CFA PROGRAM AWARENESS - FRANCEFaye ThompsonMarketing Manager, EMEA9 May 2012

Program Awareness – France Wave 2 2CFA Institute

CAMPAIGN OBJECTIVE

To increase awareness of the CFA Program and communicate the value of having a CFA designation to graduates and young professionals in France.

CFA Institute Program Awareness – France Wave 2 3

RATIONALE

Contribute to our primary organizational objectives

• Enhance the CFA Program

• Solidify and extend our global capabilities

Why France?

• Lower market penetration and brand recognition

• Higher candidate growth

- According to the FY2010 CFA Institute country profile, France has doubled its amount of exam registrations in 5 years

• Size of market potential

• Supports members, candidates, and societies in light of the ongoing challenges faced in the French market

CFA Institute Program Awareness – France Wave 2 4

FY2011 RESULTS

• In FY2011, our online advertising efforts generated 89 million impressions and 38 thousand clicks.

• The French Facebook page garnered 1,147 Likes during the three month period, over 120% more than the campaign benchmark of 500 Likes.

• The landing page received 55 thousand pages views, with 42% of visitors originating from Paris, and the majority of users falling between the selected target audience of young professionals between the ages of 21 to 30 years old.

CFA Institute Program Awareness – France Wave 2 5

TARGET AUDIENCE

DESIRED BELIEF

The CFA Program is the best

qualification for me because it is

globally recognized and has an

excellent reputation. It will be my

competitive edge to advance my

career.

CURRENT BELIEF

I’m up against tough competition

in this market. I want to

differentiate myself from my

peers and further my education

with a well-recognized and

respected qualification.

Students, graduates and young professionals from the ages of 21 to 30 living in France

• 45% of French candidates are ages 26 to 30 and 30% are 25 or younger

CFA Institute Program Awareness – France Wave 2 6

MEDIA SCHEDULE

In Wave 2 of this campaign, print and digital components will run from 17 May through 7 July and will drive traffic to the French Facebook page: Facebook.com/cfainstitute.fr

Online Advertising Sites Print Publications

CFA Institute Program Awareness – France Wave 2 7

LANDING PAGE DEVELOPMENT• The design has been adapted to

accommodate the new brand guidelines

• Text has remained the same, and will be updated in line with the new brand identity following completion of all creative development in June

• New charterholder testimonials may also be added later in the campaign

CFA Institute Program Awareness – France Wave 2 8

PRINT CREATIVE - VERTICAL

Translation

1. Some professional training makes you more competent. Only one makes you exceptional.

2. Getting a CFA credential, it’s immediately obtaining an international credibility in the financial sector, with a recognised training which integrates the highest industry standards. Visit Facebook.com/cfainstitute.fr to know more about the benefits of the CFA Program, the Chartered Financial Analyst Certification and to discover how our financial analysts have become exceptional collaborators.

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CFA Institute Program Awareness – France Wave 2 9

PRINT CREATIVE - HORIZONTAL

Translation

1. Some professional training makes you more competent. Only one makes you exceptional.

2. Getting a CFA credential, it’s immediately obtaining an international credibility in the financial sector, with a recognised training which integrates the highest industry standards. Visit Facebook.com/cfainstitute.fr to know more about the benefits of the CFA Program, the Chartered Financial Analyst Certification and to discover how our financial analysts have become exceptional collaborators.

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CFA Institute Program Awareness – France Wave 2 10

ONLINE CREATIVE

Some professionaltraining

Makes you more competent

Only one makes you exceptional

Find out more about the Chartered Financial Analyst designation

CFA Institute Program Awareness – France Wave 2 11

QUESTIONS?

CFA Institute Staff

Faye Thompson, +44 (0) 20-7330-9553

Jennifer Taylor, +1 (434) 951-5306

Society Leaders

Your SRR

Check out and ‘like’ the page at www.facebook.com/CFAInstitute.fr