Global Branding Task Force Conference Call Agenda: Monday, 27 August 2007 Intl: Canada/US: Pass code: #

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Meghan French
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1 Global Branding Task Force Conference Call Agenda: Monday, 27 August 2007 Intl: Canada/US: Pass code: # Sydney, 21.00h; Hong Kong, 19.00h; Jakarta, 18.00h; Johannesburg,13.00h; London, 12.00h; Toronto and New York, 07.00h; Denver, 05.00h Attendees: Jo-Anne Bloch (Chairperson) John Arnesen Ann Bowman Nick Cann Margie Djajakusuma Jacinta Gauda (replacing Allan Jordan as CFP Board rep Welcome to the Task Force) James Hossack (Radar) Noel Maye Lauren Schadle Winston R. Thomas Julie Castetter (staff support) 21.00h 1. CALL TO ORDER 2. Approve Agenda 2.1 Additions to the Agenda Approve Final Value Propositions 3.1 For CFP Mark 3.2 For CFP Professional 3.3 For Financial Planning Discuss Global Strapline / Tagline Discuss Deliverables Timeline Discuss CFP Grid Next Steps 7.1 Discuss need for further conference calls possibly September/October 22.00h 8. ADJOURN Next Conference Calls None currently scheduled # # #

00h Attendees: Jo-Anne Bloch (Chairperson) John Arnesen Ann Bowman Nick Cann Margie Djajakusuma Jacinta Gauda (replacing Allan Jordan as CFP Board rep Welcome to the Task Force) James Hossack (Radar)

2 3. Finalize Wording for Brand Values The launch promotional campaign and long term sign off - Global excellence in financial planning is the approved campaign idea - It effectively condenses what is most important and most unique to the CFP designation - Like the worlds local bank it immediately describes what the mark represents - Audiences can readily understand that the mark describes the elite of the financial planning world this is the core aim of the creative - If audiences do not fully understand the financial planning process, this can be supported in the accompanying text (it is impossible to say everything in one line or sign off. We also don t have the luxury of being instantly recognizable in multiple markets ie a Just do it approach will be quite meaningless if people are not as familiar with the CFP brand) - In order to bring this idea to life we have developed a series of icons that are globally recognizable - Each icon represents something aspirational and relevant to each market - Each is then juxtaposed against the CFP logo in order to: o o Be visually engaging Make the reader associate global and the meaning captured in the icon with the CFP mark - This creative supports the launch of this positioning and can be evolved once the launch period is complete - In the long term we still see global excellence in financial planning (trademark pending!) being used consistently on every piece of communication that uses the CFP mark - If we decide to produce another campaign this will be the key thought that the creative idea will express either using the icons or another creative expression The use of definitions and applying the value propositions - Whilst the creative idea drives a key thought and something quite unique to the CFP mark, it needs supporting information to articulate specific messages - The key issue is that we have some markets who require a very literal description of the both what being a CFP professional means, whilst other markets clearly require a less structured approach - We can use the value propositions to help both types of market - Essentially having three propositions or statements will allow each affiliate the flexibility to use definitions very literally, whilst others can choose to use the messages and language as a guide provided the tone and content of any material support the worldwide campaign idea of global excellence in financial planning - With this in mind we ve looked at the draft propositions below, in the process refining the to more clearly show how each may be used: 3.1 CFP Mark Brand Value Proposition what does the mark represent? CFP certification is the only globally recognised mark of professionalism for financial planners. When seeking objective, expert and trusted financial planning advice you should always look for the CFP mark. 3.2 Draft CFP Professional Value Proposition what does a CFP professional provide? A CFP professional is a trusted advisor who works with you to review all of your options so you can make informed decisions about your financial situation at every stage in life. By meeting rigorous international competency, ethical and professional practice standards, a CFP professional is qualified to deliver integrated financial solutions that allow you to take control of your finances and achieve your life goals. The best financial planning results come from working with a CFP professional. 3.3 Draft Financial Planning Value Proposition what is financial planning? Financial planning is the process of developing strategies to help you manage your financial affairs to meet life goals. Everybody can benefit from using the financial planning process to understand their current financial situation and to develop a plan for the future.

elite of the financial planning world this is the core aim of the creative - If audiences do not fully understand the financial planning process, this can be supported in the accompanying text (it is

3 4. Discuss Global Strapline/Tagline James is proposing that we go with Global Excellence in Financial Planning - as the strapline for all things FPSB/CFP certification to support the promotional campaign and any other initiatives we have.

strapline for all things FPSB/CFP certification to support

4 5. Discuss Deliverables Timeline FPSB Global Branding Campaign Draft Timeline for CFP guidelines The Global Symbol of Excellence in Financial Planning Item Approval of draft value proposition for CFP Agree Grid & Elements Approval of draft value proposition for Financial Planner Creative development of Brand Guidelines (including templates) Campaign sign off/strap line development First draft Guidelines (concept) circulated to Task Force for input First draft feedback Second draft circulated for final comments Final approval stage Commence final artwork Electronic guidelines delivered as PDF Hard copy guidelines (limited number) printed for circulation When Wed 1 Aug Wed 1 Aug Wed 8 Aug 2 Aug 27 Aug 2 Aug 27 Aug 28 Aug 5 Sept Mon 10 Sept Friday 28 Sept 1 Oct 12 Oct 15 Oct 17 Oct 19 Oct End November

Guidelines (concept) circulated to Task Force for input First draft feedback Second draft circulated for final comments Final approval stage Commence final artwork Electronic guidelines delivered as

5 6. Discuss CFP Grid (attached)

6 WHAT PROMOTIONAL PRODUCTS/SERVICES DO AFFILIATES NEED FROM FPSB? WHEN ARE THEY NEEDED BY? Affiliate Global Brand Guidelines for deploying CFP, brand in national promotional Concepts, Key Messages, Talking Points for presenting CFP, brands by FPSB Affiliate by CFP Print advertisements Online Scripts for Radio Scripts for TV Other Detailed descriptions of colours; use of logo; rules of brand use; layout; flexibility for local conditions Detailed visual concepts and guidelines on how to use them; messages and talking points Ideas for brochures; flyers; posters; press releases; letters and other relevant collateral to use in promotional Brand guidelines for CFP including correct wording for business cards and stationery adverts for print to be used in newspapers, magazines, posters adverts for online to be used in own, others websites localization in radio adverts, or Public Service localization in TV adverts, or Public Service What other media might be used and when? Australia Yes Yes Yes Yes Yes Yes Yes From Nov 2007 From Nov 2007 From Nov 2007 From Nov 2007 From Nov 2007 From Nov 2007 From Feb 2008 Austria Brazil Canada Will use as needed Will use as needed Will use as needed Yes - Will use as Will use as needed Will use as needed Will use as needed Will use as needed needed China Chinese Taipei France Germany Hong Kong Yes Yes Yes Yes Yes Yes Yes Yes From Jan 2008 From Jan 2008 From Jan 2008 From Jan 2008 From Jan 2008 From Jan 2008 From June 2008 From June 2008 India Indonesia Japan Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Malaysia Netherlands

7 WHAT PROMOTIONAL PRODUCTS/SERVICES DO AFFILIATES NEED FROM FPSB? WHEN ARE THEY NEEDED BY? Affiliate Global Brand Guidelines for deploying CFP, brand in national promotional Concepts, Key Messages, Talking Points for presenting CFP, brands by FPSB Affiliate by CFP Print advertisements Online Scripts for Radio Scripts for TV Other Detailed descriptions of colours; use of logo; rules of brand use; layout; flexibility for local conditions Detailed visual concepts and guidelines on how to use them; messages and talking points Ideas for brochures; flyers; posters; press releases; letters and other relevant collateral to use in promotional Brand guidelines for CFP including correct wording for business cards and stationery adverts for print to be used in newspapers, magazines, posters adverts for online to be used in own, others websites localization in radio adverts, or Public Service localization in TV adverts, or Public Service What other media might be used and when? New Zealand Rep of Korea Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Will use as needed Singapore South Africa Switzerland UK Yes as needed Yes as needed Yes as needed Yes as needed Yes as needed Yes as needed Will use as needed Will use as needed CFP Board

10.0 FPSB s Country/region-specific Trademark Symbols and Legal Notices

FPSB s Guide to Use of the CFP Marks Page 13 10.0 FPSB s Country/region-specific Trademark Symbols and Legal Notices FPSB enters into license and affiliation agreements with one organization in each country