Integrated Marketing Communications

Chicago, IL

Thursday, March 5

8:00 am - 8:30 am

Registration and Hot Breakfast

8:30 am - 9:45 am

IMC and Omnichannel Overview

  • The new 4’cs: customer, creative, campaigns, calibration.
  • Modern Consumer Overview
    • Customer Segmentation – define the customer target
    • CDJ (customer decision journey)
    • Objectives & Strategies
    • SMART Goals

 

9:45 am - 10:00 am

Break

10:00 am - 10:30 am

Class Discussion about Pre-Read Article

10:30 am - 11:45 am

What is Omnichannel and How Do We Apply It?

  • Foundations of Paid/Earned/Owned media: digital trifecta
  • Traditional media overview
  • Convergence: Omnichannel
  • AI in media
  • Examples of omnichannel
11:45 am - 1:00 pm

Lunch

1:00 pm - 1:30 pm

Group Brainstorm

Break into small groups and consider a brand or product to use as an example.

1:30 pm - 2:45 pm

Creative: How Do We Develop and Deliver the Big Idea Across Multiple Channels

  • Content is king
  • Team and tools
  • Overview of modern media marketplaces
  • Examples
2:45 pm - 3:00 pm

Break

3:45 pm - 5:00 pm

Group Exercise: Brainstorm Omnichannel Strategy, Focusing on the First 2 C’s:

Assignment: Describe omnichannel in relation to your client and complete 2 worksheets.

  • Who is the customer? (customer segmentation worksheet)
  • What is their decision journey? (customer decision journey worksheet)
  • What is the creative message you will use to reach them?
  • 3-minute share session

Friday, March 6

8:00 am - 8:30 am

Hot Breakfast

8:30 am - 9:45 am

Omnichannel Tactics (Part 1)

  • Amazon
  • Display
  • Social
9:45 am - 10:00 am

Break

10:00 am - 10:30 am

Group Discussion About Pre-Read Article

10:30 am - 11:45 am

Omnichannel Tactics (Part 2)

  • Programmatic and retargeting
  • Growth hacking
12:00 am - 1:00 pm

Lunch

1:00 pm - 1:30 pm

Group Exercise: Perform a Competitive Analysis

  • How are competitors targeting new customers?
  • What is their creative strategy? Examples?
  • Where are the holes or opportunities?
  • 3-minute share session
1:30 pm - 2:45 pm

Calibration

  • Metrics
  • Web Analytics
  • Reporting
  • Optimization
  • Creating and presenting a plan
2:45 pm - 3:00 pm

Break

3:00 pm - 3:15 pm

Class Discussion

3:15 pm - 4:30 pm

Group Exercise: Brainstorm Omnichannel Strategy, Focusing on the Last 2 C’s:

Assignment: Describe the campaigns and calibration for your omnichannel strategy.

  • Which modern media marketplaces will you target (1 or 2 please)?
  • How will you target customers using that or those channels?
  • What are the success metrics and tools for tracking and measuring success?
  • 5-10 minute share session