Download Integrated Marketing Communications

Integrated Marketing Communications
Strategic Development and Tactical Implementation
Chicago, IL
June 22 – 23
AMA.org/IMC2
LEARNING OBJECTIVES
• What are the steps to developing an
integrated communications plan?
• What is the current thinking on IMC,
and how and why is each element
critical to success?
• What is the right mix of traditional and
social media, digital, direct response,
mobile, etc?
• How do paid, owned and earned media
interact?
• Who are your critical organization
partners in planning? How can you
motivate participation and cooperation?
• When should you work with an agency?
How important is specialization versus
integration?
• How should you “package” integrated
marketing communications for uppermanagement and broad organizational
buy-in and action?
Ask people in different parts of your company to tell you what a marketing campaign is.
It’s a straightforward question with multiple answers – not only between companies but
within them. A marketing campaign is not a press release, an ad or media placement.
It’s not a promotion. It’s not training, offers, direct mail, websites. It’s all of these used
as part of integrated marketing communications (IMC). As a marketer, you may use any
of the tactics mentioned above in isolation but, when you do that, you’re not developing
and launching an integrated marketing campaign. You’re employing a stop-gap tactic to
remedy a temporary market or business situation.
Integrated marketing communications should drive purposeful, cross-functional and
organizational collaboration to accomplish stated business objectives such as driving
revenue growth, improving profit margins, increasing consideration and other meaningful
goals that contribute to the core business objectives of the company such as generating
revenue, margin growth and return on marketing investment.
When you’re trying to make an impact in the market, don’t forget the impact
communications has on your internal sales team and employee base. Communications
around a campaign should create the “single source of truth” that summarizes the
objectives, strategies, tactical overview and assumptions to drive an IMC approach
internally and with partners.
INSTRUCTORS
Shane Johnston is Executive Vice President, Director of Client Development at Capstrat,
charged with developing client marketing strategies and integrated communications
plans. Since developing the market strategy for launching the first nationwide wireless 3G
network, Shane has been leading the charge of building the most complete marketing
campaign. His expertise in campaign development, integrated communications and
marketing implementation delivers results for clients like Avaya, Siemens, Lenovo and
MWV. Shane has 24 years of experience at companies such as Sprint, Mutual of Omaha
and Nortel, and served as 2010 president for the Triangle American Marketing Association.
Jon Barlow is Senior Vice President, Group Digital Director at Capstrat, leading web,
mobile, SEO/SEM, UX and overall digital strategies for clients. With more than 18 years
of experience in digital marketing and advertising, Jon is adept at providing solutions
that properly blend design, technology and strategy for clients such as Lenovo, Cree,
GlaxoSmithKline, Quintiles and the University of North Carolina at Chapel Hill. Before
joining Capstrat, Jon was a senior digital strategist at a regional agency, where he
provided digital marketing strategy for the agency’s top clients.
Day 1
Session Overview
• Goals and game plan for the two days
• T
he role of Customer Relationship
Management in IMC
Start with “Why”
• Who’s your audience? Your competition?
• What are your goals?
• How is IMC going to help?
The Funnel: Getting Your Audience From
Point A to Point B
• How age-old AIDA can help
• Sales: Friend or foe?
• Building a path for your customers’ journey
• Analytics – predictive and reactive
What is the State of IMC in Your Organization?
• What are you doing today – good or bad?
• How do you decide what tactics to implement
and where to spend your budget?
• What stakeholders are currently involved
vs. what stakeholders need to be involved?
• What is your current vs. desired/optimal role
in the process?
• How do you know if it’s working?
Setting the Stage: The Positioning Brief
• Let planning and research be your guide
• How does messaging and positioning inform
communications?
• What’s the content secret? Delivered when,
and how?
The Campaign Stack: Mapping
Communications to Maximize Coverage
•
An organizational tool for communications
planning
• IMC includes internal communications
• Marketing the integrated plan internally
(Multi) Media – Viewing the Landscape
• Media strengths and weaknesses
•
The paid, owned, earned mix and how
they work together
• What is PR’s role in IMC?
•
The death of [insert media here] and other
trends in media
Day 2
Social Media – Quicker and More Personal
Communications
• So many platforms, so little time. Are you
participating?
• Differences between and commonalities with
traditional media
• Is it a substitute for traditional media?
Digital and Mobile Integration
• Websites, landing pages and blogs – Oh,
my!
• Creative for a digital world
• Integrating SEO/SEM in communications
• Communicating to a multi-device audience
• New trends in digital advertising
How Did You Do? How Do You Know?
• Analytics – measure what matters
REGISTER EARLY,
*
$
SAVE 100
• T
esting and optimization and the path to
(temporary) enlightenment
•
The role of marketing automation in
communications
Tools of the IMC Trade
• Campaign Stack template
• Precision Content System map
• Conversion funnel worksheet
• Marketing campaign calculator
Let’s Work It Out!
• Team case studies from real life
• Recap of business marketing situation
• Using the tools to design an approach
Your Personal Charge
• Take home a leadership plan of attack
• You will make a difference
EarlyLate
Member:
$1,495$1,645
Non-Member:
$1,795$1,945
Early bird deadline is May 25, 2016.
*
To register, visit AMA.org/IMC2 or call 800.AMA.1150.
All Training Series cancellations and requests for refunds must be submitted to the AMA via email to [email protected]. Cancellations received four weeks prior to the event start
date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. No refunds will be
given after June 8, 2016. Space is limited. See website for more details.