Re-targeting Audiences

Product: 
CFP, Certified Financial Planner is a service that helps make financial decisions and plans.

Original Magazine: 
Cosmopolitan online edition

Targeted Audience of the Product: 
The magazine itself is geared toward woman in there 30s and 40s that are more prone to be educated, professional and comfortable with their bodies and themselves. Presumably, the ad is on the Cosmo website to attract financially independent, professional women.

Original Ad:
The original ad doesn't appear to be very tailor-made for this specific audience at all. It runs lengthwise down the right hand side of the website. It is a sleek, black rectangular box that reads "Put Your Needs First. Work With a CFP Professional." The "put your needs first" sentiment is one of the only qualities of this ad that works for the original target audience. The rest of it is sort of masculine and boring.

Re-target:
I would retarget this ad to women that are not so organized and sophisticated. I would make this ad for the younger woman in college who is between 18 and 24 years old.

Instead of a simple black rectangle, I would use a white circle with a brightly colored question mark in the middle. In the background would be very mute tone dollar bills. The copy in the ad could say something like, "Life is a mystery now. Let us help you plan for later." It might appeal to younger women who really don't know what to expect as they get older and play on their fear of uncertainty. They may turn to the CFP services to help get them on track for the future.