Integrated Marketing Communications - 2017 - Minneapolis, MN

The Hotel Minneapolis, Autograph Collection
215 Fourth Street South - Minneapolis, MN 55401
5/18/2017 8:30 AM - 5/19/2017 4:00 PM
Register before 4/21/2017 12:00 AM for early registration fee
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. 


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.

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 - 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 

The Hotel Minneapolis, Autograph Collection
215 4th Street South
Minneapolis, MN 55401 
Phone: +1.612.340.2000

Rates: $179.00 single/double (plus applicable state and local taxes, currently 13.40% 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 +1.612. 340.2000 or +1.888.717.8853 and reference American Marketing Association Integrated Marketing Communications to make reservations. You must make your hotel reservations by April 26, 2017 and properly identify yourself to qualify for the special group rate (based on availability). After April 26, 2017, 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 after 6:00 p.m. hotel time the day 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 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.

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 The Hotel Minneapolis, Autograph Collection for a full list of services & features. 

Area Attractions and Events
Please visit Meet Minneapolis, Convention and Visitors Association​ 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 Minneapolis-St. Paul International Airport (MSP), approximately 12 miles:
Merge onto MN-5 E toward MN-55/ST PAUL/MINNEAPOLIS. Merge onto MN-55 W toward MN-62/MINNEAPOLIS. Take the 3RD ST/WASHINGTON AVE exit toward U OF M. Keep LEFT at the fork in the ramp. Keep LEFT at the fork in the ramp. Merge onto S 3RD ST/3RD ST S. Turn LEFT onto S 2ND AVE. Turn LEFT onto S 4TH ST/4TH ST S. 215 S 4TH ST is on the RIGHT.

Taxis are readily available at the Minneapolis-St. Paul International Airport (MSP). The estimated taxi fare is approximately $55.00 one-way. 

Public Transportation
Metro Transit​ 
Government Plaza Station (0.1 miles W) 

Parking at the Hotel
Valet parking is available for $38.00 per day. Rates are subject to change without notice.

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