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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