THE CHALLENGE
ICAEW was facing a decline in student engagement with its traditional content offering, VITAL, as students progressed through their academic journeys. The challenge was to provide content that resonated with digital-native students, who are inundated with information and demand relevant, easily accessible, and dynamic resources. The existing model did not deliver timely, engaging, or impactful content, risking a disconnect between ICAEW and its future members.
OUR SOLUTION
To address this, ICAEW collaborated with Sunday to reimagine its student content strategy. The result was Student Insights, a vibrant digital program tailored to meet students’ preferences and needs. The offering includes:
- A digital content hub with engaging formats such as interviews, Q&As, quizzes, and quick-read guides.
- Social-first content assets optimized for Instagram, Facebook, and LinkedIn, utilizing gamification, short-form videos, and live Q&As to drive interaction.
- A monthly email campaign reaching over 38,000 students globally with curated guides, updates, and international case studies tailored to study schedules and topics of interest.
- A dedicated podcast series featuring compelling stories and expert insights, tackling global causes like climate change and gender equality that resonate with students.
Sunday ensured that all content was engaging, relevant, and delivered in the right formats to foster interaction and emotional engagement.
THE RESULTS
Increased social engagement across social channels
– An increased CTR from email to website
– Continual analysis and creation of different communication channels including LinkedIn newsletter
– A dedicated podcast which consistently exceeds our baseline launch metrics
Working with the Sunday team on our new Student Insights podcast project has been a great experience. From their knowledge of recording studios, to choosing compelling topics, to organising contributors in record time; they have made the whole process a breeze. We are very happy with the outputs so far – and look forward to evolving the series alongside other content
Alexis Drake
Senior Marketing Manager, ICAEW