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Integrate Your Marketing Efforts
Transcript of Integrate Your Marketing Efforts
ACUI Region V | Northern Illinois University | 2014
Kat Shanahan | UC Promotions Coordinator | @KaSh18
What is Integrated Marketing Communications?
IMC in the UC
Benefits of IMC
Create clear, measurable goals for the UC and UC departments
Enhance collaboration between departments
Build the foundation for a repeatable process for future marketing efforts
Certain elements created as a full staff
1 year of organization for departments
Start with what is already being done
3 Overarching goals that all departments work to achieve
10 Different IMC Plans in the FY2014-2015
Cohesive messaging strategy encompassing all customer touch points
Encompasses advertising, public relations, direct marketing, sales/promotions
Can be confused with "branding"
"Long term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program." - Timm R. Crull, Chairman & CEO of Nestle
Educate staff on what each area of the plan really means
Implement plans in stages
Start with what you're already doing
Must be measurable and must have a defining time frame
Do NOT use the term "Marketing Goals"
Marketing ideas and deadlines determined at least a semester in advance
Account managers to work with departments to adhere to timelines
Increased cross-departmental collaboration