The Problem

ICN had written out their strategy, but this had to become an integrated, implementable communications action plan to strengthen ICN’s external positioning with funders, partners, members and media and ensures ICN’s communications function is structured and resourced to enable delivery.

Objectives

Fundraising Communications: Strengthen ICN’s external communications and value proposition to better support sustained fundraising.

Media & Digital Communications: Build on the 2026–2028 Communications Strategy, identify opportunities and tactical approaches to increasing media and digital engagement, reach and influence with and beyond ICN’s core membership—particularly with media, funders and National Nursing Associations (NNAs).

Communications Function: Assess whether current structures, roles and workflows are optimally configured to deliver ICN’s ambitions.

Approach

• We led a discovery phase, synthesizing insights from leadership interviews, staff surveys, and validation workshops to ensure the strategy aligned with the capacity constraints of the team.
• We mapped and audited ICN’s digital and media ecosystem, defining a channel strategy that leveraged existing platforms and proposed tools and processes to improve communications efficiencies across teams.
• We mapped ICN’s priority audiences and identified the messages and themes most likely to resonate with and engage each group. To support the consistent implementation of this messaging, we also developed guidance on the responsible use of AI, helping team members create content that was aligned with ICN’s voice, values, and communications standards.