran internationally:
• Print was used to put the difficulty of the exam in context and added prestige to the brand.
• Digital was used to build awareness of the exam and to generate leads.
• Finally, newspaper ads listed the names of those who passed, giving them cachet and justifiable pride.
the gate
11
cfa case study
PRINT AD: “GUITAR THRILLS”
the gate
12
cfa case study
PRINT AD: “FATHER AND DAUGHTER”
the gate
13
cfa case study
PRINT AD: “BERLIN WALL”
14
the gate cfa case study
RESULTS
The results of this totally integrated international campaign significantly exceeded expectations.
• Candidate enrollment was up 28%.
• Unaided brand awareness increased exponentially versus a year ago. Specifically among:
» HNWI (up 47%).
» Finance Professionals (up 25%).
15
the gate cfa case study
CONTACT
Beau FraserPresident
The Gate | New York
212 508-3450
THE CFA INSTITUTE: A CASE STUDYBUILDING AN ASSOCIATION BRAND
