Communicate With Impact
Have you ever asked people in different parts of your company to tell you what they think makes a marketing campaign? Consensus is probably hard to come by especially when you consider all the competing priorities in an organization. In the end, a marketing campaign is not a press release, brochure, digital ad or any other fancy promotion alone. Instead, as a marketer, you need to understand how a wide array of tactics can work together to best reach your customer.
Pricing
| Early Bird (Before 10/04/19) | Standard Price | |
| AMA Member | $1,395 | $1,495 |
| Non-Member | $1,745 | $1,869 |
Personable and knowledgeable, the instructors helped make sure the attendees with less experience understood everything without boring those with greater experience.
Past Attendee
What to Expect
Over two days, you’ll learn how to use organizational collaboration to accomplish business goals like driving revenue growth, improving profit margins, increasing consideration and proving return on marketing investment. You’ll hear the latest thinking on integrated marketing communications and leave with the steps to develop an IMC plan of your own.
Objectives
- Hear the current thinking on integrated marketing communications and why each element is critical to success.
- Learn the right mix between traditional and digital marketing strategies while understanding how paid, owned and earned media interact.
- Understand who your critical organization partners are in planning, and how you can motivate their participation and cooperation.
- Know how you should package integrated marketing communications for upper-management and broad organizational buy-in and action.
Who Should Attend?
Marketing leaders and managers in any organization can benefit from this session as long as they are involved in integrated marketing communications planning. The session is beneficial for both for-profit and nonprofit organizations, service and product-oriented businesses and companies operating in B2B or B2C channels of distribution.
Since we will be presenting a systemic approach to integrated marketing communications, the content will be designed to cater to small and medium businesses as well as F100 companies.
AMA Event Policies
Monday, November 4
Registration and Breakfast
We’ll kick off the day with breakfast. 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!
Tuesday, November 5
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!
Shane Johnston
Principal, Market Position StrategiesShane Johnston has developed branding, marketing and product strategies and integrated communications plans for Fortune 100 companies, small businesses and nonprofit organizations. His 25-year career spans client and agency marketing roles. He is now Principal of Market Position Strategies, providing marketing consulting services to enterprise and higher education clients.
Todd Coats
Associate Director for Brand and Creative, Association of International Certified Professional AccountantsTodd Coats brings his 32 years of experience to create effective concepts and ideas for industry sectors such as healthcare, pharmaceuticals, energy, higher education and retails. He brings emphasis in brand building, integrated marketing, employee branding and digital advertising.
Training Series Location
AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000
The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premiere hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.
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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 Support Center at (800)AMA-1150 or customersupport@ama.org, 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.