An Overview of Integrated Marketing Communications (IMC)

An overview of Integrated Marketing Communications

1. Achieving Better Results Through Integrated Marketing Communications Bonnie Harris Reed College of Media, West Virginia University Wax Marketing, Inc.

2. Bonnie Harris Principal, Wax Marketing Inc. Adjunct Instructor IMC Program, WVU, Reed College of Media WaxMarketing.com [email protected] @waxgirl333

3. Agenda Defining IMC Branding and IMC Audiences IMC Planning Messaging Strategies IMC Examples Measurements Barriers to IMC

4. IMC and the PR Professional Today we are… Messaging Experts Marketing Strategists Brand Journalists Technology Consultants Project Managers

5. Definition of IMC According to the AMA (American Marketing Association) the definition of Integrated Marketing Communications is: “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.”

6. In basic terms… An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods intended to reinforce each other .

7. Why are Brands Turning to IMC? Audience Messaging Channels Competition Technology Owned Media

8. How has branding changed? Perception is everything.

9. Messaging Sources Planned Messages Product Messages Service Messages Unplanned Messages Employee Messages

10. Say goodbye to the 4 P’s

11. Hello to the 4 C’s

12. How does a customer choose a brand? Problem or opportunity Information search Choice evaluation Behavior and action Decision and repeat buy

13. Components of an IMC Campaign Audience Definition Marketing Objectives & Strategies Integrated Creative Strategy Statement & Brief Digital Objectives, Strategies & Tactics Public Relations Objectives and Tactics

14. Components of an IMC Campaign Advertising/Media Buy Direct Marketing Sales Promotion Measurement and Evaluation Plan Cross-functional Project Management

15. Audience Definition Demographics Psychographics Content acquisition behavior Buying behavior Other segmentation strategies Geodemographic Ethnic Relationship Adopter

16. Messaging Strategy Strategic Consistency One Voice Integrated Strategy Statements Message Translations

17. Channels Who is your true audience ? Where does the synergy exist ? Which space is effective ? What is the right mix ?

18. Why are we looking at this guy?

19. Results? 1.2 billion media impressions 100 million YouTube views Sales  55% first 3 months Sales  107% in the fourth month

20. Strong IMC campaigns have… Aligned objectives Specific audiences Strong project management Common strategies and tactics Translatable, impactful messages

21. Dermatology Consultants $20 million healthcare practice Channels included email, social media, print/broadcast ads, public relations, events, in office messaging Audience was blended

22. Results? After 12 months, 20% of new patients coming from online 15% of revenue is cosmetic after 18 months 40% of web traffic coming from social media 5% of patients coming from Facebook alone Media placements have doubled

23. Measurement Within target audiences Mix of quantitative/qualitative Brand awareness Attitude change and preference Customer retention

24. Measuring Tactics Landing page conversions Website behavior Social media engagement Online clicks Unplanned messages

25. Measuring Behavior Content acquisition Buying behavior Customer acquisition Loyalty and engagement

26. Measuring Components Earned media impressions Owned media impressions Advertising ROI Digital marketing return

27. Strong IMC Plans have… Narrow scope Targeted audience Focus on linked tactics Content/frequency Time for iterative testing and revision

28. Barriers to IMC Functional silos/team dynamics No proven “how to’s ” or magic bullet processes Lack of management know-how Outdated measurement tools Sales

29. The Future of IMC Automation + Integration Big Data Standard Metrics Owned Media  Brand

30. Questions?

31. WVU IMC Program 1 st online IMC graduate program in the nation Established 2003 More than 400 active students Ideal for mid-level communications professionals More information at imc.wvu.edu

32. Thank You! Bonnie Harris [email protected] 612-801-0912 @waxgirl333 practice

33. Please complete the survey for this session in the Conference mobile app. Download the mobile app at http://ddut.ch/prsa Thank you! Survey