does a pilot and a financial planner have in common?’. The FPA’s ‘pilot’ ad will also appear on three key consumer finance websites. These are the Sydney Morning Hearld/Age Money site, the Eureka Report, and the Australian Financial Review Personal Finance section. To correspond with the national brand awareness campaign, the FPA is also relaunching its website at www.fpabestpractice.com.au. It includes improved navigation and content, and a new members-only ‘Campaign HQ’ section. This section will contain a range of tools and ideas
on how practitioners can engage with the advertising campaign in their local businesses. These tools will include free downloads such as posters, email signatures, the television ad and more. Speaking about the campaign, Jones says this is the “first step in a communication journey we have to have with the consumer marketplace”. The effectiveness of the consumer campaign, says Jones, will be gauged by measuring traffic to the FPA’s website, brand tracking post-campaign, and a member survey to assess feedback from practitioners.
“Member feedback and engagement is incredibly important,” says Jones. “We want to ensure that we are delivering a strong campaign message that resonates with consumers and members alike. Our members have paid an advertising levy to fund this campaign in good faith. We take very seriously the responsibility to spend their hard-earned dollars carefully.” The consumer advertising campaign was first introduced to members at the FPA National Conference last year, and reconfirmed with members during the national roadshow conducted earlier this year.
You’ll be really surprised what’s behind you now Real service. Real support. Real solutions. Real choice. The home of Adelaide Bank, Leveraged Equities and Sandhurst Trustees, Bendigo Wealth delivers a complete suite of investment solutions for your clients. At Bendigo Wealth we really are behind you all the way. Call us today on 1800 018 018 or visit www.bendigowealth.com.au to ﬁnd out more. Bendigo and Adelaide Bank Limited ABN 11 068 049 178 AFSL 237879. (S35837) (07/11)
Proudly part of
financial planning | SEPTEMBER 2011 | 13