From “Got Milk?” to “It's Gotta Be a CFP®”: The Strategy Behind CFP Board’s Public Awareness Campaign – Kevin Keller [CEO, CFP Board]

Smarter Planner Podcast

In this episode, host Belle Osvath, CFP®, interviews Kevin Keller, CAE, the CEO of CFP Board, about their latest public awareness campaign. Keller shares insights into the campaign's goal of increasing consumer recognition of the CFP® certification with the tagline, "It's Gotta Be a CFP®."

Keller discusses the campaign's development and budget and how its effectiveness is being measured through metrics like unaided awareness. He shares that this campaign is modeled after successful industry advertising strategies, such as the iconic "Got Milk?" campaign. The commercials are designed to highlight the unique value of CFP® professionals and reinforce client confidence when working with a certified financial planner.

Keller explains how CFP® professionals contribute to funding the campaign and discusses the upcoming CFP Board Connections Conference, an event to connect practitioners, educators, and firms in the financial planning ecosystem.

For CFP® professionals interested in how their credentials are being marketed or for those curious about the campaign's impact, this episode provides insights into the board's strategy to raise public awareness and elevate the CFP® brand.

Links:

Kevin’s LinkedIn: https://www.linkedin.com/in/kevinkeller2/

CFP Board Commercial: https://youtu.be/TUD1i5d9AUE?si=JUJHV_teWEWrSmqh

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The Smarter Planner Podcast is a product of the Financial Planning Association National Capital Area Chapter (FPA NCA). All information is for educational and informational purposes only. Belle Osvath and the FPA NCA do not endorse or recommend any people, products, or services featured or discussed in this podcast.