1.
Achieving Better Results Through
Integrated Marketing Communications
Bonnie Harris
Reed College of Media, West Virginia University
Wax Marketing, Inc.

2.
Bonnie Harris
 Principal, Wax Marketing Inc.
 Adjunct Instructor IMC Program, WVU, Reed College of
Media
 WaxMarketing.com
 waxmarketing@gmail.com @waxgirl333

3.
Agenda
 Defining IMC
 Branding and IMC
 Audiences
 IMC Planning
 Messaging Strategies
 IMC Examples
 Measurements
 Barriers to IMC

4.
IMC and the PR
Professional
Today we are…
Messaging Experts
Marketing Strategists
Brand Journalists
Technology Consultants
Project Managers

5.
Definition of IMC
According to the AMA (American Marketing Association) the definition of
Integrated Marketing Communications is:
“A planning process designed to assure that all
brand contacts received by a customer or
prospect for a product, service or organization
are relevant to that person and consistent over
time.”

6.
In basic terms…
An approach to achieving the
objectives of a marketing campaign
through a well-coordinated use of
different promotional methods
intended to reinforce each other.

7.
Why are Brands Turning to IMC?
 Audience
 Messaging Channels
 Competition
 Technology
 Owned Media

8.
How has branding changed?
Perception is everything.

9.
Messaging Sources
 Planned Messages
 Product Messages
 Service Messages
 Unplanned
Messages
 Employee Messages

10.
Say goodbye to the 4 P’s

11.
Hello to the 4 C’s

12.
How does a customer choose a
brand?
 Problem or
opportunity
 Information search
 Choice evaluation
 Behavior and action
 Decision and repeat
buy

13.
Components of an IMC Campaign
 Audience Definition
 Marketing Objectives &
Strategies
 Integrated Creative Strategy
Statement & Brief
 Digital Objectives, Strategies &
Tactics
 Public Relations Objectives and
Tactics

14.
Components of an IMC Campaign
 Advertising/Media Buy
 Direct Marketing
 Sales Promotion
 Measurement and Evaluation
Plan
 Cross-functional Project
Management

15.
Audience Definition
 Demographics
 Psychographics
 Content acquisition
behavior
 Buying behavior
 Other segmentation
strategies
 Geodemographic
 Ethnic
 Relationship
 Adopter

16.
Messaging Strategy
 Strategic Consistency
 One Voice
 Integrated Strategy Statements
 Message Translations

17.
Channels
Who is your true audience ?
Where does the synergy exist
?
Which space is effective ?
What is the right mix ?

18.
Why are we looking at this guy?

19.
Results?
 1.2 billion media impressions
 100 million YouTube views
 Sales  55% first 3 months
 Sales  107% in the fourth
month

20.
Strong IMC campaigns have…
 Aligned objectives
Specific audiences
 Strong project management
Common strategies and tactics
Translatable, impactful
messages

21.
Dermatology Consultants
 $20 million healthcare
practice
 Channels included
email, social media,
print/broadcast ads,
public relations, events,
in office messaging
 Audience was blended

22.
Results?
 After 12 months, 20% of new patients coming from
online
 15% of revenue is cosmetic after 18 months
 40% of web traffic coming from social media
 5% of patients coming from Facebook alone
 Media placements have doubled

23.
Measurement
 Within target audiences
 Mix of quantitative/qualitative
 Brand awareness
 Attitude change and preference
 Customer retention

24.
Measuring Tactics
 Landing page conversions
 Website behavior
 Social media engagement
 Online clicks
 Unplanned messages

25.
Measuring Behavior
 Content acquisition
 Buying behavior
 Customer acquisition
 Loyalty and engagement

26.
Measuring Components
 Earned media impressions
 Owned media impressions
 Advertising ROI
 Digital marketing return

27.
Strong IMC Plans have…
 Narrow scope
Targeted audience
Focus on linked tactics
 Content/frequency
Time for iterative testing and revision

28.
Barriers to IMC
 Functional silos/team dynamics
 No proven “how to’s” or magic bullet
processes
 Lack of management know-how
 Outdated measurement tools
 Sales

29.
The Future of IMC
Automation + Integration
Big Data
Standard Metrics
Owned Media  Brand

30.
Questions?

31.
WVU IMC Program
 1st online IMC graduate program in the nation
 Established 2003
 More than 400 active students
 Ideal for mid-level communications professionals
 More information at imc.wvu.edu

32.
Thank You!
Bonnie Harris
waxmarketing@gmail.com
612-801-0912
@waxgirl333
 practice

33.
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