Integrated Marketing Communications

The Bently Reserve
San Francisco, CA 94111
2/25/2013 8:00 AM - 2/26/2013 5:00 PM
Register before 1/28/2013 12:00 AM for early registration fee

Listen to a sneak peek Integrated Marketing Communications Podcast by Instructor Mark Burgess, President & Co-Founder of Blue Focus Marketing

Marketers are beginning to understand that their brands live in the connections, and that 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.

It is critical to architect an effective integrated marketing communications plan for your business that delivers clear, consistent and compelling messages. 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 workshop will provide you with a road map for effective integration of traditional and inbound marketing approaches.  Through case studies, exercises, breakouts and best practices, you will learn how 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 you to leave this workshop armed with strategic advice and empowered to move your IMC plan forward.  

Learning Objectives

  • Create an effective, well-integrated IMC plan, blending offline and online tools to maximize customer value
  • Strategically link and leverage all elements in the communication mix across channels
  • Evaluate the contribution of each marcom element—including advertising, direct marketing, Facebook, Twitter and blogs—to maximize communication impact 
  • Develop an effective content strategy to ensure delivery of coordinated and synergistic messages across all touch points and channels 
  • Understand and apply the Social Media Buyer Behavior Model to create engaging content to reach, impact and engage customers 
  • Identify new ways to differentiate your brand by creating brand purpose and understand the power of the employee voice to humanize your brand

Who Should Attend
This program is designed for entrepreneurs or 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.

Instructor
Mark Burgess

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 breaks)

Course overview
Introduction, goals and overview

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

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
Day 2
8:00 – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)
 

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
  • 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 road map
Leverage course learning to put your IMC action plan to work
 
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