During 2014, ICF Global deepened
our commitment to enhancing global
awareness of professional coaching and ICF.
Through media relations efforts, advertising
partnerships, social media engagement and
participation in conferences and events, ICF
Global staff and volunteers communicated
the benefits of professional coaching
to a variety of stakeholders, including
human resources, talent-development and
human capital management professionals;
organizational decision-makers, journalists
and prospective coaches.
To help recruit new members, increase
brand recognition and solidify our place as a
thought leader in the coaching community, ICF
launched a membership campaign on LinkedIn
in February 2014. The campaign yielded
an ROI of 1,761%, with ads and targeted
messages that doubled LinkedIn’s campaign
benchmarks. The campaign exposed the
ICF brand to hundreds of thousands of
professional coaches and allied professionals.
In 2014, ICF invested in paid television
programming, securing a 13-minute
segment on Corporate Review, an awardwinning business and health program airing
on cable networks, including Fox Business,
Bloomberg, Bloomberg Asia and Bloomberg
EMEA. The segment included an in-studio
interview with ICF Global’s CEO/Executive
Director Magda Mook, interviews with an
ICF-credentialed coach and his client, and
footage filmed at ICF Headquarters.
We also recognized the successes and
contributions of individuals, organizations
and ICF Chapters through our portfolio of
awards programs.