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CFA PROGRAM AWARENESS - FRANCE

CFA PROGRAM AWARENESS - FRANCE. Faye Thompson Marketing Manager, EMEA 9 May 2012. CAMPAIGN OBJECTIVE. To increase awareness of the CFA Program and communicate the value of having a CFA designation to graduates and young professionals in France. RATIONALE.

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CFA PROGRAM AWARENESS - FRANCE

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  1. CFA PROGRAM AWARENESS - FRANCE Faye Thompson Marketing Manager, EMEA 9 May 2012

  2. CAMPAIGN OBJECTIVE • To increase awareness of the CFA Program and communicate the value of having a CFA designation to graduates and young professionals in France. Program Awareness – France Wave 2

  3. RATIONALE Contribute to our primary organizational objectives • Enhance the CFA Program • Solidify and extend our global capabilities Why France? • Lower market penetration and brand recognition • Higher candidate growth • According to the FY2010 CFA Institute country profile, France has doubled its amount of exam registrations in 5 years • Size of market potential • Supports members, candidates, and societies in light of the ongoing challenges faced in the French market Program Awareness – France Wave 2

  4. FY2011 Results • In FY2011, our online advertising efforts generated 89 million impressions and 38 thousand clicks. • The French Facebook page garnered 1,147 Likes during the three month period, over 120% more than the campaign benchmark of 500 Likes. • The landing page received 55 thousand pages views, with 42% of visitors originating from Paris, and the majority of users falling between the selected target audience of young professionals between the ages of 21 to 30 years old. Program Awareness – France Wave 2

  5. TARGET AUDIENCE • Students, graduates and young professionals from the ages of 21 to 30 living in France • 45% of French candidates are ages 26 to 30 and 30% are 25 or younger DESIRED BELIEF The CFA Program is the best qualification for me because it is globally recognized and has an excellent reputation. It will be my competitive edge to advance my career. • CURRENT BELIEF • I’m up against tough competition in this market. I want to differentiate myself from my peers and further my education with a well-recognized and respected qualification. Program Awareness – France Wave 2

  6. MEDIA SCHEDULE In Wave 2 of this campaign, print and digital components will run from 17 May through 7 July and will drive traffic to the French Facebook page: Facebook.com/cfainstitute.fr Online Advertising Sites Print Publications Program Awareness – France Wave 2

  7. LANDING PAGE DEVELOPMENT • The design has been adapted to accommodate the new brand guidelines • Text has remained the same, and will be updated in line with the new brand identity following completion of all creative development in June • New charterholder testimonials may also be added later in the campaign Program Awareness – France Wave 2

  8. PRINT CREATIVE - VERTICAL Translation • Some professional training makes you more competent. Only one makes you exceptional. • Getting a CFA credential, it’s immediately obtaining an international credibility in the financial sector, with a recognised training which integrates the highest industry standards. Visit Facebook.com/cfainstitute.fr to know more about the benefits of the CFA Program, the Chartered Financial Analyst Certification and to discover how our financial analysts have become exceptional collaborators. 1 2 Program Awareness – France Wave 2

  9. PRINT CREATIVE - HORIZONTAL Translation • Some professional training makes you more competent. Only one makes you exceptional. • Getting a CFA credential, it’s immediately obtaining an international credibility in the financial sector, with a recognised training which integrates the highest industry standards. Visit Facebook.com/cfainstitute.fr to know more about the benefits of the CFA Program, the Chartered Financial Analyst Certification and to discover how our financial analysts have become exceptional collaborators. 1 2 Program Awareness – France Wave 2

  10. ONLINE CREATIVE Makes you more competent Some professional training Find out more about the Chartered Financial Analyst designation Only one makes you exceptional Program Awareness – France Wave 2

  11. Questions? CFA Institute Staff Faye Thompson, +44 (0) 20-7330-9553 Jennifer Taylor, +1 (434) 951-5306 Society Leaders Your SRR Check out and ‘like’ the page at www.facebook.com/CFAInstitute.fr Program Awareness – France Wave 2

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