CFA Institute

The Chartered Financial Analyst® (CFA) credential has become the most respected and recognized investment designation in the world.

To meet the organisation’s goal of increasing incremental CFA Program candidate growth, ThisCity worked with the CFA to grow a database of student prospects that can be nurtured with relevant content marketing and encouraged to register for one of the programs.

The
Deliverables

ThisCity created an interactive Career Mapping Tool that encouraged engagement between the user and the CFA Institute brand and helps the user to determine whether CFA Program, Claritas or CIPM is right for them.

The
Background

ThisCity created an interactive Career Mapping Tool that encouraged engagement between the user and the CFA Institute brand and helps the user to determine whether CFA Program, Claritas or CIPM is right for them.

The
Experience

The Mapping Tool is fully integrated with the CFA Institute corporate website and is responsive to create a seamless user experience on PC, mobile and tablet.

Cross-platform/responsive design

Fully responsive, mobile-friendly and IE7 compatible, this site received over 140,000 hits in the first week of launching. Users were able to share their specific result in social media, using bespoke Open Graph API integration.

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Typographical choices and rules for the organization of contents

In consultation with the CFA’s marketing, creative development, education and web service teams were able to enhance thier creative brand guildines in order for the implementation of a responsive design grid adapted to all supports

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Design of functional icon use

To increase engagement and encourage completion of the quiz, ThisCity conveyed core messages via iconography, encouraging the feeling of support and partnership between participants and the CFA. Iconography is supported by clear text and a direct call to action throughout both design and film graphics.

Metrics &
Measurements

We measured the engagement with the mapping tool (e.g. visits, time on site, completion, forwards, shares) and the number of student prospects in the CFA Program, Claritas and CIPM database.

ThisCity Campus Ambassadors at 24 universities around the world.

Service

Data Analysis & Monitoring

Unique visitors conversion.

Service

Data Analysis & Monitoring

Global Mapping Tool campaign generated valuable and measurable data.

Service

Data Analysis & Monitoring

Focused on key markets including USA, Canada, UK, South Africa, China, India and Australia.

Service

Data Analysis & Monitoring

Seven Degree disciplines targeted.

Service

Data Analysis & Monitoring

Creating
Brand Consistency LON, NYC, HK, SGP

From documenting CFA prize winners in Hong Kong and New York to following student journeys to the Research Challenge final in Singapore, here's a selection of films we have produced.

  • Following the winner of the CFA Institute student competition on their trip to Hong Kong

  • One day in New York with the CFA Institute student competition

  • Capturing the excitement of the CFA Institute Global Research Challenge final in Singapore