NAIFA: Advisors You Can Trust

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NAIFA Members: Participate in NAIFA's consumer campaign by posting the print and video ads on your website and sharing them on your social media platforms

About the Consumer Campaign
 
As American workers become increasingly insecure about their ability to save for a traditional retirement, NAIFA has launched a “Trust a NAIFA Advisor” ad campaign to tell consumers that affordable and informed financial advice is well within reach. The multimedia campaign includes video, print and web placements to urge consumers to plan for retirement by contacting a NAIFA member.

Video and print ads direct readers to a web page that includes a link to NAIFA’s “Find an Agent” tool, where users may search for a NAIFA member by name, state or zip code. A second search filter allows users to find members by products and practice specialty. The campaign also incorporates digital ads for use on social media platforms, and Search Engine Marketing (SEM) via a Google ad word/phrase buy of more than 200 keywords related to insurance and financial advice.

The campaign includes the following placements between December 2015 and March 2016:
  • 30 second NAIFA commercial to air on CNN Airport Network (reaching 59 million viewers) and Bloomberg TV (60 million viewers) 
  • 90 second commercial to air on American Airlines Network, reaching 180,000 passengers. Download both versions from the links above, or view here.
  • Print ad published in the New York region of The New Yorker magazine (4.5 million readers) 
  • Creative elements such as Facebook ads available for use by NAIFA executives and leaders throughout the Federation (600 state and local association websites and social media platforms).

Ads direct consumers to: www.AdvisorsYouCanTrust.org.

Campaign Messages for Consumers

Studies show American households are critically unprepared for retirement, and that's consumers need NAIFA members. The ad and social media campaign is designed to educate consumers about the current state of retirement savings in the U.S. while raising awareness of NAIFA members’ ability to provide affordable advice to those who need it most. The campaign cites the following statistics:
  • 84 percent of Americans say saving enough for a “traditional retirement” is unrealistic; just 22 percent of workers are “very confident” they will have enough money in retirement (Employee Benefits research institute, 2015).
  • The median retirement account value for Americans aged 35 to 44 is just $42,700, while the median value for Americans aged 55 to 64 years old is $103,000.
  • 45 percent of workers have no retirement savings at all.
  • The average retiree had annual household expenses of $43,000 in 2014.

Value of a Financial Advisor

  • Retirement savers who sought investing advice through their 401(k) plan enjoyed a median annual return almost 3 percent higher than those who did not (Aon Hewitt, 2011).
  • People with financial plans accumulate 250 percent more retirement savings (HSBC, 2011).
  • Financial professionals help consumers earn 1.59 percent in additional returns, which over time leads to 22.8 percent more income in retirement (Morningstar, 2013).