---
title: International Carwash Association (ICA) Case Study
description: How a central content vision turned ICA's print magazine strength into a podcast, live stream, and in-person production the car wash industry follows.
---

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CASE STUDY · ASSOCIATION · CONTENT STRATEGY AND LIVE PRODUCTION

# Turning a live event into twelve months of content

ICA had a strong print magazine and big upside on the digital side. I set a central content vision, then built it out: a podcast, a live stream, and eventually a live in-person production — all telling one story, in one voice.

![Car wash operators in the audience at a live industry session](https://mkquinnmedia.com/hubfs/raw_assets/public/mkquinn-theme/images/crowd.jpg)

Results

## Storytelling Drove Trust and Created Opportunity

35,000+

listens a year for the podcast.

2,000+

viewers for the live stream, built from zero.

5,000+

people a day reached by the in-person production.

3+

additional revenue streams created through advertisers, sponsored-content, and sponsorship revenue.

The challenge

## A great magazine, and a lot of untapped upside.

International Carwash Association was in the perfect position to evolve its approach to content. It had an amazing printed publication, but tremendous upside on the digital side to push engagement further.

![Matt DeWolf hosting on stage at a Car Wash Magazine live event](https://mkquinnmedia.com/hubfs/raw_assets/public/mkquinn-theme/images/stage.jpg)

What I did

## One central vision, new channels to reach people.

- Served as ICA's fractional marketing and communications lead, planning and running marketing and communications across all three business units: trade shows, learning and development, and content subscription.
- Set the central content vision first, so the podcast, the live stream, and the in-person production reinforced each other instead of competing for attention.
- Built the podcast into a show the industry follows, grew a live stream from nothing, then took the same idea onto a live stage in front of a real audience.
- Turned every podcast episode into 10+ pieces of content, so one recording kept working across channels.

![Car wash operators in the audience at a live industry session](https://mkquinnmedia.com/hubfs/raw_assets/public/mkquinn-theme/images/crowd.jpg)

The result

## Content with a longer useful life.

The magazine told ICA's story in print. Now the story shows up everywhere the industry already is — and it keeps working after the event ends.

## Want results like these?

Tell us a little about what you're working on, or grab 30 minutes on our calendar. Either way, you'll hear back from Matt directly.

[Book a call](https://app.hubspot.com/meetings/mdewolf1)

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