We are thrilled to share that, as the next step in our brand refresh, our “Set the Standard” campaign has rolled out in select key markets: the US, UK, Canada and India.
“Set the Standard” is a call to our members, aspiring and practicing investment professionals, educators, and the industry to join us in creating an investment profession where excellence is the standard. The campaign builds on the previous campaigns of “A Difference that Matters” and “Let’s Measure Up.”
This campaign is intended to signal our strategic shift to a brand that is understood through our full suite of learning offerings, solutions, content, and perspectives, all while recognizing the well-regarded role of the CFA® Program and CFA charter in our portfolio.
The campaign will run in two waves, from December 2023 through May 2024. This approach will give us an opportunity to test messages and deliver member value in the first wave, and then amplify to specific audiences and markets in the second wave.
More details follow below, and we welcome you to see an overview of the creative here.
Why:
Reinvigorate the market with a brand campaign that drives
- brand reputation
- growth via program/certificate/course registration
- deeper engagement with prospects, candidates, and members
Who:
The campaign capitalizes on the idea that CFA Institute is for those who are not content with the status quo. Our audiences seek to be their best today and to build the future of the profession—whether it’s furthering a career, starting a new one on the best foot, tackling tough challenges in the world of finance, or making both the industry and the world a better place. This campaign will target three primary audiences who embody these lines of thinking: students, professionals, and employers/influencers.
What:
The campaign tagline, “Set the Standard,” builds on our legacy of holding the investment profession to the highest level of excellence. It is positioning CFA Institute at the forefront of the industry and investment education, and signaling that we’re not just raising the bar—we’re re-inventing it. We are empowering professionals to make an impact and break the status quo throughout their entire career. CFA Institute is leading the way and helping all investment professionals stay on top as they drive the future of the profession.
How:
Phase 1 of the campaign will launch the idea of “Set the Standard” with messaging and creative that address all audiences together. Phase 2 of the campaign will see us rolling out creative and messaging to our unique audiences—i.e., university students, young professionals, experienced professionals, with numerous creative executions and more robust media flights.
When:
Phase 1 of the campaign will launch in late December and will be in market for about 4 weeks. We anticipate phase 2 of the campaign will begin rolling out in the February timeframe.
Where:
The campaign will focus on priority global markets including US, UK, Canada, India, and China. Phase 1 will have activity in all markets except for China, which will launch in Phase 2.
Our media will consist of a balanced mix of media channels in these markets, including
- digital out of home to connect with our audiences in key centers of influences,
- digital audio (including streaming audio services like Spotify and podcast networks), and
- broader digital channels including paid social media and endemic site buys with top tier investment/finance properties (for example, Wall Street Journal, Financial Times, and Yahoo Finance.)
Look for more society resources to amplify this campaign, coming soon.
To download assets, please view the site on a desktop device