Integrated Marketing Communications

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

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.

Multimedia – 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!

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

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!