One brand experience
We aim to create one brand experience for members interacting with the CFA family wherever they are in the world, with local societies being the front facing brands to members and other stakeholders in all local markets. Strengthening society brands strengthens our global brand by emphasizing the reach and size of our global network in the minds of our constituents.
In FY19 we will continue the work of building brand awareness and emphasizing the value of local societies to members and other stakeholders. Long term, our vision of identifying all member experiences with the local society brand is dependent on technology, and integration across platforms (mobile app, websites, CPD platform.)
Society Brand Activation
Societies consistently rank building brand awareness as a top strategic priority. Satisfaction with our efforts and support in this area is at all-time high.
Led by Services Delivery teams, we have been working to build society brands through the society brand activation program. FY19 marks the fourth year of the program, with continued investment in local advertising campaigns in virtually every individual society market. In priority markets, local brand activation supplements our global brand campaign investments.
Society activation campaigns are built in collaboration with societies, and involve advertising, public relations, and social media, as well as training for society leaders. Budget for FY19 is expected to increase from $8 million to $11 million.
Society Digital Presence
Society use of social media continues to grow. Many societies have built very robust social media presences, promoting their brands, local programming and other news. To enhance digital presence further, Services Delivery is undertaking an assessment of society websites and making recommended improvements by July 2018. In collaboration with Society Relations, a roadmap will be developed for short term improvements and for longer term optimization of the member experience through local society websites. This may require some technology work.