Integrated Marketing Communications - 2016 - Washington, D.C.

Washington Hilton
1919 Connecticut Ave., NW Washington, D.C. 20009
10/25/2016 8:30 AM - 10/26/2016 5:00 PM
Register before 9/28/2016 12:00 AM for early registration fee

Integrated Marketing Communications

Integrated Marketing Communications (IMC) is one of the hottest topics in the industry, yet planning ​and execution remain a challenge in today’s rapidly changing marketing environment.. This program will teach professionals how to create successful IMC plans and will give them a roadmap for effective integration of traditional and newer interactive, social technologies—including corporate blogs, Twitter, Facebook, and mobile devices, etc. 

This highly engaging workshop is designed to help professionals develop an IMC roadmap using case studies, exercises, breakouts and best practices. 




This two-day workshop will teach you the current thinking on integrated marketing communications, and walk you through the steps to developing an IMC plan of your own. ​

You will learn how to create a powerful content strategy which delivers the right message to the right audience in the right place.  You will learn to create an integrated marketing communications strategy which will deliver the engaging brand experience needed to drive revenues and create real customer value for your organization.

See the Full Agenda >>​


  • What is the current thinking on integrated marketing communications, and how and why is each element critical to success? 
  • How to create an effective, well integrated IMC plan, blending offline and online tools to maximize customer value
  • What is the right mix of traditional and social media, digital, direct response, mobile, etc?
  • How to strategically link and leverage all elements in the communication mix across channels to deliver a clear, compelling and consistent message
  • How to evaluate the contribution of each Marcom element—including advertising, direct marketing, Facebook, Twitter and blogs—in order to maximize communication impact
  • How to orchestrate all of the key consumer touch points where your customer meets your brand
  • How to develop an effective content strategy to ensure delivery of coordinated and synergistic messages across all touch points and channels
  • How to understand and apply the Social Media Buyer Behavior ModelTM to create engaging content to reach, impact and engage customers bombarded by communication noise in a non-linear world


This program is designed for 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 and entrepreneurs.

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.  The program provides a systemic approach to integrated marketing communications, which is useful  to SMB’s and F100 companies alike. 


Shane Johnston
Executive Vice President, Director of Client Development, Capstrat

Shane is charged with developing marketing strategies and integrated communications plans for Capstrat clients. His 25-year career spans client and agency marketing in B2C and B2B environments. His expertise in campaign development and marketing implementation delivers results for clients like Lenovo, VMware, Teleflex, MWV and UNC-Chapel Hill. Shane’s client side experience includes stops at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. Before Capstrat, he led client strategy at Brooks Bell Interactive, working with Chase Bank, AARP, The Wall Street Journal and Clearwire. Shane served as 2010 president of the Triangle American Marketing Association. He earned his BSBA and MBA from the University of Nebraska at Omaha.

Todd Coats​
Chief Creative Officer, Capstrat

Todd is responsible for making sure Capstrat’s creative and digital work is not only compelling but strategically sound. His previous roles include managing creative for GlaxoSmithKline and at a number of previous agencies. His clients included the Cartoon Network, the Country Music Association and Hanes. Todd’s insightful work has been recognized by the ADDYs, the Tellys, AIGA Graphic Design USA – and many more. Todd earned a BFA in communication arts from East Carolina University and a master’s in advertising design from Syracuse University.

Integrated Marketing Communications – Cancellation Policy

​All Training Series cancellations and requests for refunds must be submitted to the AMA via email to 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 at least two weeks prior to the event start date. No refunds will be given after October 11, 2016. 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. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email

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​

This event has passed and is unavailable for registration.

Training Series Location 

Washington Hilton
1919 Connecticut Ave., NW
Washington, DC 20009 
Phone: +1.202.483.3000
Reservations: +1.800.HILTONS


Located in the heart of Washington, DC, the Washington Hilton hotel is situated near the capital's most sought-after neighborhoods. Enjoy the best entertainment and nightlife Washington has to offer at the nearby Adams Morgan, Woodley Park and the U Street Corridor. This Washington, DC hotel is one mile from the Smithsonian National Zoo and only four blocks from the Dupont Circle Metro. 

Rates: $259.00 single/double (plus applicable state and local taxes, currently 14.5% per night, which are subject to change without prior notice)

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​ +1.800.HILTONS and reference AMA Integrated Marketing Communications (GROUP CODE AMAIMC) room block to make reservations. You must make your hotel reservations by October 3, 2016 and properly identify yourself to qualify for the special group rate (based on availability). After October 3, 2016, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card and deposit in the amount of (1) one night’s room & tax for each confirmed room will be due at time of booking. Cancellations made within (72) seventy-two hours prior to arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early will be assessed an early departure fee of (1) one night’s room & tax. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services & Accommodations
Please visit Washington Hilton for a full list of services & features. 

Area Attractions and Events
Please visit Destination DC for additional city information.

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 Live Experience Team, 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 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at

Tower 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.

From Nearest Metro Station (Dupont Circle):
The Dupont Circle Metro Station on the Red Line is closest Metro Station to the hotel. Exit at the north end of the Station to Q Street and walk four blocks north on Connecticut Avenue to Hilton Washington, located at 1919 Connecticut Avenue.

From Washington National Airport (DCA), 6 miles:
Follow signs to I-395 and 14th St. Bridge. While on 395 North move to the left lane when you will see the sign for Route One. This will take you to the 14th Street exit. Take 395 North over the 14th St. Bridge. Stay in the left-hand lane take 14th St. to R St. NW. You will notice the streets run alphabetically. Make a left on R St. Follow R St. for six blocks to Connecticut Avenue NW. Make a right on Connecticut Ave. Hilton Washington will be four blocks up on right. 

From Connecticut Avenue, take a right on T Street and drive alongside the perimeter of the hotel. Drive past the T Street Ballroom entrance, and at the first intersection, take a hard left onto Florida Avenue, and then another left onto 19th Street. The parking facility entrance is located on the left, on 19th Street.

From Washington Dulles Airport (IAD), 27 miles:
Take Dulles toll road to Rt. 66 East. Take Rt. 66 to Constitution Avenue. Constitution Avenue to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be three blocks up on right corner Connecticut Ave and T St. 

From Baltimore-Washington International Airport (BWI), 33 miles:
Leave terminal and follow signs to I-95 South. Take I-95 South to 495 West. 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue south. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

Taxicabs are readily available at the DC area airports.
Fares are approximately:
DCA - $19.00 one-way
IAD - $55.00 one-way
BWI - $65.00 one-way

Shuttle Service
SuperShuttle provides transportation to & from the DC area airports. Please call SuperShuttle at +1.800.BLUEVAN (258.3826) to make reservations. 
Rates are approximately:
DCA - $14.00 one-way 
IAD - $29.00 one-way
BWI - $38.00 one-way
Please try to make reservations 24-hours prior to your trip. Rates are subject to change without notice.

Public Transportation
Washington Metropolitan Area Transit Authority (Metro)

Parking at the Hotel
Self-parking is available at the hotel for $41.00 per night. Valet parking is available for $49.00 per night. Rates are subject to change without notice.

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