CFA SOCIETY MINNESOTA MARKETING PROPOSAL FOR FY 19

CFA SOCIETY MINNESOTA MARKETING PROPOSAL FOR FY 19 SOCIETY BRAND ACTIVATION NOVEMBER 2018

KEY LEARNINGS FROM FY 18 SBA: ALL SOCIETIES Integrated, multi-channel campaigns were far more successful than standalone or one-off marketing tactics in achieving CFA Society objectives for building brand awareness and increasing target audience engagement Linked. In had better audience targeting capabilities (and subsequent engagement) than Facebook and Twitter The most effective channels for building CFA Society brand awareness were organic/paid social media and programmatic display advertising The most effective channel to drive CFA Society event registrations and attendance was paid social media Linked. In Sponsored Content offered consistently -high click-through rates across many CFA Society campaigns Organic search drove highquality and steady traffic to many CFA Society websites Programmatic display advertising yielded high reach across financial services, sports, and newsrelated websites Correct analytics implementation on society websites was critical to measure campaign performance 2

KEY LEARNINGS FROM FY 18 SBA: CFA SOCIETY MINNESOTA Linked. In performed above the industry average for click-through rates, while Facebook generated greater impressions; increase budget on Facebook over Linked. In to deliver greater impressions at a lower cost Overall, updated creative was successful in engaging audiences on both Linked. In and Facebook; consider refreshing creative content for future campaigns to engage new and returning audiences 3

FY 19 STRATEGY: CONTINUOUS JOURNEY WITH AUDIENCE CENTRICITY AUDIENCE FIRST GOALS • • • Increase event attendance Increase engagement with society communications Engage with unaffiliated charterholders Increase brand awareness with: • Employers • Affiliated Associations / Organizations • Students Increase engagement with: • Employers • Universities OPTIMIZATIONS & ANALYSIS • CONTINUOUS JOURNEY Target your key audiences throughout the year by utilizing integrated awareness and engagement campaigns • • Recommendations built off of data and learnings Consistent media optimizations to ensure optimal delivery and performance Dashboard with granular performance metrics 4

CAMPAIGN TIMELINE GLOBAL LET’S MEASURE UP CAMPAIGN AUDIENCES OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY AUG SEPT NOTES * Institutional Investors Media partners TBD HNWI Capitalize on halo effect from global campaigns Media partners TBD *Triplelift is a native content distribution partner that serves owned CFA content in-feed across a diversity of sites or through curated whitelists (i. e. BBC, Business Insider, Fortune, Reuters, USA Today). AMERICAS SOCIETY BRAND ACTIVATION Themes OCT NOV Diversity & Inclusion DEC JAN Fintech Awareness Engagement FEB MAR APR MAY Investor Focused / ESG JUNE JULY AUG Ethics Investor Focused / ESG Annual Dinner Putting Investors First Investor Conference SEPT NOTES Diversity & Inclusion Where possible, align awareness/ engagement campaigns and content/ programming with overarching themes to generate a consistent audience experience Identify 1 -2 key events to align with 5

RECOMMENDED MEDIA TACTICS & BUDGET TOTAL: $27, 000~7% for production and adserving fees • • • $18, 000: Brand Activation Funding $4, 500: Society Contribution $4, 500: CFA Institute Match Budget Tiers Baseline (<$20 K) Up to 2 channels AWARENESS TOOLS DISPLAY • Tactic: Programmatic Display • Campaign LPs (landing pages) • Targeting: Employers, • Press Release Institutions, Local Media, Templates Members, Investors • Measurement: Impressions, CTR (click-through rate), CPC (cost per click), Site Visits Increased Investment ($>20 K) Incremental Add On Channels Industry e. Newsletters: >$2. 5 K Online Video: >$5 K Digital Audio: >$5 K ENGAGEMEN T ORGANIC & Social • Tactic: Linked. In, Facebook • Targeting: Employers, Universities, Students, Past Event Attendees, Future Prospects • Measurement: Engagements (Clicks), Engagement Rate (CTR), Registrations/Site Visits Trade Print: >$20 K Targeted OOH: >$20 K 6

BRAND ACTIVATION PROGRAM TIMELINE Program Kick-off 15 October 2018 Close of New SBA Proposal Initiations 1 February 2019 PLANS IN MARKET 1 March 2019 All Funding Agreements Executed Reporting Wrapup/ FY 19 Reporting August 2019 STRATEGY CALLS 7

NEXT STEPS 1 Analytics Setup Social Media Logins Provide access to Society website Google Analytics Provide access to Society Social Media profiles 2 3 Proposal Refinement Funding Agreement Provide feedback on recommended budget allocation, tactics and timeline Submit agreed-upon plan for brand activation funding 4 5 Media Plan Production and Launch Provide feedback on media tactics and detailed targeting Provide approval and follow standardized media lead time for launch 8

GENERAL MARKETING SUPPORT The following marketing items may be included in your FY 19 Brand Activation program: Marketing Toolkit Item Society letterhead Society leader business cards Event signage: standardsize roll-up banners, podium signs Social media assets and email banners featuring Let’s Measure Up visuals Customizable branded promotional merchandise from shop. cfainstitute. org Turnaround Time Cost Minimum two business days No cost for design/layout. for copy edits and logo insertions Society responsible Existing assets: minimum for local printing. Up to two business days for copy $3, 000 of your Society edits and logo insertions Brand Activation funding may be New or custom layouts: allocated for local email confirmation of printing and/or request within two days; branded goods turnaround timing based purchased from on the project scope shop. cfainstitute. org Self-serve online store. Expedited shipping available 9

APPENDIX 10

FY 18 PERFORMANCE RESULTS 11

FY 19 SURVEY RECAP Society Ranked Goals: • Increase event attendance • Increase engagement with society communications • Engage with unaffiliated charterholders • Develop continuing professional development content • Increase volunteer participation • Increase member retention Interested in learning more about participating in: • Putting Investors First • Women In Investment Management • Diversity and Inclusion • Ethics Training and Programs • Private Wealth • Financial Literacy • Ethics Challenge FY’ 19 Events: • Annual Dinner (Jan 31, 2019) • Career Event (monthly) • Charterholder Recognition Event (Nov, 2019) • CFA Institute Research Challenge (Oct 11, 2018 –Feb, 21 2019) • Market Outlook or Forecast Event (Spring 2019) Increase Engagement amongst: • Employers • Universities Interested in learning more about the following tools for enhancing tech solutions : • Website • Email Marketing • Customer Relationship Management • Social Media • Volunteer Management Conferences in FY 19: • Aug 13 -14, 2019; ½ day 2 times per year Increase Local Awareness amongst: • Employers • Affiliated Associations / Organizations • Students • Local Media • Members • Investors • Local Community • Regulators Interested in learning about the following tools for brand governance: • Strategic Planning • Committee Structure • Volunteer Management • Policies and Processes Interested in learning more about: • Increasing event sponsorships • Increasing / hiring paid staff Conferences will cover the following topics: • Investor conference, D&I, ESG, Muni, Digital Future Series in FY 19: • Quarterly book series • Monthly Day in the life 12

CREATIVE SELECTS BY CAMPAIGN 1 CHARTERHOLDER RECOGNITION 2 RESEARCH CHALLENGE 13

9 CREATIVE SELECTS FOR BRAND AWARENESS 1 HAND / MANIFESTO 2 FACES / DIVERSITY 3 SHAKE / INVESTORS’ NEEDS 4 BLOCKS / TRUST 5 FEES 6 JOBS / PROSPERITY 7 ETHICS 8 1 IN 5 9 SUSTAIN 5 6 4 3 2 1 7 8 9 14

EVENT CREATIVE SELECTS 1 HAND / MANIFESTO 2 FACES / DIVERSITY 3 SHAKE / INVESTORS’ NEEDS 4 BLOCKS / TRUST 5 FEES 6 JOBS / PROSPERITY 7 ETHICS 8 1 IN 5 9 SUSTAIN 1 2 3 4 5 6 7 8 9 15