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The Investment Company Institute transformed a basic news digest into an essential daily morning brief for 25,000+ investment leaders and policymakers.
The challenge: ICI aimed to modernize their industry communication strategy to align with the demands of the digital age. As a thriving member organization, they previously relied on sending daily updates through fragmented Outlook news clippings and physical papers. They needed a solution that was:
- Modern and effective: A tool to deliver cohesive, engaging updates quickly and efficiently, replacing their more outdated methods.
- User-friendly and collaborative: A platform that the team could easily use and collaborate on to make sure information was accurate and engaging.
The solution: ICI worked with Axios HQ to transform its daily communication through the "ICI Daily" newsletter — reaching nearly 25,000 subscribers to foster a well-informed, engaged community.
- The “ICI Daily” serves as a vital resource — providing timely, relevant news to ICI members, industry professionals, policymakers, regulators, Capitol Hill staff, reporters and retail investors.
How it works: The team starts curating content the afternoon before and updates for any overnight developments each morning. Content undergoes review from legal, research and operations teams to ensure accuracy while maintaining an approachable style.
ICI uses the Smart Brevity Method to distill complex topics into concise, engaging narratives while focusing on crucial information that keeps members informed efficiently.
- Easy-to-use platform: Axios HQ helps ICI’s team combine news stories with important context, making the newsletter both informative and easy to read.
- Dependable updates: "ICI Daily" has established itself as a vital resource, consistently providing subscribers with industry news and in-depth insights into complex developments every weekday morning.
- Analysis of niche news topics: With a constantly changing regulatory and policy environment, the “ICI Daily” provides detailed analysis of industry priorities to enhance industry understanding of the evolving landscape.
- Enhancing through leadership: By sharing ICI resources, research, and legal expertise, the “ICI Daily” leverages the trade association’s point-of-view to promote priorities within key news stories and industry circles.
- Valuable feedback loop: Member feedback on content preferences, such as card placement and article types, has been pivotal in refining the "ICI Daily" approach, ensuring it aligns with audience needs and enhances reader satisfaction.
📊 Key comms and business results:
- Engagement has spiked — with subscribers often opening each edition multiple times and sharing it with colleagues.
- Expanded reach — including nearly 25,000 organic subscribers comprising of members, policymakers, regulators and Capitol Hill Staff.
- Member retention has remained strong — with job changes rarely leading to lost subscribers. Many proactively share updated work emails with the ICI team to keep the must-read newsletter a part of their daily routine.
💭 Kevin Coroneos, Director of Digital Strategy:
- "People lost their minds when we briefly paused for August recess—it was a great validation of how important the Daily has become. We got calls and emails almost every day asking where their newsletter was, even though we'd announced the break."
- "It's become such a hot topic at our conferences. Members reference it constantly and would come up to us and say 'We can’t wait to see what’s in today’s Daily.' They’re actually excited to hear what the content is. The word-of-mouth growth shows its truly delivering value."
