Integrated Marketing Communications

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#	Module	L.E.A.D. Learning Approach	Time	Learning Experience Summary
1	Set the Stage	Learn	:15M	Welcome and introductions Summary of ANA Member benefits Review L.E.A.D. learning approach Review workshop objectives, expectations, roadmap, agenda
2	Customer Decision Journey: Stages	Learn	:15M	Learning objectives Define customer decision journey (CDJ) Learn about brand and customer insights that create an effective CDJ foundation How mapping the CDJ helps you be more customer-focused
		Experience	:15M	Best practices to create a CDJ template Case study
		Apply	:30M	Break-out team exercise: write CDJ stages Groups report out Summary/reflection on key learning points
	Break		:15M
3	Customer Decision Journey: Touch Points	Learn	:10M	Learning objectives Ever-increasing role of digital in the CDJ How digital and other touch points within the CDJ drive engagement
		Experience	:15M	Best practices to determine which touch points to include in each stage of the CDJ Case study
		Apply	:35M	Break-out team exercise: determine key touch points across CDJ stages Groups report out Summary/reflection on key learning points
	Lunch		:45M
4	Customer Decision Journey: Messaging	Learn	:10M	Learning objectives How to determine key messaging for touch points across CDJ stages
		Experience	:15M	Best practices to prioritize messaging for touch points for CDJ stages Case study
		Apply	:35M	Break-out team exercise: determine key messaging for CDJ touch points and stages Groups report out Summary/reflection on key learning points
	Break		:15M
5	Overcome Internal Integration Barriers	Learn	:15M	Learning objectives Trends that have increased the need for integration Internal integration barriers Client / Agency integration barriers
		Experience	:15M	Best practices to overcome integration barriers Case study
		Apply	:30M	Break-out team exercise: discuss your current integration strengths / weaknesses & reasons Groups report out similarities or differences across their organizations Summary/reflection on key learning points
	Break		:15M
6	Develop IMC Process	Learn	:15M	Learning objectives Integration process barriers Client / Agency process barriers
		Experience	:15M	Integration process best practices Case study
		Apply	:60M	Break-out team exercise: discuss your current integration process steps, disciplines involved, and leader for each process step Groups report out similarities or differences across their organizations Write individual action plans to optimize integration process at your organization Group dialogue: each individual shares their action plan highlights
7	Learning Reflection and L.E.A.D. Action Plans	Discover	:30M	Instructor recap workshop highlights & key points Group reflection and discussion on learnings “Discover More” resources Closing remarks

Instructors

Dina Shapiro

Founder and Principal
Yorkville Consulting

Dina Shapiro is an award-winning change management consultant, marketing trainer, and author of the book Change Management for Marketers. She uses her deep expertise across disciplines to design insight-driven strategies that are built for measurable adoption. Dina has led marketing and internal change for Citi, Alcoa, Truist, BBDO, and Fortune 500 clients of Yorkville Consulting. She blends the precision of change management with the persuasive power of marketing to create employee experiences that inform, inspire, and move people to act.

Dina teaches Brand Strategy, Digital Marketing, and Real World courses at New York University, where she has been an adjunct professor since 2015, and has six published LinkedIn Learning courses. She earned her MBA from Boston University and BA in Economics from George Washington University. Based in New York, Dina is a member of the Association of Change Management Professionals (ACMP), the Association for Talent Development (ATD), the American Marketing Association (AMA), and New York Women in Communications (NYWICI).