Integrated Marketing Communications

Registration and Hot Breakfast

IMC and Omnichannel Overview

• The new 4’cs: customer, creative, campaigns, calibration.
• Modern Consumer Overview
  • Customer Segmentation – define the customer target
  • CDJ (customer decision journey)
  • Objectives & Strategies
  • SMART Goals

Break

Class Discussion about Pre-Read Article

What is Omnichannel and How Do We Apply It?

• Foundations of Paid/Earned/Owned media: digital trifecta
• Traditional media overview
• Convergence: Omnichannel
• AI in media
• Examples of omnichannel

Lunch

Group Brainstorm

Break into small groups and consider a brand or product to use as an example.

Creative: How Do We Develop and Deliver the Big Idea Across Multiple Channels

• Content is king
• Team and tools
• Overview of modern media marketplaces
• Examples

Break

Group Exercise: Brainstorm Omnichannel Strategy, Focusing on the First 2 C’s:

Assignment: Describe omnichannel in relation to your client and complete 2 worksheets.

• Who is the customer? (customer segmentation worksheet)
• What is their decision journey? (customer decision journey worksheet)
• What is the creative message you will use to reach them?
• 3-minute share session

Hot Breakfast

Omnichannel Tactics (Part 1)

• Amazon
• Display
• Social

Break

Group Discussion About Pre-Read Article

Omnichannel Tactics (Part 2)

• Programmatic and retargeting
• Growth hacking

Lunch

Group Exercise: Perform a Competitive Analysis

• How are competitors targeting new customers?
• What is their creative strategy? Examples?
• Where are the holes or opportunities?
• 3-minute share session

Calibration

• Metrics
• Web Analytics
• Reporting
• Optimization
• Creating and presenting a plan

Break

Class Discussion

Group Exercise: Brainstorm Omnichannel Strategy, Focusing on the Last 2 C’s:

Assignment: Describe the campaigns and calibration for your omnichannel strategy.

• Which modern media marketplaces will you target (1 or 2 please)?
• How will you target customers using that or those channels?
• What are the success metrics and tools for tracking and measuring success?
• 5-10 minute share session