Integrated Marketing Communications - 2014 - San Francisco

Courtyard San Francisco Downtown
299 Second Street, San Francisco, CA 94105
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Integrated Marketing Communications (IMC) Workshop - San Francisco 

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

Download Integrated Marketing Communications Brochure >>

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 cnelson@ama.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 info@ama.org 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.

Integrated Marketing Communications – About the Instructors
Shane Johnston
Jon Barlow

​Integrated Marketing Communications - Agenda
 

Day 1

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

• Session overview

  • Introductions – participants and instructors.
  • Goals for the session.
  • Game plan for the two days.

• 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.

• (Multi) media – 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!

 

Day 2

8:00 a.m. – 8:30 a.m. Continental breakfast
8:30 a.m. – 4:00 p.m. Program (includes lunch, morning, and afternoon breaks)

• 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
 
Registration is not available at this time.

Training Series Location 
Courtyard San Francisco Downtown 
299 Second Street 
San Francisco, CA 94105  
Phone: 1 415.947.0700 
Fax: 1 415.947.0800 
Reservations: 1 800.321.2211 

Welcome to the Courtyard Do
wntown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, indoor pool, and complete fitness room. 

R
ates: $299.00 single/double (plus applicable state & local taxes, currently 16.25% + $0.13 CA tourism fee per night, which are subject to change without prior notice)
Includes complimentary high-speed internet.
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

RESERVE A ROOM NOW

Or call 1 415.947.0700 or 1 800.321.2211 & reference Integrated Marketing Communications to make reservations. The cut-off date for reservations is October 9, 2014. After October 9, 2014, reservations will be accepted based on availability and at the prevailing rate. 

I
n order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival. Cancellations made after 6:00 p.m. on the day of arrival & no-shows will forfeit the initial deposit. 

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.  

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.

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.  

T
ower 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.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
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 & Transportation
From San Francisco - SFO 
Distance: 14 miles N 
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom. 
Estimated taxi fare: $40.00 (one way) 

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3. Please call 1 800 BLUE VAN (1 800.258.3826) for more information. 
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK 
Distance: 18 miles NW 
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right. 
Estimated taxi fare: $60.00 (one way) 

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)
Caltrain

Parking at the Hotel
Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $54.00 plus applicable taxes, currently 14% (subject to change without notice)
Valet parking includes in & out privileges. 

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.