The progression of marketing–moving beyond traditional to include interactive, consumer-driven, social marketing–has spread like Ebola. It’s often referred to as Integrated Marketing Communications (IMC). Merrick Towle Communications is ushering in a new era in which we blend communication messages across all available media channels into a continuous brand experience. As part of a successful marketing strategy, IMC integrates public relations, advertising, online, social media and other communications elements into one cohesive entity all sharing the same message. Instead of dividing marketing communications into separate groups that rarely communicate, Merrick Towle is now integrating all marketing disciplines under one umbrella. As a result, every communication is consistent with one message, sharing the same strategy. This also allows us to execute marketing campaigns more efficiently without having to jump through hoops to get approvals for creative, content, messaging, etc.

The key to effective integration is cohesiveness between various marketing messages, and the understanding that marketing is fundamentally a conversation between a company and its prospective buyer. It is not one specific marketing campaign or press release; rather, how the blending and execution of such disciplines convey a message synergistically, and at every possible customer touch point. IMC includes the various tools such as advertising, public relations, personal selling, sales promotion, direct and database marketing, sponsorship, event marketing, social media marketing, and online marketing (search, banner advertising, affiliate, etc.). Since the purpose of marketing is to generate sales, increase market share, drive preference to purchase, and/or build brand awareness, marketers need to find ways to do this effectively, and embracing an integrated marketing strategy is the first step.

To create an IMC project schedule, we create three plans:

1. The roll-out plan: The high-level plan of when each component needs to be completed and implemented.
2. The project milestone plan: project milestones are the end of a stage that marks the completion of a work package or phase, typically marked by a high-level event such as completion, endorsement or signing of a deliverable, document or a high-level review meeting.
3. The detailed project plan by component: This is the critical path plan that includes all tasks to be completed for each campaign component.

Once you put the above plans in place, you’ll more effectively manage your integrated marketing plan to scope, budget and deadline.

by Mary Ingwersen, Director Of Traffic & Integration, mingwersen@merricktowle.com