Your Campaign Is Here

When I think about The College’s mission — that is, to provide applied financial knowledge and education, promote lifelong learning, and advocate for ethical standards to benefit society — I think of the phrase “begin with the end in mind.”

Our mission ends with “to benefit society” and indeed, our ability to do that (and to help you, the financial professionals we educate, do that) will be the ultimate measure of our impact on this noble profession. Society, the consumer, the client – whatever you call the individuals and families you serve, they are the heart of everything we do. That’s why I’m so pleased to premiere the highly anticipated consumer awareness and engagement campaign with all of you.

As I shared in January, this is your campaign. You deserve a moment of recognition for the time and effort you’ve put into honing your specialization – whether that’s comprehensive planning with practical application, retirement income planning, philanthropic planning, tax planning, special needs planning, insurance and risk management, goals-based wealth management or any other area of planning expertise that is so deeply needed and appreciated by your clients. You’ve made the pursuit of specialized, applied knowledge a significant part of fulfilling your life’s work. And today we honor that commitment with a campaign designed to reach your ideal clients – and, if I may add, to delight you!

It's important to acknowledge that this campaign is more than a 30-second public service announcement. It’s a multichannel, always-on initiative to reach the people most in need of your advice. It’s part education and impact – and we know both will only come through a dedicated commitment to this effort.

As part of the campaign, you will have seen communications from our team about the enhanced consumer website and search tool at www.YourAdvisorGuide.com. If you are a College designee in good standing, serving in a client-facing role, please be sure to check whether your profile is complete and accurate on the site.

You may update it at any time on our Learning Hub. Again, this campaign is about you and helping your current and future clients appreciate what you can do through the power of specialized, applied knowledge. Being part of the Your Advisor Guide website is a key way you can become part of the campaign.

And because this campaign is so personal, and we’re in a relationship business, I’ve recorded a personal message to all of you. If I could call you all individually, I would – but we are 200,000+ strong! Please take a moment to watch this short video as well as the ad spot. On behalf of the entire team, both at The College and at our ad agency Big Com, I truly hope you enjoy it and share it with great enthusiasm!

Without further ado, here’s your consumer awareness and engagement campaign! Specialists Need Specialists, Too.