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TRANSCRIPT
A DIFFERENCE THAT MATTERS
CFA INSTITUTE BRAND CAMPAIGN 2016
15 February 2016
TABLE OF CONTENTS
Brand Campaign Objectives – Wave 1 & 2 Countries and Strategies
Regional ‘Jobs to be Done’- US/Canada, UK, China, India
Creative Examples
How will we measure success?
Media Placement
Society Toolkit Overview
Key Dates
2
Target Audiences
Tagline and Hashtag
Featured Charterholders by Region
Creative Examples in situ
Media Plans by Region
BRAND CAMPAIGN OBJECTIVES
What are we trying to achieve with this campaign?
Create awareness and understanding of CFA Institute as the leading
global advocate for the advancement of the investment profession
Get investment firms and investors to demand professionals with
the highest levels of competence, embodied in the CFA designation
3
COUNTRY/MARKET COVERAGE
• First wave markets – US, Canada, UK, China and India – commencing
February/March 2016
• Second wave markets - Germany, Brazil, Mexico, Hong Kong,
Singapore, Australia – will be added in Spring 2016, assuming
incremental budget is approved by CFA Institute Board of Governors in
March
• All societies globally will have access to the campaign assets via
“society toolkit” concept
4
WAVE 1 & 2 STRATEGIES
Wave 1 (Feb-Apr 2016) The handshake, introducing ourselves and laying the
groundwork for visual/name recognition and recall
Wave 2 (May-Jun 2016) The conversation, more content-heavy and action-oriented
with Society involvement, PIF month, Annual Conference, opportunities for
engagement
5
TARGET AUDIENCES
Who are we trying to reach?
Employers
Business Leaders and HR Professionals at Investment Management Firms
HNW Investors
Investors with at least $1M of investible assets
Investment Management Professionals
CFA charterholders and their industry peers within the Investment Management field
Regulators
Government and NGO officials that oversee financial markets
6
REGIONAL JOBS TO BE DONE
North America – US & Canada (Primary cities: New York, Chicago, Boston, Toronto)
1) Get HNW Investors to demand professionals with the CFA designation, differentiate from CFP
2) Get Employers to demand professionals with the CFA designation
3) Get Regulators to appreciate the need for the highest professional standards as represented by the CFA charter, our codes and standards (Wave 2)
UK
1) Create awareness and understanding of CFA
Institute as the leading global advocate for the
advancement of the investment profession
2) Get Employers to demand professionals with
the CFA designation
India
1) Create awareness in unfamiliar markets and industry segments beyond investment management, i.e. BPO and KPO
2) Get Employers to demand professionals with the CFA designation
3) Clearly distinguish the brand from ICFAI
China
1) Position CFA Institute as a partner for China on
its journey of economic growth through the
development of professional investment
management talent
2) Get Employers to demand professionals with
the CFA designation
7
HOW WILL WE MEASURE SUCCESS?
Campaign Tracker Study – conducted pre- and post-campaign
Specific areas the research will investigate include:
• Campaign Recall – Did they see they campaign? If yes, where and when?
• Campaign impact on brand awareness, understanding, and perceptions
• Campaign impact on perceptions of the CFA charter, CFA Institute members, and more
generally on whether the message that CFA Institute makes “A Difference That Matters”
is conveyed
• Campaign impact on perceptions of CFA charterholders.
8
TAGLINE & HASHTAG
A Difference that Matters
9
#CFAdifference
* These samples are indicative of the advertising, but some small changes may be
made during the finalization process
CREATIVE EXAMPLES*
10
FEATURED CHARTERHOLDERS BY REGION
North America: Michael Schroer, Christine Phillpotts, Guy-Charles Valois
UK: Caroline Connell, Idris Alimi-Omidiora
India: Anil Ghelani, Jayna Gandhi
China: Huang Fan, Yu Tong
11
Christine Phillpotts, CFA 12Michael Schroer, CFA
US
13Guy-Charles Valois, CFA
CANADA
Caroline Connell, CFA 14Idris Alimi-Omidiora, CFA
UK
Anil Ghelani, CFA 15Jayna Gandhi, CFA
INDIA
Fan Huang, CFA 16Yu Tong, CFA
CHINA
17
PRINT VERTICAL
PAGE AD
18
PRINT HALF
PAGE AD
OUT OF HOME -
BILLBOARDS AND DIGITAL DISPLAY
19
HORIZONTAL ORIENTATION VERTICAL ORIENTATION
Our design approach for the online banners propose a delta of both TV and Print executions. We’ll take advantage of the html
animation capabilities to move our campaign characters from left, right and center to convey the message. In this case, our
‘dividing line’ serves as a transition as the character moves from right to left and reinforces the differences between both
message. Ideally, this animation should take no more than 10 secs.
Banner starts with an half the face.
The text ‘slides in’ from the right
and reveals the first headline.
A white hairline, entering from the
right, pulls the rest of the portrait’s
face toward the left…
While simultaneously revealing the
second larger headline.
Now, with the character fully
aligned to the left, the headline is
fully readable.
Finally, the photo moves to the center
of the banner, showing both sides of
the character’s face as well as both
background colors.
Final headline, CTA and branded panel
comes in. ( perhaps it moves in from
the bottom )
We see half the portrait aligned to
the right and the headline is fully
readable.
1. 2. 3. 4. 5. 6.
20
ONLINE BANNER ADS
1.
2.
3.
4.
5.
CAMPAIGN LANDING PAGE ON CFAINSTITUTE.ORG21
ONLINE BANNER ADS
LINK TO OUR WEBSITE
1. 2. 3. 4. 5. 6.
22
ONLINE BANNER
300 X 1050
1. 2. 3. 4. 5. 6.
23
ONLINE BANNER
120 X 600
1.
2.
3.
4.
5.
24
ONLINE BANNER
728 X 90
1.
2.
3.
4.
5.
25
ONLINE BANNER
920 X 40
26
ONLINE BANNER ADS
640 X 480
1. 2. 3. 4. 5.
27
VIDEO TESTIMONIALS (2 ADDITIONAL CHINESE LANGUAGE VIDEOS BEING FINALIZED)
CREATIVE EXAMPLES IN SITU*
28
* These samples are indicative of the advertising, but some small changes may be
made during the finalization process
HALF PAGE AD
29
WEBPAGE TAKEOVER
CITY A.M.
30
CitY A.M.Magazine wrap
31
Inside front cover Inside back cover
CitY A.M.Magazine wrap
32
OOH
35 WALL STREET
33
OOH
CANARY WHARF
34
OOH
Roadside near Monument and Moorgate Stations & Canada Square Mall
35
Lowe Profero. © Copyright and Confidential 2015-2016.
OOH
LONDON TUBE
TURNSTILES
36
1. World’s largest
association of investment
management
professionals.
2. 125,000 CFA
charterholders around the
world.
3. A proven understanding
of investment
management.
4. A total commitment to
ethical conduct.
5. Raising the standards of
the investment
management profession
Each location holds up to 5
different CFA facts, placed
on the front side of the
turnstile:
OOH
ECN live - screens in
financial center buildings
Please note that these
executions are animated
and do not contain audio.
37
OOH
ELEVATORCAPTIVATESCREEN
Every day, millions of
Americans and
Canadians work in
buildings across every
major city. These
buildings all have one
thing in common.
Elevators. That’s where
Captivate comes in.
Instead of fidgeting with
phones or staring into
space, people can focus
on Captivate
screens. These screens
reach over 5,000,000
people daily, providing
them with information on
market updates, weather
forecasts, and
everything in between.
Please note that these
executions do not
contain audio.
38
MEDIA PLACEMENT
39
MEDIA OVERVIEW
• Global Media Investment: USD $3,750,000
• Delivery through CFA Society Network (147 societies)
• In market campaigns in USA, Canada, India, China, and UK
• Estimated audience reach: 950,000,000+ impressions within five
markets, across target audiences of Employers, High Net Worth
Investors, Investment Management Professionals, and Regulators
40
WHERE IS THE ADVERTISING APPEARING?
• 28 Print titles
• 72 Digital titles
• 209 TVC slots
• 970+ outdoor sites
• Additional reach of over 150+ titles through audience targeting
programs
41
GLOBAL MEDIA PARTNERS
42
REGIONAL/LOCAL MEDIA PARTNERS
NOAM MEDIA PARTNERS
INDIA MEDIA PARTNERS
UK MEDIA PARTNERS
CHINA MEDIA PARTNERS
陆家嘴CHINA
FINANCI
AL
HERALD
43
MEDIA PLANS BY REGION
44
Please be aware that specific media placements may change during the media
buying process so these detailed media plans are as of 12 February 2016
Tactic Partner Placement Geo/Duration
The New York
Times12 – Single Day Sponsorships of the Business section of
The New York Times
HNW Investors, Employers, Professionals
and Regulators who regularly read NYT for
investing news and industry updates
Bloomberg
Businessweek
The Economist
Harvard Business
Review
2 - Full Page Ads. The first a RHP featured in the editorial section of the
Retirement issue. The second insertion is a RHP opposite the Index section,
within the Design (Double Issue) issue
1 - Full Page Ad within the WTW section (RHP)
1-Full Page Ad featured within the Ideawatch section (RHP)
of the April issue.
HNW Investors, Employers, Professionals and
Regulators
HNW Investors and Professionals
Employers, HNW Investors
YouTubePre-roll video across YouTube, targeted to relevant keywords
and search behaviors, part of “Always On” global campaign
Professionals, Employers and HNW Investors Global
September - April
Display Tactics
Digital Video
Targeted display units to CFA’s custom global audiences,
based off job titles - Global
Employers, Professionals, Regulators and
HNW Investors
Bloomberg Terminal TVC featured on Bloomberg Terminal - Monday and Friday
sponsorship Professionals and Employers Global
March 7 –April 3
SocialLinkedIn
FacebookEmployers, Professionals, Regulators and
HNW Investors
Employers, Professionals, Regulators and
HNW Investors
Employers, Professionals, Regulators and
HNW Investors
Employers, Professionals, Regulators and
HNW Investors
Custom Social Messaging
Custom Social Messaging
Custom Social Messaging
Custom Social Messaging
Paid Search
Bing
Text ads served against targeted keyword searches
Text ads served against targeted keyword searches
Professionals
Professionals
Global
March 25, April 8 on-sale dates
Global
March 25 on-sale date
Global
March 29 on-sale date
Global
February 29 – April 17
Global
February 29 – April 17
Global
February 29 – April 17
Global
February 29 – April 17
Global
February 29 – April 17
Global
February 29 – April 17
Global
September - April
Global
September - April
Audience
GLOBAL PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH
45
Tactic Partner
BBC
Morningstar
Quartz
WSJ
Audience
Trader Platform
The Economist
Bloomberg
Audience
Digital display units within Business and Finance/Management
sections. Includes banners and roadblock.
Business news publication, Quartz to create custom high-impact
Marquee and Engage units, with site-wide placements
Market Section Buyout. Additionally, Targeted run of site units
across WSJ network properties.
Markets/Index page sponsorship – 2 days. Additional targeted
display units across Bloomberg’s Markets section
Programmatic Display - Banners featured across a custom
whitelist of hand-picked display partners. Additional layer of
retargeting.
Homepage Interstitial and section buyouts on the investment
resource site, Morningstar . Additional media targeted and
newsletter (2 days) targeted to premium members.
Homepage and Capital Screen buyouts. A 1-day newsletter
sponsorship. Additional targeted mobile, tablet and web display
ads.
HNW Investors who have paid subscriptions
to The Economist
Employers and HNW investors who enjoy
Quartz’s on-the-go mobile optimized content
HNW Investors, Employers, Professionals
and Regulators who regularly read NYT for
investing news and industry updates
HNW Investors across a wide-range of
relevant sites
HNW Investors who utilize Morningstar’s
investing platform
HNW Investors who frequent BBC
HNW Investors, Employers, Professionals
and Regulators who frequent Bloomberg
Display Tactics
Placement Geo/Duration
Barron’s1- Full Page Ad featured in the Top 1200 Financial Advisors
in America section
Plan Sponsor1-Full Page Ad featured in the Intro section of the
Retirement Plan Sponsor of the Year issue
Pensions &
Investments1-Full Page RHP Ad featured in the Environmental, Social
and Governance Investing issue
Professionals, Employers, HNW Investors
Professionals and Employers
Professionals and Employers
US
March 5 on-sale date
The Daily
Progress2-Full Page Ads both to be featured on the Back Page of the
Main Section
Professionals
US
March 24 on-sale date
US
April 4 on-sale date
US
March 7, April 4
on-sale dates
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH
46
Tactic Partner
Clearstream
Teads
Digital video vendor featuring In-Read ads - Video
placements on relevant editorial articles across premium sites
(Dow Jones, WSJ, Business Insider and others) additional
high-impact video display units
Digital video vendor, features video pre-roll surrounding
relevant topics as well as targeted media reaching viewers of
specific cable programs (Tennis Channel, Golf, CNBC)
Tennis Channel HNW Investors
HNW Investors and Employers
HNW Investors and Employers
US
March 7 – April 3
Digital Video and
Television
Placement
InMobi
xAd
Mobile and Tablet display media through mobile vendor
InMobi, geo-fencing to target priority areas – financial hubs.
Mobile display across mobile vendor xAd’s in-app and browser
inventory. Media targeting HNW audience, additional geo-
fencing across financial hubs and HNW areas – golf clubs,
FBOs, tennis clubs
HNW Investors, Employers and Regulators
HNW Investors
Mobile
Technology
Bloomberg TelevisionHNW Investor, Employers, Professionals and
Regulators
Rapport
Captivate
Employers, Professionals and HNW Investors
HNW Investors, Employers and Professionals
NYC
March 21 – April 17
Out-Of-Home
Units
Geo/Duration
Rapport HNW Investors, Professionals, Employers,
Regulators
NYC
March 21 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
US
February 29 – April 17
Audience
Cable TV Spots during premium tournaments- Indian Wells
and Miami Open
Cable TV spots on various programming
In-elevator advertisement located in Boston, Chicago, New
York City, Atlanta, Dallas, Los Angeles, Miami, Philadelphia,
Phoenix, San Francisco, Washington DC.
Street level urban panels at: 48th and 6th Ave., 51st and
Lexington Ave., Wall St. and William St., Fulton St. and
Broadway, Trinity Pl. and Rector St.
Multi window unit at 35 Wall St.
US PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH
47
CANADA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH
Tactic Partner
BBC
Morningstar
Quartz
WSJ
Audience
Trader Platform
The Economist
Bloomberg
Audience
Digital display units within Business and Finance/Management
sections. Includes banners and roadblock.
Business news publication, Quartz to create custom high-impact
Marquee and Engage units, with site-wide placements
Market Section Buyout. Additionally, Targeted run of site units
across WSJ network properties.
Markets/Index page sponsorship – 2 days. Additional targeted
display units across Bloomberg’s Markets section
Programmatic Display - Banners featured across a custom
whitelist of hand-picked display partners. Additional layer of
retargeting.
Homepage Interstitial and section buyouts on the investment
resource site, Morningstar . Additional media targeted and
newsletter (2 days) targeted to premium members.
Homepage and Capital Screen buyouts. A 1-day newsletter
sponsorship. Additional targeted mobile, tablet and web display
ads.
HNW Investors who have paid subscriptions
to The Economist
Employers and HNW investors who enjoy
Quartz’s on-the-go mobile optimized content
HNW Investors, Employers, Professionals
and Regulators who regularly read NYT for
investing news and industry updates
HNW Investors across a wide-range of
relevant sites
HNW Investors who utilize Morningstar’s
investing platform
HNW Investors who frequent BBC
HNW Investors, Employers, Professionals
and Regulators who frequent Bloomberg
Display Tactics
Placement Geo/Duration
Barron’s1- Full Page Ad featured in the Top 1200 Financial Advisors
in America section
Pensions &
Investments1-Full Page RHP Ad featured in the Environmental, Social
and Governance Investing issue
Professionals, Employers, HNW Investors
Professionals and Employers
Canada
March 5 on-sale date
Canada
April 4 on-sale date
Canada
February 29 – April 17
Canada
February 29 – April 17
Canada
February 29 – April 17
Canada
February 29 – April 17
Canada
February 29 – April 17
Canada
February 29 – April 17
Canada
February 29 – April 17
48
Tactic Partner Placement
IMA
Captivate In-elevator advertisement located in Toronto
Professionals, Employers, HNW InvestorsToronto
March 21 – April 17
Out-Of-Home
Units
Geo/Duration
Toronto
February 29 – April 17
Audience
Professionals, Employers, HNW Investors
Clearstream
Teads
Digital video vendor featuring In-Read ads - Video
placements on relevant editorial articles across premium sites
(Dow Jones, WSJ, Business Insider and others) additional
high-impact video display units
Digital video vendor, features video pre-roll surrounding
relevant topics as well as targeted media reaching viewers of
specific cable programs (Tennis Channel, Golf, CNBC)
HNW Investors and Employers
HNW Investors and EmployersDigital Video and
Television
InMobi
xAd
Mobile and Tablet display media through mobile vendor
InMobi, geo-fencing to target priority areas – financial hubs.
Mobile display across mobile vendor xAd’s in-app and
browser inventory. Media targeting HNW audience,
additional geo-fencing across financial hubs and HNW
areas – golf clubs, FBOs, tennis clubs
HNW Investors, Employers and Regulators
HNW Investors
Mobile
Technology
Canada
February 29 – April 17
Canada
February 29 – April 17
Canada
February 29 – April 17
Canada
February 29 – April 17
Posters throughout Toronto’s underground PATH: Brookfield
Place, Commerce Court, TD Centre, Scotia Plaza, TSX
Exchange, Standard Life to TSX, Royal Bank Plaza to
Fairmont Royal York East, Royal Bank Plaza to Fairmont
Royal York West, Richmond Adelaide Centre, Richmond
Adelaide to TSX, First Canadian Place – Scotia Plaza, Scotia
Plaza – First Canadian Place, Sun Life Centre (at TSX),
Adelaide Place, Union Station to PWC Tower
CANADA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 17TH
49
Economist
Financial News
Citywire Wealth
Manager
Institutional
Investor
Ideas People
Network
(Economist)
ATP
Fund Web
IPE
Management
Today
Bloomberg
Bespoke in feed and editorial content in highly relevant
environment, indexing strongly against asset manager/
employer target audience
High impact/ standard display in premium finance
environment to drive cut-through and reach against a
slightly broader, yet highly qualified audience
Standard banner placements to deliver highly qualified reach on leading European publications for institutional investors and pension fund managers
Strong branded content/ partnership offering (editorially led content) to establishing CFA Institute as a thought leader
High impact take over on Institutional Investor, which
indexes strongly against asset manager/ employer target
audience - 33% of readership work in fund management
Display advertising powered by behavioral site data to
target investment professionals/asset managers
Programmatic display/ native across whitelist of highly
relevant finance titles
Mix of high impact and regular display to drive strong engagement whilst maintaining reach
Standard banner placements across the site to deliver highly qualified reach on trusted global news outlet
In-feed native advertising to drive brand engagement
against a broader audience on relevant titles across
network of relevant business/ finance titles run by the
Economist
Investment
Week
2 week homepage takeover (100% SOV) in
highly relevant environment to drive cut-
through and momentum at campaign launch
February 29 - March 27
March 3 – March 7,
March 21 – March 29
Employers, Professionals,
Regulators
Employers,
Professionals,
Employers,
Professionals,
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals,
Regulators
Employers,
Professionals,
Regulators
Display Tactics
February 29 – April 11
February 29 –April 11
February 29 – April 11
February 29 – April 11
February 29 – April 11
February 29 – April 11
February 29 – April 11
February 29 – April 11
February 29 - March 22
PlacementPartner AudienceTactic Duration
UK PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 11TH
Employers, Professionals,
Regulators
Employers, Professionals,
Regulators
Employers, Professionals,
Regulators
Employers, Professionals,
Regulators
50
FTFM
Fund Strategy
Funds Europe
Investment
Week
Citywire Wealth
manager
City AM
IPE
Ideas People Network
(Economist)
Economist
Audience
Trader
March 7, March 14, March
21, March 28 on sale dates
March 7 on sale date
March 19 on sale date
March 11 on sale date
March 7, March 14, March 21,
March 28, April 4 on sale dates
March 7, March 14, March
21 on sale dates
April 4
on sale date
March 7-March 11
on sale dates
March 8 on sale date
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, Professionals
Management
Today
Institutional
Investor
Economist Employers, Professionals March 12 on sale date
Digital Video
February 29 – April 11
February 29 – April 3
February 29 – April 3
PlacementPartner AudienceTactic Duration
15’’ In-read video to drive user engagement
against contextually relevant content
Video pre roll to reach highly influential/ engaged
audience in a professional and contextually relevant
environment
Pre-roll across a fixed whitelist of relevant titles. Using
Retargeting to reach users who have seen a standard
banner with pre-roll and companion banner.
Half page (requested first half right hand) on highly relevant weekly publication
Full page ad for maximum impact to reach our audience and establish CFA Institute as thought leader
Full page ad for maximum impact to reach our audience and establish CFA Institute as thought leader
Full page ad (requested page 4 or 6) to reach a highly relevant audience with high impact format
Coverwrap to drive huge cut-through and reach
for the campaign amongst a slightly broader,
yet highly qualified audience
Full page ad for maximum impact to reach our audience and establish CFA Institute as thought leader
Three full page ad for maximum impact to reach our audience and establish CFA Institute as thought leader
Full page ad for maximum impact to reach our audience and establish CFA Institute as thought leader
Trusted global news outlet
Full page ad to coincide with online buys for maximum impact to reach our audience and establish CFA Institute as thought leader
UK PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 11TH
51
Ocean
ECNLive
JC Decaux
Employers, Professionals
Employers, Professionals
Employers, Professionals
Employers, ProfessionalsExterion
Out-Of-Home
Units
March 14 – March 27Employers, Professionals10 sites with static 6 sheets at Canary Wharf to
coincide with The Screen buy to generate a higher
reach and brand impact in the financial district
Canary Wharf Media
March 14 – March 27
March 14 – March 27
March 28 – April 10
March 14 – March 27
PlacementPartner AudienceTactic Duration
Targeted 6 sheets in financial centres in London- Great
Eastern Street, Finsbury Square, Finsbury Pavement,
Clerkenwell Rd, Old Street, Goswell Road, Duke Street
Hill, Southwark Brige Road, Whitechapel High Street,
Mansell Street
Moorgate and Monument tube station ticket
gateways to reach commuters in the financial
districts
Digital OOH on The Screen at Canary Wharf –
Located off S Colonnade
Lift screens in offices in financial centres including Bank & Moorgate (75 buildings total) to deliver messaging to a captive audience in a highly targeted manner
UK PHASE 1 MEDIA MATRIXFEBRUARY 29TH – APRIL 11TH
52
Tactic Partner
Audience
Trader Platform
Homepage/Finance/Quote channel banner on finance vertical
site
Homepage takeover – 1 day and other effective banner ads,
which can expand brand awareness and drive traffic
Investment professionals
March 28 – April 17
Display Tactics
Placement Duration
Eastmoney
Hexun
FTChinese
Caixin
CBNWeek
GURU Network
Investment professionals
Employers (business leader)
Regulators
Investment professionals
Investment professionals
Employers (business leader)
Regulators
Investment professionals
Prospecting
Prospecting
Homepage/News channel banner on finance vertical site
Programmatic Display - Banners featured across a custom
whitelist of hand-picked display partners.
Programmatic Display - Banners featured across a custom
whitelist of hand-picked display partners.
Expandable banner ads, which is effective to expand brand
awareness
Expandable banner ads, which is effective to expand brand
awareness
Mobile
Technology
FTChinese
Caixin
Employers (business leader)
Regulators
Investment professionals
Investment professionals1 Day
APP homepage banner
4 DaysAPP homepage top banner
March 3 – March 18
March 14 – March 25
March 21 – April 8
March 29 – April 21
March 7– March 24
March 7 – March 27
Audience
CHINA PHASE 1 MEDIA MATRIXMARCH 3RD– APRIL 21ST
53
Tactic Partner
Sina Weibo Paid Post on Sina Weibo
Baidu search result page ad
Article Bottom Display Banner Audience who is finance/investment topics
Audience who is finance/investment topics
Audience who is interested in CFA and
finance/investment topics
April 1
March 15
March 17
Paid Search and
Social
Placement Duration
Baidu
China Securities
JournalFinance/Investment Industry Employers (business
leader, and professionals) Regulators
Finance/Investment Industry Employers (business
leader, and professionals) Regulators
Half page on A04
China Financial
Herald
Finance/Investment Industry Employers (business
leader, and professionals) Regulators
Finance/Investment Industry Employers (business
leader, and professionals) Regulators
Financial News
Caijing Magazine
Inside Front Cover
April 4
Half page on A02
Full page on catalog 2
Jinrongda St. LCD where is a famous
finance area
Century Ave & Dongtai Rd. LED where is
a famous finance area
Employers (business leader and HR)
Regulators
Investment professionals
March 14 – April 10
Out-Of-Home
Units
Employers (business leader and HR)
Regulators
Investment professionals
Shanghai
Beijing
March 14 – April 10
March 7 – April 17
March 7 – April 17
March 7 – April 17
Audience
54
CHINA PHASE 1 MEDIA MATRIXMARCH 3RD– APRIL 21ST
Highly relevant business publication strongly consumed by our TG(Employers)
February 29, March 7, March
28, April 4 on sale dates
February 29, March 8, March
29, April 5 on sale dates
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Tactic Partner Placement Geo/Duration
Highly relevant business publication strongly consumed by our TG(Employers)
2 full page magazine ads in April and May issues
Mint
Economic Times
Forbes
Jet Wings
Indigo
Business Today
CFO Connect
People Matters
April 1, May 1 on sale dates
April 1, May 1 on sale dates
April 1, May 1 on sale dates
April 6, May 4 on sale dates
April 10, May 10 on sale dates
April 1, May 1 on sale dates
Audience
2 full page magazine ads in April and May issues
2 full page magazine ads in April and May issues
2 full page magazine ads in April and May issues
2 full page magazine ads in April and May issues
2 full page magazine ads in April and May issues
55
INDIA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – MAY 10TH
Since this site is located in one of the business hubs in
Mumbai and is guaranteed to get a huge reach Mumbai
March 14 – April 14
Peninsula corporate park is situated in one of the major
financial hubs of Mumbai (Parel) and has some of the top
executives working there
India Bulls Finance Centre is situated in one of the major
financial hubs of Mumbai (Parel) and has some of the top
executives working there with some major financial
companies occupying this center
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Employers,
Professionals
Tactic Partner Placement Geo/Duration
Standee and
Elevator Units
Out-Of-Home
Units
Marine drive is a location where the ad will get most eyeballs
as there is constant flow of people at this location
Like the site in BKC Lower Parel this site is located at one
of the business hubs in Mumbai and is guaranteed to get a
huge reach
Hiranandani Business Park is situated in one of the big
financial hubs of Mumbai (Powai)
Like the peninsula park this site is situated in Andheri one of
the major financial hubs of the city with some of the top
executives working here
BKC Exit
Marine Drive MT
Outside High Street
Phoenix, Lower
Parel ET
Peninsula
Corporate Park
Hiranandani
Business Park
Ackruti Trade
Centre
India Bulls Finance
Centre Mumbai
March 14 – April 13
Mumbai
March 14 – April 13
Mumbai
March 14 – April 13
Mumbai
March 14 – April 13
Mumbai
March 14 – April 14
Mumbai
March 14 – April 14
Audience
56
INDIA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – MAY 10TH
Tactic Partner Placement Geo/Duration
Display Tactics
Yahoo
Times Network
Live Mint
Business
Standard
Times of India
Indian Express
First Post
Rediff Moneywhiz
Economic Times
RON – Native ads are disguised amongst the articles on the
homepage and section pages and act as sponsored articles
which will help us reach the right audience
RON – The ads run on this network will have a wide spread
reach across all genres and can target our TA
Stories pages – These articles have very detailed stories
related to money management and will carry our banners on
the first or second post
ROS – India’s leading business site for Live Markets
ROS – One of the most popular and trusted news
sites visited by all TG including our TG
RON – Popular news channel related to business, finance
and stocks that will help us target our right TA
ROS – Targeted social network – employment/business
audience. Continues to be a proven partner
ROS – A current events news site that contains topics
related to finance and business
ROS – Site focusing on finance news only that are visited often
by our TA
ROS _ Economic Times is India’s leading business newspaper
offering business, Stock/Share market, Economy, Loans and
Financial information source
Professionals
Professionals
Professionals
Professionals
Professionals
Professionals
Professionals
Professionals,
Employers
Professionals,
Employers
Professionals,
Employers
IBN Live
Audience
Pan India
February 29 – March 31
Pan India
February 29 – April 30
Pan India
February 29 – April 30
Pan India
February 29 – April 30
Pan India
March 7– April 30
Pan India
March 7– April 30
Pan India
March 7– April 30
Pan India
March 1 – March 31
Pan India
March 1 – March 31
Pan India
March 1 – March 31
57
INDIA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – MAY 10TH
IIM Jobs
CA Club
Economist
TimesJob
India Infoline
Financial
Express
People Matters
International
Business
Times
Bloomberg
HBL
ROS - A Global native execution highlighting CFA Institute
and charter holders - Indexes well against HNWI
ROS - A Global thought-leader. Web presence across
Business, Finance and Management sections.
ROS - The Economist offers authoritative insight and opinion on
international news, politics, business, finance, science, technology
and the connections between them
ROS - Client Suggested Portal
ROS - A solely finance related site that gives concise
information about current trends in the finance industry.
ROS - Client Led Partnership
ROS - People who have achieved a degree from IIMs can apply
for jobs on this forum exclusively. Finance students will no doubt
be interested in further studies related to finance.
Employers
Employers
Professionals,
Employers
Professionals,
Employers
Professionals
Professionals
Employers
Professionals,
Employers
Professionals,
Employers
Professionals,
Employers
Tactic Partner Placement Geo/Duration
Display Tactics
ROS – Tax payers and Financial professionals come on
this forum to discuss latest developments
ROS – A job search site for people whom we can target due to
their known profile as this info is filled is while registering
Mailers – People interested in stocks, finance, money matters visit
this site to gain an up-to-date perspective on current trends in the
industry
Audience
Pan India
February 29 – March 31
Pan India
March 7– April 30
Pan India
March 1 – March 31
Pan India
March 7– April 30
Pan India
March 7– April 30
Pan India
March 7– April 30
Pan India
March 1 – March 31
Pan India
March 1 – March 31
Pan India
March 1 – March 31
Pan India
March 1 – March 31
58
INDIA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – MAY 10TH
Economic Times
Naukri
Shine
Cadreon
Times of India
NY Times
Business
Today
Youtube
ROS - A Global thought-leader. Web presence across Business,
Finance and Management sections.
ROS - A Job search site for people whom we can target due to
their known profile as this info is filled in while registering
ROS - Audience looking for specific finance, business or business
related videos will be targeted through this medium.
RON - Buying Audience who is more interested in Financial &
Business News
RON Mobile - Economic Times has a complete finance related
content which is bound to attract the right audience to the LP.
Geo Level targeting possible
Professionals
Employers
Employers,
Professionals
Employers,
Professionals
Professionals
Professionals
Professionals
Professionals,
Employers
Tactic Partner Placement Geo/Duration
Display Tactics
Mobile
Technology
ROS – Audience which belong to the financial sector visit this site
ROS – A Job search site for people whom we can target due to
their known profile as this info is filled in while registering
RON Mobile – Times of India has 10mn app downloads and is one
of the most popular sites to be visited for current events by all
audiences, Geo level targeting possible
Audience
Pan India
February 29 – April 30
Pan India
April 1 – April 30
Pan India
March 7– April 30
Pan India
March 7– April 30
Pan India
March 7– April 30
Pan India
March 7– April 30
Pan India
April 1 – April 30
Pan India
February 29 – April 30
59
INDIA PHASE 1 MEDIA MATRIXFEBRUARY 29TH – MAY 10TH
SOCIETY TOOLKIT OVERVIEW
60
SOCIETY TOOLKIT COMPONENTS- AVAILABLE 26 FEB
1. About the Campaign*
- Presentation to share with your
society membership
- Talking Points & FAQ
- Sample text you can use to
email to your members
- Profiles of the featured
charterholders
- Online Video to introduce and
explain the campaign
(hyperlinked and downloadable,
making it easy to share with
your members)
* Sent to Society Leaders 15 Feb
2. Activating the campaign
- Print and Digital ad templates
- Society Website banner ad
- Campaign videos
- Radio Scripts
- Email template design
- Member email messaging to
communicate with your society
members
- Event Support Materials:
promotional PPT slides, pull-up
banner, handouts
- HNW or Employer handouts,
small posters for display
- Social media: Soundbites,
Instagram images, suggested
postings and tweets
- Twitter hashtag for the campaign
3. Guidance and Support
- Ad request templates for societies
looking for production support
- Guidelines and Procedures for
society funding support
- Checklist of action items
- Schedule with suggested timing of
your communications to coincide
with paid media campaign launch in
your region
- We will also look to build a list of
local production vendors, PR/media
agencies and – if necessary – local
translation services.
- Guidance on social media best
practices
- Channel pros and cons chart
- Training at the regional meetings
61
KEY DATES
62
KEY DATES
Society Toolkit Available- 26 February
Society Regional Meetings (plenary presentation and training workshops)
• 26–28 February: APAC Regional Meeting in Seoul, Korea
• 10–12 March: EMEA Regional Meeting in Lisbon, Portugal
• 17–19 March: AMER Regional Meeting in San Diego, California, USA
Global Wave 1 Launch - digital media live week commencing 29 February
Global Wave 1 Launch - print and other media live week commencing 7 March
Wave 2 Launch- May/June (pending board approval in March)
63