Institute of Financial PlanningThe Choice of the Professional Practitioner

7th-13th Sept 2009

The initiative has been run successfully in the USA and Australia

for many years. In the UK we aim to raise awareness about the

importance of Financial Planning within the lives of millions of

consumers. The initiative is organised by the Institute of

Financial Planning (IFP) and its members, but also involves the

support of a large number of other organisations which are keen

to help promote awareness of the need for and benefits of

Financial Planning.

Financial Planning Week is in its second year in the UK, after a

successful inaugural launch in 2008. The 2008 initiative was

covered in the National Press and links to the Financial Planning

Week website

were featured on

over 30

consumer-facing

websites, and

circa 100 radio

interviews enabled us to reach a

potential audience of over 12million consumers. Although we

weren’t targeting the industry press specifically, they really got

behind the week and Financial Adviser, Money Marketing, New

Model Adviser and Professional Adviser in particular, applauded

our efforts to take simple financial education to the public.

Financial Planning Week is a generic campaign aimed directly at consumers to help

them to plan their finances more effectively, underpinned by the principles of true

Financial Planning. No jargon, no product pushes, and definitely no sales gimmicks –

just good useful information and guidance to help people make a difference.

Financial Planning WeekHelping consumers ‘make a difference’

The Institute of

Financial Planning (IFP)

is the professional body

which represents

Financial Planners here

in the UK. Its aim is to

build and maintain the

profession of Financial

Planning for the benefit

of consumers.

Rationale for Financial Planning Week

n To provide a catalyst for the IFP to connect directly with consumers to promote

awareness of the need for Financial Planning and its importance within their own lives

n To provide a focal point for IFP members to promote the concept and benefits of

Financial Planning to consumers

n To encourage consumers to take positive ‘planning’ action

n To promote the concept of true Financial Planning to consumers, other advisers,

providers and the regulator

n To help differentiate the nature of Financial Planning from that of more product

orientated financial advice

n To help consumers who are looking for professional Financial Planning help to find the

services of a Certified Financial Planner professional

n To ultimately increase membership of IFP as awareness of Financial Planning grows

among practitioners

n To gain learning for future Financial Planning Week projects

The role of sponsors

The option of working in association with the

IFP on the 2009 Financial Planning Week is

open to any organisation with an interest in

consumer financial education. This is not an

opportunity to highlight individual products

or services, rather it will promote the

sponsor’s brand in association with an

initiative which aims to help consumers to

build a better financial future by effective

use of planning, either self-directed or via a

Financial Planner.

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The national consumer media (both financial and mainstream)

will also be engaged to provide coverage and exposure for the

issues and activities surrounding the campaign. Radio coverage

will again be significant, and online media will be targeted to

ensure that the impact of the campaign is maximised and at the

lowest possible financial cost.

There will be consumer events and activities taking place, run

by IFP Branches and members around the UK, giving people the

opportunity to go along and hear for themselves some useful

tips from expert Financial Planners. These are expected to be

very popular.

IFP will also be repeating its major Financial Planning consumer

survey which produced such illuminating insight into the state of

people’s financial plans in 2008, nationally and across the major

regions in the UK. IFP aims to build this into an annual Financial

Planning Index, to gauge how people are changing their

financial habits over time, and to maximise press engagement in

connection with Financial Planning Week itself.

What will be happening?

There will be large scale publicity leading up to the week, with

the website going live at the beginning of August to allow

people to sign up for events taking place. Some of the key

findings from the survey will be released to selected journalists

for use in the weekend press leading into the week. The week

itself will have daily themes linking Financial Planning issues

with different lifestyle themes on each of the weekdays. The

closing weekend will pull together all of the coverage during the

week and use case studies to bring home key messages. The

various elements of the week are outlined below.

A Financial Planning Index – a major survey togauge consumers’ attitudes to their finances

IFP will be running a unique major survey of consumers’

attitudes to planning their finances in the period leading up to

Financial Planning Week. This will gauge their attitudes and

actions to date and generate the insight and evidence that

supports the rationale for the week itself. Over time this will

build into an annual Financial Planning Index. It will provide

significant PR opportunities and headlines to give credence and

relevance to the project.

How Financial Planning Week is differentTips, information and guidance for financial ‘fitness’

It is a powerful initiative from the IFP to support the wider financial education of consumers.

The campaign is primarily PR driven supported by the specially developed Financial Planning Week website.

This unique website (www.financial planningweek.org.uk) which received so much praise in 2008 will again be live, giving

consumers a host of useful tips information and guidance about how to go about improving their financial “fitness”.

”

I can’t think of a more

appropriate time to get people

to think about their finances.

Financial Planning Week is a

truly splendid idea

Jeff Prestridge, Editor, Financial Mail on Sunday

“

Financial Planning Week attracts broad

coverage and support from many areas of the

consumer and trade media. Significant

support has already been shown by a number

of editors and journalists from the Personal

Finance sections of major national

newspapers – the Mail on Sunday, Sunday

Times, the Daily Telegraph and the Financial

Times have all indicated their interest in the

project. Coverage via television and radio will

also be sought. We expect all of the “trade”

magazines and newspapers will show support

for the project, ensuring that it will get

excellent all round exposure.

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by millions around the UK as they approach what is bound to be

a financially challenging retirement. With increasing longevity,

rising unemployment, state support declining and all in an

increasing hostile economic environment, the reality is that the

need for individuals to have effective financial plans has never

been greater.

Who else is involved?

As well as the large number of IFP members and sponsors, the

IFP is building on the success of last year. It has been gauging

support for the project from key stakeholders and is pleased to

report that there is already considerable interest in support for

Financial Planning Week 2009. We are particularly delighted to

acknowledge the broad support of the FSA for this project in

2008, the aims and objectives of which are closely aligned with

those of its own Consumer Financial Capability Team.

Millions are clearly at risk of financial disaster unless they start

to take some action to plan their finances – and soon. IFP can

bring together Financial Planning experts and specialists who

between them can provide the generic information and guidance

which is so crucial for consumers. By combining this expertise

and working together in this way we can provide people with

practical, jargon-free information and helpful tips so they can

make a difference to their own lives as a result.

Becoming involved with Financial Planning Week will give your

firm the opportunity to associate your brand with the good

practice of Financial Planning with consumers and the Financial

Planning world.

Daily Polls – engaging consumers on a daily basis

The Financial Planning Week website will host a daily “poll”

giving consumers the chance to express their views and

attitudes by responding to a quick interactive poll. Its results will

also provide the opportunity for significant coverage in the local

and national press, TV and radio. You will also be able to host

the daily poll on your website.

Financial Planning Week events

Free workshops and seminars are organised by IFP branches

(21 around the UK), aimed at helping consumers get to grips

with planning their finances. These will utilise a generic

presentation produced by the IFP marketing team and there will

be branding/exhibiting opportunities for providers with

consumer education materials.

Financial Planning themes – factsheets

There will be a range of generic and simple downloadable

factsheets linked to the daily themes which will be promoted to

the press during Financial Planning Week, used at Financial

Planning Week events, and also can be utilised by the press

after Financial Planning Week. We hope that many providers will

have content covering key topics such as Annuities, Pensions,

SIPPs, Life Assurance, Wills etc produced for raising consumer

awareness and education.

A Brief Consumer Guide on the basics ofFinancial Planning

A downloadable step-by-step guide to Financial Planning written

by a leading high profile Financial Planner. This will offer an

excellent branding opportunity to associate with good practice

direct to consumers. This guide will be promoted during Financial

Planning Week initially but will have a long shelf-life, and continue

to be available via the consumer pages on the IFP website.

Why is it necessary?

This hardly needs much explanation as you will be aware from

news coverage of the disastrous state of the nation’s finances. It

is clear that large numbers of consumers in the UK have been

completely failing to plan for their future, preferring instead to

“live for today” with millions spending well above their means.

The savings ratio is at its lowest level for years. Personal debt

levels are extremely high, and proving a huge constraint upon

the lives of millions, as they struggle to even meet interest

payments let alone repay any of the capital. Within a few years

we will begin to see the impact of the under-funding of pensions

Message Board

Consumers are able to post their own financial queries

and contact CFP Professionals to get answers to their

Financial Planning questions. Having access to other

technical experts would help ensure that all queries can

be answered.

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Benefits to sponsorsWorking with the IFP to develop good practice

The opportunity exists for four headline sponsors to support the 2009 Financial Planning Week campaign. Sponsors will gain

valuable brand exposure and be closely associated with the primary aim of the week – consumer education. We are also looking

for support from as many other organisations as possible, if not via a financial contribution, then by helping us promote the

week, for example via their own website and providing us with consumer-friendly content for the website and downloadable

guides. Your involvement will give you the opportunity to associate your brand with the good practice of Financial Planning

amongst consumers.

Headline sponsors (four total) Make a difference

Your company will be highlighted as helping to make a

difference to how consumers view their own Financial Planning

needs:

n Opportunity for major brand association among consumers

as well as with the Financial Planning community

n Your logo, company profile & URL will appear on the

Financial Planning Week website – homepage and sponsor

pages

n Your logo will feature on press releases associated with

Financial Planning Week (with the other three sponsor

company logos)

n Opportunity to work closely with the IFP on how your

organisation can best get involved in Financial Planning

Week

n Coverage in IFP’s Financial Planner magazine (circulation

5000) and email bulletins to members, as part of the project

n Publicity and exposure amongst Financial Planners at the

IFP Annual Conference at Celtic Manor in October 2009

Your organisation will benefit from its association with Financial

Planning Week as a result of the media coverage that the

campaign will attract via the National Financial Press, TV and

Radio as well as local media sources around the UK

In order for it to be a success, we need your help. We

understand that there are many projects that invite your

support but this one really is different. We are not aiming to

“sell” services or products. Instead, the initiative has more

laudable aims to channel the expertise that is available all

around us into a campaign which can benefit the millions of

people who either cannot afford professional financial help or

are reluctant to seek it for whatever reason. By helping people

at “grass roots” level, we will be underpinning the future

development of our profession which will ultimately benefit from

such increased awareness.

Can’t be a Headline Sponsor?Other ways to get involved

If your organisation would like to support Financial Planning

Week, but you don’t feel that the Headline Sponsor opportunity

works for you there are many other ways you can get involved:

n Help us with content – information or tools which are

relevant to the daily themes that you could provide would

help with literature and articles to be provided for

consumers & Financial Planners

n Help us with PR – Use the contacts you already have that

could help build the profile of Financial Planning Week and

awareness of its aims

n Website Links – promote Financial Planning Week on your

website and also provide a link from it to the official

Financial Planning Week Website

n Provide venues & meeting rooms across the UK for

consumer events during the week

n The Daily Poll – carry it on your website and see for yourself

how it can increase traffic during the week

n Public relations and media coverage of Financial Planning

Week

n Become one of our supporting sponsors and feature on the

Financial Planning Week website sponsor pages.

”

It is time the industry took the

lead in helping UK consumers

get to grips with their financial

futures. We at Professional

Adviser will be supporting your

campaign all the way

Rob Kingsbury, Editor, Professional Adviser

“

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Who are we trying to help?

Financial Planning Week aims to help all consumers regardless

of their financial position, level of financial knowledge, age etc,

to make a difference to their financial future. Five broad daily

themes have been designed to reflect the needs of people in

different stages of life. This allows us to have a clear focus for

comments, articles, information, case studies, daily poll etc and

stimulate additional coverage on each of the five working days.

How can we help consumers most effectively?

It is essential to avoid financial “jargon” wherever possible, in

line with our requirement that all information be clear, and

relatively simple and, of course, generic. Financial Planning

Week is not about promoting financial products, it’s about the

simple act of planning; mapping out where people are with their

finances and linking this to their goals and dreams in life to see

whether or not they are on track. Much of it is common sense,

and so the weekend will feature case studies provided by

consumers and Planners, and articles based on the detailed

findings of the annual survey, to help consumers understand

what they could and should be doing to make a positive

difference in their lives.

What areas will be covered?A week of practical advice, tips and guidance

Financial Planning Week provides a dedicated period where the main objective is to raise awareness amongst consumers of the

importance of Financial Planning to their daily lives and their financial future. Financial Planning Week will cover the basics of

Financial Planning from budgeting, preparing a will and coping with debt, through to more complex areas such as investment

planning and tax saving strategies. We will also ensure that consumers know how and where to get professional Financial

Planning help should they need it.

”

Developing competent and ethical Financial Planners is only

one side of the equation. We need empowered clients to make

Financial Planning work. Congratulations to the IFP for its

leadership role in educating Britons about financial matters and the

importance of having a plan for achieving life and financial goals.

Noel Maye, CEO, the International Financial Planning Standards Board

“

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n DAY 1 Young, Free and Single – living for today

For those in this category, thinking about their finances and planning ahead for the lives they wish

to lead in future are often overlooked in favour of a live for today attitude. Financial Planning

Week kicks off by looking at the importance of getting into the habit of regularly reviewing your

finances, setting goals, saving and investing and budgeting giving useful tips and tools that people

can use to help them improve their financial “fitness” and make sure that they are not ignoring

their future.

n DAY 2 Making Commitments

Leaving home for the first time, buying a car, moving in with a partner or buying a first home can

have a big impact on a person’s budget if they don’t make proper financial plans. Help and

guidance is available to make sure that taking on more commitments is a positive experience.

Typical areas to be covered are; how to avoid problems associated with debt, joint accounts, joint

tenancy and mortgages, helping people to build a secure future - not to wreck it.

n DAY 3 Young Couples & Families

Marriage? kids? a mortgage? The joy of having a young family is often paired with managing the

negative impact upon disposable income which can be traumatic and with which many people

struggle to cope financially. By looking at the ways in which couples and families can use clear

goal setting to help plan their finances, and putting wills and suitable savings schemes in place (eg

for school/university fees) we can make sure that they not only protect themselves against

unforeseen events but also that they create as much income as possible to allow them to enjoy life

to the full through this challenging period.

n DAY 4 Time to choose

This is a period when people should be making the most of life, fulfilling their dreams and goals, or

at least be well on their way. Children may have grown up and a number of choices need to be

made about the future. Failure to consolidate retirement plans at this crucial stage can mean an

unfulfilled lifetime ahead, often with people’s lifestyle and standard of living severely depleted as a

result. Appropriate use of schemes for saving, investing (including pensions), tax efficient planning

schemes and prioritising budgets are essential alongside clear goals and will be highlighted in

Thursday’s coverage.

n DAY 5 Making the most of retirement

After working hard throughout life, people look forward to retirement often to face more

challenges than they anticipated – especially with their finances. Effective budgeting is essential,

as is appropriate use of trusts, investments, savings schemes, taking the benefits you are eligible

for, minimising tax and the use of key Financial Planning strategies. Whether and how to

pass on wealth to family or worthy causes, and how to plan against ill health. Friday will cover the

needs of the vast majority of people in Britain today who wish to ensure that they are making the

most of their retirement.

Supporting information on all of these themes will be shown on the Financial Planning Week

website. The site will also provide links to numerous other websites that offer useful services or

information which can help, in particular to calculators and tools which can help individuals to

examine their own situation in some detail.

Real life case studies will also be used to highlight important areas, and the daily poll will be carried

out to judge views and opinions. The daily poll will give further opportunity for press coverage.

Financial Planning Week Daily Themes

The week will be structured so that different life stages are covered from Monday to Friday. Case studies of individual consumers in

those categories will be used to highlight the key issues and areas that people should be looking at. This structure maximises the

opportunity for sponsor involvement with appropriate consumer target markets on specific days and to help supply the information,

tools and guidance that supports them. The categories are shown below.

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What happens next?A plan of action for a successful week

The media campaign begins formally in the spring, to enable us to establish exactly how and when different organisations can

become involved to bring the much needed publicity it requires.

The week itself begins Monday 7 September and concludes Sunday 13 September, with pre-released material to selected media

outlets the weekend before. A full schedule of actions to be taken on the run up to Financial Planning Week in September is

available upon request.

We will be appointing a PR agency in Q1 to begin to engage with

specific media. We are aiming to confirm the headline sponsors

by the end of April and to confirm the location of the consumer

events by the end of June. The consumer survey will be

completed in June with the detailed analysis of the results

available in July. We will then work together with sponsors on

joint PR activity to maximise the impact of these results during

the week. The Financial Planning Week website will go live in

August to enable consumers to register for events and to create

awareness for the week as soon as possible.

We really hope that you will seize this unique opportunity to

work together with us and the Financial Planning profession.

With the credit crunch and the economic downturn, there has

never been a more important time for us to pull together and

help people to make a difference to their lives. We look forward

to hearing from you.

Please register your interest and ideas with either of the

contacts below:

Cath Davies

Business Development Manager

cath@financialplanning.org.uk

Steve Gazzard

Operations Director & Financial Planning Week

Project Manager

steve@financialplanning.org.uk

Your involvement will give you

the opportunity to associate

your brand with the good

practice of Financial Planning

amongst consumers

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Institute of Financial Planning

Whitefriars Centre

Lewins Mead

Bristol BS1 2NT

Tel: 0117 945 2470

E-mail: cath@financialplanning.org.uk

Web: www.financialplanning.org.uk