How ICA helped elevate LRN’s brand positioning to a global compliance audience
By International Compliance Association
What do Tokyo, Munich, Dubai, and London all have in common?
Besides being major metropolitan business centers at the crossroads of key regions globally, including Asia Pacific, Europe, and the Middle East, what unites these four premium locations is hosting a series of bespoke masterclass events designed and delivered by ICA Marketing Solutions for LRN Corporation, a global education and advisory leader in ethics, regulatory compliance, and corporate culture.
When LRN's 2024 Ethics & Compliance Programme Effectiveness Report was published earlier this year, they had a clear goal in mind – to effectively reach senior decision-makers in the global compliance community and elevate their brand as thought leaders in the field of compliance ethics and culture. With this year's report edition being unlike any other, drawing upon insights from over ten years of primary research when LRN approached ICA Marketing Solutions to partner with them on this journey – we knew the project warranted a more bespoke, innovative and highly integrated approach.
Drawing upon 20+ years of experience organising events for the international compliance community, we conceptualised and designed a bespoke masterclass series in four strategic locations: Tokyo, Munich, Dubai, and London, combining the highly effective element of a face-to-face event, with the opportunity for knowledge sharing, networking and forging new business partnerships for our client.
To maximise each other’s strengths, we adopted a targeted partnership approach with LRN, which allowed us to work closely together, establish the right format, and deliver some of the best results yet.
The series served as exclusive, invitation-only events tailored to engage only the most esteemed leaders in compliance. Through a mix of panel discussions and roundtables led by experts from ICA, LRN and other selected senior subject matter experts, the masterclasses enabled meaningful peer-to-peer learning and an exchange of best practice.
The results testify to our success:
LRN's Masterclass series in numbers
25 - 30 senior practitioners in attendance per event
+15 Net Promoter Score across the series
4 masterclasses in four global locations
12 hours of peer-to-peer learning and networking
Sample of the organisations in attendance:
- Airbus
- Amazon
- Bosch
- Coca-Cola Bottlers Japan Inc.
- Deutsche Bank
- Nokia Networks
- Revolut
- Shell
- UBS
Sample Job Titles in attendance:
- CEO
- Chief/Country Compliance Officer
- Director, Compliance and Operational Risk
- Ethics & Compliance Leader
- Global Excellence and Transformation, Ethics & Compliance
- Head of Compliance
- Head of Compliance & MLRO
- Head of Regulatory and Legal
- Vice President - Global Compliance
- Vice President, Global Excellence and Transformation, Ethics & Compliance
An insightful gathering, giving insight into future trends and inspiration into things that I can implement right now.
How did we achieve success?
With a database of 200,000 global contacts, we adopted a targeted multi-channel marketing approach. The result was a top-tier attendee list of 25-30 senior compliance leaders at each location with whom LRN could meet and connect in person. LRN also received the attendee lists post-event, facilitating any post-event communications and product promotion. We achieved maximum brand exposure by ensuring LRN branding appeared across all event materials and marketing - including at the registration desks, across the website and promotional emails and on the day slides - supporting brand recognition and engagement throughout the event lifecycle.
LRN used the events as a platform to strengthen existing relationships, build new contacts and build its brand position in each target geography. They also shared their research reports and widened the distribution of its content in a meaningful way, allowing attendees to leave with better knowledge of who LRN are and what they stand for.
What's next?
The ICA team continue to work with LRN on four more masterclass series in New York, London, Singapore and Amsterdam. LRN have also secured Headline Partner for the ICA Awards.
More than ROI, we facilitate business
At ICA, we pride ourselves in our ability to deliver a full suite of marketing solutions that provide the right opportunities to build long-lasting relationships and demonstrate your products and expertise to a senior, highly targeted compliance audience. By facilitating the exchange of knowledge and networking with the wider compliance community, we provide the right platform to make meaningful connections and create new business opportunities.