Making Soup

Integrating Digital, PR and Advertising for a Public Awareness Campaign

Hosted by the Financial Communications Section.

This section webinar is not currently available. Email the Sections Department to inquire about future availability of this program.

Category: Communication Strategy

At its core, communications is about storytelling. Whether leveraging advertising, media relations or digital communications, good storytelling means having a good message that can be carried in a variety of ways.

The Certified Financial Planner Board’s integrated public awareness campaign has focused on delivering a surround sound approach to increase awareness of the CFP® certification — nearly doubling unaided awareness within the last four years. This webinar features a variety of lessons learned, best practices and creative ideas for integrating all types of communications for maximum impact and results. You will learn:

  • How to maximize your resources and have them work together.
  • The value of research going into a campaign — and why it’s important to keep doing research.
  • Why there shouldn’t be a “wall” between advertising, PR and digital/social media.
  • What a surround-sound campaign needs to be successful.


Dan Drummond, director, public relations, CFP Board

Drummond is the director of external communications for the Certified Financial Planner Board of Standards, a nonprofit organization that certifies more than 71,000 CFP® professionals in the United States. In this role, Drummond is responsible for overseeing and leading CFP Board’s consumer advertising and marketing efforts, as well as consumer, corporate and public policy PR, and integrating them all for the benefit of the organization and its stakeholders. Previously, he worked in senior positions at Washington, D.C.-based PR firms and on Capitol Hill. He is a graduate of Johns Hopkins University and Old Dominion University.

Follow him at: @danielfdrummond and @cfpboardmedia



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.