Integrated Marketing Communications Seminar

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Dates & Times

Start Date/Time:  Monday, April 12, 2010 at 8:00am
End Date/Time:  Tuesday, April 13, 2010 at 5:00pm

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Venue/Location

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Registration Fees

Early-bird pricing is in effect for this event through 04/02/2010:

Course Description

An integrated marketing campaign is not only about the number and complexity of the vehicles deployed. Far more important is its relentless drive to reach customers at every step of the purchasing process. It should move them to buy your product or service as quickly as possible while reducing the probability that they will consider competitors. Complexity and innovation are irrelevant if we fail at the ultimate measure: does it sell?

To achieve this goal requires:

•A marketing communications strategy that intimately understands customers-their needs, motivations, and buying process

•An implementation process that requires employee and vendor collaboration

•A marketing leader who can accomplish the envisioned strategy  

This two-day course will help you develop two essential skills of an effective leader of integrated marketing communication:

•The knowledge and tools to develop an effective integrated strategy

•The leadership style and techniques that break through organizational barriers and silos to execute the strategy flawlessly

Who is This Course For?

Integrated marketing managers, advertising/communication managers, product/brand managers, marketing strategy planners, and senior professionals who wish to cultivate their integrated marketing strategies and refine their leadership skills.

Key Takeaways

•Implement a disciplined four-step process to develop an integrated marketing communication strategy.

•Employ six simple planning tools to execute the strategy quickly, collaboratively and imaginatively.

•Use proven best practices for other successful B-to-C and B-to-B integrated marketing communication programs.

•Determine key mistakes that cause a poorly executed integrated strategy.

•Overcome barriers both in your organization and with outside vendors that impede effective implementation of an integrated  program.

•Involve the key internal and external constituents who are critical to the successful implementation of your integrated strategy.

•Create and manage cross-functional teams through all phases of the integrated marketing program.

•Apply eight simple facilitation tools to foster efficient, productive, and enjoyable cross-functional team sessions.

Class Agenda

Day One - 8:30 am - 5:00 pm

Registration and Continental Breakfast - 8: 00am - 8:30am

• What is integration?
• Why is integration growing in importance?
• The Four Strategic Habits of Integrated Marketing Communication
• Overview of the closed loop process you will learn
• Strategic Step 1: Targeting
• Tool 1: Integrated Target Matrix
• Introduction to the case study you will work on for the rest of the day
• Creating an Integrated Target Matrix for the case study
• Strategic Step 2: Positioning
• Tool 2: Hierarchy of Needs pyramid
• Tool 3: Point of Parity/Points of Difference analysis
• Tool 4: The Integrated Brand Bulls Eye
• Strategic Step 3: Mixing
• Tool 5: Communication Vehicles and Purchase Process Alignment
• Review of recent integrated campaigns to identify best practices and common mistakes

Registration and Continental Breakfast - 8: 00am - 8:30 am

Class Instructors

Born and educated in London, England, Richard started his career in the British advertising industry. He moved to the United States in 1973. He worked for ad agency McCann Erickson both in London and New York before joining GE in 1980.

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