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Integrated Marketing Communications

Ralph J. DavilaDirector of Public Relations

Keathley Advertising

Assembly DelegateAkron Area PRSA Chapter

What is IMC?

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– A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

Source: Laura Lake, About.com

What is IMC?

• Integrated Marketing Communications– The “New” Advertising Agency– Team centric/Holistic approach– Started in the early 1990s by David

Ogilvy– Shift away from just being “creative”

and developed to create heightened “brand awareness”3

PR’s Role in IMC

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At its core, IMC is:1. Strategic2. Focused Communications– Concise, holistic, strategic

communications across all disciplines– No one is better to lead this than PR

professionals

Emotional“Our beliefs are the same”

Emotional“Our beliefs are the same”

Loyalty“I love the brand”

Loyalty“I love the brand”

IMC’s Objective

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Preference“I prefer the brand”Preference

“I prefer the brand”

Awareness“I am aware of the brand”

Awareness“I am aware of the brand”

Create an authentic experience that allows customers to identify with the brand on rational and emotional levels across all communications platforms

Used with permission from Brett Turner, APR, of Jackson Marketing Group

Elements of IMC

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Courtesy of Jackson Marketing Group

IMC 10-Step Process

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1. Get commitment from senior management2. Build your team of experts (Interactive, PR, media, etc.)3. Have someone leading the charge4. Plan (strategy, objectives, key messages, etc.)5. Start integrating; Get buy-in from everyone6. Let your teammates do their job and trust them!7. Share information across disciplines (Update meetings)8. Be flexible and listen to your team9. Adapt and improve 10. Show off – Metrics; praise team; savings

IMC Case Study

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GE Project Plant-A-Bulb

Campaign Components

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Public Relations

Media Planning &

Buying

Interactive Media

Grassroots Initiatives

Direct Marketing

Social Media

Q&A

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Thank You