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Integrated Marketing Communications: San Francisco

The Bently Reserve
301 Battery Street, San Francisco, CA 94111
2/25/2013 8:00 AM - 2/26/2013 5:00 PM


Details Schedule Registration Travel Exhibitors
Integrated Marketing Communications
The New Brand Choreography
 
Listen to a sneak peek Integrated Marketing Communications Podcast by Instructor Mark Burgess, President & Co-Founder of Blue Focus Marketing
 
Marketers are beginning to understand that their brands live in the connections, and that they must seize the opportunity and create a powerful content strategy to deliver the right message to the right audience in the right place. Today, the new point of difference for your brand will come from merging the quest for profit with brand purpose.
 
It is critical to architect an effective integrated marketing communications plan for your business that delivers clear, consistent and compelling messages. Marketers must explore new methods to leverage all elements of the communication mix—including advertising, sales promotion, PR, direct marketing, search, Web and social media—into a single, cohesive, holistic approach. 
  
This workshop will provide you with a road map for effective integration of traditional and inbound marketing approaches.  Through case studies, exercises, breakouts and best practices, you will learn how to create an integrated marketing communications strategy and deliver an engaging brand experience to contribute to revenue generation and real customer value. The goal is for you to leave this workshop armed with strategic advice and empowered to move your IMC plan forward.  
 
Integrated Marketing Communications Learning Objectives
  • Create an effective, well-integrated IMC plan, blending offline and online tools to maximize customer value
  • Strategically link and leverage all elements in the communication mix across channels
  • Evaluate the contribution of each marcom element—including advertising, direct marketing, Facebook, Twitter and blogs—to maximize communication impact 
  • Develop an effective content strategy to ensure delivery of coordinated and synergistic messages across all touch points and channels 
  • Understand and apply the Social Media Buyer Behavior Model to create engaging content to reach, impact and engage customers 
  • Identify new ways to differentiate your brand by creating brand purpose and understand the power of the employee voice to humanize your brand
 
Integrated Marketing Communications Who Should Attend
This program is designed for entrepreneurs or mid- to upper-level managers, directors, executives or teams of professionals working in marketing communications, marketing, advertising, branding, social media, PR, sales, traditional or interactive marketing agencies.
 
Integrated Marketing Communications Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.
 
Integrated Marketing Communications Instructor
 

​

Schedule
 
Day 1
8:00 – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)
 
Course overview
Introduction, goals and overview
 
Sparking your strategic branding & content marketing initiatives
• What is a brand?  
• Positioning methodology, developing buyer personas, creating the BVP (brand value proposition) and the new point-of-difference: brand purpose
• Build an effective content marketing strategy across channels
 
IMC’s shifting role in a changing marketing landscape
• From traditional to inbound marketing
• New opportunities for today’s smart marketers to leverage new tools
• The 4P’s and the 4C’s
 
Socializing your brand (traditional + digital + social media) + IMC barriers
• Creating a powerful IMC plan, blending offline and online tools to maximize customer value
 
Case studies in integrated marketing communications
 
Steps to develop effective integrated marketing communications
• Target, objectives, message, delivery, feedback
• Leveraging the social buyer behavior model
 
Evaluate key marketing communications channels
• Traditional + digital + social media = determining the best options for your brand
• Leverage the marcom mix to create and manage sustainable customer relationships 
• Strategically link all elements of the marcom mix across channels
 
IMC class exercise

Day 2
8:00 – 8:30 a.m. Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)
 
Case studies in integrated marketing communications
 
Creating strong customer engagement via digital marketing
• How to leverage new ways to reach and engage customers
• Social branding: placing your community at the core, understanding the new and very direct relationship brands can enjoy with their customers
• The digital marketing ecosystem: leverage digital choices to meet audience goals
 
Creating strong engagement via social media marketing
• Analyzing the leading social media channels from Facebook, Google+, Twitter, etc.
• New process for developing an effective social media marketing strategy blueprint
• Leverage the power of the employee voice to humanize your brand
 
IMC class exercise
• Identify your IMC and digital ambitions to impact revenue + profit
 
Jump-start your IMC road map
• Leverage course learning to put your IMC action plan to work

 

Hotel Air Travel Rental Car Ground Transportation
​Conference Center Location
The Bently Reserve
301 Battery Street
San Francisco, CA 94111
Phone: 1 415.294.2226
Fax: 1 415.984.9912

Recommended Hotels
Le Méridien San Francisco
333 Battery Street
San Francisco, CA 94111
Phone: 1 415.296.2900
10% OFF Best Available Rate
SET ID: 244180
Reservations By Phone: 1 866.837.4184 (ask for the “Bently Reserve” rate)
Reserve a rom now (enter Bently Reserve SET ID# 244180)
 
Club Quarters in San Francisco
424 Clay Street (Across from Embarcadero Center)
San Francisco, CA 94111
Phone: 1 415.392.7400
 
For additional hotel recommendations, please visit the Bently Reserve Destination Guide.

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

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 Meeting Services Department, 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.
​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.
 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
​Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.   
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
​Directions
North Bay
From Hwy-1/US-101 head south across the Golden Gate Bridge (toll road). Stay on US-101/Doyle Drive. US-101/Doyle Drive turns into US-101/Lombard Street. Turn right onto Van Ness Avenue. Turn left onto Broadway. Turn right onto Battery Street. The Bently Reserve will be on the right.

East Bay
From I-580, I-880 or I-80 head west across I-80 (Bay Bridge-toll road). Take exit 2C for Fremont Street, turn left onto Fremont Street. Continue onto Front Street. Turn left onto California Street. Turn right at the 2nd cross street onto Sansome Street. Turn right onto Clay Street. Take the 1st right onto Battery Street. The Bently Reserve will be on the right.

South Bay/Peninsula
From US-101 head north onto US-101/I-80 (signs for Bay Bridge/Oakland). From I-80 take exit 2 for 4th Street. Turn left onto Bryant Street. Take the 1st left onto 3rd Street. Continue onto Kearny Street. Turn right onto Clay Street. Turn right onto Battery Street. The Bently Reserve will be on the right.
From I-280 head northeast onto King Street. Continue onto The Embarcadero. Turn left onto Washington Street. Turn left onto Battery Street. The Bently Reserve will be on the right.

Area Airports & Transportation
From San Francisco International Airport- SFO
Travel distance: approx. 14 miles
 
Estimated taxi fare: $40.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3.
Please call 1 800 BLUE VAN (1 800.258.3826) for more information.
Single Fare One-Way: $17.00 (subject to change without notice)

From Metropolitan Oakland International Airport - OAK
Travel distance: approx. 18 miles
 
Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation
Bay Area Rapid Transit (BART)
 
Bart/Muni Stations
Montgomery Station - Market and Montgomery
Embarcadero Station - Market and Front

Public Parking in the area
Embarcadero Center Parking Garage - One Embarcadero Center
Ampco Systems Parking - 345 California St.
Daja International Parking - 353 Sacramento Street
SF Parking - 474 Sansome Street

​There are no exhibit opportunities with this event.

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