Case Study: International Coaching Federation boosts coaching credibility with Stanton Communications

International Coaching Federation earns 500+ media placements with Stanton Communications

The International Coaching Federation (ICF), the world's largest organization for the coaching profession, faced an industry image problem following negative press that questioned coaching's validity. To combat this and support its continued growth, ICF engaged Stanton Communications to develop a strategy for promoting positive messaging about coaching’s impact and ICF's gold standard for ethics and credentialing.

Stanton implemented a comprehensive communication strategy, beginning with its Matrix Blueprint process to formulate core messaging. The solution included integrated media outreach, event support, and spokesperson training. As a result, Stanton generated over 500 media placements in more than 20 countries, achieving over 6 billion impressions. This effort helped ICF achieve a 26.9% growth rate and solidified its global reputation as the coaching industry's gold standard.

International Coaching Federation