Brand development and conference promotion

Institute for Career Advancement Needs
Client Since
Leadership Training
PRSA Paper Anvil Awards of Excellence (2021, 2019, 2014)
PRSA Paper Anvil Awards of Merit (2020, 2017, 2016, 2015)
AMA Omaha Pinnacle Awards (2018, 2017, 2015)
AMA Omaha Bronze Awards (2021, 2016)

Developing inspired, authentic leaders

For the past decade, Emspace + Lovgren has had the honor of working with ICAN to develop a distinctive, innovative brand and execute a robust, integrated communications strategy for its annual Women’s Leadership Conference. We partner with a team of impressive women to create the whole experience — from start to finish.

Services provided

2023 Women's Leadership Conference stage

Unique conference brand identities developed since 2015


Beginning approximately 10 months before the annual conference, ICAN identifies a theme and name, and our team writes core messaging and develops concept options for brand direction and design. We then work together to select, refine and craft the brand for review by ICAN’s board. Once approved, we finalize the comprehensive communications strategy, develop supplemental design assets, templates and libraries for the ICAN team’s use, and launch a media release to announce registration. 

In the months leading up to the conference, we manage a robust communications campaign to drive awareness and ticket sales, including social media, emails, promotional hype videos, influencer marketing and securing earned media opportunities. Our design team also prepares for conference day by developing motion graphics and videos for the stage’s screen to create an energy-boosting, branded experience. 

On conference day, our team executes a live social media strategy across LinkedIn, Facebook, Instagram and Twitter. In 2023, influencers who promoted the conference were given tickets to attend and document their experience for their combined audience of thousands of followers. 

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Business leaders across nation attended the 2023 conference


Conference attendance has increased by 62% since 2013 — the year we began our partnership with ICAN. 

Other key results from the 2023 conference campaign include: 

  • 3,300+ tickets sold
  • 23 earned media stories, generating 394,337 impressions and coverage from all three major broadcast news outlets and the Omaha World-Herald
  • 31.2% open rate for promotional emails
  • 2,109 followers gained across social platforms throughout the conference campaign, with 661 of those followers gained day-of
  • Nearly 15,000 impressions from influencers’ posts/stories

A decade of conference brands

Introducing ICAN leaders

In 2021, ICAN expanded its partnership with Emspace + Lovgren, engaging our team to rebrand ICANleaders.org, along with taking ownership of ICAN’s day-to-day social media implementation. 

The new site was launched with a refreshed design and updated copy to better position the organization as it continues to grow its footprint throughout the region.