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Integrated Marketing Communications

This event is over.

Integrated Marketing Communications (IMC) is a hot term in marketing right now- but if you ask 5 different marketers to define IMC you’ll likely get 5 very different answers.  In fact, IMC has been around for many years and has evolved from the “one sight one sound” approach to a complex business strategy based in metrics that ultimately drive ROI.  This is designed to help you arrive at the best definition that works for your company. You’ll learn about some of the challenges with regards to implementing IMC ranging from internal communications, functional silos and misconceptions about what it means to be customer centric, so that you can determine the appropriate action plan to proactively address these issues as they arise within your organization. 

This course provides a thorough overview on Integrated Marketing Communications and lays the ground work for creating an effective IMC strategy.

 Course Benefits

  • Discuss common terminology when referring to integrated marketing communications (IMC).
  • Define IMC as it pertains to your company
  • Understand the challenges faced by organizations in implementing IMC.
  • Learn how measurement plays in to the mix
  • Create a straw model plan to take back to your organization

This IMC seminar is a 2 day learning & workshop session created to be both instructive and interactive.  Participants will develop a deeper understanding of IMC, particularly as it relates to their specific organizations. The deeper the time engagement, the more valuable the learning will be for creating effective integrated marketing communications strategies at your organization.

When
Begins:Monday, December 3, 2012 at 8:30am
Ends:Tuesday, December 4, 2012 at 5:00pm
Where

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

Instructor: Richard Costello

Richard is the founder of MagicEcho, a consultancy that facilitates retreats, strategy reviews and brainstorming sessions for boards of directors, management teams and industry groups as well as counsel on marketing strategy and planning. He leads seminars for the ANA School of Marketing on a variety of subjects, including branding, integrated marketing communications, new product development, marketing innovation and marketing planning.

Prior to founding MagicEcho, Richard worked for 22 years as the “brand guru” for General Electric. He led the development and implementation of the long running “We Bring Good Things to Life” advertising campaign. During his career, Richard provided marketing guidance to every GE business, including lighting, jet engines, plastics, NBC, appliances, financial services and medical systems. This has given him an extraordinary diversity of business and marketing experience. Additionally, he was a member of the business team that transformed the culture of GE from a sleepy bureaucracy to a lean, aggressive growth machine.

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 advertising agency McCann Erickson, in London and New York, before joining GE in 1980. For the first five years of his advertising career, he focused on media strategy, subsequently shifting to account management. He worked with a broad variety of clients including Exxon, Martini & Rossi, Johnson & Johnson, Unilever and Gillette.

Richard served as a board member and chairman of the ANA. He has also served on the boards of the Advertising Council, and is currently on their finance committee, and the BPA, where he continues to be a consultant to the chief executive officer. He has served on a variety of local not-for-profit boards in Connecticut, including the Norwalk Education Foundation and Shakespeare on the Sound.

 
Agenda

Day One

#

Module

Timing

Content Summary

1

Introduction

0H:30M

  • Definition of IMC
  • Two global trends that are increasing the importance of effectively executing IMC

2

Targeting

2H:30M

  • Why every successful IMC program starts by understanding “The Boss”.....your customer
  • Introduction to market segmentation
  • Case examples of how smart segmentation grows your brand
  • Hands-on: 3 step exercise to develop and apply market segmentation for a brand
  • Introduction to the Hierarchy of Need concept
  • Hands-on: Build a hierarchy of need for a brand

3

Positioning

2H:00M

  • Positioning defined
  • The building blocks of brand positioning:

-          Points of Parity vs. Points of Difference

-          Reasons to Believe

-          The Brand Promise

  • Hands-on: 3 step exercise to build a “Brand Bull’s Eye”

4

Consistency

2H:00M

  • “Pushing the same message through all the pipes”
  • Consistency across time: examples of success and failure
  • Consistency across all vehicles: examples of consistent and in-consistent execution
  • A message consistency checklist
  • Hands-on: Using the checklist to assess various recent or current B2C & B2B campaigns

 

Day Two

#

Module

Timing

Content Summary

5

The purchase process

1H:00M

  • Differences in decision making for impulse and considered purchases
  • Comparison of purchase process for both types of decision
  • Hands-on: Build a purchase process diagram

6

Touch Points

1H:00M

  • What is a touch point?
  • The role of touch points at different points in the purchase process
  • Example of a touch point map
  • Hand-on: Overlay the purchase process diagram with a touch point map

7

Alignment

2H:30M

  • Case history demonstrating effective alignment
  • 9 best practices
  • An alignment assessment checklist
  • Hands on: Using the checklist to asses the alignment of various recent or current B2C & B2B campaigns

8

Measurement

1H:30M

  • What is brand equity?
  • Three methods of measurement
  • The brand equity ten
  • Definition of Return On Investment
  • Examples of how various brands measure campaign or program ROI
  • Marketing dashboard best practices
  • Hands on: Select brand dashboard metrics for various brands

9

Barrier Busting

1H:00M

  • The most serious barrier to effective integration
  • Three successful strategies for breaking down barriers
  • Best practices in building a cross functional team
  • A tool kit for managing the start-up of a cross functional team

 

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