Cards in Motion

How a Targeted Ad and SEO Campaign Lifted Engagement and Membership for ICMA

Challenge

When the International Card Manufacturers Association (ICMA) set out to grow its global footprint, it knew the right strategy had to go beyond borders.

The mission?

Drive membership sign-ups and increase participation in its Advanced Card Education-Commercial training across diverse markets with different needs, languages and digital behaviors.

That meant more than just launching a few ads. It meant crafting smart, geo-targeted campaigns and pairing them with search strategies tailored to high-potential regions around the world. With CMA as its digital partner, ICMA put a strategic plan in motion to expand its reach, speak to local audiences and position itself as the go-to resource for professionals in the card manufacturing industry—no matter where they are in the world.

Solution

To spark global engagement, CMA launched a multi-platform digital campaign strategy that spoke directly to current and prospective ICMA members.

Each ad spotlighted the value of ICMA membership and the advantages of ACE-Commerical training. Campaigns were tailored to connect with audiences both online and within their specific regions.

With precision targeting, the campaigns were customized for key international markets. The goal was two-fold: make the messaging feel hyperlocal while reinforcing ICMA’s global brand. Meanwhile, a robust SEO strategy kicked into gear, optimizing content for high-traffic search engines in the following six countries:

• The U.S.
• Germany.
• The UK.
• China.
• India.
• Brazil.

The outcome?

Increased visibility, greater relevance and a stronger foothold in the worldwide card manufacturing community.

Results

ICMA’s digital campaign is already showing strong early results—especially considering it’s only been live since February. In just its first month:

• 277,382 impressions helped boost brand visibility across international markets.
• 20,537 clicks signaled strong engagement and genuine interest.
• A 7.54% click-through rate (CTR) exceeded industry benchmarks, reinforcing the campaign’s precision and appeal.

And that was just the start.

ICMA’s international SEO strategy also gained traction, securing top keyword rankings across all six targeted regions.

ICMA’s campaign generated 33 ACE-Commercial training registrations—surpassing last year’s entire total of 24 by 37.5%. It also brought in two new manufacturing members, marking a 50% increase compared to the number who joined during the same period the previous year.

By combining strategic digital advertising with a high-impact SEO program, ICMA is steadily strengthening its global presence and industry leadership with a campaign that continues to build momentum, expand reach, and deliver measurable results over time.