Case Study – CFP Board



In late 2012, the Certified Financial Planner Board of Standards, Inc., (CFP Board) began a partnership with MGI in order to increase the total number of CFP® professional certificants. Together, MGI and CFP Board have increased the count of CFP® professional certificants from 61,000 to over 88,000. This was achieved through the creation of a comprehensive certification marketing program for CFP Board that starts with lead generation and continues through the certification lifecycle, demystifying the certification process, facilitating exam registration and preparation, and helping candidates complete their final steps to become certified.

The program includes distribution of over 61 million emails to date, as well as direct mail, telemarketing, and online marketing. All marketing efforts are informed by MGI’s continuous research, a customized data warehouse with large volumes of outside prospects and appended data, and modeling tools that predict prospect and lead behaviors.

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