Integrated Marketing Communications - 2018 - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
4/11/2018 8:30 AM - 4/12/2018 4:00 PM
Register before 3/14/2018 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. 

 

LEARN

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. 

TAKEAWAYS

  • 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? 

 See Full Agenda >>

Past Attendees Say:





INSTRUCTORS

Shane Johnston
Principal, Market Position Strategies

Shane Johnston has developed branding, marketing and product strategies and integrated communications plans for Fortune 100 companies, small businesses and non-profit organizations. His 25-year career spans client and agency marketing roles. His expertise in campaign development and lead generation has delivered results for companies such as Lenovo, VMware, Chase Bank, the AARP, The Wall Street Journal, TruGreen and UNC-Chapel Hill. Shane’s client side experience includes positions at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. He is now Principal of Market Position Strategies, providing marketing consulting services to enterprise and higher education clients. He’s also a Partner in Firestarters Club, which provides consulting sessions for entrepreneurs and small businesses. 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.








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. 

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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$1,795.00

$1,495.00

   

Training Series Location 

One Prudential Plaza - AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago ​
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago​
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: +1.312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago​
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events
Please visit Choose Chicago 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 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. 

Tower Travel Management 
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 association@towertravel.com.

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.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)
For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
https://www.airportexpress.com/ 
Approximately $36.94 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail 

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