Updated October 21, 2020 by Stewart Mader
CFA Institute hired me to lead the redesign and content strategy for cfainstitute.org in concert with Chermayeff & Geismar & Haviv’s creation of a new brand identity. I assembled a global design, development, and editorial team, created the Enterprising Investor and Market Integrity Insights blogs, created CFA Institute’s first-ever social media strategy, and built a robust presence on Facebook, LinkedIn, Twitter, and Weibo. CFA Institute’s social media presence was ranked #1 in finance and #6 overall by Association TRENDS in 2014, and #8 on CQ Roll Call’s 100 Association Twitter Handles You Should Follow. I refocused the marketing budget on digital and social campaigns, and consistently delivered 14-20 times higher engagement vs. display-only campaigns, which directly contributed to registration and revenue growth for professional certifications.
Crisis of Culture: CFA Institute & The Economist Intelligence Unit Report on Ethics in Finance
In 2014, I led CFA Institute’s content partnership with the Economist Intelligence Unit to produce ‘Crisis of Culture: A Report on Ethics in Finance’. CFA Institute sponsored the report, and EIU gathered insights from 382 finance executives on the state of ethical standards and conduct in finance. We used combined analytics from CFA Institute and EIU to plan a paid and earned media campaign using targeted ads on the Financial Times, WSJ, Nikkei/Nikkei Asian Review, and other websites, and social media campaigns on Twitter and LinkedIn. These campaigns resulted in an average of 2 million daily impressions, and 81,000 daily engagements, helping us increase awareness of the ethics risks still present in the global economy, six years after the 2008 financial crisis.
Social Media Editorial Strategy
I also led rollout of the new brand identity to 120 local societies and partners around the world, and created a social media handbook with guidance on editorial strategy and audience engagement for CFA Institute members, staff, and affiliates.