Integrated Marketing Communications Strategy

Creating an Integrated Marketing Communications Strategy

Approach, Goals, and Messages
How will you achieve your goal? What promotional or engagement strategies will you use? Think
creatively about campaigns you’ve seen for companies or brands that have caught your attention, and
how your campaign will make an impact on your target audience. Will your campaign influence?
Engage? Educate? Nurture? Build awareness?
Example: Use email marketing, social media, and a sales promotion (prize drawing at conference) to
encourage veteran attendees to post online about their experiences and plans for attending the user
conference using the event hashtag. Use these testimonials to amplify dialogue about the conference
(via social media), build awareness (via email marketing, website and targeted digital advertising) and
convince peers they should attend.
In consideration of your previous analysis, you need to identify at least one goal for the campaign.
 Describe the target segment for your campaign.
 What is the goal you want to achieve with the campaign?
 What is your call to action?
 Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed)
Example:
 Audience: HR professionals who are casual and power-users of Chumber systems
 Increase event registration by 20 percent by the start date of the annual user conference.
 Call to action: Register online today.
Identify the primary message for your campaign, two to three message pillars and proof points for each.
Be sure to include a call to action that helps to achieve your goal. Remember that messages should
reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.