Download integrated marketing communications process

INTEGRATED MARKETING
COMMUNICATIONS
PROCESS
NAVIGATING INDUSTRY BEST PRACTICES AND
GUIDELINES
By Rebecca L. Cooney, MSC
Clinical Assistant Professor
Washington State University
“ T i m in g ,
perseverance, and
te n ye a r s o f t r y i n g
w i l l ev e n t u a l l y
m a ke yo u l o o k l i ke
a n o v e r ni g h t
success.”
Biz Stone, Co-founder,
Twitter
INTEGRATED MARKETING
“Integrated Marketing is an approach to creating a unified and seamless
experience for consumers to interact with the brand/enterprise; it attempts
to meld all aspects of marketing communication such as advertising, sales
promotion, public relations, direct marketing, and social media, through
their respective mix of tactics, methods, channels, media, and activities, so
that all work together as a unified force. It is a process designed to ensure
that all messaging and communications strategies are consistent across
all channels and are centered on the customer.” TheDMA.org
IMC PLANNING PROCESS
(1) Foundation: Lay the foundation including core brand and
message strategy, customer needs/attitudes/beliefs
assessment and competitor review.
(2) Situation Analysis: Preliminary research, SWOT, competitor
review)
(3) Audience: Define target audiences
(4) Descriptors: Settle on vivid descriptors (USPs)
(5) Geography: Refine the organization’s target geography
(6) Goals: Establish marketing goals
(7) Plans: Write marketing action plans
(8) Assembly: Assemble and edit the plan
(9) Execute: Execute the plan and evaluate (monitor, adjust and
report findings
“Integrated marketing plans are a
company-wide effort to
communicate your core values in
ways that target audiences notice,
understand and respond to….
…gaps in your communication
plan – or inconsistencies – will
lead to fragmented efforts and
likely be a waste of time, money
and critical resources.”
-Bob Sevier, PhD- Stamats
(1) Foundation: audience analysis, target geography, brand, core
messaging
(2) Corporate culture: Shared values, attitudes, standards, and beliefs that
characterize members of an organization and define its nature
(3) Brand focus: A strong brand is memorable, repeatable and
reproducible, implies real and perceived value, evokes a positive
emotional response and serves as the center of organizational purpose
(4) Customer Experience: Customer decision process (awareness >
advocacy)
(5) Communication tools: Earned, owned, paid media - mix of media as
vehicles for delivering core messages and visual assets to their
audience.
(6) Promotional tools: Tools contribute a different way to reach
customers and achieve communication objectives
(7) Integration tools: Tools to monitor, track, modify and report on the
progress, success or setbacks of their IMC strategy
COMPONEN TS
OF IMC
R e s o u rc e :
Management
Study Guide
PAID+OWNED+EARNED= CONVERGED MEDIA
“With the rise in importance of social media
and online PR, we’re seeing more companies
change their method of budgeting, reporting
and investing in media to reflect the types of
sites where audiences spend their time
online. The trend is towards a review of
investments in the 3 main media buckets of
earned, shared and paid which each give
opportunities to influence customers.”
-Dave Chaffey at SmartInsights.com
SOURCE: Rebecca Lieb and Jeremiah Owyang
EARNED,
OWNED &
PAID
MEDIA
TYPES