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ICA promotes training program

The Toronto-based Institute of Communication Agencies has begun a marketing campaign in support of its Communications & Advertising Accredited Professional Program. The program is aimed primarily at young communication professionals and consists of six training courses. The promotional initiative consists of a website at <> that hosts a series of testimonial videos and information about each course. The campaign also includes a social media component. Twenty ICA member agencies will receive a branded ladder and posters for their offices. Employees of these agencies will be encouraged to take photographs of themselves with these ladders and post them to Instagram. Randomly-selected submitters will receive free entry to one course, while the agency with the most submissions will receive one free entry to the entire program. The campaign was developed pro bono by Red Lion of Toronto.

"Providing a more flexible and personalized way for individuals to take advantage of the advanced skills of CAAP is a great fit for the way people want to learn," said John Schofield, managing director of strategy at Red Lion. "We're excited about our design solution for CAAP Select, and with the social activation tactics we've planned, we expect to reach young advertising professionals in channels and with messages that are relevant to their lives."

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