THE CHALLENGE
The Institute for Chartered Accountants in England and Wales (ICAEW) is a world-leading professional organisation with over 200,000 members and students across 148 countries.
ICAEW Insights content provides a great resource for members offering practical and thought leadership insight. As members’ appetite for content and how they consumed it changed we needed to ensure Insights evolved to keep up with these demands.
Our Solution
In response, Sunday and ICAEW collaborated to launch the Insights Podcast, showcasing ICAEW’s commitment to using innovative formats to engage its members and the wider business community.
The Insights podcast is designed to complement ICAEW’s wider content offerings and enhance member engagement. Since that initial version we have subsequently launched The Tax Track (Jan 2024) for the institute’s Tax faculty and Students Insights (April 2024).
Our Solution
Together, these formats form part of a well-rounded content ecosystem, allowing members to choose the medium that best fits their preferences while ensuring they receive the critical information necessary to succeed in a rapidly changing industry.
The audio format allows ICAEW to present in-depth discussions, interviews with experts, and practical insights in a conversational and accessible manner, making complex subjects easier to understand. For ICAEW members and the broader business community, this approach fosters greater engagement and builds a stronger connection with the content, without the need to dedicate additional time to reading lengthy reports or attending events.
The Results
Insights: 89 published episodes so far, 4,402 subscribers, 2,382 avg play per episode, 33,230 downloads
The Tax Track: 12 published episodes so far, 892 subscribers, 1,600 avg play per episode, 7,260 downloads