FY19 Society Brand Activation Proposal

1. CFA SOCIETY MINNESOTAMARKETING PROPOSAL FOR FY19 SOCIETY BRAND ACTIVATIONNOVEMBER 2018

2. KEY LEARNINGS FROM FY18 SBA: ALL SOCIETIES Integrated, multi-channel campaigns were far more successful than standalone or one-off marketing tactics in achieving CFA Society objectives for building brand awareness and increasing target audience engagement The most effective channels for building CFA Society brand awareness were organic/paid social media and programmatic display advertising The most effective channel to drive CFA Society event registrations and attendance was paid social media LinkedIn Sponsored Content offered consistently-high click-through rates across many CFA Society campaigns LinkedIn had better audience targeting capabilities (and subsequent engagement) than Facebook and Twitter Organic search drove high-quality and steady traffic to many CFA Society websites Programmatic display advertising yielded high reach across financial services, sports, and news-related websites Correct analytics implementation on society websites was critical to measure campaign performance

3. KEY LEARNINGS FROM FY18 SBA: CFA SOCIETY MINNESOTA LinkedIn performed above the industry average for click-through rates, while Facebook generated greater impressions; increase budget on Facebook over LinkedIn to deliver greater impressions at a lower cost Overall, updated creative was successful in engaging audiences on both LinkedIn and Facebook; consider refreshing creative content for future campaigns to engage new and returning audiences 3

4. FY19 STRATEGY: CONTINUOUS JOURNEY WITH AUDIENCE CENTRICITY • AUDIENCE FIRST • Increase brand awareness with: • Employers • Affiliated Associations / Organizations • Students • Increase engagement with: • Employers • Universities • OPTIMIZATIONS & ANALYSIS • Recommendations built off of data and learnings • Consistent media optimizations to ensure optimal delivery and performance • Dashboard with granular performance metrics • GOALS • Increase event attendance • Increase engagement with society communications • Engage with unaffiliated charterholders CONTINUOUS JOURNEY Target your key audiences throughout the year by utilizing integrated awareness and engagement campaigns

5. CAMPAIGN TIMELINE * *Triplelift is a native content distribution partner that serves owned CFA content in-feed across a diversity of sites or through curated whitelists (i.e. BBC, Business Insider, Fortune, Reuters, USA Today).

6. RECOMMENDED MEDIA TACTICS & BUDGET • TOTAL: $27,000~7% for production and adserving fees • $18,000: Brand Activation Funding • $4,500: Society Contribution • $4,500: CFA Institute Match Budget Tiers Increased Investment ($>20K) Baseline (<$20K) Incremental Add On Channels Up to 2 channels • TOOLS • Campaign LPs (landing pages) • Press Release Templates • DISPLAY • Tactic: Programmatic Display • Targeting: Employers, Institutions, Local Media, Members, Investors • Measurement: Impressions, CTR (click-through rate), CPC (cost per click), Site Visits AWARENESS Industry eNewsletters: >$2.5K Online Video: >$5K Digital Audio: >$5K Trade Print: >$20K Targeted OOH: >$20K • ORGANIC & Social • Tactic: LinkedIn, Facebook • Targeting: Employers, Universities, Students, Past Event Attendees, Future Prospects • Measurement: Engagements (Clicks), Engagement Rate (CTR), Registrations/Site Visits ENGAGEMENT

7. BRAND ACTIVATION PROGRAM TIMELINE All Funding Agreements Executed Close of New SBA Proposal Initiations Program Kick-off 15 October 2018 1 February 2019 1 March 2019 PLANS IN MARKET August 2019 Reporting Wrap-up/FY19 Reporting STRATEGY CALLS

8. NEXT STEPS 1 Analytics Setup Provide access to Society website Google Analytics Social Media LoginsProvide access to Society Social Media profiles 3 2 Proposal RefinementProvide feedback on recommended budget allocation, tactics and timeline Funding AgreementSubmit agreed-upon plan for brand activation funding 4 5 Production and Launch Provide approval and follow standardized media lead time for launch Media Plan Provide feedback on media tactics and detailed targeting

9. GENERAL MARKETING SUPPORT The following marketing items may be included in your FY19 Brand Activation program: Marketing Toolkit Item Cost Turnaround Time Society letterhead Minimum two business days for copy edits and logo insertions No cost for design/layout. Society responsible for local printing. Up to $3,000 of your Society Brand Activation funding may be allocated for local printing and/or branded goods purchased from shop.cfainstitute.org Society leader business cards Event signage: standard-size roll-up banners, podium signs Existing assets: minimum two business days for copy edits and logo insertions New or custom layouts: email confirmation of request within two days; turnaround timing based on the project scope Social media assets and email banners featuring Let’s Measure Up visuals Customizable branded promotional merchandise from shop.cfainstitute.org Self-serve online store. Expedited shipping available

10. APPENDIX

11. FY18 PERFORMANCE RESULTS

12. FY19 SURVEY RECAP • FY’19 Events: • Annual Dinner (Jan 31, 2019) • Career Event (monthly) • Charterholder Recognition Event (Nov, 2019) • CFA Institute Research Challenge (Oct 11, 2018 –Feb, 21 2019) • Market Outlook or Forecast Event (Spring 2019) • Conferences in FY19: • Aug 13-14, 2019; ½ day 2 times per year • Conferences will cover the following topics: • Investor conference, D&I, ESG, Muni, Digital Future • Series in FY19: • Quarterly book series • Monthly Day in the life • Interested in learning more about participating in: • Putting Investors First • Women In Investment Management • Diversity and Inclusion • Ethics Training and Programs • Private Wealth • Financial Literacy • Ethics Challenge • Interested in learning more about the following tools for enhancing tech solutions: • Website • Email Marketing • Customer Relationship Management • Social Media • Volunteer Management • Interested in learning about the following tools for brand governance: • Strategic Planning • Committee Structure • Volunteer Management • Policies and Processes • Interested in learning more about: • Increasing event sponsorships • Increasing / hiring paid staff • Society Ranked Goals: • Increase event attendance • Increase engagement with society communications • Engage with unaffiliated charterholders • Develop continuing professional development content • Increase volunteer participation • Increase member retention • Increase Engagement amongst: • Employers • Universities • Increase Local Awareness amongst: • Employers • Affiliated Associations / Organizations • Students • Local Media • Members • Investors • Local Community • Regulators

13. CREATIVE SELECTS BY CAMPAIGN CHARTERHOLDER RECOGNITION RESEARCH CHALLENGE 1 2

14. 9 CREATIVE SELECTS FOR BRAND AWARENESS 4 1 3 2 HAND / MANIFESTO 1 2 FACES / DIVERSITY 3 SHAKE / INVESTORS’ NEEDS 4 BLOCKS / TRUST 5 FEES 5 6 7 8 9 6 JOBS / PROSPERITY 7 ETHICS 8 1 IN 5 9 SUSTAIN

15. EVENT CREATIVE SELECTS 3 1 2 1 HAND / MANIFESTO 2 FACES / DIVERSITY 3 SHAKE / INVESTORS’ NEEDS 4 5 6 4 BLOCKS / TRUST 5 FEES 6 JOBS / PROSPERITY 7 8 9 7 ETHICS 8 1 IN 5 9 SUSTAIN