What makes a voluntary certification truly valuable? In this episode of Tried and Tested, host Isabelle Gonthier sits down with Kevin Keller, CEO of the CFP Board, to explore the impact of public awareness campaigns on credentialing. Kevin shares the origin story behind the CFP Board’s It’s Gotta Be a CFP® campaign, the strategic decisions that led to its success, and how it transformed demand for the CFP® certification—driving both recognition and retention. From listening to stakeholders to executing data-driven marketing, this episode is packed with insights for credentialing leaders looking to elevate their programs. Tune in to learn how strategic awareness efforts can enhance the value of certification and shape the future of professional industries.