Integrated Marketing Communications - Chicago

205 N. Michigan Ave 10th Floor
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601-5922
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

 

Listen to a sneak peek Integrated Marketing Communications Podcast by Instructor Mark Burgess, the co-founder and managing partner of Blue Focus Marketing
 

Integrated Marketing Communications Brochure

 
Integrated Marketing Communications (IMC) is one of the hottest topics in the industry, yet planning and execution remains a challenge.  This program will help professionals to create successful IMC plans and gain a competitive advantage.  In this rapidly evolving, customer-centric landscape, marketers are challenged to elevate their game by raising the relevance of their marketing communication plans (e.g., proliferation of media choices, power shift to consumers, shift from traditional to inbound marketing, changing buyer behavior and more).  Budgets are tighter, goals are higher and the lingering economic uncertainty creates tension that can interfere with integrated planning and results.  Marketers are racing to prove the value of every dollar to generate ROI.  It is critical to architect an effective IMC plan for your business that delivers clear, consistent and compelling messages.
 
This workshop will provide professionals with a roadmap for effective integration of traditional and inbound marketing approaches.  Marketers must explore new methods to leverage all elements of the communication mix—including advertising, sales promotion, PR, direct marketing, search, web, and social media—into a single, cohesive, holistic approach.  This environment demands the rise of the new IMC plan, one that incorporates interactive and social technologies—including corporate blogs, Twitter, Facebook, and mobile devices, etc.  Marketers must simultaneously learn to adapt in a social media ecosystem that is in perpetual evolution.  Marketers are beginning to understand that their brand lives in the connections.  They must seize the opportunity and create a powerful content strategy to deliver the right message to the right audience in the right place. Today, the new point of difference for your brand will come from merging the quest for profit with brand purpose.
This highly engaging workshop is designed to help professionals develop an IMC roadmap using case studies, exercises, breakouts and best practices.  You will learn how to work in teams and how to make amazing things happen through these collaborations.  Learn to create an integrated marketing communications strategy and deliver an engaging brand experience to contribute to revenue generation and real customer value.  The goal is for attendees to leave this workshop armed with strategic advice and empowered to move their IMC plan forward.  
 

Integrated Marketing Communications - What You Will Learn:

  • How to create an effective, well integrated IMC plan, blending offline and online tools to maximize customer value
  • How to strategically link and leverage all elements in the communication mix across channels
  • How to evaluate the contribution of each Marcom element—including advertising, direct marketing, Facebook, Twitter and blogs—on its contribution to maximize communication impact
  • How to integrate and coordinate across company communication channels (traditional, digital and social) to deliver a clear, compelling and consistent message
  • How to orchestrate all of the key consumer touch points where your customer meets your brand
  • How to develop an effective content strategy to ensure delivery of coordinated and synergistic messages across all touch points and channels
  • How to understand and apply the Social Media Buyer Behavior ModelTM to create engaging content to reach, impact and engage customers bombarded by communication noise in a non-linear world
  • How to sharpen your social media skills and learn how social media amplifies brand reach and increases engagement
  • How the power of a social brand can engage customers
  • How to identify new ways to differentiate your brand by creating brand purpose and understand the power of the employee voice to humanize your brand

Integrated Marketing Communications - Who Should Attend

This program is designed for mid- to upper-level managers, directors, executives or teams of professionals working in marketing communications, marketing, advertising, branding, social media, PR, sales, traditional or interactive marketing agencies and entrepreneurs.
 

Cancellation Policy

Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

Integrated Marketing Communications Instructor
Mark Burgess

Integrated Marketing Communications - Schedule

Day 1

8:00 – 8:30 a.m. Registration and Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break) 

Course Overview
•Introduction, goals and overview
IMC’s Shifting Role in a Changing Marketing Landscape
·       From traditional to inbound marketing
·       New opportunities for today’s smart marketers to leverage new
        tools
·       The 4P’s and the 4C’s

Socializing Your Brand (Traditional + Digital + Social Media) + IMC Barriers
•Creating a powerful IMC plan, blending offline and online tools to maximize customer value
Case Studies in Integrated Marketing Communications

Steps to Develop Effective Integrated Marketing Communications
·       Target, objectives, message, delivery, feedback
·       Leveraging the social buyer behavior model
 
Evaluate Key Marketing Communications Channels
•Traditional + Digital + Social Media = determining the best options for your brand
•Leverage the Marcom mix to create and manage sustainable customer relationships 
•Strategically link all elements of the Marcom mix across channels
IMC Class Exercise
 
Sparking your Strategic Branding & Content Marketing Initiatives
•What is a brand?  
•Positioning methodology, developing buyer personas, creating the BVP (brand value proposition) and the new point-of-difference: brand purpose
•Build an effective content marketing strategy across channels
 
Day 2
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
Case Studies in Integrated Marketing Communications

Creating Strong Customer Engagement via Digital Marketing
•How to Leverage New Ways to Reach and Engage Customers
•Social branding: placing your community at the core, understanding the new and very direct relationship brands can enjoy with their customers
•The Digital Marketing Ecosystem: leverage digital choices to meet audience goals
 
Creating Strong Engagement via Social Media Marketing
•Analyzing the leading social media channels from Facebook, Google+, Twitter, etc.
•New process for developing an effective Social Media Marketing Strategy Blueprint
•Leverage the power of the employee voice to humanize your brand
 
IMC Class Exercise
•Identify your IMC and digital ambitions to impact revenue + profit
Jump-Start Your IMC Roadmap
•Leverage course learning to put your IMC action plan to work

 

Registration is not available at this time.

Conference Center Location
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles).
It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive
Chicago, IL 60601
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes)

Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Hotel Monaco Chicago
225 North Wabash
Chicago, IL 60601
Phone: 1 312.960.8500 
Walking Distance to Summit (3 Minutes)

Hotel 71
71 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.346.7100
Walking Distance to Summit (less than 2 Minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)

For more information, please visit Summit Executive Centre Accommodations http://www.summitchicago.com/E-Brochure/Accommodations.aspx.

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

 

​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.
 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
​Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.   
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
Directions to parking
Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage.  Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass.  Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012 
(subject to change without notice)
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

By train from O'Hare Airport
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By train from Midway Airport
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Transportation
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00
Airport Shuttle: GO Airport Express
Approx. $29.00 one way (subject to change)
Train: $2.00 (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express
Approx. $24.00 one way (subject to change)
Train: $2.00 (subject to change)
Allow approximately 45 minutes to an hour
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