The CFA Society of Indianapolis is an association comprised of local investment professionals who are committed to excellence and higher ethical standards. They undertake a rigorous program of study to become Charterholders and consistently seek to increase their expertise and marketability in the community. Because of this, they wanted to educate the local community about the unique benefits they can bring to a position.
They partnered with Element Three to create a direct marketing campaign to increase awareness about who they are and the unique characteristics of what they can provide among local employers and investment committees. In order to accomplish this, we conducted a meeting with key stakeholders in the organization to gain a better understanding of why they become Charterholders and where they hope to go from there. We then conducted audience interviews to analyze if and where there were any discrepancies or messaging components which seemed to be misaligned.
Using this information, we worked together to develop a postcard to be sent to employers making them aware of the standards CFA Society Charterholders uphold and the expertise they gain from going through the program. We also developed a brochure with additional information to be distributed at social functions and tradeshows or mailed to interested parties. Both of these incorporated local scenery, people, and visual aspects to represent their connection with the community.