Personal Financial Planner (PFP®) Promotions

In November 2021, aligned with Financial Literacy Month, we launched a public awareness campaign promoting the PFP® designation. Our goal was to build awareness of the PFP® designation in the Canadian financial services market by emphasizing its value to the financial services community—including clients, financial institutions and PFP® candidates—through external financial media houses and social media channels. Over 101,800 people engaged with our promotions and wanted to learn more about the PFP®.

In partnership with leading financial services providers, we also hosted a series of webinars to help Canadians achieve greater financial resilience and navigate the evolving financial landscape with confidence. Topics included:

• Baby Boomers, Millennials, and Wealth Transfer: What You Need to Know
• Newcomers: Fast Track Your Financial Career in Canada
• Investors’ Guide to Digital Assets
• A Woman’s Guide to Personal Finance

PFP® designation holders played a pivotal role in selecting topics, and creating and presenting impactful content. Each webinar also emphasized the importance of working with a qualified financial planner.

Visit CSI Live to watch the webinar replays.

To mark the Financial Literacy Month’s tenth anniversary in November 2020, we launched a public awareness campaign promoting the PFP® designation. Our goal was to build awareness of the PFP® designation in the Canadian financial services market by emphasizing its value to the financial services community—including clients, financial institutions and PFP® candidates—through external financial media houses and social media channels.

Over 101,800 people engaged with our promotions and wanted to learn more about the PFP®. We also conducted a series of three webinars to bolster financial literacy for the investing public. PFP® designation holders played a pivotal role in selecting topics and creating and presenting impactful content. Each webinar established the importance of working with a qualified financial planner. Topics included:

• Managing Money & Debt Wisely
• Planning & Saving for the Future
• Preventing & Protecting Against Fraud and Financial Abuse

Visit CSI Live to watch the webinar replays.

In November 2019, we focused on building awareness of the PFP® designation by emphasizing its value to the financial services community, employers and the investing public through digital media and outdoor advertisements. We strategically placed impactful online ads on websites visited by target audiences including the investing public, financial professional and potential PFP®s, and companies who employ financial professionals. Billboards displayed and television ads played at major financial areas in:

• Toronto (43 building televisions, 5 subways stations in the financial district, and 5 locations in the Toronto Path)
• Montreal (8 locations)
• Vancouver (6 locations)
• Calgary (5 locations)

In November 2018, we focused on building awareness of the PFP® designation by emphasizing its value to the financial services community, employers and the investing public through digital media and outdoor advertisements. We strategically placed impactful online ads on websites visited by target audiences including the investing public, financial professional and potential PFP®s, and companies who employ financial professionals. Billboards displayed and television ads played at major financial buildings in Toronto (36 locations) and Montreal (9 locations).

In Spring 2017, we ran a campaign which included online, out of home and social media promotions. Our goal was to build widespread public awareness and emphasize the value of the PFP® credential. This was a highly targeted campaign; the prime objective was for the ads to be seen by the people most relevant to our PFP® designation holders. The digital ad campaign had an impression reach of over 4 million. The Out-of-Home ad campaign had an impression reach of over 14 million nationally. Below are some of the images which featured throughout these campaigns.

November marks a month of raising awareness, attention and discussion surrounding the financial literacy of Canadians. Last year, we added to the conversation and ran our own national awareness campaign around the value of financial advice, specifically, the added value that a PFP designation holder can provide. The ads focussed on financial advice being about more than money, and that Canadian consumers can get “advice that’s personal” through a PFP® designation holder. The ad directed consumers to “Find a PFP® at PFP.ca” where they can access the designation holder directory. The campaign ran until the end of November across Canada, and included online ads, social media, digital office network ads and Out of Home ads (TTC and in the underground PATH in Toronto).

A sample of the ad is below. Follow us on Facebook, Twitter and LinkedIn to join the conversation!