Listen to a sneak peek Integrated Marketing Communications podcast by instructors Shane Johnston, Senior Vice President, Group Director and Jon Barlow, Senior Vice President, Group Digital Director, both at Capstrat
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Ask a number of people in different parts of your company to tell you what a marketing campaign is. It’s a straightforward question with multiple answers – not only between companies but within them. A marketing campaign is not a press release. It’s not an advertisement or media placement. It’s not a promotion. It’s not training, offers, direct mail, web sites, etc. It’s all of these items used as part of integrated marketing communications. As a Marketer, you may use any of the tactics mentioned above in isolation but, when you do that, you’re not developing and launching an integrated marketing campaign. You’re employing a stop-gap tactic to remedy a temporary market or business situation.
Integrated marketing communications should drive purposeful, cross-functional and organizational collaboration to accomplish stated business objectives such as driving revenue growth, improving profit margins, increasing consideration and other meaningful goals that contribute to the core business objectives of the company such as generating revenue, margin growth and return on marketing investment.
When you’re trying to make an impact in the market, don’t forget the impact communications has on your internal sales team and employee base. Communications around a campaign should create the “single source of truth” that summarizes the objectives, strategies, tactical overview and assumptions to drive an integrated marketing communications approach internally and with partners.
Integrated Marketing Communications– Learning Objectives
What are the steps to developing an integrated communications plan?
What is the current thinking on integrated marketing communications, and how and why is each element critical to success?
What is the right mix of traditional and social media, digital, direct response, mobile, etc?
How do paid, owned and earned media interact?
Who are your critical organization partners in planning, and how can you motivate their participation and cooperation?
When should you work with an agency? How many do you need? How important is specialization versus integration?
How should you “package” integrated marketing communications for upper-management and broad organizational buy-in and action?
Integrated Marketing Communications – Who Should Attend
Marketing leaders and managers in any organization can benefit from this session so long as they currently are, or plan to be, involved in driving integrated marketing communications planning within their companies or organizations. The session is beneficial for both for-profit and nonprofit organizations, service- and product-oriented businesses and companies operating in B-to-B and B-to-C channels of distribution. Since we will be presenting a systemic approach to integrated marketing communications, content will be designed to cater to SMB’s and F100 companies alike.
Integrated Marketing Communications – Cancellation Policy
All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at firstname.lastname@example.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to email@example.com at least two weeks prior to the event start date. No refunds will be given after October 23, 2014.
A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.