Financial planners ready radio campaign
By Adnews Staff
Toronto-based not-for-profit group the Financial Planners Standards Council has begun a radio and transit campaign in advance of the RRSP season. The aim of the campaign is to raise awareness of the "Certified Financial Planner" brand and the council's flame logo as indicators of a professional financial planner. The radio campaign is consists in part of financial planning radio shows in seven cities: Halifax, Ottawa, Toronto, Winnipeg, Calgary, Edmonton and Vancouver. The one-hour phone-in shows are hosted by planners who have been certified by the council. The shows are being promoted with 30-second ads during the three weeks leading up to each broadcast. The ads use quotes from Albert Einstein, Henny Youngman and Oscar Wilde on the importance of tending to financial affairs. Transit posters on buses in Toronto, Calgary and Vancouver will also promote the shows in those cities for a month prior to each broadcast. Most of the shows will air on Feb. 19. The concept was developed by Clique. Walker Media handled the media buy. Media relations are being provided by Chadnick Communications. The radio show initiative is part of an ongoing campaign of national magazine advertising. These ads, which present various financial professionals describing their skills and ethical standards, use the tagline, "Take the next Step." This campaign is now in its fourth year.