Integrated Marketing Communications - 2017 - Chicago IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
11/6/2017 8:30 AM - 11/7/2017 4:00 PM
Register before 10/9/2017 11:59 PM for early registration fee


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. 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. 













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. 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. 









  • 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? 













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Here's what recent attendees said


"Very current and knowledgeable instructors; approachable and relevant."


"Personable and knowledgeable, the instructors helped make sure the attendees with less experience understood everything without boring those with greater experience."


"Both Todd and Shane were extremely engaging and did their very best to present the content in a manner in which it would be applicable for all attendees." 






Shane Johnston​, Marketing Consulting




Shane Johnston’s 25-year career spans client and agency marketing in B2C and B2B environments. His expertise in campaign development and marketing implementation at Capstrat, an Omnicom agency, delivered results for clients like Lenovo, VMware, Teleflex, MWV and UNC-Chapel Hill. Shane’s corporate experience includes stops at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. He also led client digital 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




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.






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. 


AMA Cancellation Policies​


​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

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