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BEST PRACTICE

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.

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