Financial Advice for All Campaign

“Making Changes that Count” was the theme for Financial Literacy Month in 2022. The Financial Advice for All website was populated with new resources and articles for members to share within their network and communities. The site generated 5,918 pageviews in the 4-week period of the campaign. The campaign included:

1. Three Instagram Live episodes interviewing members on:

• How to ‘Shift your financial mindset’ – 46 Live attendees & 312 replays

• Managing your money – 82 Live attendees & 233 replays

• Assisting clients to make financial decisions – 68 Live attendees & 457 replays

2. A special edition of Coffee Talks on the different stages of financial literacy and the hierarchy of financial needs. This webinar had 350 registrations and the recording generated 43 views in the first week it was posted.

3. Twitter Chat was also included for Financial Literacy Month, and included Advocis hosting a chat on November 16 with financial advisors, advisory firms, and other financial literacy-minded groups who all came together to drive a valuable discussion on how we can work towards building greater financial literacy for Canadians.

4. The Junior Financial Advisor (jFA) Fin Lit Teen Kit was created to complement the Junior Financial Advisor (jFA) Kit that was created in 2021 for younger children. Both kits were made available to Advocis members digitally in a variety of formats to either print or distribute digitally. The kits featured activities and tips for kids and teens related to financial literacy. A Discussion Guide was also created for both kits to guide parents, guardians, teachers, and Advocis members with questions that can help guide conversation as they move through the kits.

5. Sharable infographics and a press release was created to highlight what was top of mind for advisors and their clients through a poll held by Advocis of more than 200 member advisors to better understand the top financial concerns of Canadians. We also created shareable infographics specifically for Advocis Members to share across all social media networks, email newsletters and other relevant channels.

ABS National Promotional Campaign

The National campaign for Advocis Broker Services (ABS) was created to bring awareness to their Full Suite and Cyber & Privacy offerings.

Campaign Run:

• April 26, 2022 – December 15, 2022

The campaign Included:

1. Social posts on all ABS platforms

2. Two dedicated HubSpot pages

3. Paid social ads visible on LinkedIn, Google and Facebook

Campaign Results:

• Over 16,500+ impressions on the two landing pages and over 1,200 conversions of people navigating to the ABS website from the landing page to request a quote/learn more

ABS Promotion Page – Full Suite

• Pageviews: 15,740

• Average time per page view: 5.6 minutes

• Source Traffic: 91% paid search, 9% paid social

ABS Promotion Page – Cyber Security

• Pageviews: 794

• Time per page view: 2.6 minutes

• Source traffic: 96% paid search, 4% paid social

Advocis Membership Renewal Campaign

In collaboration with the Advocis Information & Technology department, we created a simplified Online Renewal Process for Advocis members for the 2023 renewal year. The process was streamlined so members were only required to verify their information and check a box for Advocis attestation. Once completed, members were asked to enter credit card information to complete the renewal process.

To ensure a positive 2023 membership renewal process for the general membership, we also asked volunteers and board members to participate in an early online renewal and feedback opportunity. This enabled our team to correct any issues found prior to the general membership renewal campaign. A dedicated email address was also utilized to ensure that any renewal-based issues were captured and prioritized.

PFA Awareness Campaign

With the announcement from FSRA approving the PFA designation for Financial Advisor title use, we ran a social media awareness campaign for the PFA program between April 26 and December 1.

As part of the campaign, we created a dedicated HubSpot page, purchased LinkedIn ads and posted actively across social about the benefits of taking the PFA program.

Campaign Run:

• April 26, 2022 – December 1, 2022

The Campaign Included:

1. Social posts on all our Advocis platforms

2. Dedicated HubSpot page

3. Paid ads on LinkedIn

Campaign Results:

• 47 people registered for the first PFA course (PFA 791)

• 11 people registered for the other three PFA courses (792, 793, 794)

• 5 people registered for the full PFA bundle

• 40 people registered to write the PFA exam

We continued our launch of digital badges for Advocis Members and Institute Designation Holders in 2022. In 2022, 1,805 Institute Credly issued badges have been accepted (combination of PFA, CLU, CHS), representing a 62% acceptance rate, 42% share rate and 2.38 views per share.

For Advocis Member badges, 1,652 have been accepted (combination of Member and Associate Member badges), representing a 29% acceptance rate, 40% share rate and 1.66 views per share.

Advocis continued to build upon our strong media foundation in 2022, successfully leveraging Greg Pollock (Advocis President & CEO), Catherine Wood (Chair, TFAAC) and Advocis members to field complex inquiries from top publications as it related to industry and consumerfacing issues. In total, there were 400 mentions of Advocis in industry and consumer media, both online and in print. Outlets that covered Advocis news included: Globe & Mail, Investment Executive, Wealth Professional, Advisor’s Edge, Insurance Journal, Money Sense Magazine, CTV News & Insurance Business Canada.

Forum

FORUM is one of the oldest continuously published magazines in Canada. The magazine’s mandate is to help financial advisors serve their clients more effectively. In that vein, FORUM provides articles on retirement issues affecting clients, tax and estate planning, insurance and investment solutions, superior communications advice, and overall business management strategies. The September 2022 issue of FORUM was our first ever all female edition and sadly Deanne Gage’s last as editor. The December 2022 issue welcomed Alison MacAlpine as FORUM’s new editor.