Integrated Marketing Communications

Chicago, IL

Monday, November 4

8:00 am - 8:30 am

Registration and Breakfast

We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 5:00 pm

Start with “Why”

  • Who’s your audience? What’s going on with them?
  • Who – or what – is your competition?
  • What are your goals?
  • How is integrated marketing communications going to help?
  • Where do you start?
  • Five-minute marketer – share a challenge!

What is the state of integrated marketing communications 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 versus what stakeholders need to be involved?
  • What is your current versus desired/optimal role in the process?
  • How do you know if what you’re doing is working?
  • Five-minute marketer – share a challenge!

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 role of customer relationship management in integrated communications.

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 customer journey.
  • How can you tell if you’re winning? Analytics – predictive and reactive.
  • Five-minute marketer – share a challenge!

The Campaign Stack: Mapping Communications to Maximize Coverage

  • An organizational tool for communications planning.
  • Integrated communications includes internal communications.
  • Marketing the integrated plan internally.

Multimedia – Viewing the Landscape

  • Media strengths and weaknesses.
  • The paid, owned, earned mix and how they work together.
  • What is PR’s role in marketing communications?
  • The death of [insert media here] and other trends in media.
  • Five-minute marketer – share a challenge!

Tuesday, November 5

8:00 am - 8:30 am

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

8:30 am - 4:00 pm

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?
  • Five-minute marketer – share a challenge!

Digital and Mobile Integration

  • Websites, landing pages and blogs – Oh, my!
  • Creative for a digital world.
  • SEO/SEM – Integrating search in communications.
  • Communicating to a multi-device audience.
  • New trends in digital advertising.
  • Five-minute marketer – share a challenge!

How did you do? How do you know?

  • Analytics – Measure what matters.
  • Testing & Optimization and the path to (temporary) enlightenment.
  • The role of marketing automation in communications.
  • Five-minute marketer – share a challenge!

Tools of the Integrated Marketing Communications 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 on Leaving the Session

  • Take home a leadership plan of attack.
  • You will make a difference!