CHARTERHOLDER RECOGNITION RECOGNIZING NEW 2012 CHARTERHOLDERS. February 2013

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1 CHARTERHOLDER RECOGNITION RECOGNIZING NEW 2012 CHARTERHOLDERS February 2013

2 WHAT IS THE PURPOSE OF THIS CAMPAIGN? To celebrate the accomplishment of new CFA charterholders in a relevant, sustainable format. To provide a deeper understanding of the value of CFA Institute and its charterholders among the financial community. Deepen engagement for and with charterholders through relevant content and social connections. 2

3 CHARTERHOLDER RECOGNITION CAMPAIGN RATIONALE This campaign contributes to our organizational strategic actions of Broader Mission, Bolder Voice and Bigger Community by demonstrating the reach of our membership globally and introducing CFA Institute to those working in or using the financial markets who might otherwise not be reached. A public recognition of new charterholders by name is valued and anticipated, and has even become expected by new charterholders and their peers, family, friends, and employers. CFA Institute FY13 Charterholder Recognition 3

4 WHO ARE WE TRYING TO REACH? PRIMARY AUDIENCE: New charterholders and the greater investment industry SECONDARY AUDIENCE: Friends, family, employers and peers of the new charterholders, CFA members, candidates, potential candidates and employers 4

5 WHAT THE ADVERTISING LOOKS LIKE DIGITAL Where & When to See Them Bloomberg.com Economist.com LinkedIn Facebook Twitter 25 February 3 March 5

6 WHAT THE ADVERTISING LOOKS LIKE DIGITAL 6

7 WHAT THE ADVERTISING LOOKS LIKE DIGITAL 7

8 WHAT THE ADVERTISING LOOKS LIKE DIGITAL 8

9 WHAT THE ADVERTISING LOOK LIKE PRINT Where and When to See It The Economist Worldwide Edition 23 February 2013 Financial Times Global Edition 25 February 2013 Globe & Mail 25 February 2013 Wall Street Journal Worldwide Edition 25 February

10 WHERE THEY WILL TAKE YOU The landing environment for the Charterholder Recognition Campaign will be a page on our enterprise site, rather than a microsite as it has been historically. The new Charterholder Recognition landing environment will be linked or referenced in all print and digital advertising as well as through an to all new charterholders, our enterprise site homepage banner and the Financial NewsBrief. 10

11 WHERE THEY WILL TAKE YOU The Features Search Dropdown This dropdown enables the audience to search for New Charterholders by name, society, country, etc., and drives to the Member Directory where a congratulatory message has been added to all new 2012 charterholders profiles. Congratulatory message John Rogers tells his personal story of earning the CFA charter and congratulates the 50th class on behalf of our Board, staff, and members. 11

12 WHERE THEY WILL TAKE YOU The Features Charters Earned Worldwide will direct to an interactive map that shows the charters earned by both year and by country and demonstrates how the charter has expanded its reach globally over time. This promotional box will take the audience to the Value of the CFA Charter page of our enterprise site, where they will be given a brief overview of why the CFA charter is respected and needed to better the financial industry globally. 12

13 MEDIA SNAPSHOT When & Where to Look for Them 13

14 OH YEAH! AND An will be sent to all new charterholders on Wednesday, 20 February to congratulate and update them about the campaign details. This year we are sending new charterholders a cover photo for their social media pages to celebrate their accomplishment. Charterholder Recognition banners will be shown on the homepage and several other pages of our enterprise site to promote the celebration. Small promotions for the campaign have been placed in the March/April edition of the CFA Magazine and the February edition of the Executive Update. A banner will run on News Brief from 25 February through 10 March. Facebook Cover Photo for New Charterholders CFA Social Media Banner 14

15 QUESTIONS OR FEEDBACK? CFA Institute Contacts Rebecca Christoffersen Erin Grantier CFA Institute FY13 Charterholder Recognition 15