“In just one LinkedIn campaign, we nearly
reached our annual membership goal.”

Michael Voss
Director of Brand Management
International Coach Federation

International Coach Federation chooses LinkedIn for recruitment and awareness campaign

  • challenge

    challenge

    Increase membership and raise awareness of member benefits

  • Solution

    Solution

    Sponsored InMails, Sponsored Updates, and Display Ads

  • Results

    Results

    Almost 1,900 new members, campaign ROI of 1,761%

Challenge

The International Coach Federation, which supports professional coaches, conducts ongoing marketing campaigns to both attract new members and to raise awareness of ICF’s mission. “Brand awareness not only helps us attract new members, but it helps our existing members market their services – it shows their commitment to professional development,” says Michael Voss, the ICF’s Director of Brand Management.

Reaching potential and current members worldwide presents the challenge of finding and communicating with the best audience for ICF membership. “We also have to find people at the right time, since we require members to have 60 hours of coaching training – early enough in their careers to see value in joining, but not so early that they haven’t had training,” explains Lisa Barbella, ICF’s Social Media Specialist.

Solution

“Our research showed that well over 97% of our members are on LinkedIn and use it to network, so it made sense that we could seek potential new members there as well,” Voss says. ICF also runs its own LinkedIn group with nearly 60,000 members who discuss the coaching business, so marketers knew there was interest in the field. ICF chose Sponsored InMails to reach out directly to prospective members and invite them to learn more about the organization. In addition, ICF used Sponsored Updates to share content about membership benefits, and Display Ads to put a face on the organization’s members.

Results

  • 1,899 new members enrolled
  • Total revenue from new members: $465,000 – campaign ROI of 1,761%
  • InMail open rates 4X LinkedIn benchmarks
  • Sponsored Updates engagement 2X LinkedIn benchmarks