A new campaign by Canadian Securities Institute (CSI) delves into the human side of financial advice.
CSI provides financial services education and credentials, such as the Canadian Securities Course, as well as designations like PFP (Personal Financial Planner). In the “Faces Behind the Letters” campaign, now in its second year, accredited financial advisors share their stories of success and growth in a series of online videos.
“Sharing the stories humanizes the advisors… It gives a face to the designation letters that we’re promoting within the industry and it makes the advisors more relatable,” said Amy Umpleby, assistant director – marketing, financial services training and certification at CSI.
“We thought their stories could be both aspirational and educational for other financial professionals and most importantly, the investing public, so they have a better understanding of who these advisors are.”
CSI is also sharing insights from a social media survey of financial advisors, “The good, the bad and the ugly in financial advice,” via the hashtag #AdviceforAdvisors. They were asked to share mistakes they’ve made and lessons learned in their careers.
“One of our other objectives is to build on our digital assets and grow our social reach and engagement,” said Umpleby. “That’s something that we hadn’t focused on as much in the past, so we’re really looking to jump onto that level of engagement.”
The videos, advice and conversation starters are featured across CSI’s social channels, including Twitter @CSIGlobalEd, Facebook Canadian Securities Institute and LinkedIn Credentials for Financial Professionals.
The campaign also includes national print and online ads featuring the CSI ambassadors. The ads, appearing in publications such as MoneySense and GlobeInvestor.com, run until February 2015. In January, ads will appear on GO Transit in the Greater Toronto Area.
Maverick is handling public relations and also helped developed the social media campaign. The creative was developed by H2 Central Marketing and Communications. Nexus created the videos.
