Integrated Marketing

This event is over.

Course Description

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.

Day One

Training Module

Takeaway

Evolution of IMC
  • Shift to a customer-controlled marketplace
  • Impact of social media
  • Highlight key elements of IMC

 

  • Key takeaway: the class will have a common ground to begin building a foundation for their company’s IMC objectives

Evaluating IMC at your company
  • Review core tenets
  • Assess IMC maturity at your organization
  • Case study examples

 

  • Key takeaway: understand the distinctions to help guile the way your company approaches IMC.

Class Discussion
  • Why is IMC important at your organization?
  • How can your strategy be measured?
  • Discuss the critical importance of ROI.

Exercise – Define IMC
  • Define what IMC means at your organization and how that compares to the industry norms
  • Discuss as a group

 

  • Key takeaway: Participants will see where they can begin working on new approaches to IMC

Challenges to IMC
  • Barriers to IMC (i.e., functional silos, management, misunderstanding of definition, etc)
  • Key takeaway: Understand that barriers are common to most organizations- the key is to how to work around them.

Workshop: Barriers and Risk at your organization
  • Define  existing and potential issues to IMC at adoption at your organization
  • Map barriers based on core issues
  • Brainstorm risk mitigation strategies for each of the identified issues
  • Discuss as a group

 

  • Key takeaway, begin to tackle the major challenges

Presentations and Observations

Present group results to the room

 

Day Two

Training Module

Takeaway

Quick review of day 1

Clarification of any terms, feedback and/or special requests for day 2

IMC in action
  • Review case example of IMC
  • Key take away: learn high-level how companies kicked off IMC initiatives

Key components of companies that implement successful IMC programs
  • 4 Key Components
  • How does your company measure up?
  • Key take away: ways to work around the imperfections while building a stronger case for IMC

Class Exercise
  • Using the 4 key components as a guide, map as a group the items you can and cannot change in your organization
  • How does this map apply to your company?

Exercise: build IMC straw plan for your org
  • Create a straw model plan to take back to your organization
  • Make a case for IMC
  • Address key barriers
  • Accountability plan

Share plans
  • Share with class
  • Ask for ideas, feedback & share best practices

Wrap up

Final overview & adieu
 

Instructors