2020 CFA SOCIETIES ETHICS CHALLENGE MARKETING TOOLKIT Includes

2020 CFA® SOCIETIES ETHICS CHALLENGE MARKETING TOOLKIT Includes: • Email invitation copy • Social copy and images • Fact sheet • Pull up banner

EMAIL TO UNIVERSITIES [subject line] Join the 2020 [CFA Society name] Ethics Challenge! [email copy] Dear [Name], Strong ethics and high standards of professional conduct play a vital role in the integrity and ongoing success of the investment industry. As new talent joins the professional ranks, it is important that they do so with a commitment to operate according to these principles. That is why CFA Institute, in collaboration with its member societies, created the annual Ethics Challenge. It gives university students a unique opportunity to learn about and apply the principles of the CFA Institute Code of Ethics and Standards of Professional Conduct while competing against their peers. Your university is invited to participate in this year’s [CFA Society Name] Ethics Challenge. How does it work? Teams of 3 -5 students analyze a real-world case containing a variety of ethical dilemmas. Students learn about and apply the principles of the CFA Institute Code of Ethics and Standards of Professional Conduct. Teams formulate solutions and present results to a panel of judges who score each presentation and award one winner. This event is a great way for students to gain valuable, real-world experience, expand their understanding of fundamental ethical principles, and network with top investment professionals from the area who volunteer at the event. Is your school up to the challenge? Register your interest by replying to this email. For more information, contact: [Society contact] 2

EMAIL TO INSTITUTIONS [subject line] Lend your expertise to this year’s Ethics Challenge [email copy] Dear [Name], The 2020 [CFA Society Name] Ethics Challenge is approaching. And we could use your help. The Ethics Challenge is a hands-on event for college students during which they learn about and apply the principles of the CFA Institute Code of Ethics and Standards of Professional Conduct while competing against peers. Teams of students are given a real-world case containing several ethical dilemmas and are tasked with identifying and discussing the ethical issues, formulating solutions, and making recommendations for how to resolve the issues. The teams then present their conclusions to a panel of expert judges for the chance to win the Challenge. That’s where you come in. CFA Institute is looking for experienced professionals from the local investment community to participate as judges for the event. As a judge, you will review the presentations and findings of all competing teams, offer feedback based on your expertise and experience, and assign a score to each team’s work. As an Ethics Challenge judge, you get the opportunity to network with local schools, interact with young talent that will soon enter the workforce, and help shape the future of the investment industry by helping students understand—and commit to— the ethical principles that are so important to the integrity and success of the investment world. Please consider being a judge for this year’s event. It’s sure to be a great one, and with your help it will be a very meaningful experience for the students and all involved. For more information or to sign up to be a judge, please contact me. I look forward to hearing from you. [Society contact] 3

SOCIAL MEDIA POSTS General Audience Twitter: Participate in the 2020 [CFA Society Name] Ethics Challenge for universities and help shape the future of the investment industry. Facebook: Shape the Future of the Investment Industry The 2020 [CFA Society Name] Ethics Challenge is coming up. Teams of university students compete against peers while learning to apply an ethical decision-making framework to real-world scenarios. It’s a great opportunity for students, university faculty, and investment professionals to network, collaborate, and lay foundations that will help shape the future of the investment industry in your community. Get involved. Register to compete or volunteer today. 2020 [CFA Society Name] Ethics Challenge – [date] Learn More 4

SOCIAL MEDIA POSTS General Audience Linked. In: Shape the Future of the Investment Industry The [CFA Society Name] Ethics Challenge is an event during which teams of university students compete against peers while learning to apply an ethical decision-making framework to real-world scenarios. It’s a great opportunity for students, university faculty, and professionals to network, collaborate, and lay foundations that will help shape the future of the investment industry in your community. Are you up to the challenge? Register to compete or volunteer today. 2020 [CFA Society Name] Ethics Challenge – [date] [url] 5

SOCIAL MEDIA POSTS Students Twitter: Join the 2020 [CFA Society Name] Ethics Challenge to build a stronger ethical foundation for a brighter future. Facebook: Build Your Career on a Foundation of Ethics The 2020 [CFA Society Name] Ethics Challenge is coming up. Join in to compete against peers while learning to apply an ethical framework to real-world scenarios. It’s a great opportunity for networking, learning, and career prep. So get ready to compete—and give your career an early boost. 2020 [CFA Society Name] Ethics Challenge – [date] Learn More 6

SOCIAL MEDIA POSTS Students Linked. In: Build Your Career on a Foundation of Ethics The 2020 [CFA Society Name] Ethics Challenge is coming up. Join in to compete against peers while learning to apply an ethical framework to real-world scenarios. It’s a great opportunity for networking, learning, and career prep. So get ready to compete—and give your career an early boost. Ask your professor or finance department head for more information. 2020 Ethics Challenge – [date] [url] 7

SOCIAL MEDIA POSTS Institutions – Judge CTA Twitter: Volunteer at the 2020 [CFA Society Name] Ethics Challenge to network with emerging talent and help shape the future of the investment industry. Facebook: Your Expertise is Needed The 2020 [CFA Society Name] Ethics Challenge is coming up. And we need your help. The Ethics Challenge is an annual event for university students during which they learn to apply ethical principles to real-world scenarios while competing against their peers. Help make the event a success while networking with emerging talent by volunteering to judge student presentations at this year’s challenge. 2020 [CFA Society Name] Ethics Challenge – [date] [url] 8

SOCIAL MEDIA POSTS Institutions – Judge CTA Linked. In: Your Expertise is Needed The 2020 [CFA Society Name] Ethics Challenge is coming up. And we need your help. The Ethics Challenge is an event for university students during which they learn to apply ethical principles to real-world scenarios while competing against their peers. Help make the event a success while networking with emerging talent by volunteering to judge student presentations at this year’s challenge. 2020 [CFA Society Name] Ethics Challenge – [date] [url] 9

SOCIAL MEDIA POSTS Institutions – Sponsorship CTA Twitter: Support the development of tomorrow’s investment professionals by sponsoring the 2020 [CFA Society Name] Ethics Challenge for universities! Facebook: Let’s build the future on stronger ethics. The 2020 [CFA Society Name] Ethics Challenge is coming up—and your company can play a big role by sponsoring the event. As a sponsor, your firm can show support for the education and development of the next generation of investment professionals, while engaging with students, faculty, and professionals in the area. During the Challenge, teams of university students compete against peers while learning to apply an ethical framework to real-world scenarios. Join us in shaping tomorrow’s professionals by helping us make this event a success! 2020 [CFA Society Name] Ethics Challenge – [date] Learn More 10

SOCIAL MEDIA POSTS Institutions – Sponsorship CTA Linked. In: Let’s build the future on stronger ethics. The 2020 [CFA Society Name] Ethics Challenge is coming up—and your company can play a big role by sponsoring the event. As a sponsor, your firm can show support for the education and development of the next generation of investment professionals, while engaging with students, faculty, and professionals in the area. During the Challenge, teams of university students compete against peers while learning to apply an ethical framework to real-world scenarios. Join us in shaping tomorrow’s professionals by helping us make this event a success! 2020 [CFA Society Name] Ethics Challenge – [date] [url] 11

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