Marketers are beginning to understand that their brands live in the connections, and that they must seize the opportunity by creating an integrated communications strategy. The objective of marketing communications is to enhance brand equity by moving customers along a customer experience path to purchase that leads to advocacy for the brand. Marcom plays an essential role to inform and educate customers and prospects about brands, new products their benefits and to enhance brand image. The IMC goal is to deliver the right message to the right audience at the right time in the right place. It is critical for marketers to architect an effective integrated marketing communications plan that delivers clear, consistent and compelling messages. Marketers must explore new methods to leverage all elements of the communication mix and blend traditional, digital an social media into a single, cohesive, holistic approach.
This workshop will provide you with the essential building blocks for effective integration of traditional and inbound marketing approaches. Through case studies, exercises, and best practices, you will learn how to create an integrated marketing communications strategy and deliver an engaging brand experience that contributes to revenue generation and brand value. The goal is to leave this workshop armed with an understanding of the essential building blocks that fuel the cusomer experience path.
Integrated Marketing Communications - Learning Objectives
• Learn how to create an effective, well-integrated plan, blending offline and
online tools to maximize customer value
• Strategically link and leverage all elements in the communication mix
• Evaluate the contribution of each marcom element—including advertising,
direct marketing, Facebook, Twitter and blogs—to maximize
• At the heart of a good IMC plan is an effective content strategy to ensure
delivery of coordinated and synergistic messages across all brand touch
• Understand and apply the Customer Experience Path model to reach,
impact and engage customers
• Identify new ways to differentiate your brand by creating brand purpose
• Understand the power of the employee voice to humanize your brand
• Understand the importance of Paid, Owned and Earned Media.
Integrated Marketing Communications - Who Should Attend
This workshop provides a comprehensive overview of IMC that is designed for marketing professionals, marketing communications managers, advertising, social media, PR, traditional or interactive marketing agencies.
Integrated Marketing Communications – Cancellation Policy
All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at email@example.com. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to firstname.lastname@example.org at least two weeks prior to the event start date. No refunds will be given after February 6, 2014.
A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.
Integrated Marketing Communications Instructor