Private Clients, You, and Public Relations

 

Private clients are one of the most highly sought-after types of investors. As someone who manages private client wealth, you not only have to compete with other investors for their attention (and their assets) but also other professionals, such as lawyers and doctors. In addition, you have to contend with the buying power of the next larger investment firm. The communication channel to private clients is indeed crowded.

 

But all is not lost. You are a CFA charterholder, and your experience and knowledge are valuable assets. Here are a few ideas you might use to raise awareness of the CFA designation to Canadian private clients.

 

Advertise in publications read by Canadian private clients, such as Nuovo, Conde Nast, and New Yorker (Canadian distribution)

• Use our ad templates

 

Make a presentation to “gatekeepers” on a topic of interest to private clients and include information about the CFA charter. Gatekeepers are those who are potential clients themselves or those who are in a position to make recommendations. They include real estate agents, lawyers, private bankers, accountants, and estate planners. Many of them belong to the local chapter of a national professional association.

 

Make a presentation on small-business firm management and/or wealth management to organizations whose members are among the wealthiest professions in Canada (e.g., anesthesiologists, dentists, dermatologists, plastic surgeons, ophthalmologists, and cardiologists) or whose members are gatekeepers.

 

Distribute CFA Institute investor fact sheets and press releases on the CFA program to current and potential clients. Don’t forget that current clients may not be fully aware of what it takes to become a CFA charterholder.

 

Distribute the Financial Analysts Journal and CFA Magazine articles to current and potential clients.

• Find articles for download
• View reprint permission
• Provide gift subscriptions to your prospects and clients

 

Give back to the community by helping future private client investors.

• Participate in a career day at a local high school or college
• Donate copies of the Globe and Mail’s Report on Business or National Post to local schools
• Make a presentation on the importance of saving and budgeting

  

Decorate your office with:

• Your CFA charter
• A framed copy of the CFA Institute Code of Ethics
• If you passed Level III in 2005 or 2006 and received the charter later that year, a framed copy of the congratulations announcement CFA Institute ran in the Globe and Mail

 

Consider adding copies of other CFA Institute advertisements to your marketing materials.

 

Questions? E-mail the CFA Institute public relations team