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This PowerPoint was used in a presentation to Kent State University PRSSA students on IMC.
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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